Without actually tracking and measuring, how can you be sure that your marketing efforts are making an impact on your target audience and furthering the success of your brand? Read the full post: https://www.brafton.com/blog/strategy/which-marketing-kpis-are-the-most-important/

1. EXAMPLES
MARKETING KPI
TOP

2. MARKETING KPIs

3. MARKETING KPIs
This isn’t calculating overall sales
revenue, but rather the specific
revenue stemming directly from your
inbound marketing campaign.
Calculate this KPI by adding up your
total annual sales and then
subtracting any revenue not
attributable to your inbound
campaign. This will tell you exactly
how much your inbound marketing
has generated for your brand.
SALES REVENUE TOTAL
REVENUE
REVENUE NOT
ATTRIBUTABLE TO
YOUR INBOUND
MARKETING
CAMPAIGN
= CAMPAIGN SALES REVENUE

4. TOTAL
MARKETING
SPEND
TOTAL NUMBER
OF LEADS
GENERATED
It’s important to not only pay
attention to how much money
you’ve made, but also the cost
you incurred to get there. When
calculating your total marketing
spend, include costs like overhead,
technology investments, creative
work, etc.
COST PER LEAD
MARKETING KPIs
= COST PER LEAD

5. MARKETING KPIs
Evaluating the ratio of your
inbound traffic to the total number
of new leads generated provides
you with valuable insight into the
effectiveness of your campaign. If
your ratio is low, it could mean
that it’s time to revisit your goals
and make some changes to
support more meaningful
conversions.
TRAFFIC-TO-LEAD RATIO
TOTAL
NUMBER OF
VISITORS
TOTAL NUMBER
OF LEADS
GENERATED
= TRAFFIC-TO-LEAD RATIO

6. ORGANIC
SEARCH KPIs

7. Today’s customers engage with
brands in real time, which means
there are high expectations for the
customer experience. Engagement
metrics help you understand how
well your marketing campaign is
performing based on real
interactions with real prospects and
customers. High engagement
means your efforts are paying off.
ENGAGEMENT METRICS
ORGANIC SEARCH KPIs
EXAMPLES:
TIME ON SITE
NUMBER OF VISITORS
BOUNCE RATE

8. 100
TOTAL NUMBER OF
VISITORS WHO
TOOK A DESIRED
ACTION
TOTAL
NUMBER OF
VISITORS
ORGANIC SEARCH KPIs
This is often seen as one of the
most important metrics to track, but
it can be difficult to obtain an
accurate reading. Typically, organic
search conversions are tracked
through Google Analytics by setting
up conversion tracking for events
like account registrations, placing
items in the shopping cart and
completed purchases.
CONVERSION RATE
= CONVERSION RATE

9. BRAND
AWARENESS KPIs

10. Social media reach is the estimated
number of people who could have
seen or interacted with a particular
post. Your ability to reach people is
based on the number of people
who follow your accounts and the
actions they take. For example,
influencers with a high number of
followers can drastically increase
your own reach when they share
your content.
SOCIAL MEDIA REACH
BRAND AWARENESS KPIs
SOCIAL MEDIA ANALYTICS
PLATFORMS AUTOMATICALLY
CALCULATE POST REACH.

11. BRAND AWARENESS KPIs
The more times your brand is
mentioned by customers,
influencers and other brands in and
outside of your industry, the better.
Each mention can help you cultivate
and grow your brand awareness.
You can gain more mentions by
encouraging users to leave reviews
and by creating shareable content.
BRAND MENTIONS
YOU’LL NEED SPECIAL TOOLS TO
MEASURE HOW MANY TIMES
YOUR BRAND GETS MENTIONED
ACROSS THE WEB.

12. Positive media mentions are as good
as gold for your brand awareness.
You can set up Google Alerts to
monitor for media mentions, but it
can be a time-consuming task to
count them all. To gain more
mentions, try publishing press
releases, attending industry events
and sharing your thought leadership
on social media.
MEDIA MENTIONS
BRAND AWARENESS KPIs
YOU’LL NEED SPECIAL TOOLS TO
MEASURE HOW MANY TIMES
YOUR BRAND GETS MENTIONED
ACROSS THE WEB.

13. CONTENT KPIs

14. CONTENT KPIs
This metric is applicable for nearly
any kind of content out there, but
it’s especially relevant for
search-engine optimized (SEO)
blogs. Readers who are truly
engaged and find value in your
content will spend longer on the
page. Use engaging subheadings,
graphics and bulleted lists to
break up content and keep your
readers’ attention.
TIME ON PAGE
USE GOOGLE ANALYTICS TO
TRACK THIS METRIC.

15. Combined with time on page, page
views helps you determine if your
content is engaging. B2B and B2C
businesses may have different
expectations when it comes to this
metric. For example, ecommerce
sites may get a high number of page
views as shoppers browse different
products. Meanwhile, a service
company may only have a handful of
high-value landing pages.
PAGE VIEWS
CONTENT KPIs
USE GOOGLE ANALYTICS TO
TRACK THIS METRIC.

16. CONTENT KPIs
Organic traffic is supported by
search engine optimization (SEO)
efforts that help your content rank
highly on search engine results
pages (SERPs). Organic traffic can
also come from referral channels
like social media pages. Tracking
this metric will help you understand
where to focus your efforts.
TRAFFIC ACQUISITION
CHANNELS
USE GOOGLE ANALYTICS TO
TRACK THIS METRIC.

17. Every new subscriber, whether to
a newsletter or podcast, is another
opportunity to engage prospects
and customers. If this number is
steadily increasing over time, it
means you’re doing something
right and people are engaged with
your content.
NUMBER OF SUBSCRIBERS
CONTENT KPIs
YOUR DISTRIBUTION
PLATFORM’S ANALYTICS TOOLS
WILL TELL YOU THIS NUMBER.

18. CONTENT KPIs
Any time your content is shared –
especially by influencers – it’s a
good sign. High levels of
engagement activity can even create
a positive feedback loop, where
more and more people are exposed
to your content and encouraged to
participate in the conversation.
SOCIAL ENGAGEMENT
METRICS
EXAMPLES:
SHARES LIKES COMMENTS

19. EMAIL
MARKETING KPIs

20. 100
TOTAL
NUMBER OF
OPENS
TOTAL
NUMBER OF
RECIPIENTS
EMAIL MARKETING KPIs
This metric represents the number
of people who open your email
messages. A low open rate usually
indicates that your email subject
lines aren’t engaging enough.
Consider A/B testing a few options
to determine which subject line
resonates with your audience.
OPEN RATE
= OPEN RATE

21. TOTAL
NUMBER OF
CLICKS
TOTAL
NUMBER OF
RECIPIENTS
100
EMAIL MARKETING KPIs
This is one of the most important
email marketing metrics because it
shows how many people you
motivated to leave their inboxes
and visit your website. Firstly,
however, you need a high open rate
to get people to read your email;
then you need engaging body copy
and calls to action to entice more
clicks.
CLICK-THROUGH RATE
= CLICK-THROUGH RATE

22. 100
TOTAL
NUMBER OF
UNSUBSCRIBES
TOTAL NUMBER
OF EMAILS
DELIVERED
EMAIL MARKETING KPIs
Marketers are required by law to
include an easy way to unsubscribe
from marketing messages. If your
unsubscribe rate gets too high, you
may need to reconsider your
message cadence. Consider testing
different types of emails to
determine where your subscribers
are getting frustrated.
UNSUBSCRIBE RATE
= UNSUBSCRIBE RATE

23. EMAIL MARKETING KPIs
Lead generation is a key
objective of most email
marketing campaigns. However,
the number of leads you can
gain from this channel will
depend greatly on your industry
and your target audience. If your
business is focused on sales
growth, this is one metric you
can’t afford to ignore.
LEAD GENERATION
CONNECT YOUR EMAIL PLATFORM
TO YOUR CUSTOMER RELATIONSHIP
MANAGEMENT (CRM) TOOL TO
TRACK THIS METRIC.

24. CUSTOMER
SATISFACTION KPIs

25. 100
( PERCENTAGE OF
PROMOTERS –
PERCENTAGE OF
DETRACTORS )
TOTAL
NUMBER OF
RESPONSES
CUSTOMER SATISFACTION KPIs
Net Promoter Score (NPS) uses an
11-point scale to measure how
satisfied a customer is with a
company. For example, a survey
might ask, “On a scale of 0 to 11,
how likely are you to recommend
this service to a friend?” Anyone
who scores 0-6 is a Detractor, 7-8 is
a Passive and 9-10 is a Promoter.
NPS can range from -100 to 100.
NET PROMOTER SCORE
= NET PROMOTER SCORE

26. CUSTOMER SATISFACTION KPIs
Repeat purchases are a great
indicator of customer satisfaction. In
the current landscape, it isn’t difficult
for unsatisfied shoppers to seek out
your competitors. The efforts you put
into marketing to and nurturing
existing customers will pay off as
evidenced by your customer
retention rates and any increase in
customer lifetime value.
CUSTOMER
RETENTION METRICS
EXAMPLES:
CUSTOMER CHURN
REPEAT PURCHASE RATIO
CUSTOMER LIFETIME VALUE

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