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50

DIGITAL
MARKETING
METRICS

For CMOs, CDOs, CIOs and CFOs
@ValaAfshar
Lead-to-Customer
Conversion Rate
A ratio that shows on average how many leads turn
into paying customers.

Know if your sales process works or not.
Share of Voice
The proportion of the total
audience commanded by a
media group or a brand across
its full range of media activities.

Share of Voice shows where
you rank compared to your
competitors when people talk
Your Company’s advertising for a given
about your industry advertising for a
industry.
product/Total
given product.
CPL –
Cost-per-Lead

Total cost of generating one lead either in total
or from a specific lead generation campaign.

Generating leads needs to be as
efficient as possible.

Total investment on marketing campaigns /
total leads generated.
Social Interactions
The number of total interactions your social media
account received over a specific time period.

Focus on increasing your social interactions
to build rapport with your network.
Social Media Page Views
The number of times a web page is
viewed as a result of being directed
from a social media channel.

Focusing on social media led page views
enables you to understand what content
truly resonates with your audience.
Amplification
Rate
The rate at which your
followers take your
content and share it
through their network.

Higher the amplification
rate, the further the content
will reach.
Number of leads generated / number of contacts made
Lead Volume

Amount of leads that you are receiving
from campaigns.

Know what programs are the
most effective and conduct
real-time measurements.
Lead Origination
The first contact point for a new lead.

Understand what activities
influence your pipeline.
Follower
Growth
by Channel
Change in the number of followers
for a given social media account.

Different channels will grow at
different rates. Focus your
efforts on what is working.
Return on
Marketing
Investment

Provides critical performance assessment
of marketing campaigns relative to the
marketing spend.

Quick, meaningful measurement
of campaign success.
Market Share

Market share is your company’s
percentage of an industry or market’s
total sales over a specified time period.

Validates your position in the market
and helps you fine-tune your overall
marketing plan.
CPC –
Cost-per-Click

A specific type of cost-per-action program
where advertisers pay for each time a user
clicks on an ad or link.

How valuable is each online ad
you post?
CPM (Cost per 1,000 impressions) / (1000 × Click Through Rate)
PageRank

PageRank is an algorithm used by the
Google web search engine to rank websites in their search engine results. 80%
of traffic to your sites is organic. Optimize
your online presence for optimal ranking.

Do you have the most
relevant content when a
prospect looks for
information?
Organic Search
Results of viewers that visit your
site due to non-paid search results.

Search Engine Optimization (SEO) drives
better organic search results.
Unique
Visits

A count of how many different
people access your web site
in a given amount of time.

Marketer’s goal should be
to increase the number of
unique visitors to the site
to expand market reach.
Time on Site
How much time the average user
spends on your site.

An engaged viewer can turn into an
engaged customer.
PageViews

A pageview is an instance of a page being
loaded by a browser. The Pageviews metric is
the total number of pages viewed; repeated
views of a single page are also counted.

Pageviews shows that your site
works well enough to allow the
viewer to go from one page to the
next. And you have content that
keeps them engaged.
Funnel Visualization
Helps track the movement of prospects
through different stages (new, engaged,
marketing qualified, sales accepted, sales
rejected, closed won) in the funnel.

Funnel visualization shows strengths and
weaknesses in the marketing/sales process.
Return Visits

How many unique visitors are returning
more than once in a given time period.

Returning visitors are a great
indicator of engagement.
Bounce Rate

A measurement of the number of users
who leave a web site after viewing only
one web page.

Bounce rate measures the
ineffectiveness of a page or site.
Quality Score

A score assigned by Google to each
keyword marketed that is calculated
from an ad’s click-through rate, keyword
relevance per keyword group and the
relevance of the landing page, which
Google accesses over 200 factors.

Those who achieve higher quality
scores are rewarded with top
placement and lower bid cost.
CVR –
Conversion Rate
The percentage of time a website visit turns into
a lead or contact.

Is your site effective? Yes or No?
Referral
Traffic Growth

This metric cover changes in referral traffic and
referral traffic sources.

Referral traffic growth tells you where to refocus your efforts.
CTR –
Click-Through Rate
The number of click-throughs per ad impression,
expressed as a percentage.

Learn what is enticing people to click
on your ads, and repeat this success.
Inbound Link

Back links, also known as incoming links,
inbound links, inlinks, and inward links, are
incoming links to a website or web page.
They are a key component in improving
one’s website ranking.

Always focus on number of links coming to your
site and from where. A link from high ranked site
is worth more than low ranked site.
Social Media
Publishing
Volume

Metric shows, on average, how often
you post a tweet or status update to a
certain network.

People want content from you
on a regular basis. Too much
and they tune you out, too little
and they forget you exist.
Highest
Trafficked Pages
The pages on your website that receive the
most web traffic.

Know what pages your visitors are
going to, and make sure those pages
lead to conversion.
Traffic by Device

What devices (PC, Tablet, Mobile etc.) were used
to access a web page or site the most.

Web pages look different on different devices. Make sure your
content is formatted properly for all prospects.
Total Website
Conversions

The number of web visitors that took an action
that resulted in the conversion you wanted.

Getting visitors to convert is the true value of the site.
Marketing-Originated
Campaign Influence
Directly shows what portion of overall customer
acquisition originated in Marketing and where
Marketing touched and nurtured the lead at any
point during the sales process.

What effect are marketing campaigns having
on driving/influencing customer acquisition?
Email Campaign
Open Rate
The number of emails that were received
and opened pertaining to your campaign.

Open rate is a measure of
relevance, and determines the
effectiveness of subject lines.
Social Reach

How far your message reaches across
social media.

Demonstrates level of content viewership.
Unsubscribe Rate
The number of people that chose not to receive
anymore updates or alerts from your website or
email campaigns.

You never want to lose a viewer, but it
can be good to know what is driving
someone away from your content.
Total Indexed
Pages

This metric tells you how many pages on your site
are indexed by search engines.

Total indexed pages allows you to determine which landing
pages receive the highest percentage of visits.
Impressions

One view or display of an ad. Ad reports list total
impressions per ad, which tells you the number
of times your ad was served by the search engine
when searchers entered your keywords (or viewed
a content page containing your keywords).

Impressions are a relative measure
of ad effectiveness.
Referring URLs
Any link received by a web page from
another web page.

Referring URLs enhances
your share of voice.
Media Coverage
The number of media outlets that
discuss, report or critique your
company news in a given time period.

The more media pick-ups,
the more viewers will see
your news.
Click by Channel
The number of clicks on a specific link
that came from each individual social
media channel (Facebook, Twitter,
LinkedIn etc.).

Knowing how your visitors get
to your content tells you which
channels you should focus on.
Average Interactions
per Post
The average number of external interactions one
social media post receives.

Measuring interactions allow you shape theme and
direction of future content.
Advertising Value
Equivalency (AVE)
What your editorial coverage would cost if it were
advertising space (or time).

Although it appears to be evaluative, the dollar-denominated
calculations have nothing to do with profitability, and can confuse
senior managers who are not familiar with marketing metrics.
Marketing-Qualified Lead
A lead that is more qualified to turn over for
sales follow-up because of their activity.

MQLs help sales prioritize lead
follow-up driving more efficient
pipeline creation.
Keyword Ranking
by Position

The position of your content in the search
results with the specific keyword you’re
searching for on a search engine.

Formula

Allows you to see where your content with
specific keywords ranks compared to
other content. A lower ranking indicates a
need for better SEO.
Drop-Off Rate

The number of visitors or attendees who left
the conversion process without completing it.

Drop-off rate shows you where
prospects stop the sales process,
often pointing out a weakness in
your strategy.
Customer
Sentiment
Tells in what tone or context (positive, negative
or neutral) people are discussing your brand in.

By ignoring negative or even positive
sentiment, you’re missing key opportunities to engage consumers and build
brand advocates.
Subscribers

People who receive regular automatic updates to
your blog, website or mailing list.

These people have let you
know that they want to receive
your content.
Media Tone

The tone (positive, neutral or negative)
of your media coverage.

Most media coverage can be expected
to be neutral, but you should try and
minimize anyof closed deals that marketing touched once /
negative coverage.
Number
total number of closed deals.
Data Quality

Poor data quality is one of the key contributors to
marketing campaign effectiveness.

Data quality management is not only critical
for the success of marketing automation, it’s
also a key for customer satisfaction.
Visitor Demographics
Tells you the country,
city, language and other
demographic information
that pertains to your
website visitors.

Visitor demographics can help you curate content specific to a
certain area or language if you’re seeing high viewership rates.
Lets you understand who’s reading your content from where.
Marketing-Influenced
Sales Pipeline
Marketing-sourced measures % of leads in pipeline uniquely
created by marketing. Marketing-influenced is % of leads
touched at least once by marketing during the sales process.

How effective are marketing campaigns at
influencing pipeline.
Acquisition
Rate

The total participants who accepted an
offer on a marketing campaign divided
by the total audience.

How effective was your offer
or messaging?

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50 Digital Marketing Metrics for CMOs, CDOs, CIOs and CFOs

  • 2. Lead-to-Customer Conversion Rate A ratio that shows on average how many leads turn into paying customers. Know if your sales process works or not.
  • 3. Share of Voice The proportion of the total audience commanded by a media group or a brand across its full range of media activities. Share of Voice shows where you rank compared to your competitors when people talk Your Company’s advertising for a given about your industry advertising for a industry. product/Total given product.
  • 4. CPL – Cost-per-Lead Total cost of generating one lead either in total or from a specific lead generation campaign. Generating leads needs to be as efficient as possible. Total investment on marketing campaigns / total leads generated.
  • 5. Social Interactions The number of total interactions your social media account received over a specific time period. Focus on increasing your social interactions to build rapport with your network.
  • 6. Social Media Page Views The number of times a web page is viewed as a result of being directed from a social media channel. Focusing on social media led page views enables you to understand what content truly resonates with your audience.
  • 7. Amplification Rate The rate at which your followers take your content and share it through their network. Higher the amplification rate, the further the content will reach. Number of leads generated / number of contacts made
  • 8. Lead Volume Amount of leads that you are receiving from campaigns. Know what programs are the most effective and conduct real-time measurements.
  • 9. Lead Origination The first contact point for a new lead. Understand what activities influence your pipeline.
  • 10. Follower Growth by Channel Change in the number of followers for a given social media account. Different channels will grow at different rates. Focus your efforts on what is working.
  • 11. Return on Marketing Investment Provides critical performance assessment of marketing campaigns relative to the marketing spend. Quick, meaningful measurement of campaign success.
  • 12. Market Share Market share is your company’s percentage of an industry or market’s total sales over a specified time period. Validates your position in the market and helps you fine-tune your overall marketing plan.
  • 13. CPC – Cost-per-Click A specific type of cost-per-action program where advertisers pay for each time a user clicks on an ad or link. How valuable is each online ad you post? CPM (Cost per 1,000 impressions) / (1000 × Click Through Rate)
  • 14. PageRank PageRank is an algorithm used by the Google web search engine to rank websites in their search engine results. 80% of traffic to your sites is organic. Optimize your online presence for optimal ranking. Do you have the most relevant content when a prospect looks for information?
  • 15. Organic Search Results of viewers that visit your site due to non-paid search results. Search Engine Optimization (SEO) drives better organic search results.
  • 16. Unique Visits A count of how many different people access your web site in a given amount of time. Marketer’s goal should be to increase the number of unique visitors to the site to expand market reach.
  • 17. Time on Site How much time the average user spends on your site. An engaged viewer can turn into an engaged customer.
  • 18. PageViews A pageview is an instance of a page being loaded by a browser. The Pageviews metric is the total number of pages viewed; repeated views of a single page are also counted. Pageviews shows that your site works well enough to allow the viewer to go from one page to the next. And you have content that keeps them engaged.
  • 19. Funnel Visualization Helps track the movement of prospects through different stages (new, engaged, marketing qualified, sales accepted, sales rejected, closed won) in the funnel. Funnel visualization shows strengths and weaknesses in the marketing/sales process.
  • 20. Return Visits How many unique visitors are returning more than once in a given time period. Returning visitors are a great indicator of engagement.
  • 21. Bounce Rate A measurement of the number of users who leave a web site after viewing only one web page. Bounce rate measures the ineffectiveness of a page or site.
  • 22. Quality Score A score assigned by Google to each keyword marketed that is calculated from an ad’s click-through rate, keyword relevance per keyword group and the relevance of the landing page, which Google accesses over 200 factors. Those who achieve higher quality scores are rewarded with top placement and lower bid cost.
  • 23. CVR – Conversion Rate The percentage of time a website visit turns into a lead or contact. Is your site effective? Yes or No?
  • 24. Referral Traffic Growth This metric cover changes in referral traffic and referral traffic sources. Referral traffic growth tells you where to refocus your efforts.
  • 25. CTR – Click-Through Rate The number of click-throughs per ad impression, expressed as a percentage. Learn what is enticing people to click on your ads, and repeat this success.
  • 26. Inbound Link Back links, also known as incoming links, inbound links, inlinks, and inward links, are incoming links to a website or web page. They are a key component in improving one’s website ranking. Always focus on number of links coming to your site and from where. A link from high ranked site is worth more than low ranked site.
  • 27. Social Media Publishing Volume Metric shows, on average, how often you post a tweet or status update to a certain network. People want content from you on a regular basis. Too much and they tune you out, too little and they forget you exist.
  • 28. Highest Trafficked Pages The pages on your website that receive the most web traffic. Know what pages your visitors are going to, and make sure those pages lead to conversion.
  • 29. Traffic by Device What devices (PC, Tablet, Mobile etc.) were used to access a web page or site the most. Web pages look different on different devices. Make sure your content is formatted properly for all prospects.
  • 30. Total Website Conversions The number of web visitors that took an action that resulted in the conversion you wanted. Getting visitors to convert is the true value of the site.
  • 31. Marketing-Originated Campaign Influence Directly shows what portion of overall customer acquisition originated in Marketing and where Marketing touched and nurtured the lead at any point during the sales process. What effect are marketing campaigns having on driving/influencing customer acquisition?
  • 32. Email Campaign Open Rate The number of emails that were received and opened pertaining to your campaign. Open rate is a measure of relevance, and determines the effectiveness of subject lines.
  • 33. Social Reach How far your message reaches across social media. Demonstrates level of content viewership.
  • 34. Unsubscribe Rate The number of people that chose not to receive anymore updates or alerts from your website or email campaigns. You never want to lose a viewer, but it can be good to know what is driving someone away from your content.
  • 35. Total Indexed Pages This metric tells you how many pages on your site are indexed by search engines. Total indexed pages allows you to determine which landing pages receive the highest percentage of visits.
  • 36. Impressions One view or display of an ad. Ad reports list total impressions per ad, which tells you the number of times your ad was served by the search engine when searchers entered your keywords (or viewed a content page containing your keywords). Impressions are a relative measure of ad effectiveness.
  • 37. Referring URLs Any link received by a web page from another web page. Referring URLs enhances your share of voice.
  • 38. Media Coverage The number of media outlets that discuss, report or critique your company news in a given time period. The more media pick-ups, the more viewers will see your news.
  • 39. Click by Channel The number of clicks on a specific link that came from each individual social media channel (Facebook, Twitter, LinkedIn etc.). Knowing how your visitors get to your content tells you which channels you should focus on.
  • 40. Average Interactions per Post The average number of external interactions one social media post receives. Measuring interactions allow you shape theme and direction of future content.
  • 41. Advertising Value Equivalency (AVE) What your editorial coverage would cost if it were advertising space (or time). Although it appears to be evaluative, the dollar-denominated calculations have nothing to do with profitability, and can confuse senior managers who are not familiar with marketing metrics.
  • 42. Marketing-Qualified Lead A lead that is more qualified to turn over for sales follow-up because of their activity. MQLs help sales prioritize lead follow-up driving more efficient pipeline creation.
  • 43. Keyword Ranking by Position The position of your content in the search results with the specific keyword you’re searching for on a search engine. Formula Allows you to see where your content with specific keywords ranks compared to other content. A lower ranking indicates a need for better SEO.
  • 44. Drop-Off Rate The number of visitors or attendees who left the conversion process without completing it. Drop-off rate shows you where prospects stop the sales process, often pointing out a weakness in your strategy.
  • 45. Customer Sentiment Tells in what tone or context (positive, negative or neutral) people are discussing your brand in. By ignoring negative or even positive sentiment, you’re missing key opportunities to engage consumers and build brand advocates.
  • 46. Subscribers People who receive regular automatic updates to your blog, website or mailing list. These people have let you know that they want to receive your content.
  • 47. Media Tone The tone (positive, neutral or negative) of your media coverage. Most media coverage can be expected to be neutral, but you should try and minimize anyof closed deals that marketing touched once / negative coverage. Number total number of closed deals.
  • 48. Data Quality Poor data quality is one of the key contributors to marketing campaign effectiveness. Data quality management is not only critical for the success of marketing automation, it’s also a key for customer satisfaction.
  • 49. Visitor Demographics Tells you the country, city, language and other demographic information that pertains to your website visitors. Visitor demographics can help you curate content specific to a certain area or language if you’re seeing high viewership rates. Lets you understand who’s reading your content from where.
  • 50. Marketing-Influenced Sales Pipeline Marketing-sourced measures % of leads in pipeline uniquely created by marketing. Marketing-influenced is % of leads touched at least once by marketing during the sales process. How effective are marketing campaigns at influencing pipeline.
  • 51. Acquisition Rate The total participants who accepted an offer on a marketing campaign divided by the total audience. How effective was your offer or messaging?