The document discusses key performance indicators (KPIs) for marketing analytics. It separates KPIs into those at the top, middle, and bottom of the marketing funnel. KPIs at the top include brand awareness, traffic sources, site engagement, and lead conversion ratio. Middle funnel KPIs measure offer conversion rates, visitor recency, and marketing-qualified leads. KPIs at the bottom of the funnel include funnel stage analysis, attribution reporting, retention rates, return on ad spend, customer acquisition costs, and customer lifetime value.

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Major KPIs for Marketing Analytics

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KPIs at top of the Funnel
Brand Awareness
Reflects the amount
of traffic from
searches
Traffic by channel
Tracks organic traffic
from websites, emails,
social media, direct
calls, and influencers
Site Engagement Rate
Measures bounce rate,
customer retention,
new visits
Organic Traffic
Refers to the number
of visitors from unpaid
search results
Referral Traffic
Measures the traffic
generated from
Adwords
Lead Conversion Ratio
Measures the % of
visitors who complete
a desired action

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KPIs at middle of the Funnel
Offer Conversion Rate
Indicates the number of
landing page visits for
every lead received.
Visitor Recency
Indicates the length of
time between multiple
visits of the same person
to the website
Marketing Qualified Leads
Measures the number of
leads engaged with the
company and could become
sales qualified leads if
appropriately nurtured
Post/Email Open Rate
Measures how
customers are engaging
with emails and social
media posts

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KPIs at bottom of the Funnel
Funnel Stage Analysis
Measures how many
leads entered versus the
number of leads
progressed to the next
stage
Attribution Report
Helps to create reports
to understand which
marketing efforts lead
to conversions
Retention Rate
Indicates customers
who buy the same
or different
product/service
Return on Ad Spend
Calculates revenue
earned for all the
expenditure done on
paid advertising
Customer Acquisition
cost Measures ROI of
expenditure
associated with
converting prospects
to customers
Customer Lifetime
Value Indicates total
revenue a business can
reasonably expect from
a single customer

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