The Ultimate Guide To Marketing Metrics and KPIs

Keyword Opportunity

Analyze how you can improve your search rankings.

Domain Authority (DA)

Determine the effectiveness of your link-building efforts by measuring the "trust" factor of the whole of your domain. Benchmark: - Sites with a lower DA than their competitors rank higher, averages can also be skewed by self hosted web 2.0's like wordpress blogs that have DAs of 100. - Minimum DA score for a blog to consider guest posting Best Practices: - At the basic level, the most important things to do to improve domain authority are: 1) get rid of bad links and 2) gain good links - Engage the services of an SEO agency that has relationships with websites and writers who can secure high-quality legitimate backlinks. This is a good option, but it is expensive and has risks. - Create a site with high value information that elicits links by virtue of its awesomeness. That, my friends, is content marketing. - The best way to influence this metric is to improve your overall SEO. In particular, you should focus on your link profile - which influences MozRank and MozTrust - by getting more links from other well-linked-to pages.

Facebook Ads Today's Summary

Drill down into today's campaign metrics and monitor your Facebook Ads objectives. - Spend: The total spent on your campaign thus far. The term 'spent today' however means the amount spend on your ad set since 12am today. If you set a daily budget for an ad set, you'll see your progress towards the budget in the later term - Cost per unique click: The total number of unique people who have clicked on your ad. Cost is calculated based on each unique person, not per click. Ex: if 3 people click on the same ad 5 times, it will count as 3 unique clicks. - CPM: Cost per 1,000 impressions. The average cost you've paid to have 1,000 impressions on your ad. - CTR: Click-through rate for all clicks. The total number of clicks you received (ex: offsite clicks, likes, event responses) divided by the number of impressions.

Social Sentiment

Brand Perceptions and Brand Equity. Best Practices: - It's essential that you understand the methodology behinds the social sentiment platform you use - especially the margin of error - to help you understand the context of your reports. - It's good to always keep an eye on the social sentiment of your brand, but it's especially important to check sentiment before and after a campaign to determine campaign success.

Cost per Click (CPC)

Cost Per Click (CPC) refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns.

Incremental Sales

Demonstrate how your marketing campaigns are resulting in increased sales revenue. Formula: Incremental Sales ($) = Total Sales ($) - Baseline Sales ($) - Baseline Sales: What you expect to sell for a given time period without marketing. - Lead: An individual that has expressed interest in your product or service by completing a goal. - Wins: New customers generated by a marketing campaign. - Campaign: A marketing communication on a dedicated channel intended for a business' target audience.

Page Authority (PA)

Determine the effectiveness of your link-building efforts by measuring the "trust" factor of each individual page, based on the links to it; also influenced by the DA of the website.

Social Interactions

Formula: # of valuable social interactions summarized over X period Success Indicators: A high level of engagement that corresponds to the completion of key marketing objectives. Viral posts that require little or no nurturing on your behalf. Sustained engagement over a long period of time.

Key Social Metrics

How effective is your website at building an audience? Formula: Referrals, conversions, and events of current month compared to previous month - Referrals: The number of friends who see shared content on Facebook, Twitter or an email message and click to visit your website. - Conversions: The number of referred visitors (friends) that convert when they get to your site - Events: Events are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events Best Practices: - Pay special attention to the traffic metrics from your social sites. They may showy you significant differences in the performance of one social network versus another. - Ensure that you aren't spending time on social media marketing if the referral traffic you're able to procure from these sources doesn't ultimately convert on your home site - At least once a month, take the time to measure the number of conversions generated on your site by visitors from different social media websites.

Returning Visitor Metric

How effective is your website at building an audience? - Average Browse Rate (pages per session) - Average Time On Site

SEO Traffic

How many customers are visiting your website from organic and paid search traffic? - Traffic: The visitors to your site. - Organic Search: Organic search results are the Web page listings that most closely match the user's search query based on relevance. Also called "natural" search results, ranking high in the organic results is what SEO is all about. - Paid Search: Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click - PPC) or less commonly, when your ad is displayed (cost-per-impression - CPM). - Traffic Rank - The ranking of how much traffic your site gets compared to all other sites on the internet. You can check your traffic rank on Alexa.

Link Building Metrics

How many links are directing users to or through your website? - Backlinks are links that are directed towards your website from another website. Another name for backlinks is inbound links. The number of backlinks indicates to the search engine that page is popular or important. - Deeplinks Ratio SEO Metric: Compare your domain's homepage links and deeplinks on a pie chart. Deep linking is a tool used by websites to a point a visitor directly to a page within the website instead of the landing page or front page of the site. Best Practices: - Deep links should be natural. Don't pile all your links onto one page of your website. This may seem like an easy way to improve your SEO

Facebook Ads Campaign Performance

Make sure your message is reaching the right audience by measuring your Facebook Ads campaign performance for the date range of your choice. - Facebook Ads Spend: the total spent on your campaign thus far. The term 'spent today' however means the amount spend on your ad set since 12am today. If you set a daily budget for an ad set, you'll see your progress towards the budget in the later term - Conversions: Conversions are customer-completed actions, like purchases or adding to a cart on a website

Net Promoter Score

Measure Customer Satisfaction and Loyalty. Formula: Net Promoter Score = Proportion of Detractor Scores - Proportion of Promoter Scores Benchmarks: Highest Scores - Department & Specialty Stores: 58 Brokerage & Investments: 45 Table Computers: 44 Smartphones: 40 Lowest Scores - Software & Apps: 19 Health Insurance: 12 Cable/ Satellite TV Service: 3 Internet Service: -3

SEO Keyword Ranking

Measure and analyze your keyword rankings to drive search traffic to your website. Ways To Improve SEO Keyword Ranking: - Track the right keywords - Focus on long-tail keywords, as they're less competitive and more targeted Best Practices: 1. Build a strong website 2. Build a social following 3. Do your keyword research 4. Evaluate your competition 5. Check keyword difficulty 6. Do not suddenly increase internal linking to a post that is getting down on SERP

Top Viewed Posts

Measure and monitors which pieces of content pull the most viewers. Formula: Total unique pageviews - Reporting Frequency: Monthly - Example of KPI Target: 40% conversion on top 3 pages, 2049 subscriptions from top pages - Audience: Content Marketing Manager, Content Marketing Team - Variations: Popular Posts, Successful posts, Top Viewed Content

Average Lead Score

Measure the Quality of Marketing and Sales Leads. Formula: Avg. Lead Score = Sum of Individual lead scores over a given period of time (day, week, month, etc.) / Total number of days in that period - Lead Scoring: The process of measuring the quality of marketing and sales leads based on predetermined criteria and targets. These criteria and targets can range from demographics to buyer behavior and user activity, and they are typically determined by evaluating the characteristics of a current customer base. - Lead Scoring: can be incredibly important to businesses that spend a large proportion of their marketing and sales budgets generating and following up on leads (online and offline); it can save them time and money by focusing their media buys and efforts on the leads that are most likely to convert to paying customers. - Average Lead Score: is an aggregate measure of the quality of leads that are being generated over a given period of time.

Return On Marketing Investment (ROI)

Measure the ability of marketing campaigns to generate new revenue. Formula: Return on Marketing Investment (ROI) = (Sales Growth - Marketing Cost) x 100 / Marketing Investment - Leads: New prospects generated by a marketing campaign - Incremental sales: New revenue generated by a marketing campaign - Wins: New customers generated by a marketing campaign

Instagram Followers

Measure the amount of Instagram users are following your account. Formula: Total number of users following your account Reporting Frequency: Monthly Example of KPI Target: 800 followers Audience: Social Media Manager, Social Marketing Specialist Variations: Instagram popularity

Customer Lifetime Value (LTV)

Measure the amount of gross profit that is generated from a customer over the entire time they do business with a company. Formula: Gross margin (%) x Length of lifetime in pay periods x Revenue per subscription per pay period - Reporting Frequency: Quarterly - Example of KPI Target: $240,000 LTV - Audience: CEO, CMO, CFO, Marketing Manager, Sales Manager - Variations: LTV, CLV, Lifetime value of a customer

Lead Conversion Rate

Measure the amount of leads that are converted into sales. Formula: (Leads converted to Sales/Total Leads)x100 - Reporting Frequency: Monthly - Example of KPI Target: 36% conversion rate - Audience: Marketing Manager - Variations: Lead to customer conversion, Average conversion rate, Leads converted to sales

Cost per Action (CPA)

Measure the amount of money put towards driving conversions. Formula: Payments for conversions/Total number of conversion - Reporting Frequency: Monthly - Example of KPI Target: $28 per action - Audience: Marketing Manager - Variations: CPA

Social Shares

Measure the amount of times your content has been shared on social media platforms. Formula: Total number of shares of your content Reporting frequency: Weekly Example of KPI Target: 82 Shares Audience: Social Media Manager, Marketing Manager Variations: Social media shares

Total Visits

Measure the amount of users that have visited your site or page. Formula: Total number of unique viewers on a page. - Reporting Frequency: Monthly - Example of KPI Target: 180,000 viewers - Audience: Marketing Manager, Marketing Team - Variations: Total views, Total page visits

Pageviews per Session

Measure the average number of pages a user views during a single session. Formula: (Pageviews per session with user A + Pageviews with user B + ...+ Pageviews with user N)/Total number of user sessions - Reporting Frequency: Weekly - Example of KPI Target: 11 pages - Audience: Marketing Manager - Variations: Page depth, Depth of visit

Cost Per Lead (CPL)

Measure the cost-effectiveness of marketing campaigns. Formula: Cost per Lead = Cost of Generating Leads / Total Leads Acquired - Measures how cost-effective your marketing campaigns are when it comes to generating new leads for your sales team. - It also provides important data to use in your return on marketing investment calculation. Success Indicators: - Minimize the cost per lead, a low cost per lead with a high volume of quality leads is a good indicator that your campaign is doing well.

Average Time On Page

Measure the duration of time a viewer spends on a page. Formula: (Time visitor A spends on page + Time visitor B spends on page + ... + Time visitor N spends on page)/Total visitors on page - Reporting Frequency: Weekly - Example of KPI Target: 5 minutes - Audience: Marketing Manager - Variations: Page view duration

Average Time to New Content

Measure the duration of time between the latest published piece of content and publishing piece of content and publishing a new piece. Formula: (Time between content A and B + Time between content B and C + Time between content N and X)/Total number of content pieces published - Reporting Frequency: Quarterly - Example of KPI Target: 3 days - Audience: Marketing Manager, Content Marketing Manager, Content Marketing Team - Variations: Time between content

YouTube Channel Subscribers

Measure the number of YouTube accounts are following your posts and are receiving your channel updates. Formula: (Gained subscribers - Lost Subscribers) + Total Subscribers at the beginning of period Reporting Frequency: Monthly Example of KPI Target: 2352 subscribers Audience: Social Media Manager, Marketing team Variations: YouTube Subscribers

Dormancy Rate

Measure the number of customers that are not using your product in a given time period. Formula: (Customers not using the product within time period/Total number of customers)x100 - Reporting Frequency: Monthly - Example of KPI Target: 7% dormant - Audience: Marketing Manager, Support Manager - Variations: Rate of dormancy

Customer Share by Category

Measure the number of customers that come from a specified category, such as Region, Industry, or Company Size. Formula: (Total number of customers that fall within category N/Total number of customers)x100 Reporting Frequency: Quarterly Example of KPI Target: 20% from SMBs (Small and Midsize Businesses) Audience: CMO, Marketing Manager Variations: Percent of customer base share by category, Share of customer base by region, Share or customer base by industry, Share of customer base by company size

New Leads Generated

Measure the number of new leads that have been added to your system during a specified time period. Formula: Total leads generated during reporting period - Reporting Frequency: Weekly - Example of KPI Target: 650 leads - Audience: Marketing Manager - Variations: Leads Acquired, New Opportunities

Email Forwards

Measure the number of times a piece of content was forwarded on to another contact form one of your viewers. Formula: Total number of forwards Reporting Frequency: Monthly Example of KPI Target: 76 forwards Audience: Marketing Manager Variations: Forwards to a friend

Unsubscribes

Measure the number of users who have previously subscribed to your site and no longer wish to subscribe. Formula: Unsubscribes/Total subscribers Reporting Frequency: Monthly Example of KPI Target: 2% unsubscribes Audience: Marketing Manager Variations: Subscribers choosing to unsubscribe

Bounce Rate

Measure the number of visitors that arrive at your site and leave without navigating to any other page on your site. Formula: (Visitors leaving the site after only viewing one page/ Total site visitors)x100 - Reporting Frequency: Weekly - Example of KPI Target: 18% bounce rate - Audience: Marketing Manager - Variations: Visitor bounce rate, Single access ration, Percent exit & SAR

Customer Attrition

Measure the rate at which your company loses customers over time. Formula: (Customers lost in a given time period/Total number of customers)x100 - Reporting Frequency: Quaterly - Example of KPI target: 1.5% loss - Audience: CEO, Sales Manager, Marketing Manager - Variations: Customers lost in a given time period, Customer turnover

Funnel Conversion Rate

Measure the rate of which leads move through the marketing funnel. Formula: (Number of leads that have moved to the next stage in the funnel/Leads in funnel stage)x100 - Reporting Frequency: Monthly - Example of KPI Target: 22% conversion rate - Audience: Marketing Manager - Variations: Funnel Goals Completed Rate

Web Traffic Concentration

Measure the ratio of site visitors on a specific page, in comparison to total site visitors. Formula: Visitors on a page/Total site visitors - Reporting Frequency: Weekly - Example of KPI Target: 8% on page - Audience: Marketing Manager - Variations: Traffic Concentration, Search Traffic Concentration

Lifetime Value: Customer Acquisition Cost (LTV:CAC)

Measure the relationship between the lifetime value of a customer and the cost of acquiring that customer. Formula: Gross Margin % X ( 1 / Monthly Churn ) X Avg. Monthly Subscription Revenue per Customer : Sales and Marketing Costs / New Customers Won - Reporting Frequency: Monthly - Example of KPI Target: 3:1 - Audience: CEO, CMO, Marketing Manager, Sales Manager - Variations: CAC:LTV

Content Backlog

Measure the total amount of content pieces that are waiting to be pushed live. Formula: Total number of unpublished pieces of content - Reporting Frequency: Monthly - Example of KPI Target: 5 content pieces in backlog - Audience: Marketing Manager, Content Marketing Manager - Variations: Content waiting

Facebook Likes

Measure the total number of Facebook users that like your company page. Formula: Total number of Facebook accounts that like your page Reporting Frequency: Monthly Example of KPI Target: 12,000 likes Audience: Social Media Manager, Social Marketing Specialist Variations: Facebook Page Likes, Facebook Page Popularity

Response Rate

Measure the total number of customers who respond back to your company's communication efforts. Formula: (Customers responding/Customers exposed to communications)x100 - Reporting Frequency: Monthly - Example of KPI Target: 42% response - Audience: Marketing Manager - Variations: Return Rate

Content Downloads

Measure the total number of pieces of content that have been downloaded. Formula: Total number of content downloads - Reporting Frequency: Weekly - Example of KPI Target: 236 downloads - Audience: Marketing Manager - Variations: Asset Downloads, Downloads of additional information

Unique Visitors

Measure the total number of unique individuals that view your website. Formula: Total number of unique visitors - Reporting Frequency: Monthly - Example of KPI Target: 10,000 visitors - Audience: Marketing Manager - Variations: Unique visitors on site

Social Followers

Measure the total number of users that are following your account on social media platforms. Formula: Total follower count for each social platform Reporting Frequency: Monthly Example of KPI Target: 8600 followers per platform Audience: Social Media Manager, Social Media Specialist Variations: Social media followers, Social network followers & Followers on social media platforms

Pageviews

Measure the total number of views a particular page has received. Formula: Total number of users that have viewed a specific page - Reporting Frequency: Monthly - Example of KPI Target: 29374 views - Audience: Marketing Manager - Variations: Page Impressions

Marketing Originated Customers

Measure the total share of all customers that come directly from marketing efforts. Formula: Customers that started out as a marketing lead/Total Customers - Reporting Frequency: Quarterly - Example of KPI Target: 26% of customers - Audience: CEO, CMO, Marketing Manager - Variations: Marketing Share of Customer Base

Referral Traffic

Measure the volume of traffic that are directed to your site from outside sources. Formula: (Traffic coming from other sites/Total traffic)x100 - Reporting Frequency: Monthly - Example of KPI Target: 1,000 refered users - Audience: Marketing Manager - Variations: Referrals

Customer Acquisition Cost (CAC)

Measure to total amount of capital it costs to gain a new customer. Formula: Total marketing spend on customer acquisition/Total new customers - Reporting Frequency: Monthly - Example of KPI Target: $142 per acquisition - Audience: Marketing Manager, Sales Manager - Variations: Average customer acquisition cost, Cost to acquire a new customer

Citation Flow (CF)

Measures how powerful the links to the website are.

Trust Flow (TF)

Measures the trustworthiness and authority of the websites links.

Email Marketing Statistics

Metrics to gain insight into your email marketing campaigns. - Campaign Performance: This metric is a great way to evaluate the effectiveness of an email campaign and whether to improve on the email and landing pages related to it, to build similar email campaigns, or to discontinue the campaign all together. - Delivery and Engagement Statistics Metric: This metric gives digital marketers high level data on their email campaigns. The metric displays valuable campaign insight like the number of leads who received the email, the number of leads that opened the email, and how those who opened the email are interacting with the content. - Opens by Country: The Opens by Country metric helps you understand which countries bring in the highest open rates for your email campaigns.

Social Events

Monitor events on your social stream to nurture engagement and grow your audience. Formula: # of social events - Social Events: Interactions that indicate your audience is engaging with your brand on a specific platform - Referral Traffic: People that visit your site by clicking on a URL on another website, such as a social media post. - Conversions/goals: A marketing objective for your audience to complete, such as subscribing to a mailing list. Success Indicators: - A high number of quality interactions Best Practices: - Get everyone on the same page. - The number of followers or likes does not equal success. Formula: Landing Pages + Goals + Advanced Segments (Social Source) = Value - Leverage your referrals. Formula: Referrals + Goals = Opportunity - Pair social media with other channels

Brand Awareness Metric

Track how people are hearing about your brand on social media and search engines. - Facebook Posts and Fans - Twitter Followers - Brand Mentions - Branded Search - Brand Awareness and comparison time periods (%MoM - month over month)

Facebook Ads CPM and CPP (last 7 days)

Compare cost per impressions and cost per 1000 people reached over the past 7 days from your Facebook Ads.

SEO Visibility

Compare this week's SEO visibility to the previous week and discover the trend. Ways To Improve SEO Visibility: - Technical SEO: Are the right pages of your site indexed? Do you have "extra pages" or "ugly listings" in the SERPs? - Content Marketing and Optimization: What kind of content drives search engine exposure to your site and your competitors? Your industry? Your specific target client segment(s)? - Inbound Links and Social Signals: Does anyone who matters care about your content? Best Practices: - Active participation in communities, groups and online conversations

Facebook Ads Impressions and Reach (last 7 days)

Compare your Facebook Ads impressions with reach over the past 7 days.

New Followers

How many social media followers are your campaigns attracting? Formula: # of new followers, # of referrals, # of mentions Best Practices: - Reacting to changes in follower growth in 3 different scenarios: 1. Your follower growth may repeat itself in the last few months, which is good. Your process only requires a change if you believe there is significant room for improvement 2. Your content follower growth may exceed your past follower growth. In this case, you need to analyze your social media posts carefully and figure out what went right. If you understand the reasons behind the growth improvement, you should be able to sustain it. 3. Finally, your follower growth may be very low or significantly worse than in previous months. 4. Guest blog. Not only can guest blogging be a great way to get your company exposure, but it can also increase your social media impact. 5. Add Facebook and Twitter Widgets to your website. This allows users to Like a page without ever having to access Facebook and search for you. There are also sharing functions available on many sites, with the option to Like or Tweet specific pages. 6. Follow and follow back. Following back adds a personal touch, no matter how popular you are on Twitter. It shows that you noticed someone followed you and took the time to follow them back.

Online Conversions Metric

How well does your online audience convert into paying customers? Formula: Conversion Rate (%) = (# of conversions / # of clicks) x 100 - New Customers: First time buyers - Returning Customers: Buyers that have made at least 1 previous purchase. - Average Revenue per Buyer: Total revenue for a period divided by total number of buyers. - Total Transactions: The total number of purchases made during a period regardless if the purchase was made by a new or a returning customer. - Total Revenue: The amount of revenue generated during a period from all customer types. Best Practices: - When looking at the conversion rate, don't just look at the volume of sales - look at the percentage of repeat visitors, login vs registration vs abandonment rates, etc. These identifiers will tell you which areas of your checkout and purpose process are over and underperforming. - Base your company's testing and optimization strategy on extensive historical data. - Your landing pages, homepage and key entry pages, are essential to increase your online conversions. Make sure these pages are focused, uncluttered and address your visitors main purpose.

External Website Links

Improve Your Website Rankings and Traffic Volume by Monitoring External Links. Benchmarks: - Monitoring the number of external links to your website and measuring them against those of competitors can be an important KPI for companies who depend on inbound web traffic to generate business. Best Practices: - Is your page trustworthy? Receiving links from sources with inherent trust - such as the homepages of major university websites or certain government web pages - is a strong trust endorsement. - How popular is the external link? Is it important on the internet? A popular page is one that many other quality websites are externally linking to as well. - Consider how relevant the link is to the content on your website. Make sure the content between the source page (your website) and the target page are similar. - Don't just throw the URL on your page, use anchor text! Anchor text maintains the flow of your page and doesn't distract users from the purpose of their visit to the page. Be careful though, there is good and bad anchor text:

Email Website Traffic Metrics

Increase your goal conversion rates with the right email website traffic data. Email Traffic Performance: This metric displays the most important data that digital marketers need to effectively monitor their email traffic performance. Tracking traffic statistics, conversions, and user behaviour alongside a clear visual comparison between key data points allow marketers to quickly assess their traffic performance and make improvements. - Traffic Stats: This section in the metric displays the number of users reached through email marketing, and the number of instances that the email content was interacted with (either opening the email, clicking a link on the email, repluing to a prompt on the email, etc.) - Conversions: This section of the metric monitors goal completions and conversion rates. A goal can be anything from getting a user downloading a piece of content to clicking on another page on your website - Bahaviour: This section tracks how leads interact with your content, specifically, how long users stay on your page, and the overall percentage of bounces. - Bounce Rate: A soft bounce occurs when an email that was sent to a user bounces back because that user's mailbox is full or the serve was down. A head bounce occurs when the email address the email is being sent to is either invalid or does not exist. Campaign Performance: This metric is a great way to evaluate the effectiveness of an email campaign and whether to improve on the email and landing pages related to it, to build similar email campaigns, or to discontinue the campaign all together

Organic Search Traffic

Make sure you are getting a steady stream of unique visitors from organic search. Organic Search Traffic vs Paid Traffic: - Organic search traffic is simply better for delivering relevant traffic - Combining organic search traffic and paid search outperforms either channel by itself - Walled gardens (social media platforms) have their own rules - Site "stickiness"

Email Marketing Engagement Score

Measure how effective email marketing campaigns are at engaging your audience. Formula: Depends on campaign - # of leads generated / # of contacts made Open Rate = (Emails Opened/ Emails Sent - Bounces) x 100 Click Rate = (# of Clicks / # of Emails Sent) x 100 - List Subscribers: The number of people who subscribed to an email list maintained by your marketing team. - Open Rate: The percentage of list subscribers that open an email message sent by your team. - Click Rate: The percentage of list subscribers that click links included in your email message, including calls to action, social share or follow links, or generic links back to your website. Benchmarks: -Business and Finance - Open Rate: 21.31% Click Rate: 2.76% -Marketing and Advertising - Open Rate: 18.22% Click Rate: 2.04% -Construction - Open Rate: 22.53% Click Rate: 1.96% -Non-Profit - Open Rate: 25.20% Click Rate: 2.84% -E-Commerce - Open Rate: 16.80% Click Rate: 2.47% -Professional Services - Open Rate: 20.82% Click Rate: 2.61% -Manufacturing - Open Rate: 22.70% Click Rate: 2.04% -Software and Web App - Open Rate: 21.43% Click Rate: 2.38% Success Indicators: - A high and/or improving open rate - A high and/or improving click rate

End Action Rate

Measure how effective marketing campaigns are by monitoring the last action taken by your audience. Formula: # of users that start activity / # of users that complete activity - End action: The last interaction a campaign visitor has with your website. - Lead: New prospects generated by a marketing campaign. - Wins: New customers generated by a marketing campaign. Success Indicators: - Campaigns that result in a high number of leads or wins - Campaigns that generate positive events like social engagements or contact requests. - A reduction in negative events like bounces and exists.

Goal Completion Rate

Measure how effective your campaigns are at prompting your audience to complete a goal. Formula: Goal Completion Rate= # of Web Visitors / # of Goals Completed - Goals: A marketing objective for your audience to complete, such as subscribing to a mailing list. - Lead: An individual that has expressed interest in your product or service by completing a goal. Success Indicators: - A high goal GCR shows that your campaign is encouraging your target audience to act. - A high lead to win rate shows that your campaign is generating highly qualified leads for your sales team. Best Practices: - Different campaigns will have different objectives. Set clear requirements for goal completions at the beginning of your campaign.

Website Traffic Lead Ratio

Measure how many of your website visitors convert to leads. Formula: # of Website Visitors/# of Leads = % Traffic Conversion Benchmark: If the ratio is no less than 2-4%, then your content strategy is working to attract the potential customers instead of simply driving people to your website thanks to the viral content without any other perspectives. Best Practices: - What is important for the Website Traffic to Lead Ratio is to get a baseline, what is this ratio currently? And what can you do to improve it? Many times, focusing on improving the website's conversion rate is an easy way to improve this ratio. - Landing Pages. While the purpose of many content pages on websites is to provide information; landing pages are designed for collecting contact information. Very effective landing pages combined with targeted traffic can give a conversion ratio of as high as 50-60% and in some rare cases even more than that. - If your traffic is steady or increasing, but your traffic-to-lead ratio is low or decreasing, that's a surefire sign that something is missing on-page.

Newsletter Signup Conversion Rate

Measure how many users visit your website and signup for your newsletter. Formula: (# of visitors who completed form) / (# of people who saw it) x 100 Best Practices: - People like to be in control, submitting the form without knowing what exactly will happen. - Less is more, every field you ask them to fill increases friction. - Timing: interrupting people before they've had some time to orient themselves and skim your site is perceived as rude. - Placement: You want input from people who have demonstrated interest in your site - not just "drive-bys". For that reason, the homepage is often not the best place to ask your question. Pricing/plan pages are often better; fewer people see them but they're the people who are your most likely customers. - Wording: Ask a yes-no question, and you'll get a "yes" or "no" answer - not every helpful.

Keyword Click-Through Rate

Measure how often your search listings generate clicks. Formula: # of clicks / # of searches - Click-Through Rate: The number of clicks compared to the total number of search impressions. - Goals: A marketing objective for your audience to complete, such as subscribing to a mailing list. - Completion Rate: The number of web visitors divided by the number of goals completed. - Organic Traffic: Visitors that discover your website by entering a keyword in a search engine (Google, Bing, Yahoo) and that click on your listing. Success Indicators: - A high click-through rate for a search term - A high goal completion rate for a search term Benchmarks: B2B: 2.55% E-Commerce: 1.66% Health & Medical: 1.79% Real Estate: 2.03% Technology: 2.38% Consumer Services: 2.40% Best Practices: - Attractive search results, especially those with images and well-written meta-descriptions, are much more likely to attract visitors.

Click Through Rate (CTR)

Measure how often your site on an SERP prompts users to click and navigate to your page. Formula: Visitors that click on page result/Visitors that view the page result - Reporting Frequency: Monthly - Example of KPI Target: 7.5% CTR - Audience: Marketing Manager - Variations: Click through ratio, Ad CTR

Keyword Performance

Measure keyword rankings to understand how effective your SEO efforts are at driving traffic to your website. Formula: Rank keywords based on position in SERPs, CTR, and GCR - Keyword: A search term that is entered into a search engine like Google or Bing. - Click-through Rate (CTR): The percentage of people that click on a search listing compared to the number of impressions or the number of times the listing appear in search results. CTR is the most important PPC metric to pay attention to because it is one of the most important factors in determining Quality Score and tells you whether or not your ads are relevant to searches. - Goals: A marketing objective for your audience to complete, such as subscribing to a mailing list. - Completion rate: The number of web visitors divided by the number of goals completed. Success Indicators: - Improving rankings for a keyword or keyword group - Improving click-through rates for ranked keywords - Improving goal completion rates for organic traffic visitors

Landing Page Performance Optimization

Optimize your landing pages to increase conversion rate, and decrease bounce rate. How can SEO contribute to Landing Page Performance Optimization? 1. Text headlines 2. Setting expectations 3. Pure optimized HTML 4. Provide a valuable resource to gain links 5. Reduced PPC costs - Landing Page Performance by Total Search Traffic (last 30 days): Your landing page is the backbone of your marketing campaign. Make sure people are seeing it by tracking views this month-to-date, and compare it to last month and your target. - Landing Page Performance for Organic Searches (last 30 days): Get a quick, at-a-glance reference on how your landing pages are performing against your total search traffic. - Landing Page Traffic by Source/Medium: Rank your top traffic sources based on engagement, conversion rate, bounce rate and more important metrics - Landing Page Views: Your landing page is the backbone of your marketing campaign. Make sure people are seeing it by tracking views this month-to-date, and compare it to last month and your target. - Leads (last 30 days): Track the number leads you have gained over the past 30 days and compare to the previous 30 days - Landing Page Optimization Stats: Use your key landing page metrics to discover the success of your lead generation efforts.

Facebook Growth KPI

Social Followers vs Target Formula: # of current followers compared to target for month/year Best Practices: - Identify your goals and objectives. Know what you are going for before you start posting. Ensure you know how each platform works, what audiences you can reach where, and what your objectives are - Let them know you are human. - Include your icons on your website. Make sure your social media icons are on all your website pages. - Treat each social network as an individual one. - Make use of paid ads on Facebook, Twitter and other social networks. You can get pretty granular with the ad targeting to ensure you're reaching the right people. His advice is to experiment with paid ads and see what type of results you get, as this strategy works for some companies more than others, largely depending on the product/service offered

Sessions by Device Type

See what devices your website traffic is using for the time period of your choice. Best Practices: - Take the time to view your landing pages from different devices to make sure that it always loads properly, contains all the key elements needed to prompt users to action and has a crisp layout that isn't impinged upon in any way by your site's responsive styling. - Online emulators can show you how your site will render on different devices; take advantage of them, but also test your site on the live environments of you Pierre DeBoiand your friends' devices to be sure the emulators are accurate. - The fact is that it is critical to add an analytics solutions to accurately capture that traffic.

Social Visits and Leads

The effectiveness of social campaigns at driving visitors and leads to your website. - Leads: New prospects generated by a marketing campaign - Wins: New customers generated by a marketing campaign Success Indicators: - A high number of leads and visitors from a social media campaign - A high visit to lead conversion rate from social media visitors Best Practices: - While it's arguably the most important metric to use when measuring social media marketing ROI, it doesn't usually apply for many situations and brands. Review your social media goals, your business and customer acquisition process to see if this calculation makes sense for you. Then take another look at the traffic you're generating from social media sites. Of that traffic, how many of those website and blog visitors are converting into leads? Now take that leads data one step further. Are your social media leads actually turning into customers? How many? - Once customers landed on your site, the following questions come into a play: 1. Is your content helpful, relevant to why they clicked the social media link, and of high enough quality that the visitor might want to see more, either on that visit or in the future? 2. Do you have appropriate, well-tested and optimized opportunities for the visitor to convert in whatever way fits your goals? - You can track revenue in different ways, depending on your business model. For B2B companies, you may label a lead as a person who has downloaded an ebook and completed a form in exchange for content. With a B2C company, you may track users who have perused or purchased on your ecommerce website, or someone who signed up for your company newsletter, and label them customers.

Social Traffic and Conversions

The effectiveness of social media campaigns at generating website traffic and goal conversions. Formula: # of Referrals / # of Conversions - Referral Traffic: Visitors that visit your site by clicking on a URL on another website - Conversions/goals: A marketing objective for your audience to complete, such as subscribing to a mailing list - Conversion rate: The number of web visitors divided by the number of goals completed Success Indicators: - A high GCR coupled with high traffic from key social media platforms Best Practices: - A decrease or an increase in post activity - Use high conversion keywords - Use a social media friendly website structure: 1. Enable Twitter Cards 2. Use Facebook OpenGraph 3. Add Social Media Sharing Widget

Email Subscribers Metrics

Track your email subscriptions and set the foundation for future growth. List Stats: This metric tracks the number of active subscribers, unsubscribers, and bounces for a particular email list. With views into current day, current month, and overall total, the List Stats metric provides up-to-date data on your email marketing list. - Subscribers: These are prospects who are interested in your email content. They have signed up to your email list and wish to continuously receive messages from your company. - Bounces: A soft bounce occurs when an email that was sent to a user bounces back because that user's mailbox is full or the server was down. A hard bounce occurs when the email address the email is being sent to is either invalid or does not exist. New Active Subscribers (Last 30 Days): Monitor the growth of your email marketing lists over the last 30 days and see how it compares to previous list growth with this email marketing metric. Use this data to analyze growth performance and understand what content is inspiring subscription. This particular metric is great for at-a-glance analysis and monthly email marketing reporting. Email Subscriber Stats: Stay on top of your subscriber statistics over the last 30 days with this Campaign Monitor metric. - Active: Subscribers are users who are wish to regularly receive your email content. - Bounced: A soft bounce occurs when an email that was sent to a user bounces back because that user's mailbox is full or the server was down. A hard bounce occurs when the email address the email is being sent to is either invalid or does not exist. - Unsubscribed: Unsubscribes occur when a lead who used to receive regular messages from your company no longer wishes to receive them. In order to ensure this number stays low, digital marketers should continuously analyze and update their content. - Unconfirmed: The unconfirmed count measures the number of users that are added to an email list without confirming their email. - Deleted: The deleted section of this metric counts the amount of emails that have been manually removed from the email list in the past 30 days. New Subscribers (Last 30 Days): This metric displays the number of new email subscribers per day for the last 30 days. Track how well your email marketing is performing on a daily basis and analyze days where there are surges in subscribers.

Facebook People Talking About This Metric

Understand how people are engaging with your page. Formula: People Talking About This = likes + comments + shares + mentions + event RSVP + review - Likes: The number of people who click the like button on your post - Comments: The number of people who comment on your posts. These are visible on your page, found under the post the user commented on - Shares: The number of times a user shares your post on their own page. This will show in their timelines as well. - Mention: The number of times a user mentions and links your page in a post. These are visible on a user's timeline. - Event RSVP: The number of users who agree to attend an event that you have created. - Review: When a user completes a review on your Facebook page. This will add to your overall rating which is shown on your company's page under the page likes. Success Indicators: - Increase in People Talking About This - Increase in overall engagement

First Visit Metric

Understand how people are finding your website and how engaged they are on their first visit. - Traffic Sources - Average Time on Site - Pages per Visit

Facebook Page Like Metric

Understand the effectiveness of your company's Facebook page. - Page Likes: When a user chooses to follow your company's Facebook activities by clicking the like button - Visits: The number of users who have visited your Facebook page in the last 7 days Success Indicators: - Increase in Page Likes - Increase in Page Visits - Increase in Engagements Best Practices: 1. Optimize your Facebook Page InfoPost Engaging Content: make sure you fill out as much of your Page Info as you can. Select the categories and subcategories that best describe your company, include your website URL, list your address, phone number, and hours of operation (if applicable). 2. Post Engaging Content: It's important to post engaging, entertaining, and interesting content on your business Page. Facebook constantly updates its Edgerank algorithm, and rewards posts that receive engagement (likes, comments, shares) with increased reach. 3. Be Active: People are unlikely to like your Facebook page if you don't post regularly. How often should you post? Best practice guides suggest 3x a week to once a day. 4. Promote your Facebook Page, everywhere: Once you've got great content on your company's Facebook Page, make sure you share your Facebook presence on all evergreen content you own and manage. 5. Invite your existing community: You have a community that's easily within reach: employees, current customers, business & industry partners. 6. Use Facebook Social Plugins: The Facebook Page Plugin lets you easily embed and promote your Facebook Page on your website. Just like on Facebook, your visitors can like and share the Page without having to leave your site. 7. Use data to entice new community members to like you: This step goes hand-in-hand with #2 "Post Engaging Content" and helps inform your overall content strategy. 8. Pay to play with Facebook Ads: You need to pay to play in order to be seen on Facebook today. 9. Run a contest: Companies run Facebook contests all the time to build their audience and get more likes. 10. Use social media monitoring to measure analyze, and learn: Use Facebook Insights to find useful metrics on your Page performance.

Twitter Followers Metric

Understand the effectiveness of your company's Twitter page. - Followers: When a user chooses to stay updated on your company's Twitter activities by following your brand. - Following: When a brand follows users on Twitter, they stay updated on their activities. Success Indicators: - Increase in followers - Increase in engagements Twitter Followers Benchmarks: 1. Aspirational - Shoot for the stars by benchmarking with some of the biggest and best brands 2. Trended - Aim to meet the high standards you've achieved in the past 3. Earned - Track new campaigns side-by-side with successful campaigns from before. 4. Inspirational - Find inspiring, influential accounts in your field and seek to reach their level. Best Practices: 1) Follow more people. Research shows a correlation between the number of people followed and the number of followers. 2) Use a tool like Hootsuite or SproutSocial to schedule your tweets. Posting regularly will increase your engagement and visibility, thereby increasing your follower count. 3) Use Twiends to find new Twitter users you can connect with. Once you're listed on the platform, other users with similar interests will also be able to find and follow you. 4) Optimize your Twitter bio. Make sure it's professional, complete and that it does a great job of representing you and your business. 5) Use links in your tweets. Tweets with links get more retweets than those without.

Facebook Page Demographics

Understand the makeup of your audience. Formula: Breakdown of Likes/Impressions by age category. Best Practices: - Look-A-Like Audience Targeting A lookalike audience is exactly what it sounds like, an audience of users generated by Facebook that best-matches the characteristics of your imported email or phone number list. - Custom Audience Targeting Custom Audience Targeting allows you to show Ads to specific people on Facebook based on their email address or phone number. Simply upload a list of email addresses or phone number and Facebook will match them to their user ID on Facebook, making sure only they see your Ads.

Facebook Engagement Metrics

Understand which posts are most effective in your campaigns. Formula: Engagement = likes + comments + shares + clicks + reach - Likes: The number of people who click the button on your post. - Comments: The number of people who comment on your posts. These are visible on your page, found under the post the user commented on - Shares: The number of times a user shares your post on their own page. This will show in their timelines as well. - Clicks: The number of times a user clicks on an image or link in your post. This will take users to the link you choose. - Reach: The number of people who have seen your post in their timelines. For boosted posts (Facebook Ads), you will be shown the reach as organic and paid. Success Indicators: - An increase in overall engagement - An increase in post reach - An increase in website visits from Facebook Benchmarks: - Above 1% engagement rate is good - 0.5%-0.99% is average - Below 0.5% engagement likely means that you need to realign your messages to that of your audience's expectations - and in the process attract more compelling and engaging contributions from your community members Best Practices: - You should monitor your rate of engagement consistently because they will fluctuate a lot. Engagement means nothing if it doesn't stimulate your audience to action. - Successful Facebook marketers measure engagement, but are focused on actions. For example purchases, newsletter sign-ups, downloads or simply visiting your website or landing page. Keep in mind that it has become very easy to measure conversions to actions. - People don't want to hear about your products all the time. Ask questions, post photos, have a Facebook contest, crowed source for answers, have a call to action and implement Facebook Ads - Timing is extremely important when it comes to posting on any social networks. It would be better to post after work or or when people are in transit.

Web Traffic Sources

Understand which traffic sources are driving visitors to your website. Formula: # of visitors for each source - Direct Traffic: Visitors that visit your site by typing your URL into their browser, or through an undefined channel. - Referral traffic: Visitors that visit your site by clicking on a URL on another website. - Organic Search Traffic: Visitors that discover your website by entering searching a keyword in a search engine (Google, Bing, Yahoo) and that click on your listing. - Organic Search Traffic: Visitors that discover your website by entering searching a keyword in a search engine (Google, Bing, Yahoo) and that click on your listing. - Campaign Traffic: Visitors that visit your website through a dedicated campaign or clicking on a link with certain tracking parameters.

Twitter Engagement Metrics

Understand which tweets are most effective in your campaigns. Formula: Twitter engagement = retweets + favorites + mentions + replies - Favorites: The number of people who click the favorite button under your tweet. - Retweets: The number of people who click the retweet button under your tweet. These are then visible on that user's timeline increasing the reach of your tweet. - Mention: When a user adds your Twitter handle in their tweets it will show on their timelines and you will be notified. You can communicate with users through mentions Success Indicators: - An increase in overall engagement - An increase in website visits from Twitter Best Practices: 1. Understand what your audience wants to see in their stream. 2. Select compelling imgaes to accompany your Tweet. GIFs also perform well, so it can be worth your while to work with your design team to create some GIFs to accompany Tweets. 3. Refine your copy over and over again. 4. Double down on content that works. Tweets and content that perform get published over and over again. 5. Show a little personality in your copy.

Purchase Funnel

Understand your customer acquisition process from awareness to purchase. Formula: For each step of funnel, show relevant metrics (eg: conversion rate) - Funnel Stage: Five key stages that represent the typical customer acquisition process. 1. Awareness 2. Education/Interest 3. Capture/Consideration 4. Engage/Preference 5. Close/Purchase - Conversion rate: The percentage of people that move from one funnel stage to the next.