37 Marketing KPIs

Marketing KPIs are an imperative tool that every successful company, no matter it’s size, to measure their marketing results. So we’ve put together 37 popular marketing KPIs that everyone should be tracking.

It is often said that 80% of the outcome comes from 20% of your input. The same rule applies in marketing. You need to know where you should focus your marketing efforts and resources. To do this, you should evaluate the performance of your lead generation, social media, advertising and SEO strategy.

A Marketing KPI (Key Performance Indicator) is a measurable value that marketers use to evaluate success across all marketing channels. Popular marketing KPIs include Cost Per Lead, Marketing Qualified Leads (MQL), Cost Per Acquisition (CPA), and Website Visits Per Marketing Channel.

Many digital marketers rely on marketing KPIs to make decisions and assess their marketing data in a more organised and informative way. With the help of a marketing KPI dashboard and marketing tools, you can get a comprehensive overview of your marketing performance and make informed decisions to improve your results month-over-month.

There are five categories of marketing KPIs:

  1. Lead Generation marketing KPIs
  2. Website & Traffic marketing KPIs
  3. SEO Optimisation marketing KPIs
  4. Paid Advertising marketing KPIs
  5. Social Media Tracking marketing KPIs

Lead generation

For lead generation, you need to focus on providing potential customers real value in the form of free tools or content before you ever ask them for anything. To evaluate whether your lead generation tactics will be successful, you need to monitor the cost-effectiveness of your lead generation channels and customer acquisition.

1. Monthly new leads/prospects

This widely used metric indicates the number of new leads acquired in the past month. A new lead can be someone signing up for a free trial or creating an account on your online retail site.

Monitoring lead generation metrics month-over-month hint to whether your marketing efforts are moving in the right direction.

How to measure: Use pipeline management software to get the latest data and filter leads by dates to see the number of new leads during a particular time period. With HubSpot for example, you can customise your pipeline to match your sales process.

How to improve: Increase the budget of cost-per-click ad campaigns, create SEO-optimised content, try new marketing tactics such as short-term social media campaigns and temporary discount offers, use the data from marketing KPIs to make data-driven decisions to improve productivity, understand and improve your customer journey, test and keep testing then act on the results and lastly, spend your budget wisely.

2. Qualified Leads Per Month

Inbound Marketing

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding. Learn more about Inbound Marketing

By monitoring the number of qualified leads you can see if your marketing campaigns are effectively focused on targeted leads or just generating traffic that’s not your prospective audience.

Prospects who have the potential to become a paying customer can be categorised into three groups.

Marketing Qualified Leads (MQL) – Leads that marketing team has evaluated and decided to forward to the sales team.

Sales-Accepted Leads (SAL) – Prospects that the sales team has accepted and will follow up on.

Sales Qualified Leads (SQL) – Leads that the salespeople consider prospective customers, leading to focused attention and moving the leads further into the sales cycle.

How to measure: Categorise all leads in your sales funnel by using CRM software (like HubSpot!). Filter prospects by tags and dates to see the exact number of monthly qualified leads in each qualification category.

How to improve: Create highly targeted campaigns to reach the right audience, formulate an explicit value offer to avoid misunderstandings, develop more web content that is helpful and informative content, upcycle your existing content, use progressive profiling to gain more information about your leads, embrace AI chatbots (they’re much more useful than an FAQ page), revisit and refine your Ad Targeting, integrate Retargeting and lastly, standardise your approach to identifying qualified leads, ie. use the BANT qualification scheme:

Budget > Does the lead have the funds needed to commit to this purchase?
Authority > Does the lead have the final say in signing off on the purchase?
Need > Is there a pressing, well-articulated need that your solution can meet?
Timeline> Does the lead’s timeline align with what your firm can provide?

3. Cost Per Lead Generated

Every single marketer should monitor this particular marketing KPI. Cost-per-lead shows the cost of acquiring a new prospect. Complemented with cost-per-conversion metric, you can evaluate whether various marketing activities pay off the effort, time, and resources spent to attract new leads.

How to measure: Sum up the time, resources and money spent on marketing activities and compare the results to the number of monthly leads.

How to improve: See what types of free and paid campaigns work the best for you and increase the budget and time spent. Create and share quality content on social media to get (almost) free website traffic and new leads.

It is very important to keep cost in mind when you establish your internal marketing KPIs.

4. Cost Per Conversion

This marketing KPI shows how much it costs to acquire a lead that also converts to paying customer. While an advertising campaign can generate hundreds of leads for you, often only under 2% of them turn to a client.

If the cost-per-conversion is lower than your customer lifetime value, your marketing strategy is wasting resources instead of generating profit.

How to measure: Depending on your lead conversion time, it might be useful to track this metric with a two-month time gap (as it takes time for leads to convert)

Calculate the monthly cost of time and resources that are spent on a lead acquisition source, i.e. Adwords campaign, blog content, social media management, etc.

Next, use your marketing or CRM tool to see how many of that months leads from a particular source have converted into paying customers since they entered your sales funnel. Divide the total monthly cost of a lead source with the number of conversions to see how much acquiring a new customer cost you.

For accurate cost-per-conversion metric, monitor different marketing channels separately. This way, you find the most valuable lead sources and can focus your energy and resources on amplifying these channels’ reach.

How to decrease: Create highly targeted marketing campaigns. Improve the user experience of your service or product, provide informative/help materials and set-up guides if needed, make your unique value proposition more compelling.

Important! When managing PPC advertising campaigns, always measure the cost-per-conversion instead of cost-per-click, impressions, and other vanity metrics. Read why and learn how to set Facebook ad goals.

5. Average Time Of Conversion

Monitoring the time for leads to convert into paying users shows the effectiveness of your sales process. If the conversion time is too long, your prospects might lose interest in your service or product, and you might end up losing them to a competitor.

How to measure: Use your customer database software to collect data about the dates of acquiring a new lead and turning them into a paying customer. Calculate the average time between becoming a lead and converting into paying client (or have your CRM tool do it for you).

How to decrease: Make time-sensitive discount offers and provide helpful guidance throughout the buying process. Use remarketing ads to remind your leads of your product.

To decrease the time that an average lead spends in your sales funnel, collect ideas from a list of lead conversion strategies.

6. Retention Rate

Thes marketing KPIs shows the number of clients who keep using your product over an extended time period and make repeat purchases. By monitoring the retention rate, you see how well-engaged your customers are. Moreover, you can evaluate whether your customer support and user experience help to build and maintain customer loyalty.

Here’s a quick formula:

Retention Rate = ((CE-CN)/CS)) X 100

CE = number of customers at the end of the period

CN = number of new customers acquired during the period

CS = number of clients at the start of the period

How to improve: Provide excellent user experience and product/packaging design. Respond to customer queries in less than 24 hours.

7. Attrition Rate

Also called churn rate, this metric shows the percentage of customers no longer buying your products or services. Increased churn rate may be a sign of poor user experience or slow service performance.

How to measure: Using your CRM, monitor how many clients have stopped paying for your services or ordering your products during the past year. Calculate the attrition rate as a percentage of your entire customer base.

How to decrease: Similar to retention rate, churn rate depends on the quality of your services. To keep churn rate low, prevent incidents that would make clients leave, such as slow customer service or unfriendly staff.

8. Net Promoter Score

How likely is a client to recommend your product or service to a friend? According to Net Promoter Network, there are three levels of customer advocacy:

1. Promoters (score 9-10) are loyal enthusiasts who praise your company to others and drive your sales
2. Passives (score 7-8) are satisfied but unenthusiastic customers who leave when they see a better offer.
3. Detractors (score 0-6) are unhappy customers who spread negative information about your company and can damage your brand image.

How to measure: This marketing metric can be measured on a ten-point scale by conducting customer surveys and interviews. The easiest way is to ask this question in the follow-up email of a product order or new subscription.

To calculate the Net Promoter Score, subtract the percentage of Detractors from the percentage of Promoters. Share the results with other teams as it can also serve as an important sales metric.

How to improve: Provide the best customer care you can think of. Offer benefits and information that your customers didn’t even expect to receive, encourage internal buy-in – if your employees love it, your customers will too, make it easy for people to promote your brand, don’t ignore your promoters, engage with your detractors, respond to your customers, be consistent across the board and make sure you keep monitoring your score.

Net promoter Marketing KPIs


The marketing KPIs you monitor should provide guidance for improving your marketing performance. Popular goals of website-related marketing are increasing the conversion rate and traffic to your landing pages.

9. Monthly Website Traffic

Inbound Marketing

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding. Learn more about Inbound Marketing

You should be monitoring the number of visits to multiple page categories such as your homepage, services and prices page, blog, landing pages, etc. Use those figures to evaluate which parts of your website have the highest conversion rate and apply the best practices to other pages as well.

How to measure: Use Google Analytics to see the monthly traffic of all your web pages.

How to improve: To increase your website traffic you should start by making sure you know your current traffic statistics and check it often, create a better (and well documented) content marketing strategy, optimise your website content, use social media, do content outreach and guest posting, create a system that allows you to get recurring traffic and repackage, repurpose your content, use eye-catching photos, make sure you have internal linking and lastly, make sure to conduct regular content audits.

10. Returning Vs. New Visitors

A low return rate on a blog page might indicate that your content isn’t compelling enough for people to come back for more. Make sure you measure the percentage of returning visitors to evaluate how much you’re engaging your returning visitors.

How to measure: Use Google Analytics to get insightful data about your website audience, including new and returning visitors.

How to improve: Provide helpful information on your blog, create customised landing pages, curate a features section, provide relevant information for new and returning visitors, suggest content users may like, highlight your new content, keep popular content front and centre and emphasise highly shared content.

11. Visits Per Channel

Understanding your inbound traffic sources helps to determine the most profitable marketing channels. If you’ve recently run a paid ad campaign, you can assess its performance by looking at how much traffic (and leads) it has brought.

How to measure: Use Google Analytics to track monthly website visits per channel. Set up reference codes for paid campaigns to have a complete overview of the traffic they generate.

How to improve: To increase paid traffic, create ads with compelling images and a convincing value proposition. For organic traffic, improve your SEO by interlinking your website’s pages and providing helpful content. For higher social media traffic, increase your followership and share more interesting posts.

Consider tracking visits from digital marketing channels such as social media, referral, email marketing and paid search.

Marketing KPIs - By channel

12. Average Time On Page

You always want to aim for people to stay on your page for as long as you can get them too. It’s really important for organic search traffic as Google ranks pages based on their relevance. If visitors aren’t sticking on the pages and leave straight after they arrive, the search engines will know that the content your visitor saw wasn’t relevant to them.

The longer visitors stay on your page, the higher your average will be and ultimately, the higher you’ll rank on search results leading to more conversions of visitors to leads.

How to measure: Use Google Analytics to monitor the average time on page of all page categories such as homepage, blog, landing pages, etc. Get the Google Analytics browser extension to access data about an individual page’s monthly visits, average time on page and more.

How to improve: Make sure your design is tidy and aesthetically pleasing, improve the readability of your pages, add high-quality images and make sure they’re optimised, add videos for a more interactive experience, offer content upgrades, add comment worthy content and success stories.

13. Website Conversion Rate

What’s the point in having a website that gets visited thousands of times but never converts any of those visitors into leads?

How to measure: Google Analytics (is an all-rounder!) can give you an excellent overview of every page’s conversion rate. Use these metrics to your advantage!

How to improve: Test something every month that could improve your landing pages’ conversion rate – change the CTA, add images or change bits of text. Neil Patel (Marketing hero!) has a fantastic list of over 100 tips to improve your website conversions.

14. Conversion Rate For Call-To-Action Content

If you’ve created web pages or content with a clear call-to-action, you should measure how well these converts or if they convert at all. This marketing metric is especially useful if you’re using pay-per-click campaigns to drive traffic to specific pages. By comparing the price per conversion and customer lifetime value, you’re able to evaluate the sustainability of your CTA content.

How to measure: Sorry to keep mentioning it, but Google Analytics is probably the best way to track CTA KPIs. You can set up website events to track every single click on your CTAs and content.

How to improve: Use colours that help your CTA button stand out, keep the design simple, size it sensibly, give the visitor a choice (if you must) but only give them two options, make it look clickable, make the CTA the next obvious action, keep your button copy short, make your copy sizzle by using action words, use ‘timing words’ which help push people into action, keep it positive, use obvious nouns, suggest value, keep your message consistent, use first person, create a sense of urgency, use white space effectively, be specific and make sure to A/B test.

15. Click-Through Rate On Web Pages

CTR shows how effectively your site’s call-to-actions attract people’s attention and make them click for more information. It might be a CTA button or a link to another piece of content that’s clickthrough rate you’d like to increase.

How to measure: Use a heat mapping tool to see how many times a particular CTA button has been clicked. Use Google Analytics’ Behaviour Flow tool to see how your website visitors move around your site.

How to improve: Add to all landing pages links to other website content, e.g. blog articles and case studies. Create CTA messages that make people want to click on these.

Marketing KPIs - Google analytics Behaviour flow

16. Pages Per Visit

What’s your bounce rate looking like? Are visitors arriving and staying or are they leaving as soon as they get there? Pages per visit is a great marketing KPI to measure because it shows whether your site navigation is set up in a logical order and includes those all-important call-to-actions. With these marketing KPIs, you can see if your visitors are attracted to your content. If they are, they’re more likely to return!

How to measure: You guessed it… use Google Analytics’ behaviour tool to see how many pages an average visitor is visiting per session.

How to improve: Similarly, to website CTR, you need to include more call-to-action messages to your landing pages and lead visitors to the information they’re looking for. Make your website as easily navigable as possible.


Organic traffic from search engines is one of the most profitable lead channels for digital marketers. SEO metrics focus mainly on organic traffic and acquiring highly targeted leads.

17. Inbound Links To Website

Measure only the quality links from pages with high page rank. The number of inbound links shows whether your content’s shared on other sites. It can also indicate whether you’re considered to be an industry expert in a certain field. Google valuably weighs links back to your website from quality sites in your niche. The fastest ways to get those quality sites to link back to your site is to produce valuable, free, informative content. And as that trust builds in your content, you’ll begin to build a network of influencers who trust your work.

How to measure: Use SEO tools such as SEMrush (our favourite) or Moz to crawl the web and see all inbound links to your website.

How to improve: Inbound links come with a reputation, so establish your brand as an industry expert to be included in news, articles and reports. Take up guest blogging to get targeted inbound links from other brands’ websites. Ask for specific links from your suppliers, find complementary products or services, get inbound links through content marketing, create infographics and publish them online, use social media, research your competitors, get profile links, sponsorship links, link out to other websites, generate internal links, submit press releases, subscribe and submit your links to niche web directories, create and submit guides and e-books to specific sites.

Marketing KPIs - Link Explorer

18. Traffic From Organic Search

This SEO metric is extremely important as it shows the number of monthly website visits that come through search engine results from Google, Bing, etc. Organic search is highly beneficial as it’s free and generates targeted leads.

How to measure: Check Google Analytics and Bing SEO Analyser to see how much of your monthly traffic comes from organic search.

How to improve: Optimise for your personas, not search engines, use your blog, use long tail keywords, get your meta sorted, consistently create quality content, use internal links, encourage incoming links, use social media, exploit metrics and ultimately, give your customers what they want – quality advice, information and insights.

19. New Leads From Organic Search

Monitor the number of new leads that found your brand through a search engine query. These marketing KPIs indicates the performance of your SEO strategy. Track this KPI as a percentage of all new leads to assess the value of organic search to your sales and profits.

How to measure: Use marketing analytics tools such as Marketo, Hubspot, and Google Analytics to monitor how many leads came from the organic source. You can also access this data with a professional CRM tool.

How to improve: Make it a priority to rank high for targeted keywords that are closely related to your service of product offer. Create an SEO strategy and publish content that supports your keyword ranking goals.

20. Conversions From Organic Search

See how many leads from organic search convert into paying customers. Thee marketing KPIs show whether your keywords that rank high in search engine results are linked to your value proposition. Low organic conversion rate indicates that you might have high-ranking keywords that confuse the audience and deliver wrong messages about your service or product offer.

How to measure: Use your CRM tool and categorise your paying customers by dates (e.g. past month) and lead sources (organic search). First, you need to find a tool with all the required CRM features and many categorisation options – HubSpot is great for this.

How to improve: Create an SEO strategy to rank high for highly targeted keywords. Next, ensure that your lead-to-customer strategy is efficient and makes people want to sign up for your service or order your product (consider improving the customer service and offer discounts), increase numbers of pages indexed and create compelling search snippets.

Marketing KPIs - Backlinks

21. Page Authority

Page Authority is a metric used to predict the ability for a specific page to rank in search engines. A high page authority score means your page has the potential to rank well in search engine results. You can monitor your page rank with various SEO tools such as SEMRush.

How to measure: Use SemRush’s browser extension for a quick overview of every single page’s authority.

How to improve: Interlink to pages on your website. If you have a blog series on a certain topic, ensure that all the articles link to each other. Moreover, you need to get some inbound links from other domains. So, make sure you create lots of linkable content, develop strong internal linking, regularly remove toxic backlinks and lastly, be patient. If you are doing exactly this, your page authority will rise.

22. Google Page Rank

This website metric is calculated by Google using various algorithms to determine the importance of web pages. It is based on the quality and quantity of inbound links that direct to a given page.

How to measure: Use a page rank checker to see the value of this SEO metric.

How to improve: Get more inbound links to your website through guest blogging and pitching your brand to journalists. Create quality content that people want to share and link back to. Fix any broken links on your website.

23. Keywords Top 10 SERP

75% of users never click past the first page of search results, which means if you’re the first result on the first page, your average click-through-rate is around 32.5%. Ranking as #11 in the results is a click-through-rate is a mere 1.0%. Monitor the number of keywords in the top 10 on a search engine results page to evaluate your SEO performance.

How to measure: Use SEO software.

How to improve: Use to check your site’s keyword rank, check your site speed, check your site’s health, improve organic traffic (see previous points)

24. Rank Increase Of Target Keywords

You need to be regularly monitoring your keywords. At the end of each month, check to see how your top keyword rankings have evolved. Track the number of increased and decreased keywords to see whether your SEO strategy is on the right track.

How to measure: All SEO tools give weekly and monthly reports on your keyword rankings.

How to improve: Research your competitors’ best-ranking keywords to get new ideas for your SEO strategy. Find ways to get new inbound links from websites with high page authority. Follow this link to TechRival who have some great tips on finding competitor keywords.

25. Conversion Rate Per Keyword

Inbound Marketing

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding. Learn more about Inbound Marketing

If you can find a keyword that’s attracting a remarkably high number of paying customers, it can be a real goldmine. This means that the keyword is attracting a highly targeted audience. If a keyword has a high conversion rate, find related keywords and create content to rank high in SERPs with all of these.

How to measure: This one’s a little tricky. Use your CRM tool to track customers with organic lead source and use the landing page data to see how a customer first found out about your site. To be able to do this, you need to connect your marketing and CRM tools with Google Analytics.

How to improve: You can improve the landing page experience of every single keyword by providing additional information and quality image content.

26. Number Of Unique Keywords That Drive Traffic

It’s simple, the more high-ranking keywords you have, the more traffic your website will get. Be sure to monitor this SEO metric regularly to ensure your newest keywords are bringing in a good amount of traffic.

How to measure: SEO tools can give you anything from weekly to monthly reports on keyword performance, including the estimated search traffic by keyword. Keep an eye on these and make note of which are doing best.

How to improve: Create new SEO-optimised blog content with multiple variations of a keyword. Go back through your old content and add complimentary links to the new page using many keyword variations in the linked text.

Marketing KPIs - Number of keywords

27. Volume Of Traffic From Video Content

Videos increase the amount of time that viewers spend on your website so that metric is boosted which improves your SEO ranking. In other words, including video means people stay on your site longer, which will help you rank higher on Google.

How to measure: Like previous SEO metrics, this marketing KPI can be monitored with an SEO tool. Simply look for the traffic that comes from video sources (add “video” tag to all video links to quickly filter report results).

How to improve: Upload videos directly to YouTube, embed the video onto your website and create a video sitemap. Read a helpful guide by Neil Patel to rank high with video content.


As a business, you should never forget to evaluate your Return on Investment and profitability. Many businesses forget this and that’s where their failure at paid advertising comes from. Add some of the advertising KPIs to your monthly marketing KPIs overview to improve your ads and save resources.

28. Leads & Conversions From Paid Advertising

Monitor the number of monthly leads and conversions from cost-per-click advertising as a percentage of overall results. This way, you get an overview of your non-paid marketing performance.

How to measure: If you’re using Google Adwords, the results are outlined in your Google Analytics account. To make sure that Google Analytics tracks all your campaigns, set up ref codes for each.

How to improve: Improve your ad copy and only create highly targeted keywords that are related to your unique value proposition.

29. Cost per Acquisition (CPA) & Cost Per Conversion

As acquiring leads and customers through cost-per-click advertising can be quite expensive, it is highly important to monitor the ROI. You might even go as far as to include this metric among other financial KPIs monitored by your company.

Compare the number of cost-per-conversion with your customer lifetime value to ensure your campaigns are profitable in the long term.
You can also monitor the cost per acquisition, but it’s cost-per-conversion that reflects the actual profitability of paid campaigns.

How to measure: This marketing KPI should be calculated with a two-month time gap as it takes time for leads to convert. Calculate the monthly cost of all resources, time and money spent on paid advertising campaigns. Divide it by the number of that month’s leads that have converted to paying clients.

How to improve: Target paid keywords with little competition (find highly targeted long-tail keywords). Improve your landing page experience and provide helpful sales materials/customer support.

30. Click-Through Rate On PPC Advertising

These marketing KPIs give you an overview of the effectiveness of your pay-per-click campaigns. If the CTR is low, it means that your ad content isn’t compelling enough for a person to click on it.

How to measure: All advertising tools show the click-through-rate of every single advertisement. Collect the data to calculate the average monthly CTR.

How to improve: Test something new every month – change your Facebook ad design, improve your ad copy, change call-to-action text, etc.

31. Social Media

Inbound Marketing

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding. Learn more about Inbound Marketing

In a recent interview, HubSpot’s CMO Kipp Bodnar shared their key social media goals: “For social, we look at if we are expanding our awareness and our reach at the top of our social media funnel. Are more people connecting with us on networks or are more people engaging with us? Because that’s going to grow our community.”

You social media efforts should focus on two core ideas: building an engaged community and turn them into customers. See the widely used social media marketing KPIs to keep track of your marketing performance.

32. Traffic From Social Media

Monitor this social media KPI as a percentage of all visits and follow the monthly trend to understand the importance of various channels to your website traffic.

How to measure: Use Google Analytics reports for a free overview of your website’s traffic sources.

How to improve: Acquire a large followership, share interesting posts, create social media campaigns to increase awareness and get likes, shares, and followers.

33. Leads And Conversions From Social Media

While many marketers consider social media to be a brand awareness channel, it can also serve as a profitable lead generation tool. Monitor the number of monthly leads and conversions from social media to assess this channel’s efficiency in your marketing efforts.

How to measure: Use your CRM tool to track all prospects and customers with “social media” lead source.

How to improve: See a helpful resource for generating leads through social media.

34. Conversion Rate

Are your social media leads also prospective customers or did they happen to click on your posts simply out of curiosity? To measure how well-targeted is your social media lead generation, track the number of leads that become paying customers. The conversion rate shows the actual ROI of your social media marketing.

How to measure: After you’ve used a CRM tool to collect data about your leads and conversions from social media, you can easily calculate the conversion rate by dividing the number of leads with the number of conversions.

How to improve: Create highly targeted social media campaigns, target your competitor’s audience, improve your sales process. A/B test your ad elements (you can A/B test using HubSpot! )– design, copy, CTAs, etc.

35. Managed Audience Size

Monitor the number of followers per channel month-over-month to see whether your audience stays engaged. Increasing followership is a sign that your social media posts attract attention and engage new people over time.

How to measure: Use a marketing tool or simply check your social media channel reports to get insight into your post engagement and new followers.

How to improve: share engaging content, create social media campaigns, ask your friends to like your page for increased awareness.

36. Engagement Rate

Engagement rates show the number of people who have actively engaged with your posts (shares, likes, clicks, etc.) Measure it as a percentage of your total number of followers.

How to measure: Use marketing tools (like HubSpot etc.) and social media reports on engagement and use the data about your total followers to calculate the engagement rate.

How to improve: See 21 tactics to increase your social media audience, including tips for increased engagement by CoSchedule.

Marketing KPIs - Engagement rate equation


How often is your brand talked about on social media? Monitor the monthly trend of both positive and negative mentions to evaluate your brand image.

How to measure: Use a mention tracking tool and make sure to adjust it’s parameters and tracked keywords for accurate reports.

How to improve: Give people something to talk about – an incredibly good product or service, excellent content or company news.

37. Social Media ROI

Inbound Marketing

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding. Learn more about Inbound Marketing

Find your formula for measuring social media ROI. You can choose to include social media marketing budget, staff payroll, development and design costs, etc. The benefits can be new leads and customers, increased awareness and social proof.

How to measure: As social media has many advantages that can’t be measured in numbers, you should evaluate your social media ROI according to your goals and advantages.

How to improve: Find the social media channels with highest ROI and focus your marketing efforts there. According to Alexa, Facebook is accountable for 8% of all page views on the internet. LinkedIn and Twitter are responsible for about 1% of all page views. This means that you’re likely to get a higher ROI on Facebook than any other social media channels.

Now that you’re familiar with the numerous options of digital marketing KPIs (the ones mentioned in this guide are only the tip of the iceberg), you can set up a monitoring system and start to track relevant business metrics. In order to compile a marketing KPI report, you can use a KPI dashboard tool, or set up a spreadsheet with all important metrics you’d like to measure month-over-month.

Only track marketing KPIs that are measurable and can be improved with a clear action plan. This way, you can use the data to improve your marketing strategy and focus your time and resources on the most profitable lead sources.

To understand how marketing KPIs fit into the wider marketing system, please do head over to check out our Inbound Marketing page and start a dialogue with us.