

Business Marketing Metrics You Should Be Aware Of
Marketing metrics is a quantitative technique to tracking performance and an important marketing measurement tool for establishing a campaign’s effectiveness. For the finest marketing analytics, it’s important to look at how your campaign influences the behavior of your target audience. The most important marketing metrics to track are those that influence your business objectives, which may be sales made for one promotion but incremental reach for another. Marketing analytics assist marketers to optimize current efforts and prepare for future initiatives by allowing them to see how effective their campaigns are.
According to a Google research conducted in collaboration with MIT, 89 percent of top marketers utilize strategic metrics to analyze the efficacy of their efforts, such as gross revenue, market share, or customer lifetime value (CLV). The following are some of the advantages of utilizing these and other metrics:
- Having data to aid in making well-informed decisions
- Knowing which channels give the best return on investment
- Justification of marketing expenditures and budget allocations in general
- Results that are improving.
- Getting a better understanding of how and where to increase lead conversions
What are some marketing metrics examples?
There are hundreds of indicators marketing specialists can employ to measure the effectiveness of a campaign—just it is a matter of picking the best one for each approach.
Different metrics provide you with different types of information. Email openings and clicks, for example, can reveal how engaged your audience is, whereas the unsubscribe rate could reveal whether they find your material engaging and relevant. Advertisement impressions and video views may be used to gauge the extent of your campaign’s exposure. Cost-per-action may be used to gauge the success of your marketing strategy.
Consider the channel you are utilizing and who will be your audience who will be looking at the information to make business choices when choosing the correct marketing metrics. The metrics you use for various marketing positions will also change. An SEO expert could be interested in tracking organic web traffic, but a social media marketing specialist might be interested in tracking ad clicks and impressions. Senior managers will want to see a summary of each marketing channel’s data and performance, while managers will want to go a bit deeper to understand performance daily.
Here are some KPIs for different marketing channels that may help marketers make better judgments about how to spend their money:
Digital marketing: impressions, cost-per-action, click-through rate
Social media: impressions, follower count, engagement rate
Email marketing: emails that are opened, forwarded, and unsubscribed from
SEO: organic traffic, keyword average ranking, and search volumes.
What are the benefits of marketing metrics?
Marketing metrics are important because they help firms determine if campaigns are successful and provide data that can be utilized to better future projects. They assist marketers in determining how their efforts are contributing to their business goals and in making decisions on how to improve their promotions and marketing programs.
These data may assist a marketing team to determine whether it has met its objectives in terms of attracting new clients, increasing awareness, increasing engagement, increasing sales, increasing lead creation, and more. These analytics may also be used as an immediate alarm system if marketing efforts are not operating as intended, and they can aid in making informed decisions to change campaigns in real-time.
Ultimately, marketing metrics are the most common approach for marketers to demonstrate the value of marketing and advertising to their firm or organization. These findings are important beyond continuous monitoring and campaign planning since they may inform yearly budgets and headcount.
Here is a list of key phrases, along with definitions and examples for different marketing approaches, that you may utilize to create a high-impact portfolio of bespoke marketing analytics for future campaigns:
Email Marketing
Today, we are swamped with email marketing promotions, and although some of it still seems spammy, there is no doubting the power of a well-crafted message—not to mention CRM and lead nurturing. Email marketing helps you to connect with your customers in order to promote your brand and increase sales. Emails may be used for a variety of purposes, including product promotion, news dissemination, cart abandonment reduction, and the telling of a tale.
Email marketing is still a very successful method that may help you achieve amazing results with your marketing plan. When it comes to assessing the success of your email marketing campaigns, you should be precise. In this part, we will go over a comprehensive list of the most important email marketing KPIs.
Unsubscribe Rate
This percentage represents the number of people who no longer wish to receive your newsletters. Subscribers to your site are usually interested in the issues you cover, thus your unsubscribe rate should never surpass 1%. If this is the case, your emails may be excessively obtrusive or excessive. It is calculated by dividing the number of users who unsubscribe by the the number of emails delivered.
Device Use
Users can obtain digital information using a variety of devices. When viewing your emails, it is critical to keep track of which devices people are using the most. This will help you tailor your adverts to meet the most common formats.
Because one of the most common devices for receiving emails is a mobile phone, you should always check that your advertising is suitable with this format.
Contact Growth Rate
This indicator tracks how quickly the company’s email contact list expands. A good email campaign will result in an inflow of new subscribers, but an excessive number of emails or irrelevant material will result in a reduction in contacts. To improve your growth plan, you should monitor casualties and decreases in the contact growth rate as the campaign advances.
Time Spent Viewing an Email
This is the amount of time consumers spend reading your emails. You can tell if a reader has read through the material based on how much time they devote to it. Based on the type and length of your emails, you may define unique time objectives.
Email Revenue
The amount of income generated by sending emails is calculated. To calculate how much income each email produced, divide the total revenue by the number of emails sent (after excluding bounces). This statistic should, in general, display stable performance with occasional increases during promotional periods. If the income per email is minimal, consider changing the email’s content or presentation.
Email Bounce Rate
This is the proportion of your emails that did not make it to the inbox of the intended recipient. It is calculated by dividing the total number of emails returned divided by the total number of emails sent.
By displaying the number of email bounces as a % of total emails sent, Email Bounce Rate aids in tracking the value of lead lists and other email campaigns. While it is still necessary to analyze additional email marketing measures such as Emails Opened and Emails Clicked, Email Bounce Rate is a good place to start since it indicates how often emails reach recipients.
A high Email Bounce Rate indicates that a significant amount of emails sent out but never reach their intended recipients, diluting a company’s message and connection with valuable contacts. Email Bounce Rate can be reduced by frequently handling email lists and conducting address verification.
Open Rate
The open rate is the proportion of emails that were opened compared to the total number of emails that were sent during a given period of time. Because you can see how many people actively engage with your material, this is one of the most essential KPIs in email marketing.
Delivery Rate
This is the proportion of emails that were sent correctly to your subscribers. It is calculated by dividing the total number of emails fully delivered by the total number of emails that have been sent.
Email Forwarding Rate
This shows the proportion of users who sent your email to one of their contacts. This measure is very essential for subscription marketing. It is simply calculated by dividing the number of total clicks on the button “forward” by the total number of emails that have been sent.
Hard Bounce Rate
This statistic represents the total number of email addresses that have a persistent delivery issue. This might be due to a number of factors, including the person blocking your email, the recipient’s email address being incorrect, or the email address not existing.
Soft Bounce Rate
There is a temporary delivery difficulty with some addresses. This might be due to a lack of space or a poor internet connection.
Double Opt-In Rate
This is the proportion of users who double-opt-in successfully. A user must click on a link in a confirmation email to register for a product or service, which is known as double opting. After the initial sign-up, not necessarily all users will double-opt-in. The Double Opt-In Rate (DOR) is calculated by dividing the number of Double opt-in users divided by the number of Initial opt-in users.
SEM & Google Ads
Search engine marketing has grown into a critical online marketing approach for expanding a company’s reach, with a rising number of people researching and buying things online. The largest part of new visitors to a website come through a search engine query. Advertisers only need to pay for impressions that lead to visitors in search engine marketing, making it a cost-effective option for businesses to spend their marketing efforts. As an extra advantage, each visitor enhances the website’s organic search results ranks progressively.
SEM provides immediate results. With no question, it’s the most efficient way to drive traffic to a website. Many firms’ digital marketing strategies include search engine marketing. Because Google is the most extensively used search engine on the planet, SEM is nearly synonymous with Google Ads. It is critical that you comprehend their analytics and find metrics that can assist you to enhance your advertising, campaigns, and results on a constant basis.
Estimated Bids
This Google Ads measure displays the cost per click that the advertising platform recommends. If your bid is not high enough, a “below-the-page bid” ad will appear.
Estimated Cost and Number of clicks
The projected cost and number of clicks, as the name implies, is an estimate of how many clicks will be generated for certain bid amounts. This gives you the ability to compare prices and expected effectiveness.
Search Volume
You may use Google Keyword Planner to look at a keyword’s search volume per month and per year to see if it is worth keep paying for. It is also crucial to consider the keyword’s significance.
Keyword Quality Score
The relevancy of terms in your advertising and landing pages is indicated. A high-quality score allows you to improve your search engine ranking without breaking the cash.
Advertisement Rank
This is a Google measure that indicates where your ad appears in search results. The higher your position on the search engine results page, the better. It is calculated by multiplying the Cost Per Click by the Quality Score.
Cost
Simply said, this is the overall cost of your promotion. You should keep a tight eye on this to make sure you don’t overspend.
Negative Keywords
The keywords that make your ad inactive for certain searches. This allows you to cut down on the amount of money you spend on campaigns that are not required.
Search Impression Share
Search Impression Share (SIS) enables marketers to compare the impressions of an ad campaign to the total number of impressions the campaign is eligible for. Tracking this measure over time may offer a comprehensive view of how effective a campaign (along with its advertisements and buzzwords) is in terms of achieving the broadest potential audience. SIS calculates the yield on investment return for an advertising campaign.
Budgeting, keyword choices, audience targeting, area, and timing all influence Impression Share eligibility. Although winning a significant proportion of the available Impression Share is ideal, a high SIS does not always result in conversion or ad clicks. As a result, SIS must be tracked along Ad Clicks and conversion rate.
Search Lost Impression Share (Budget)
The percentage of search network impressions you missed out on owing to a lack of funds.
Display Lost Impression Share (Budget)
The proportion of times your adverts were not displayed on the display network due to a budget constraint (data provided at the campaign level).
Brand Search
This is the total number of times your brand or items have been searched on Google or similar search engines. During the course of a campaign, a rise in this measure should be seen.
Search Top Impression Rate
The number of impressions an advertisement receives when it appears on top of the organic search results.
Search Absolute Top Impression Rate
This measure is identical to the previous one, but it shows us the proportion of impressions when the advertisement comes first absolute (directly above the organic results and the rest of the advertisements).
Search Top Impression Share
This metric tells you the impressions you have received at the top (directly above natural search results) compared to the estimated number of impressions you were eligible to receive at these positions.
Search Absolute Top Impression Share
This measure compares the number of impressions you got in the very first position (above organic search results and other advertising) to the number of impressions you might have gotten in this position.
Search Lost Top Impressions Share – Budget
Due to a low budget, this metric show how frequently did your ad not appear above organic search results.
Search Lost Absolute Top Impressions Share – Budget
Due to a limited budget, this metric determines how frequently was your ad not in the top place above organic search results.
Search Lost Top Impressions Share – Ranking
This metric shows how many times has your ad not appeared above organic search results owing to a low Ad Rank.
Search Lost Absolute Top Impressions – Ranking
Due to low Ad Rank, this metric determines how frequently was your ad not the first ad above organic search results.
SEO
The practice of enhancing your website’s organic presence in search engine result pages (SERPs) is known as search engine optimization. SEO differs from paid advertising in that it delivers organic search results (also known as unpaid traffic), which account for a larger portion of search engine traffic.
Implementing an SEO plan is critical since 75% of searchers only click on results from the first page of the SERPs. The bulk of hits and traffic are sent to your website if it shows up on the very first page of results for a query.
In the realm of digital marketing, search engine optimization is now a major focus. It is critical to keep track of where your content is ranking on search engines such as google, as well as which buzzwords are ranking organically. We’ll go through the most crucial KPIs for improving your SEO strategy in this part.
Top 3 Keywords
This is the quantity of key terms for which you have ranked in Google’s top three results. These are indicators of how well your SEO approach is working. The more hits your website receives, the closer it is to the top of the search result. On Google, the highest ranks gets over 60% of clicks, the second place receives roughly 16%, and the third position receives 8%.
Total Organic Traffic
This is the cumulative number of unique users that found your webpage, platform, or ecommerce via organic means. Natural website visits happen when a user discovers your website without the use of a sponsored advertisement. Growth in this section indicates that your site is simple to locate and that your SEO is effective. A well-maintained website will expand at a rate of roughly 10% each month.
Website Load Time
The overall time that it takes for your website to load once you click on it. This is a critical measure to monitor and assess on a regular basis since a few seconds of load time might be the difference between receiving a visit and having lost the user. Finally, you want to get as many viewers as possible, thus a quick load time is critical.
Pages Per Session
Pages per Session or Page Views Per Session is the average number of pages seen during a session. When a user visits a section on a website, a page view is recorded, including repeated views from the very same user. A session is the amount of time that a user spends interacting with a website. During a session, users may visit more than one page on a website, boosting their typical Pages per Session.
Pages per Session may help you determine how successfully your website entices people to browse pages beyond the first page they come on. A website with a high Page Views Per Session and a lengthy Average Time on Page has a better conversion rate. It is critical to evaluate your website’s goals: for example, a website with solely an infinite-scroll blog may have fewer Page Views Per Session. Users scrolling through several pages of your website, on the other hand, usually implies that your webpage is simple to browse and contains fascinating content.
Direct Traffic
This is the number of individuals that arrived at your site by putting in the URL directly. If you have had a lot of direct traffic, it signifies that the user remembers your site.
Number of Crawler Errors
Whenever a search tool is unable to explore your site owing to its backend design, this is referred to as a crawler error. This might be due to faulty external sites, incorrect meta descriptions, or any other mistake in the coding. These problems are usually minor, but monitoring them might be a smart precaution for your SEO.
Domain Authority
This is a statistic used to forecast how a domain is ranking in the search engines. When we speak about authority, we’re referencing to the significance that a website has in the sphere of organic placement. A high domain authority scores indicates that your domain would then rank well on search engines. It is calculated on a scale from 0 to 100.
Page Authority
The Domain Authority is a categorization method that gauges a domain’s authority and weight in terms of organic ranking, while the Page Authority relates to a specific page on a website. It is graded on a scale of one to one hundred.
Top Exit Pages
These are all the pages of your website from which people most frequently depart. This enables you to see the number of people who left each page. By reviewing this data, you can identify which pages are prompting people to leave and how many visitors got to your thank you webpages.
Top Entry Pages
These are the pages that people most often access on your website. This measure, like the leading exit pages, enables you to evaluate the amount of people that visited each given site. Understanding your top entrance pages can assist you in optimizing your online traffic.
Number of Inbound Links
An inbound link, often known as a backlink, would be any URL, video, and picture on another website (not your own) that directs a person to your website. So, a backlink profile is a collection of each of these references from throughout the web. Links referring to your website from other webpages may boost traffic and ratings if they come from high-quality, authoritative sites. Links from low-quality or spammy sites violate Google’s link quality criteria and will certainly cause your ranks to drop or potentially penalize your site.
E-commerce
Ecommerce, often referred to as electronic commerce or online commerce, refers to the purchase and sale of products or services through the internet, as well as the transmission of money and data to complete these transactions. Ecommerce is frequently used to relate to the online sale of actual things, but it may also apply to any kind of economic transaction that is aided by the internet. Whereas e-business encompasses all elements of running an online firm, ecommerce focuses only on the exchange of products and services.
If you own an e-commerce or online shop, you are probably well aware of the necessity of measuring your stats. Because internet retailers might be unexpected at times, it is essential to keep records of whatever information you can. In this part, we will highlight all of the indicators that will assist you in keeping your e-commerce firm on track.
Average Order Value
This metric measures the average amount spent by your clients. You may attempt to boost this by recommending comparable items or using other purchasing tactics. It is simply calculated by dividing the total amount of product income by the total number of purchases.
This statistic tells users how much income they may anticipate when an order is placed. It is often used as a standard and may be used to determine if any advertising or up-sell efforts are successful. It may be computed on an annual, weekly, daily, or lifetime basis for a shop. Tracking this data allows you to better understand customer purchasing trends, which allows you to adjust your pricing approach.
Average Order Value (AOV) fluctuations may be explained by examining this measure in conjunction with Average Basket Size. Consistent rise in this figure might be an indication that consumers are increasingly trusting and using your e-commerce site. However, while examining AOV trends, it is critical to keep context in mind. A seasonal sale, for example, might temporarily enhance AOV.
Cart Abandonment Rate
Refers to the proportion of customers that viewed your page, placed your items to their shopping cart, but then departed without purchasing. A consumer may quit their basket if your website seems untrustworthy, if shipping fees are expensive, or whether the price of the goods rises at the conclusion of the purchase process, and so on. If this measure rises, you must investigate the sources as soon as possible in order to regain sales. This can be calculated by dividing the number of carts that have been abandoned by the number of carts that have been created.
Visit to View Product Rate
This represents the total number of individuals who visit an item on your webpage. If relatively few individuals are able to access the item, you might just have a usability problem.
Net Promoter Score
This statistic assists you in calculating the public’s image of your brand and, as a result, enables you to forecast your company’s future development. It is based on the following question: “How likely are you to refer our product/service to a friend or relative?” The responses are then graded on a scale of 0 to 10. Those who answered 9 or above are considered supporters (loyal and pleased customers). Users who respond 6 or less are classified as critics (they would not endorse your brand). Apple’s Net Promoter Score (NPS) is one of the most well-known NPS measurements. It is calculated by subtracting the percentage of critics from the percentage of supporters.
Returning Customer Rate
This indicator determines how often buyers return to your website to make further transactions. It is critical to measure this in e-commerce since acquiring new clients is substantially more costly.
Return and Refund Rate
This metric evaluates the frequency with which returns and refunds happen within your e-commerce platform. This is best measured by segregating the categories and items. If you see an increase in refunds and returns, you should look into product failures and low-quality leads. Unsatisfied individuals may be quite outspoken about their dissatisfaction on social networks, so keep an eye on this indicator at all times.
Revenue by Traffic Source
This measure categorizes your web traffic sources to demonstrate where the majority of your money is coming from. Each income source (social ads, natural posts, Facebook ads, or emails) also has its own quantity. By comparing these figures, you will be able to concentrate your marketing approach on the channels that provide the top – notch traffic to your website.
Time to Purchase
The typical amount of time that consumers spend before making a purchasing decision. This may be indicated in minutes, hours, days, or sessions, and it can even encompass time spent away from your website.