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:

Digital Marketing Metrics

Digital marketing, often known as online marketing, is the advertising of companies using the internet and other kinds of digital communication in order to engage with potential clients. As a marketing channel, this comprises not just social media, email, and web-based advertising, but also messages in the form of text and multimedia. It is digital marketing if a marketing promotion includes digital communication.

We will go through the standard digital marketing metrics that may be used in almost any advertising strategy or campaign in this part.


This metric shows the number of times an advertisement has been displayed on a user’s screen. Impressions, unlike reach, include individuals who have viewed the ad many times. Impressions are even counted on some sites. It also is counted as an impression when the ad is below the fold and the user has not yet seen it. It is more of an all-purpose metric. Basically, impressions are the total number for reach multiplied by frequency.

Post impressions may be combined with other data to get a more complete picture of how useful the material is. For example, if a post has a high number of impressions but a low number of views, it may imply that, although the material is available to a significant number of people, it is not meaningful enough for consumers to click or interact with it. Likewise, if a post has a poor reach count but a high impressions count, it may imply that the post is only viewable to a limited number of people but that those users see it several times. 

Post impressions are a helpful measure that may be used in combination with some other metrics to better understand how material is shown in users’ timelines or feeds and to assess the efficacy of the post in reaching KPIs and objectives.


The total amount of times a certain ad was clicked on. Because some links malfunction or the user quits their browser before the landing page opens, not all clicks can be counted as web traffic. Clicks allow you to track each single action that consumers take on your advertisement or web page and get insight into how well your target audience is reacting to your advertising messages.

If the primary purpose of your social media accounts is to drive visitors to your website, you should include a link in your profile and monitor your Website Clicks. Tracking this figure over time allows you to assess the efficacy of your social media approach.


The amount of prospective consumer contacts you obtain by filling out a form or creating a profile. It’s critical to keep an eye on how your leads are progressing. Your method is successful if they expand in quantity and quality. You should boost it if they are decreasing or staying stagnant.

Leads are a company’s lifeblood. Lead volume (or lead growth) is a key measure of a company’s capacity to earn future revenue. 

Most firms allocate the majority of generating leads to marketing, but sales organizations also play an important prospecting role, particularly in industries where the average sale price is substantial or the total market potential is limited and selling demands a relationship.


This shows how many clients your business attracts. This is one of the most crucial indicators. Progress in this area will allow you to evaluate the success of your plan as well as your overall brand growth.


Shows how many people take advantage of a free trial offer. These individuals are particularly intriguing since they are further along in the conversion pipe than someone who simply visits a webpage. Remember to monitor and assess this measure on a regular basis.


A conversion is a finished action, and they may be macro or micro. A macro conversion is a finished sale transaction, whereas a micro conversion is a finished activity, such as email registration, which signals that the user is moving towards to macro conversion. 

After you’ve set a particular campaign target, like ebook uploads or free trial signups, you may compute conversions. A conversion on post-click landing pages is a form registration for a content asset such as a white paper or ebook, but it may also include consultation services, product demonstrations, new accounts, and so on.


The total amount of individuals who have seen your ad is referred to as reach. Regardless of how many times they have viewed the advertising, each individual user is only counted one time, unlike when counting impressions.

When evaluating Reach, it is critical to assess the size of the possible audience to whom you are advertising. If you run a tightly targeted ad to a 20,000-person audience, do not anticipate your reach to surpass the volume of your audience. Meanwhile, if you are running advertisements with a huge, diverse audience, you may utilize Reach to determine the percentage of your target audience that you have been capable of reaching with advertising. Your ability to show adverts to your whole audience is often determined by your budget and the relevancy of your advertisements.

Time spent on the website

This value represents the overall amount of time people spend on your website. If this score is high, it indicates that you have intriguing content and a pleasing design. Whether your time spent on the site is low, see if some components of it may be enhanced to keep more of the user’s attention. On the other hand, low website time is not always a bad thing for all companies. Low website time may be beneficial for transaction-based organizations because it indicates that your website is very efficient.

Cost Per Thousand

Also known as Cost per Mille or CPM (“mille” in Latin meaning “thousand”). The cost of one thousand ad impressions is expressed in CPM. How much does it cost to have your ad run one thousand times? The cost will vary based on the popularity of the term they desire to promote and the site on which they wish to advertise.

Effective Cost Per Thousand

Also referred to as eCPM is the projected cost of 1,000 impressions for an ad promotion that does not monitor CPM. For example, if you are operating a Cost Per Click campaign, eCPM is a good way to figure out how much 1,000 impressions will cost you. 

To calculate eCPM you multiply the Clickthrough Rate by Cost per Click by 10 (eCPM= CTR*CPC*10)

Cost Per Click

Or shortly CPC, is the amount you pay every time someone clicks on your advertisement. You calculate that buy dividing the budget of the campaign by the number of clicks.

The terms Cost Per Click (CPC) and Pay-Per-Click (PPC) are sometimes used interchangeably, while PPC is typically considered of as the advertising strategy, whilst CPC is the particular cash cost. 

It’s critical to understand the distinction between the two basic PPC types: search and display. Search is a high-intent, high-cost advertising channel that shows adverts inside the content of search engine result pages. Display offers a larger context in that advertising are viewed substantially more often, but click through rates (CTR) are lower since user intent is weaker. As a consequence, the CPC for Display will be lower than the CPC for Search. 

It’s critical to understand what kind of exposure or clicks you want. Are you seeking for brand awareness or “ready to purchase” customers? Make sure to test your message and landing sites, and put in the effort to raise your score.

Cost Per Lead

This metric calculates the cost of generating leads from your advertisement. These users must do a specific action in addition to clicking on the advertising, such as filling out a personal data form. To calculate Cost Per Lead (CPL) you divide the total amount spent on advertising by the number of leads that have been generated.

Customer Acquisition Cost

This is how much money is spent to get a new customer in a specific period.  Basically, to understand the Customer Acquisition Cost (CAC) the total cost of the promotion is divided by the number of clients that have been generated within a particular period.

This statistic is among the most essential key performance indicators (KPIs) for investors. It is used to assess a company’s profitability and comprehend its scalability. It is equally critical to consider CAC in the perspective of a customer’s lifetime value (LTV). These measures, when combined, are important indications of return on investment. 

Typically, firms strive to lower their CAC. CAC may be decreased by boosting conversion rates and acquiring more clients. However, if you are in a development phase, you may need to increase CAC for a while. 

To reduce your CAC, examine your top-performing acquisition channels and prioritize them, while limiting or deleting under-performing channels. Examine your sales process—are there any processes that may be consolidated or reduced to make the purchase process simpler for your customers? Concentrate your efforts on eligible buyers to make better use of your resources.

Cost Per Acquisition

How much money do you spend on each conversion or acquisition? Because not all who click on an ad become a client, this will always be more than your CPC. Because most acquisitions are clients, CAC and Cost Per Acquisition (CPA) may be used interchangeably. Your CPA will decrease as your conversion rate improves. This measurement is determined by the number of acquisitions and the total campaign budget. 

Lifetime Value

This metric shows the profit you make from a client throughout the course of their whole time using your platform, product, or service. You may compare various origins’ Lifetime Values (LTV) to see which channels bring in the most valuable clients. The simplest basic computation for this statistic is multiplying the average purchase amount by the gross margin percent by the number of purchases and by the number of years.

Cost Per Conversion

This is the average conversion cost. A conversion does not always mean that a sale has happened. A download, a completed form, or a phone call are all also counted as conversions. The cost is calculated by dividing the total investment amount by the total number of conversions.

Monthly Recurring Revenue 

This is the monthly recurring income that your membership site generates. It is an important measure for any website that requires you to be a member, and it is particularly common in Software As a Service projects. Monthly Recurring Revenue (MMR) is a single statistic that averages multiple price schemes and payment periods. This is calculated very simply: the total number of customers is multiplied by the average amount paid by each customer.

Annual Recurring Revenue 

This is the consistent regular income you get throughout the year. Annual Recurring Revenue (ARR) is mostly employed in subscription-based business-to-business enterprises. You must have fixed-term agreements with a minimum period of one year to get the most out of it. It is determined by diving the total value of the contract by the number of years.

Revenue per Visitor 

This metric shows the amount of money made by each visitor that has been to your platform or website. This helps you to determine the value of each additional visit. Revenue per Visitor (RPV) is calculated by dividing the total revenue by the total number of visitors to your website or platform.

Return of Investment

This is a well know metric, which allows you to determine how much money did you make from the various marketing initiatives you did over a period of time? Because the larger the return, the better the investment, ROI helps you to discover which ads work best. There are various methods for doing so, but the two most common are:

  1. Dividing the Customer LTV minus the Marketing Investment by the Marketing Investemnt
  2. Dividing the total profit minus the total investment by the total investment.

Return on Advertisement Spend

This is the total income received by a corporation for each dollar spent on marketing. It essentially aids in determining the efficacy of an internet advertising strategy. Return on Advertisement Spend (ROAS) is calculated by dividing the revenue from an advertisement promotion by the cost of that advertisement promotion.

Bounce Rate

This metric shows the proportion of people that have viewed but not browsed through your website. Essentially, this statistic shows the number of people that came to your website but departed before exploring any further because they were not interested in the extra information. This information aids in determining the efficiency of your landing pages. A higher bounce rate indicates that there is an issue with your website’s content or surfing experience. The number should ideally be as low as feasible. IT is calculated by diving the number of viewers that have bounce by the total number of webpage visits.

Click-Through Rate

After viewing your ad or link, this measure shows how many people clicked on it. It’s a popular way to gauge the effectiveness of internet ads, and it is a big part of establishing Google Adwords’ quality score. The Click-Through Rate (CTR) is calculated by dividing Clicks by Impressions.

A low CTR in comparison to a large ad reach and impressions indicates that consumers notice your ad but do not click through. If your ad CTR is below average, you should A/B test your advertising to find what your target audience reacts to best. 

A larger ad impression and a reduced ad CTR leads Facebook to believe that your targeted audience does not find your ad interesting, which lowers your ad relevance score.

Conversion Rate

 This metric shows the conversion rate for every 100 visits and is expressed as a percentage. It is simply calculated by dividing the Number of conversions by the Number of visitors. 

This measure may be divided into two categories: 

Macro-conversions are those that generate income, such as a product purchase. 

Micro-conversions, such as an email registration, are not related with income. 

The last one leads to the first, therefore even though your conversions don’t generate income, they are still important.

Call Through Rate

This is the total number of individuals who seek an instant connection with your firm by clicking a “click to chat” button, picture, or text. This might be done through email, phone call, or text message. It is calculated by dividing the amount of calls by the total number of visitors to the advertisement.

Customer Retention Rate 

The proportion of clients you still have at the conclusion of a certain period of time compared to the number you had before that specific time period began. This may aid in the detection of faults and patterns, as well as serves as a good measure of brand loyalty and engagement.

Customer Retention Rate (CRR) is calculated by diving the number of new customers within a period of time divided by the number of customers there were at the beginning of that period of time.

Post Click Conversion

The percentage of persons that clicked on an advertisement and subsequently converted within 30 days.

Post View Conversion

The number of persons that viewed an advertisement but converted without clicking on it within a set time frame.

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