Marketing KPIs-Do You Know Yours?

April 28, 2020

When marketers are asked what their KPIs, or marketing performance indicators, are, most struggle to come up with an answer. Many don’t know what the best marketing KPIs to track are, or what metrics they should be paying the most attention to. In reality, there are dozens of marketing KPIs that you could look at in your business, but taking the time to pay attention to each of these metrics isn’t always smart or effective.

Instead, we’ll take a look at the seven different categories of marketing KPIs that you can focus on, and from there you can choose which are most relevant to your business.e sources through analytics tools like Google Analytics. You can track mentions of your brand and mentions of your competitors with social listening tools, and dive in further to see if you’re getting positive or negative coverage overall.

1. SEO

SEO, or search engine optimization, is your main method of getting organic traffic to your website. Essentially, SEO KPIs include which keywords your ranking for, how many sessions you’re getting, what your bounce rate is, and how long people are staying on your website. You can track these stats through tools like Google Analytics. These KPIs matter because they show you whether or not you’re getting quality traffic from your SEO efforts. Overall, the biggest KPI you’ll want to look at is growth in organic traffic, because that’s what SEO is all about.

2. PPC

PPC, or pay per click, focuses on all of your paid advertising, whether that’s Google Ads, Facebook Ads, Instagram Ads, Google Display Network, or any other online advertising that you pay for. If you put part of your marketing budget towards paid advertising, this is an important category to pay attention to. Look at metrics like how many clicks you’re getting, what your click-through rate is, what your cost per click and cost per acquisition is, and what your conversion rate is. By knowing these numbers, you’ll be able to accurately judge how successful each of your paid campaigns was.business over a certain period of time? This is the bottom line number that you may want to focus on during your weekly or monthly marketing meeting. If you’re properly tracking your marketing operations, your sales numbers (i.e. revenue) should be tied directly back to a traffic generating metric category. The first five categories on this list were all traffic generating metrics. You can track the ROI of each of these traffic categories and learn about which are getting you the most return on your initial investment, and exactly where your sales are coming from.

3. PR

Marketers don’t often track the success of their PR strategies. But getting valuable attention like media mentions, TV appearances, podcast interviews, etc. all counts as PR. You can track how much traffic you’re getting from these sources through analytics tools like Google Analytics. You can track mentions of your brand and mentions of your competitors with social listening tools, and dive in further to see if you’re getting positive or negative coverage overall.

4. Social Media

Social media is obviously a huge category for many marketers, as having a presence on social media platforms is really necessary for businesses today. When done correctly, social media has the potential to reach a huge audience without really spending a lot of money on paid advertising. Important marketing KPIs to focus on include engagement statistics like how many people are liking, commenting and sharing your content. You can also track how far people are making it through your videos. Tracking these metrics is important if you’d like to learn how social media is driving your business’s revenue.

5. Email

If you have an email list and an account with a platform like HubSpot, MailChimp, Infusionsoft, etc, tracking KPIs for email can be really important. While some people discount email, the truth is, it’s still a huge driver of revenue, and it’s not going away any time soon. Pay attention to metrics like your open rate, your click-through rate, your unsubscribe rate, and your spam rate. These metrics will let you know whether or not your email list is healthy. It’s also important to pay attention to when a subscriber’s last email open was. If they haven’t opened your emails for months, it’s unlikely that they will open them in the future. Email KPIs are only accurate if your email list is strong and healthy, so unsubscribe anyone who is unlikely to open future emails that you send out.

6. Lead Gen

Lead generation stats are some of the most important things you can pay attention to in your business because obtaining new leads is what keeps your business going. Metrics like how many conversions you get in total, your conversion rate and your cost per lead are essential when it comes to judging the success of your marketing campaigns. How many new customers are you bringing in? What percentage of the people you’re reaching out to are you getting to come to your website and take an action? This can tell you if your message is getting out to the people you’re aiming to reach.

7. Sales

Sales KPIs are pretty straightforward. How many dollars are being brought into your business over a certain period of time? This is the bottom line number that you may want to focus on during your weekly or monthly marketing meeting. If you’re properly tracking your marketing operations, your sales numbers (i.e. revenue) should be tied directly back to a traffic generating metric category. The first five categories on this list were all traffic generating metrics. You can track the ROI of each of these traffic categories and learn about which are getting you the most return on your initial investment, and exactly where your sales are coming from

Revenue Is Key in Marketing KPIs

When it comes down to it, the main KPI that all businesses should be tracking is revenue. Every marketing report you create should ultimately focus on this stat. You need to know the ROI for each of your traffic generating marketing efforts so that you can continue to make better and more intelligent marketing decisions. It’s important that you, as a marketer, have the tools in place so that you can track the return on investment for each component of your marketing strategy. That is the overall idea behind tracking KPIs. They help you decide whether the time, money, and resources you’re investing in a platform or strategy are actually paying off.

From here, you need to decide which of these marketing KPIs are most relevant to your business, and how each KPI can help you better track the overall revenue that your marketing strategies generate. If you need more help or have other questions that haven’t been answered here, feel free to jump on Vivid Labs’ weekly office hours call to connect with someone on our team who can help.

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Vivid Labs is a science-based marketing agency. We focus on conversion optimization, which is the science of improving the performance of a sales or marketing system. We publish our findings and strategies for you to explore and try in your own organization.

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