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15 Best Marketing KPIs Your Business Should Be Tracking

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15 Best Marketing KPIs Your Business Should Be Tracking

Social media mentions.

A storehouse of blogs.

A finished funnel.

Some of the activities you’re investing in may be puffing you and your team up, but are they getting a return?

The best marketing strategies should be backed by numbers.

Proof that they bring in leads, and better, SALES.

Imagine creating a complex marketing strategy but not having a way to truly know that it’s working?

It’d be like the blind leading the blind.

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Instead, you need numbers to guide you.

If this sounds like you, your team or your marketing strategy, help is here!

What Are Marketing KPIs

According to Impact, marketing KPIs (or key performance indicators) are “specific, numerical marketing metrics that organizations track in order to measure their progress towards a defined goal within your marketing channels.”

Neil Patel describes KPIs as “metrics that are designed to tell you how effectively you are achieving your business objectives.”

With this knowledge, you can adjust your tactics and strategies, and the money you’re putting into them, to really drive growth.

After all, that’s what marketing is all about!

Now that you know WHAT key performance metrics are, let’s dive into tracking the ones will that bring you the most value.

Before You Start

I know you’re excited about what KPI data will tell you, you need to know a few things.

The BEST KPIs:

  • Are measurable and actionable.
  • Focus on critical factors that dictate your success.
  • Are connected to your business goals.
  • Can be applied to every department or team.
  • Are comprised of a concise list.

The WORST KPIs:

  • Are vague.
  • Are NOT actionable.
  • Are not reports (about keywords, for example).
  • Are not an exhaustive list of metrics to follow.

Choosing Your KPIs

The best KPIs for you to track are tied to your business goals. Choose some of these quality KPIs for your company:

  1. Qualified leads. Your successful marketing campaigns may not produce a TON of leads, but they may generate qualified leads. These are pure gold, and definitely a metric you should track.
  2. Customer Acquisition Cost (CAC). If you don’t know this number, you’re in trouble. To determine this number, add all of your expenses, and divide that number by how many new customers you acquired during that timeframe. That’s your CAC. Compare the costs of various products or services, and determine if your efforts are paying off.
  3. Time Spent on Site. The total traffic your site gets is important, but another valuable metric is the time spent on site. You need to know if people are spending longer than 5 seconds on your pages. If they’re sticking around for over a minute and looking at multiple pages, you’re offering value.
  4. Customer Conversion Rate. Perhaps the most important metric to monitor, you need to know your conversion rate  – or the amount you spend to convert one lead into a customer or sale. If your efforts don’t translate into sales, you’re wasting your time.
  5. ROI. Return on investment (ROI) is another critical metric to track. It should give you a big-picture view of which tactics are working, and which ones are falling flat. With this data in hand, you know how much money to put towards your various tactics.
  6. Bounce Rate. This is the number of people who arrive at your home page and don’t visit any other pages. If the percentage is high, revise your homepage design (the look and/or the copy) to keep people on your site.
  7. CLV/CAC Ratio. Your business needs to know the ratio of your customer lifetime value (CLV) and your cost of customer acquisition. This data will reveal how sustainable your business is, so you can work towards decreasing CAC and increasing CLV.
  8. Lead Score. This is a rating you give leads to show how likely they will be to purchase.
  9. Organic Traffic. The amount of traffic that your website receives that is unpaid.
  10. Customer Attrition. This metric shows you the rate that you lost customers over time.
  11. Traffic Sources. A metric that highlights where your traffic is coming from, via social media for example.
  12. Downloads. The number of times users are downloading offers (like a video, ebook or checklist).
  13. Top Pages. The pages on your website that are top-performers, bringing in the most traffic or conversions.
  14. Domain Authority. This metric measures how search engines rank your website. Your site’s authority is evaluated on a scale of 1 to 100, with 100 being the best.

A Bonus

I’m going to give you an easy guide to KPIs you should avoid at all costs, so you don’t end up with an unwieldy list, or metrics that don’t offer any value at all.

Social media likes and fans. Meaningless. Pointless. While it may feel good to have 20,000 followers, if you’re not bringing in leads or revenue from it, it doesn’t matter. We call this a vanity metric.

Neil Patel advises companies to “Keep using Facebook to sell your products and services, though, because we know that converts! Just stay away from running page promotions to build up your fans and likes. You’re better off spending that money in other places.”

Backlinks.

Yes, backlinks are still important, but they can be a huge time-suck if you aren’t strategic about them. If you’re going to go after backlinks, remember that Google is wise: They know the difference between a junk backlink and a valuable one.

Traffic.

I know. We listed traffic above. But unless you’re driving quality traffic to your site, this number can also be meaningless. Lots of traffic that doesn’t convert will not help your bottom line.

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Final Thoughts

There you have it! A solid list of valuable KPIs your business should be tracking.

Start with your goals, and build out your customized list of best marketing KPIs that will drive growth.

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Josh Coffy

Josh is an entrepreneur at heart, dropping out of college to pursue his dream of owning his own business. Fast-forward five years later, and Josh’s unique ability to marry technology with creative marketing strategies has led to Flight Media’s steady and swift growth. Now one of the leading Inbound Marketing companies in Ohio, the U.S. and abroad, clients trust Flight Media’s expertise, agile approach, and transparency. You can find Josh at CrossFit, backpacking the West coast with his wife, Kelsey, or reading a personal development book from his ever-growing library.