Marketing KPI Examples: The Ultimate List For Measuring Your Funnel

Focus On Your Goals January 6th, 2016 Posted by Marketing No Comment yet

Key Performance Indicators (KPI’s) are one of the most important elements of an effective marketing strategy, yet so few people understand what can be considered a good one, or what a KPI even is.

A quick Google search will provide you with many similar definitions, but very few solid examples of actual KPI’s that you could use for your own marketing efforts. For this article we’ll borrow this definition from Databox:

What is a KPI?

KPI stands for Key Performance Indicator. A Key Performance Indicator (KPI) is a metric that signals how well a company is achieving important business objectives.

They go on to say:

Each department likely has its own objectives, so KPIs allow your company to manage progress across all departments. High-level KPIs may measure the overall performance of a company, while low-level KPIs may focus on measuring a project’s impact or the output of recurring activities in departments such as marketing, sales, customer service or product development.

We like this example because it specifies that KPI’s will change as you move up and down the org chart.  One could take it a step further to make the case for role-specific KPI’s, campaign KPI’s, and channel KPI’s.

TOOL: Calculate Your Marketing Funnel Targets With Our Marketing Contribution Calculator

So how do you determine if a KPI is good or not?  A good test is to ask yourself “Can I improve this number and still not meet my objective?” If the answer is yes, then the metric is probably better suited as a leading indicator than a KPI.  Your key performance indicators should make it crystal clear that you’re making progress towards your ultimate goal. A leading indicator helps you diagnose the smaller steps along the way.

Need inspiration? Below you’ll find a massive list of the most common KPI’s you should consider, broken down by the most common marketing objectives.

Branding & Awareness KPIs

  • # of Website Sessions
  • # of Website Users
  • # of Blog Pageviews
  • Avg. Session Duration of Blog
  • # of Blog Articles Posted
  • # of Website Sessions from Organic Search
  • # of Website Sessions from Social Media
  • # of Website Sessions from Referrals
  • # of Blog Comments
  • # of Ungated Content Downloads
  • # of Blog Subscribers
  • # Speaking Engagements
  • # of Inbound Links
  • # of Impressions from Media Placements
  • Cost-Per-Impression
  • Cost-Per-Visit
  • Cost-Per-Social Follower
  • Avg. Keyword Quality Score
  • Total Social Media Reach
  • Organic Social Media Impressions
  • Paid Social Media Impressions
  • # of Brand Mentions
  • # of Ranked Keywords
  • Avg. Rank in Organic Search
  • Brand Awareness Score
  • Moz Domain Authority Score
  • Branded Keyword Search Volume

Lead Generation & Engagement KPIs

  • # Downloads
  • % of New Contacts from Downloads
  • Visit to Lead Conversion Rate
  • Cost Per Lead
  • Cost Per Marketing Qualified Lead (MQL)
  • Cost Per Sales Qualified Lead (SQL)
  • Subscriber-to-Lead Conversion Rate
  • Lead-to-MQL Conversion Rate
  • Lead-t0-SQL Conversion Rate
  • MQL-to-SQL Conversion Rate
  • Visit-to-Lead Velocity
  • Visit-to-MQL Velocity
  • Visit-to-SQL Velocity
  • Lead Quality Score Average
  • # of Event Registrations
  • # of Leads
  • # of MQLs
  • # of SQL’s
  • # of Content Assets
  • # of Visits to Landing Pages
  • # of Social Shares
  • Cost-per-Social Share
  • Bounce Rate
  • % of Engaged Social Followers
  • # of Email Opens
  • Email Click Rate
  • Total Database Size
  • Database Attrition Rate
  • Database Growth Rate

Sales Funnel KPIs

  • # of Marketing Sourced Opportunities
  • Lead-to-Opportunity Conversion Rate
  • Lead-to-Customer Conversion Rate
  • Visitor-to-Customer Conversion Rate
  • BOFU Campaign Engagement Rate
  • # of Sales Enablement Resources Created
  • # of Sales Enablement Content Views
  • # of Conversion Assists by Channel
  • Opportunity-to-Customer Velocity
  • COCA
  • # New Customers
  • % Account Penetration
  • Avg. Content Shares by Account
  • # of Customers by Channel
  • Customer Conversion Rate by Channel
  • Return on Marketing Spend
  • Total Revenue
  • Average Deal/Order Size $

Advocacy & Loyalty KPIs

  • Retention Rate
  • Churn Rate
  • Net Promoter Score (NPS)
  • # of Total Customers
  • # of Active Customers
  • # of Customer Referrals
  • Avg. Customer Review Score
  • # of Customer Reviews
  • # of Customer Blog Views
  • # of Customer Social Followers
  • # of Repeat Visits
  • Average Customer Lifetime Value (LTV)
  • Total Annual Recurring Revenue
  • Lost Annual Recurring Revenue
  • Monthly Recurring Revenue Total
  • Viral Coefficient

These of course are just examples. Pick the metrics that make the most sense for your organization.  Start by developing your SMART Goals, and then chose the metric that will be the best measure of progress towards those specific goals, not just the ones you feel will look best. For those that you do not use, you should consider using these as leading indicators or secondary KPI’s.

What other metrics do you monitor? Think we’ve missed some important ones from our list? Share in the comments below.

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Sean is the founder and CEO of Pepperland Marketing, a full-funnel inbound marketing agency, HubSpot Partner, Premier Google Partner and Certified Databox Partner. When not helping Pepperland’s clients generate leads and acquire customers, he enjoys travelling and enjoying the outdoors with his wife and kids.

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