KPI indicators for effective marketing

There are many key performance indicators (KPIs) to measure marketing effectiveness, each of which is suitable for different aspects of the activity. The choice of specific metrics depends on the goals of the company, the type of product or service, and the channels used. Here are some of the most popular and versatile KPIs for marketing:

1. Conversion

• Conversion ratePercentage of users who have made a targeted action (purchase, registration, subscription, etc.) after interacting with the advertising material or site.
• Cost of Customer Acquisition (CAC)The amount of marketing campaign costs divided by the number of customers attracted.

2. Traffic and engagement

• Number of unique visitorsThe number of people who visited the site in a given period of time.
• Time of stay on the siteAverage time that users spend on your site.
• Failure ratePercentage of users who leave the site immediately after accessing it.
• Average depth of page viewingNumber of pages viewed by one user per visit.

3. Social media

• Coverage of postsThe number of people who saw your post on the social network.
• Interaction with contentLikes, comments, reposts, and other forms of interaction with your content.
• Growth of subscribersIncrease the number of followers of your social media account over a period of time.

4. Email marketing

• Opening of lettersPercentage of recipients who opened your letter.
• Clickability (CTR)Percentage of people who clicked on a link inside an email.
• Withdrawal of mailing: Percentage of subscribers who unsubscribe from your newsletter.

5. SEO and Organic Traffic

• Positions in search: The place of your site in the search engine results for key queries.
• Organic trafficThe volume of traffic coming to the site through search engines without the use of paid advertising.
• Keyword penetration: The number of keywords for which your site is in the top of the rankings.

6. Advertising campaigns

• CPC (Cost Per Click)The cost of one click on your advertisement.
• CPA (Cost Per Action)The cost of performing a certain action (for example, buying or registering).
• ROI (Return on Investment)The ratio of the profit from an advertising campaign to the cost of it.
• ROAS (Return On Ad Spend): The ratio of advertising revenue to advertising costs.

7. Brand metrics

• Brand awarenessPercentage of respondents who know your brand among the options offered.
• Brand preferencePercentage of consumers choosing your product or service over peers.
• Customer loyaltyRe-purchase rates, recommendations to friends, and customer satisfaction.

8. Financial performance

• Income from marketingThe total amount of revenue generated through marketing efforts.
• Marginal profitThe difference between income and cost of goods or services sold.
• LTV (Lifetime Value)Profit, which brings the client for the entire time of cooperation with the company.

9. Feedback and feedback

• NPS (Net Promoter Score)The index of readiness of customers to recommend the company to their acquaintances.
• Reviews and ratingsAverage rating and number of positive reviews about products or services.

10. Cross channel metrics

• Multi-touch attributionDistribution of value between different touch points of the customer before making a purchase.
• Omnichannel performanceEffective integration of all marketing channels (online and offline) to achieve a single goal.