KPI & Metrics



Top 10 Marketing Metrics and KPIs

To get better results from your marketing, it's important to track the right Key Performance Indicators (KPIs). These KPIs give you valuable data and insights to help you make informed decisions based on facts and figures. You can find out which campaigns, channels, and tactics work well and optimise your marketing budget to focus on initiatives that provide the most benefit to your business.

Tracking marketing KPIs can help you identify areas where your marketing efforts need improvement. By analysing the data, you can find opportunities for improvement, such as optimising your website's user experience, refining your targeting strategies, or creating more engaging content.

To keep up with the competition, it's essential to stay on top of industry trends and adapt your strategies. In this post, we'll explore ten essential marketing KPIs that every business should be tracking in 2024. We'll also explain how to measure and optimise them. By doing this, you can justify your marketing budgets, obtain additional resources, and establish trust in your marketing team's ability to drive business growth.

1. Cost per Lead (CPL)

Cost per Lead is the amount of money your company spends to get a new lead through your marketing efforts. A lead is someone who might be interested in your company's products or services. They might have given their contact details or interacted with your company's content.

Why is CPL important? 

It's important to understand the CPL for different marketing channels. This helps you allocate your budget more effectively and focus on channels that generate leads at the lowest cost. Essentially, knowing the CPL helps you determine whether the money spent on lead generation is worth it in terms of potential revenue generated from those leads. 

By comparing CPL across various marketing channels, campaigns, and time periods, you can identify trends and measure the relative performance of your lead generation efforts. It also helps you forecast your lead generation costs and plan your marketing budgets accordingly, so you have enough resources to meet your growth objectives.

How do you measure CPL?

To calculate CPL, use the following formula:

CPL = Total cost of the marketing campaign / Number of leads generated

Consider the following factors:

  • Marketing campaign costs: Include all expenses related to the campaign, such as advertising spend, content creation, agency fees, and any other relevant costs.
  • Lead quality: Track not only the quantity of leads generated but also their quality, as higher-quality leads are more likely to convert into customers and generate revenue.

How do you optimise CPL?

  1. Target the right audience: Identify your ideal customer profile and create targeted campaigns that resonate with their needs, interests, and pain points. This will help attract higher-quality leads and reduce CPL.
  2. Test and refine: Continuously test different elements of your campaigns, such as ad copy, landing pages, and lead magnets, to identify the most effective combinations for generating leads at the lowest cost.
  3. Optimise landing pages: Create compelling, user-friendly landing pages that clearly communicate your value proposition and include strong calls-to-action (CTAs) to maximise lead conversion rates.
  4. Leverage retargeting: Use retargeting campaigns to reach out to website visitors who showed interest but did not convert, as these leads are often less expensive to acquire than new prospects.
  5. Nurture leads: Implement lead nurturing campaigns to build relationships with prospects over time, providing valuable content and gradually guiding them towards a purchase decision. This can help increase the overall value of each lead and justify higher CPL.
  6. Analyse and adjust: Regularly review your CPL data, identify trends and outliers, and make data-driven adjustments to your lead generation strategies to continually improve performance and ROI.

2. Customer Acquisition Cost (CAC)

CAC is the investment a company makes to acquire new customers. This covers all the imaginative and strategic approaches, from marketing to sales to advertising, that convert potential customers into actual customers. 

Why is CAC important?

It's crucial to keep an eye on CAC because it affects a company's profitability. If it costs more to acquire a customer than the revenue generated from them, it can lead to losses. By tracking your CAC, you can steer clear of this situation and stay on top of your finances.

Knowing your CAC can help you decide how to allocate your budget for marketing and sales. By identifying the most efficient channels that give the highest ROI, you can ensure your resources are being used effectively.

When you compare your CAC with industry benchmarks and competitors, it can provide you with valuable insights into your company's performance. This information can help you identify areas for improvement and guide your decision-making in the right direction.

How do you measure CAC?

To calculate CAC, use the following formula:

CAC = (Total cost of sales and marketing) / (Number of new customers acquired)

Include all relevant expenses, such as:

  • Advertising costs (online and offline)
  • Salaries and commissions of sales and marketing teams
  • Marketing tools and software
  • Content creation and distribution
  • Events and trade shows

How do you optimise CAC?

  1. Identify top-performing channels: Analyse which marketing channels bring in the most customers at the lowest cost and allocate more resources to those channels.
  2. Improve targeting: Target the right audience with personalised messages to increase conversion rates and lower acquisition costs.
  3. Optimise the sales funnel: Streamline the customer journey by identifying and removing bottlenecks, reducing friction, and providing a seamless experience.
  4. Increase customer lifetime value (CLV): Encourage repeat purchases, upsells, and cross-sells to maximise the revenue generated from each customer, offsetting the acquisition cost.
  5. Implement referral programs: Incentivise existing customers to refer new ones, as referred customers often have a lower acquisition cost and higher loyalty.
  6. Continuously test and iterate: Regularly test new strategies, channels, and content to identify improvements and stay ahead of the competition.

3. Customer Lifetime Value (CLV)

CLV measures the potential profit a company can earn from a customer's entire relationship. It considers revenue from initial and repeat purchases, along with the length of engagement.

Why is CLV important?

It's important for companies to understand how much their customers are worth to them in the long run. This is called Customer Lifetime Value (CLV), and it's a big deal. By focusing on improving CLV, companies can save money by trying to keep the customers they already have instead of constantly trying to find new ones. 

Customers with high CLV are especially important to a company's success, so it's smart to use CLV to figure out how to target those valuable customers. This approach helps companies make the most of their resources, keep their customers happy, and make more money in the long run.

How do you measure CLV?

To calculate CLV, use the following formula:

CLV = (Average purchase value) x (Number of repeat sales) x (Average retention time)

Consider the following factors:

  • Average purchase value: The average amount a customer spends on a single transaction.
  • Number of repeat sales: The average number of times a customer makes a repeat purchase.
  • Average retention time: The average length of time a customer continues to make purchases from the company.

How do you optimise CLV?

  1. Improve product quality: Offer high-quality products or services that meet or exceed customer expectations to encourage repeat purchases and longer retention.
  2. Enhance customer experience: Provide exceptional customer service, personalised experiences, and seamless interactions to build strong customer relationships and loyalty.
  3. Implement loyalty programs: Develop loyalty programs that reward customers for repeat purchases, encouraging them to continue engaging with the company.
  4. Offer complementary products: Identify and promote complementary products or services that enhance the value customers receive, increasing the average purchase value.
  5. Leverage customer feedback: Regularly seek and act upon customer feedback to identify areas for improvement and address concerns promptly, reducing churn and increasing retention.
  6. Personalise communication: Use customer data to create targeted and personalised marketing messages that resonate with individual customers, fostering a deeper connection with the brand.

4. Conversion Rate

Conversion Rate is the percentage of website visitors who complete a desired action, such as filling out a form or making a purchase, compared to the total number of visitors.

Why is Conversion Rate important?

The Conversion Rate is like a scorecard for marketing campaigns. It tells you how many people did what you wanted them to do after seeing your ads. If you can improve the Conversion Rate, you'll get more bang for your buck and spend your money more wisely. Plus, you'll learn what users like and don't like about your website or product. 

How do you measure Conversion Rate?

To calculate Conversion Rate, use the following formula:

Conversion Rate = (Number of conversions / Total number of visitors or users) x 100

Consider the following factors:

  • Number of conversions: The total number of visitors or users who completed the desired action within a given timeframe.
  • Total number of visitors or users: The total number of unique visitors or users who interacted with the website, app, or marketing campaign during the same timeframe.

How do you optimise Conversion Rate?

  1. Simplify user experience: Streamline the user journey by reducing friction, minimising the number of steps required to complete the desired action, and providing clear guidance throughout the process.
  2. Optimise landing pages: Design landing pages that communicate your value proposition, highlight key benefits, and include prominent calls-to-action (CTAs) to encourage conversions.
  3. Improve website speed: Ensure that your website loads quickly, as slow loading times can lead to higher bounce rates and lower Conversion Rates.
  4. Leverage social proof: Incorporate customer testimonials, reviews, and trust badges to build credibility and reassure potential customers of the quality and reliability of your products or services.
  5. Personalise user experience: Use customer data and behaviour insights to deliver personalised experiences, tailored recommendations, and targeted messaging that resonate with individual users.
  6. Conduct A/B testing: Regularly test different elements of your website, app, or marketing campaigns, such as headlines, images, and CTAs, to identify the most effective variations and continuously optimise for higher Conversion Rates.
  7. Optimise for mobile: Ensure that your website or app is mobile-friendly and responsive, as many users access digital content through their mobile devices.

5. Return on Investment (ROI)

ROI measures the net income generated by an investment as a percentage of its cost. It is an important metric for investors and companies to evaluate investment performance and make informed decisions about resource allocation.

Why is ROI important?

Knowing how much a company's investments pay off is very important. That's where investment evaluation comes in. By checking out the ROI of each investment, like marketing campaigns, companies can see which ones are worth it and focus on those. This helps them use their resources more efficiently.

ROI is also a great way for companies to compare themselves to others in their industry. They can see how well they're doing and make better choices. Companies can use ROI to show investors and stakeholders how well they're investing. It's a really useful tool for communicating success.

How do you measure ROI?

To calculate ROI, use the following formula:

ROI = (Net profit / Cost of investment) x 100

Consider the following factors:

  • Net profit: The total revenue generated by the investment minus the total costs.
  • Cost of investment: The initial amount of money or resources invested in the project or initiative.

How do you optimise ROI?

  1. Set clear goals: Define specific, measurable, achievable, relevant, and time-bound (SMART) goals for each investment to ensure alignment with business objectives and facilitate ROI tracking.
  2. Conduct thorough research: Before investing, conduct comprehensive market research, competitive analysis, and due diligence to identify high-potential opportunities and minimise risk.
  3. Monitor and adjust: Regularly monitor the performance of investments and make data-driven adjustments as needed to optimise results and maximise ROI.
  4. Implement cost controls: Identify and implement cost-saving measures to reduce the overall cost of investments without compromising quality or performance.
  5. Leverage automation: Utilise automation technologies to streamline processes, reduce manual effort, and minimise errors, improving efficiency and ROI.
  6. Foster a culture of continuous improvement: Encourage a culture of experimentation, learning, and continuous improvement to identify new opportunities for optimisation and growth.
  7. Consider long-term impact: While short-term ROI is important, also consider the long-term impact of investments on brand reputation, customer loyalty, and market positioning.

6. Customer Retention Rate (CRR)

CRR is a metric that measures the percentage of customers a company is able to keep over a specific period of time. 

Why is CRR important?

Keeping your current customers is crucial as it's not only cheaper but also a smart move for your business. By focusing on CRRs, you can make sure you have a steady and predictable income, as these customers are more likely to make repeat purchases and keep revenue flowing.

Prioritising CRR will help you create even greater customer loyalty. Happy customers are likely to keep doing business with you and suggest your company to others. This will give you an edge over your competition as you build a strong base of loyal customers who trust and value your products and services.

How do you measure CRR?

To calculate CRR, use the following formula:

CRR = [(Number of customers at the end of the period - Number of new customers acquired during the period) / Number of customers at the start of the period] x 100

Consider the following factors:

  • Time period: Define a specific timeframe for measuring CRR (e.g., monthly, quarterly, or annually).
  • Customer cohorts: Analyse CRR for different customer segments or cohorts to identify patterns and tailor retention strategies accordingly.

How do you optimise CRR?

  1. Deliver exceptional customer service: Provide prompt, helpful, and personalised customer service to address customer needs, resolve issues, and exceed expectations.
  2. Gather and act on feedback: Regularly seek customer feedback through surveys, interviews, or other channels, and use these insights to improve products, services, and the overall customer experience.
  3. Implement loyalty programs: Develop loyalty programs that reward customers for their continued business, encouraging them to make repeat purchases and remain engaged with the brand.
  4. Personalise communication: Use customer data to create targeted and personalised communication, delivering relevant content, offers, and recommendations that resonate with individual customers.
  5. Invest in customer education: Provide valuable resources, tutorials, and educational content to help customers make the most of your products or services, increasing their satisfaction and likelihood of retention.
  6. Foster a customer-centric culture: Embed a customer-centric mindset throughout the organisation, ensuring that all departments prioritise customer needs and work together to deliver a seamless experience.
  7. Proactively address churn risks: Monitor customer behaviour and engagement to identify potential churn risks early and proactively reach out to at-risk customers with targeted retention offers or support.

7. Traffic Sources

Traffic sources refer to the various channels that bring visitors to a website or app. These channels can be broadly categorised as organic search, direct traffic, referral traffic, social media, email marketing, paid advertising, and others.

Why are Traffic Sources important?

Knowing where your website traffic comes from is important to see if your marketing is actually working. This helps you figure out which places are driving the most traffic to your site or app. Once you know this, you can change up your marketing strategy to see better results.

Finding out the sources that bring in the most valuable leads or conversions can help you make the most of your marketing budget. This way, you can get the best results and the biggest bang for your buck.

Traffic sources give you insights into your audience's age, interests, and behaviour. This can help you create content and offerings that better fit your customers' needs and interests.

By comparing your traffic sources to those of your competitors, you can see where you need to improve and get an edge.

How do you measure Traffic Sources?

To measure Traffic Sources, use web analytics tools such as Google Analytics or Adobe Analytics. These tools provide detailed breakdowns of Traffic Sources, including:

  • Organic search: Visitors who arrive at the website through non-paid search engine results.
  • Direct traffic: Visitors who type the website URL directly into their browser or access it through bookmarks.
  • Referral traffic: Visitors who click on links from other websites that lead to your site.
  • Social media: Visitors who arrive at the website through social media platforms like Facebook, Twitter, or LinkedIn.
  • Email marketing: Visitors who click on links within email marketing campaigns.
  • Paid advertising: Visitors who click on paid ads, such as Google Ads, social media ads, or display ads.

How do you optimise Traffic Sources?

  1. Invest in SEO: Optimise your website for search engines by creating high-quality, relevant content, building quality backlinks, and improving technical aspects like site speed and mobile-friendliness.
  2. Leverage social media: Develop a strong social media presence by regularly posting engaging content, interacting with followers, and running targeted social media campaigns to drive traffic to your website.
  3. Implement referral marketing: Encourage other websites to link to your content by creating valuable resources, building relationships with influencers, and participating in industry forums and communities.
  4. Optimise email marketing: Segment your email lists, personalise content, and create compelling subject lines and calls to action to improve click-through rates and drive traffic from email campaigns.
  5. Invest in paid advertising: Use targeted paid advertising campaigns on search engines, social media platforms, and relevant websites to reach new audiences and drive qualified traffic to your website.
  6. Analyse and refine: Regularly review your Traffic Sources data, identify top-performing channels, and continually refine your strategies based on insights and performance metrics.

8. Email Open Rate and Click-Through Rate

Email Open Rate and Click-Through Rate are essential metrics for measuring email campaign effectiveness. These metrics provide insights into email engagement. 

Email Open Rate

The percentage of recipients who opened your email out of the total number of emails delivered. It indicates the effectiveness of your subject line and the overall interest in your email content.

Click-Through Rate (CTR)

The percentage of recipients who clicked on one or more links within your email out of the total number of emails delivered. It measures the engagement and relevance of your email content and calls-to-action (CTAs).

Why are Email Open Rate and Click-Through Rate important?

Understanding the performance of your email marketing campaigns is key to achieving your marketing goals. To do that, there are several metrics you can use to measure your campaign effectiveness, audience engagement, ROI optimisation, and list health. 

Campaign effectiveness metrics tell you if your campaigns are successful or not. By analysing them, you can identify what works and what needs improvement to make your campaign more successful.

Audience engagement is also important in building a solid relationship with your audience. High Open Rates and Click-through Rates (CTRs) mean your email content is valuable and relevant to your subscribers. Great content is essential to building a loyal audience.

To maximise the return on investment (ROI) of your email marketing efforts, we suggest analysing the results of your campaigns. This will enable you to make data-driven decisions to optimise your email campaigns, improve conversions, and increase your ROI.

Finally, it's crucial to consider list health. If you notice consistently low Open Rates and CTRs, it could suggest problems with your email list. This may include inactive or unengaged subscribers, prompting you to take action to maintain a healthy and responsive list. By doing so, you can ensure that your campaigns reach the right people, resulting in a more effective and successful campaign.

How do you measure Email Open Rate and Click-Through Rate?

To calculate these metrics, use the following formulas:

Email Open Rate = (Number of emails opened / Number of emails delivered) x 100

Click-Through Rate = (Number of unique clicks / Number of emails delivered) x 100

Most email marketing platforms automatically track and report these metrics, providing detailed insights into your campaign performance.

How do you optimise Email Open Rate and Click-Through Rate?

  1. Craft compelling subject lines: Write clear, concise, and engaging subject lines that entice recipients to open your emails. Use personalisation, urgency, and relevance to stand out in crowded inboxes.
  2. Segment your email list: Divide your email list into smaller, targeted segments based on demographics, interests, behaviour, or other relevant criteria. This lets you deliver more personalised and relevant content, improving Open Rates and CTRs.
  3. Optimise email content: Create compelling, visually appealing, and mobile-friendly email content that provides value to your audience. Use clear and prominent CTAs to guide recipients toward desired actions.
  4. Test and refine: Conduct A/B tests on subject lines, content, CTAs, and send times to identify the most effective combinations for your audience. Continuously refine your strategies based on the results.
  5. Maintain list hygiene: Regularly clean your email list by removing inactive or bounced addresses to maintain a high-quality, engaged subscriber base. This helps improve deliverability and overall campaign performance.
  6. Provide value: Consistently deliver valuable, informative, and engaging content that meets your audience's needs and expectations. This builds trust, fosters long-term relationships, and encourages recipients to open and interact with your emails.

9. Social Media Engagement

Social Media Engagement refers to the different ways in which users interact with your brand's social media profiles and content. These interactions can include likes, comments, shares, saves, clicks, and direct messages. A higher engagement level suggests that your content is striking a chord with your intended audience and creating valuable connections.

Why is Social Media Engagement important?

When brands engage with users on social media, it helps them to become more visible and reach a larger audience. This can attract new followers and customers to the brand. 

Additionally, when brands engage with users, it helps to build trust, loyalty and a sense of community around the brand, leading to increased customer satisfaction and advocacy. 

Social Media Engagement provides brands with valuable feedback and insights from their audience, allowing them to better understand customer preferences, needs, and pain points. By analysing which types of content users engage with the most, brands can refine their social media content strategy to better align with their audience's interests and maximise impact.

How do you measure Social Media Engagement?

There are several key metrics to track when measuring Social Media Engagement:

  • Engagement: The percentage of followers or impressions that engage with a post, calculated as (Likes + Comments + Shares) / Followers or Impressions * 100.
  • Likes, comments, and shares: The total number of likes, comments, and shares a post receives, indicating its popularity and reach.
  • Click-through rate (CTR): The percentage of users who click on a link within a social media post, calculated as (Number of clicks / Number of impressions) * 100.
  • Direct messages and mentions: The number of direct messages and mentions a brand receives, indicating the level of one-on-one interaction and brand sentiment.

How do you optimise Social Media Engagement?

  1. Know your audience: Conduct research to understand your target audience's demographics, interests, and behaviour on social media platforms, and create content that resonates with their preferences.
  2. Create valuable content: Share informative, entertaining, and visually appealing content that provides value to your audience and encourages them to engage with your brand.
  3. Use visuals: Incorporate eye-catching images, videos, and infographics into your social media posts to capture users' attention and increase engagement.
  4. Leverage hashtags: Use relevant and trending hashtags to make your content more discoverable and join ongoing conversations in your industry or niche.
  5. Engage with your audience: Respond to comments, mentions, and direct messages in a timely and personalised manner to show your audience that you value their input and care about their experience with your brand.
  6. Run contests and giveaways: Organise contests, giveaways, and polls to incentivise user engagement and create a sense of excitement and community around your brand.
  7. Monitor and adapt: Regularly track your Social Media Engagement metrics, identify successful content and strategies, and adapt your approach based on data-driven insights to continually improve performance.

10. Search Engine Results Page (SERP) Rankings

SERP (Search Engine Results Page) Rankings refer to the position of a website on search engine results pages for a particular keyword or phrase. When a user searches for a specific term, search engines like Google display a list of relevant web pages, ranked based on various factors such as relevance, authority, and user experience. The higher a website ranks on the SERP, the more likely it is to be seen and clicked by users.

Why are SERP Rankings important?

Higher rankings on the SERP can lead to increased organic traffic. This is because users are more likely to click on websites that appear at the top of the search results. Improved SERP rankings can also increase a brand's visibility and credibility, as users often perceive top-ranking websites as more trustworthy and authoritative. Additionally, higher SERP rankings can drive more qualified leads and sales, as users searching for specific keywords are often further along in the buying process and more likely to convert. Outranking competitors on the search engine results pages can give a website a significant competitive advantage, attracting more traffic and potential customers.

How do you measure SERP Rankings?

To measure SERP Rankings, you can use various tools and techniques:

  • Manual search: Perform a manual search for your target keywords and note your website's position on the search engine results page.
  • Rank tracking tools: Use tools like Google Search Console, Ahrefs, SEMrush, or Moz to track your website's SERP Rankings for specific keywords over time.
  • Keyword difficulty: Assess the difficulty of ranking for specific keywords by using keyword research tools that provide insights into the competitiveness of each term.
  • Organic traffic: Monitor the organic traffic your website receives from search engines, as this can be an indication of improved SERP Rankings.

How do you optimise SERP Rankings?

  1. Conduct keyword research: Identify relevant, high-traffic keywords that align with your business objectives and target audience, and optimise your website's content and meta tags accordingly.
  2. Create quality content: Develop informative, engaging, and original content that provides value to your target audience and includes your target keywords naturally.
  3. Optimise on-page elements: Ensure that your website's title tags, meta descriptions, headers, and content are optimised for your target keywords and provide a clear, concise summary of each page's content.
  4. Build quality backlinks: Acquire high-quality, relevant backlinks from authoritative websites to improve your website's authority and credibility in the eyes of search engines.
  5. Improve user experience: Focus on providing a seamless, intuitive user experience by improving your website's navigation, mobile-friendliness, page load speed, and overall design.
  6. Monitor and adapt: Regularly monitor your website's SERP Rankings, identify areas for improvement, and adapt your SEO strategy based on the latest best practices and algorithm updates.


To make sure your marketing strategy is working, it’s important to establish a set of KPIs. When you keep an eye on your KPIs and make changes to improve them, you can make better decisions about where to spend your money and get more people interested in what you're offering. Just remember to check your numbers regularly and use the information you gather to make smart choices about how to market your business.

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guide, and connect your favorite Success Metrics to objectives you can execute on.

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