25 Marketing Metrics You Should Consider Tracking

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A number of advertising and marketing metrics are solely good for making you look good—that’s why they’re referred to as self-importance metrics.

Vanity metrics don’t provide the perception it’s essential make good advertising and marketing choices, main you to pour sources into issues that don’t matter for your online business.

It’s higher to select a small set of significant numbers for any channel you’re employed on and tie them to general income targets.

But which metrics are proper for every advertising and marketing channel, and the way must you use them?

Here are 25 advertising and marketing metrics you must contemplate monitoring:

  1. General metrics
  2. Retention metrics
  3. web optimization metrics
  4. Paid advert metrics
  5. Email metrics
  6. Social media metrics

Some numbers – reminiscent of income metrics – don’t belong to a particular channel however span all of the work you’re doing. You’ll need to monitor most of those whatever the space of selling you’re engaged on.

1. Revenue progress

Revenue progress is the distinction between two income numbers. For instance: earlier than and after a advertising and marketing marketing campaign.

How to calculate it

Revenue Growth (%) = ((Revenue at finish — Revenue at begin) / Revenue at begin)  × 100

2. Customer Acquisition Cost (CAC)

CAC is the greenback quantity it takes your online business to accumulate a buyer. The decrease the quantity, the higher.

It’s primarily utilized in relation to different metrics like lifetime worth (extra on that later) to work out how a lot you possibly can afford to accumulate extra clients sooner or later.

How to calculate it

CAC = Total quantity spent on advertising and marketing / Number of recent clients acquired

3. Conversions

A conversion occurs when a customer to your web site completes an motion that you’re monitoring. Examples embrace sign-ups, demo bookings, and purchases.

Tracking conversions means that you can see the place clients are finishing key actions of their buyer journey.

How to calculate it

In Google Analytics, you possibly can arrange Goals after which monitor conversion fee (the share of individuals finishing an motion) throughout your website.

In the picture beneath, we are able to see which pages guests land on earlier than buying a product. We may also see the conversion fee and the income attributed to the conversions:

4. Share of Voice (SOV)

Share of voice tells you ways seen you’re in comparison with opponents.

Market share and share of voice are intently tied to at least one one other. If you’ve obtained a 20% share of voice, you’re prone to have the same market share.

If your share of voice is above your market share relative to your opponents, you may have an extra share of voice (eSOV). In the long run, your market share will probably meet up with your share of voice.

That means SOV could be an indicator of future progress.

How to calculate it

Share of voice = Brand visibility / Total potential visibility

It’s not sensible to measure SOV for a number of channels concurrently, so that you’ll have to calculate it on a channel-by-channel foundation.

Here’s methods to do it for natural search:

  1. Create a listing of essential key phrases
  2. Add them to Rank Tracker
  3. Go to the Competitors report
  4. Check the Visibility column

Here you possibly can see the share of clicks you’re successful for tracked key phrases in comparison with opponents.

Recommended studying: What Is Share of Voice? How to Measure It Across Channels

5. Return on Investment (ROI)

ROI is a measure of the affect a marketing campaign or channel had on the income of the enterprise.

How to calculate it

ROI = (Revenue attributed to advertising and marketing spend — Marketing spend) / Marketing spend

The greater the quantity, the higher the ROI.

ROI is best to calculate by means of channels like paid promoting, the place promoting pixels can successfully monitor the journey from result in buyer.

Marketing isn’t solely about attracting new clients but in addition retaining present clients. The longer you retain a buyer, the extra revenue you’ll make from them.

6. Churn fee

Churn is the speed at which clients cease paying you. It’s prevalent in software program as a service (SaaS) companies that depend on recurring income to develop.

How to calculate it

Churn fee = (Revenue misplaced throughout interval / Revenue at begin of interval) x 100

High churn could be an indicator of poorly positioned merchandise. If your clients are canceling their accounts as a result of your product doesn’t do what they thought it did, you must revisit your web site’s gross sales pages and attempt to make clear your worth proposition.

7. Lifetime Value (LTV)

LTV reveals how a lot on common a buyer pays you throughout their complete relationship with your online business.


Sometimes you see the acronyms CLV or CLTV as effectively. They imply the identical factor. The ‘C’ stands for ‘customer.’

How to calculate it

For an ecommerce enterprise:

LTV = Avg. Order Value x Avg. Annual Purchase Frequency x Avg. Customer Lifespan

To calculate LTV for a SaaS enterprise:

LTV = Avg. Monthly Revenue Per Customer / Avg. Monthly Churn Rate

If your online business is new, it is going to take a while to get LTV numbers since you don’t understand how lengthy the common buyer pays you.


LTV to CAC ratio tells you ways a lot you possibly can moderately spend to accumulate a brand new buyer.

For instance, in case your common buyer pays you $30, spending as much as $29.99 to get a buyer can be a hit. However, you’d find yourself with solely a 1 cent revenue which leaves zero room for margin.

How to calculate it

There is not any single ratio that works for each enterprise as a result of there’s no particular quantity you must pay for a buyer. It varies by time, enterprise and trade.

9. Net Promoter Score (NPS)

NPS is a broadly used metric to measure buyer satisfaction ranges. Dissatisfied clients will typically give low scores indicating that they’re prone to churn sooner or later.

How to calculate it

NPS = Percentage of Promoters — Percentage of Detractors

Using a single strictly-defined survey query, NPS asks: ‘How likely are you to recommend {Company Name} to a colleague?’

Scores vary between 0 and 10. Anyone who scores between 0–6 is a detractor, 7–8 scores are impartial, and 9–10 scores are promoters.

NPS scores vary from ‑100 to 100, and a rating larger than 70 is taken into account ‘world class.’

10. Repeat Purchase Rate

Repeat Purchase Rate is the share of consumers who purchase from you greater than as soon as.

It’s broadly utilized in ecommerce to foretell how efficient a enterprise is at retaining clients.

How to calculate it

Repeat Purchase Rate = Number of consumers who greater than as soon as / complete variety of clients

A excessive repeat buy fee reveals wholesome retention and that you would be able to spend extra money on getting new clients.

Search is a improbable channel for rising your online business. But it’s essential to just be sure you’re on the best path and that the technique you’re following is working.

Use these web optimization metrics to maintain tabs on visitors progress from search.

11. Branded vs. non-Branded Organic Traffic

It’s typically useful to understand how many individuals discover your web site based mostly on searches in your firm identify and associated phrases (branded) vs. every little thing else (non-branded).

If most individuals discover you by trying to find your model identify on Google, you’re probably lacking out on a whole lot of clients who’re simply trying to find options to their issues.

How to calculate it

You can estimate the ratio of branded to non-branded visitors in Google Search Console.

Head to the Performance tab. From right here, you’ll have to filter for branded searches out of your report. Then add your model identify and any variations/misspellings to the question area, choosing ‘queries containing’ because the operator. Click Apply:

When you’re finished including these filters, make a remark of the ‘Total Clicks’ quantity. This is your branded visitors determine.

Then change all of your branded time period filters’ operators to ‘Queries Not Containing’ and make a remark of the ‘Total Clicks’ quantity once more.

This provides you with the quantity of visitors for branded visitors vs. non-branded visitors.

12. Brand mentions

Brand mentions present you ways often you’re a part of the dialog in your trade.

When an internet web page mentions your organization or intently associated phrases like distinguished staff (in relation to their work), you may have obtained a model point out.

How to trace it

If you need to be alerted when somebody mentions your model sooner or later, use Ahrefs Alerts.

  1. Go to Ahrefs Alerts
  2. Click the “Mentions” tab
  3. Click “Add alert”
  4. Enter your model identify
  5. Choose languages
  6. Exclude domains you don’t need to monitor
  7. Set your alert interval
  8. Click “Add”

13. Backlink progress

Backlinks are hyperlinks to your net web page from different net pages on the web.

An excellent backlink profile will assist you to rank higher in search and drive related referral visitors. Ranking for key phrases that your goal clients are trying to find will assist you to purchase customers at reducing value over time.

How to calculate it

You can test the expansion in referring domains to any website in Site Explorer.

Using the Best by Links Growth report, we are able to see which pages have gained or misplaced backlinks within the earlier 1, 7, and 30 day interval:

Inefficient paid promoting spend will burn by means of your money at an alarming fee.

Instead of leaving it to probability, monitor the next metrics to make sure the advert spend is paying off.

14. Quality Score

Google Ads makes use of Quality Score to estimate how related an advert is to a possible searcher.

How to calculate it

Google calculates it for you.

Quality Score consists of three foremost elements:

  1. Expected click on by means of fee
  2. Ad relevance to the key phrase
  3. Landing web page expertise

High-scoring advertisements (on a scale of 1–10, the place ten is highest) win higher placements and value much less on the whole.

Knowing this provides you with numerous scope for enhancing your Quality Score by making adjustments to your touchdown web page, enhancing your concentrating on, or altering advert copy to make it extra interesting.

15. Cost Per Click (CPC)

Cost Per Click is a quantity that reveals the value that you just pay each time somebody clicks your advert.

How to calculate it

CPC = Total value of clicks / complete variety of clicks

Cost Per Click varies between key phrases, however you may get a median CPC in Keywords Explorer whereas doing key phrase analysis:

It’s a useful quantity to know so to take into consideration your bidding technique on present and future campaigns.

16. Cost Per Conversion

Cost Per Conversion tells you ways a lot it prices per conversion out of your advertisements.

How to calculate it

Cost per Conversion = Total Amount Spent / Total Number of Conversions

That means that you can resolve whether or not it’s an efficient use of your advertising and marketing funds.

17. Return on Ad Spend (ROAS)

ROAS is the greenback return in your advert spend

How to calculate it

ROAS = Total Conversion Value / Amount Spent

ROAS is just like Cost Per Conversion. However, ROAS elements in solely conversions with a greenback quantity connected, whereas Cost Per Conversion consists of conversions like ‘download PDF’ that don’t have any instant financial worth.

18. View-through conversions

View-through conversions are when clients see however don’t work together together with your advert after which later full a conversion in your website.

How to calculate it

Ad networks know methods to attribute conversions to clicks and views as a result of they require you to put in a pixel in your website earlier than launching your campaigns.

The pixel gathers information about individuals who go to, together with the place they got here from.

For instance, if a person sees your advert, scrolls previous it, after which visits your web site 30 days later to make a purchase order, a view-through conversion will probably be added to your marketing campaign stats.

If your gross sales cycle is longer than 30 days, you’ll need to set the look-back window on campaigns to a size that’s applicable for your online business.

Unlike search and paid visitors, owned channels like e mail are ‘always on.’ Your subscribers have given you consent to contact them instantly of their inbox.

These metrics present you the place you’re protecting their belief and when it’s essential enhance.

19. Subscriber progress fee

Subscriber progress fee is the share distinction between subscribers firstly and finish of a interval (month/12 months/all-time).

How to calculate it

Subscriber Growth Rate (%) = ((Subscribers at finish of interval — Subscribers at begin of interval) / Subscribers at begin of interval) x 100

Growing e mail lists create new alternatives for partaking potential clients.

Measuring your mailing listing progress fee over time is a significantly better metric than a standalone subscriber rely determine.

Subscriber progress fee offers you insights into how shortly you’re rising your lists.

20. Open fee

Open fee is the share of subscribers who opened your e mail.

How to calculate it

Open fee = (Emails opened / (Emails despatched — bounces)) * 100

You shouldn’t use a excessive open-rate as an indication of excellent engagement. Lots of people will open emails and never learn or work together with them. Sometimes they’re simply opening to press the delete button. Open-rate doesn’t distinguish between unhealthy and good opens.

Still, open-rate might provide you with some common insights into how effectively your topic line and excerpts are touchdown together with your viewers.

21. Click fee

Click fee is the share of recipients that click on a hyperlink in your e mail.

How to calculate it

Click fee = (Emails clicked / (Emails despatched — bounces)) * 100

Link clicks in emails nearly at all times point out that your content material has piqued a reader’s curiosity. To that extent, click on fee is a dependable measure of engagement that you would be able to monitor as a KPI for e mail.

Most e mail service suppliers (ESPs) provides you with click on fee information on a marketing campaign stage in addition to an account stage.

22. Unsubscribe fee

Unsubscribe fee is the share of recipients who unsubscribe after receiving your e mail.

How to calculate it

Unsubscribe fee = (Unsubscribers / (Emails despatched — bounces)) * 100

Tracking the unsubscribes fee out of your campaigns is helpful when the numbers in your latest campaigns are excessive. If somebody unsubscribes, you possibly can not ship them messages, which can probably affect your means to

If you’re seeing many individuals unsubscribe, likelihood is there’s an issue together with your messages or your advertising and marketing is mostly not assembly the expectations of your subscribers.

23. Bounce fee

Bounce fee is the share of emails that weren’t delivered as a result of an e mail handle is wrong, doesn’t exist, or the e-mail server blocked supply for another cause.

How to calculate it

Bounce fee = (Number of bounces / Emails despatched) * 100

Bounce fee can have a knock-on impact on your online business as a result of advertising and marketing messages aren’t reaching potential clients. In which case, they may be much less probably to purchase from you sooner or later.

Bounce fee may also point out the well being of your mailing listing. If you may have a excessive arduous bounce fee, chances are you’ll be attracting numerous false emails.


 Occasionally, you’ll see gentle bounces talked about. There are dozens of reasons gentle bounces occur, together with a message being marked as spam by an e mail server or a recipient’s mailbox being full. Unlike arduous bounces, most ESPs will attempt sending gentle bounces once more at a distinct time earlier than cleansing them. 

Social media metrics are difficult as a result of social networks function on secretive and infrequently altering algorithms.

In addition to that, every social community defines metrics in a different way. For instance, right here’s what constitutes a video view on totally different social networks:

  • Facebook/Instagram – 3 seconds
  • YouTube – 30 seconds
  • Twitter – 2 seconds when 50% of the video body is seen
  • LinkedIn – 2 seconds when 50% of the video body is seen

The upshot is monitoring metrics on social media is troublesome and inclined to alter. You must ask the query: is it price making these metrics a part of the reporting at all?

24. Engagement

Engagement is a broad class that features every social community’s particular publish actions.

How to trace it

You can use every social community’s built-in analytics instruments to get engagement numbers. Alternatively, utilizing a social media analytics instrument like Buffer Analyze.

However, there is no such thing as a standardized set of actions throughout social media.

For instance:

Twitter – likes, retweets, quote tweets, replies, profile clicks

Facebook – shares, views, likes/reactions, feedback, clicks

LinkedIn – impressions, feedback, shares, reactions

This means it may be powerful to check the worth of engagement between social networks.

25. Brand mentions

Brand mentions check with the variety of occasions your model identify will get talked about on social media in a given interval.

How to trace it

You can use a instrument like Hootsuite to trace this, the place you possibly can even phase by sentiment to assist perceive how constructive your viewers is feeling in direction of your model.

Tracking mentions of your model on social media offers you perception into how clients understand {the marketplace}.

For instance, suppose your model identify is getting constant mentions on social media. That could also be a superb signal that you must proceed to put money into social media as a advertising and marketing channel.

Final ideas

The well-known Peter Drucker quote goes: “What gets measured, gets managed.”

But simply since you’re gazing Google Analytics for hours on finish doesn’t imply you’re successfully monitoring advertising and marketing metrics. If you’re not monitoring your advertising and marketing affect on the underside line, how will you realize the place to speculate sooner or later?

Instead, select the best metrics in your advertising and marketing channels, handle them over time and deal with rising the enterprise’ income.

Got questions? Ping me on Twitter.

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