25 Marketing Metrics You Should Know About

Two business people standing over a table of marketing material

Marketing is an essential element to any business strategy. It promotes brand awareness, generates leads, and increases sales. However, in today’s fast-paced digital age, marketing strategies constantly evolve. Keeping up with the latest trends and techniques can be daunting. To help business owners and marketers stay ahead of the game, we have compiled a list of 25 marketing metrics that every professional should know about. From social media marketing to email campaigns, content creation to SEO, we have covered all the essential elements of successful marketing strategies. Whether you are a seasoned professional or just starting in the industry, these metrics will provide invaluable insights and practical advice. By implementing these metrics, you can create a cohesive and effective marketing plan to help you achieve your business goals. So, whether you want to increase brand awareness, generate leads, or boost sales, read on to discover our top 25 marketing metrics and take your marketing game to the next level.`

1. Customer Acquisition Cost (CAC)

Customer acquisition cost (CAC) refers to the total amount of money a business spends to acquire a new customer. This cost includes all expenses associated with marketing, sales, and other initiatives aimed at attracting new customers. Calculating CAC is crucial for businesses because it helps them understand the profitability of their customer acquisition efforts. To calculate CAC, a company should divide its total marketing and sales expenses by the number of new customers acquired during a specific period. By analyzing CAC, businesses can identify areas where they can reduce costs and optimize their marketing and sales strategies to attract more customers at a lower cost, thus improving their overall profitability.

2. Customer Lifetime Value (CLV)

Customer lifetime value (CLV) is a critical metric that determines the value a customer brings to a business over their lifetime. It is an essential tool for businesses to evaluate customer acquisition costs, marketing efforts, and overall return on investment. Calculating CLV requires data such as customer purchase history, average order value, and customer retention rate. The formula for calculating CLV is straightforward- multiply the average value of a customer’s purchase by the number of purchases per year and then divide it by the percentage of customer retention rate. Understanding CLV can help businesses improve customer satisfaction, loyalty, and revenue. Businesses must consider CLV when developing their marketing and sales strategies.

3. Cost Per Click (CPC)

Cost per click (CPC) is a fundamental metric in online advertising that measures the cost an advertiser pays for each click on their ad. CPC is calculated by dividing the total cost of a campaign by the number of clicks generated. This metric is crucial for advertisers as it helps them determine the effectiveness of their campaigns and allows them to adjust their bids and budgets accordingly. To calculate CPC accurately, advertisers should also consider each click’s conversion rate and value to determine the true return on investment (ROI) of their campaigns. Understanding the concept and calculation of CPC is essential for any digital marketing professional looking to optimize their ad spend and drive meaningful results for their clients.

4. Click Through Rate (CTR)

Click-through rate (CTR) is a crucial metric that measures the number of clicks an ad receives divided by the number of impressions. It is a key indicator of how effectively an ad drives traffic to a website. To calculate CTR, divide the number of clicks by the number of impressions and multiply by 100 to get a percentage. A higher CTR indicates that the ad is more relevant and engaging to the target audience. It is important to regularly monitor CTR to optimize ad performance and increase return on investment. CTR can be improved by testing different ad formats, targeting specific audiences, and optimizing ad copy or landing pages.

5. Cost Per Conversion (CPR)

Cost per conversion is a crucial metric in digital marketing, as it measures the amount of money spent to acquire one completed action or goal, such as a purchase or lead. To calculate it, divide the total cost of a campaign by the number of conversions achieved. This metric helps businesses evaluate their marketing efforts effectiveness and make data-driven decisions. It also enables them to identify areas for improvement, such as optimizing their targeting or adjusting their ad copy. By continuously monitoring and adjusting their cost per conversion, businesses can maximize their return on investment and cost-effectively achieve their marketing goals.

6. Cost Per Lead (CPL)

Cost per lead (CPL) is a key metric businesses use to measure their marketing campaigns effectiveness. It represents the cost of acquiring a single lead, i.e., someone who has expressed interest in a company’s products or services. To calculate CPL, divide the total cost of the campaign by the number of leads generated. This figure can then be compared to other marketing campaigns to determine which channels are most effective at driving leads. A high CPL suggests that a campaign may not target the right audience or that the messaging needs to be refined. By tracking and optimizing CPL, businesses can increase the efficiency and ROI of their marketing efforts.

7. Bounce Rate

Bounce rate is a metric used to measure the percentage of website visitors who leave a website after viewing only one page. It is an important metric for website owners as it helps them understand how effectively their website engages visitors. A high bounce rate indicates that visitors are not finding what they are looking for or are not interested in exploring the website further. To calculate the bounce rate, divide the number of visitors who leave after viewing only one page by the total number of visitors to the website. Website owners should aim for a low bounce rate, which can be achieved by improving website content and user experience and by targeting the right audience.

8. Conversion Rate

Conversion rate is a crucial metric in measuring the effectiveness of any marketing campaign. It is the percentage of visitors to a website who take a desired action, such as making a purchase or filling out a contact form. To calculate the conversion rate, divide the number of conversions by the number of total visitors, and multiply by 100. A high conversion rate indicates that a website successfully attracts the right audience and persuades them to take the desired action. To improve the conversion rate, it is essential to analyze the user experience, optimize the website for conversions, and ensure the messaging resonates with the target audience.

9. Marketing Qualified Leads (MQLs)

Marketing qualified leads (MQLs) are prospective customers that have shown interest in a company’s product or service through marketing efforts such as website visits, content downloads, or social media engagement. To calculate MQLs, marketers must first define what qualifies a lead as an MQL based on their ideal customer profile and buyer persona. Then, they can use lead scoring and tracking tools to measure engagement with marketing activities and assign scores to leads. Once a lead reaches a certain score threshold, they are considered an MQL and can be passed on to the sales team for further qualification. Accurately calculating MQLs is essential for ensuring alignment between marketing and sales and ultimately increasing revenue for the company.

10. Engagement Rate

The engagement rate is a metric used to measure the level of interaction between followers and a brand/individual on social media. It is calculated by dividing the number of likes, comments, shares, and other interactions by the total number of followers. This metric is essential for businesses and individuals who want to gauge the effectiveness of their social media strategy in terms of audience engagement. A high engagement rate indicates that the audience actively interacts with the content, a positive sign for the brand. Conversely, a low engagement rate shows that the content is not resonating with the audience. Therefore, it is crucial to track engagement rates regularly to optimize social media content and improve engagement levels.

11. Impressions

Impressions represent the number of times an advertisement or piece of content is viewed by users. It is a crucial metric in advertising and marketing campaigns because it enables businesses to evaluate the reach and effectiveness of their content. To calculate impressions, one needs to consider the number of times a particular piece of content is displayed, regardless of whether it is clicked. It is important to note that impressions do not necessarily equate to engagement or conversions, as they only measure the number of times the content has been viewed. Thus, businesses should use impressions alongside metrics such as click-through rates and conversions to fully understand their campaign’s success.

12. Return On Ad Spend (ROAS)

Return on ad spend (ROAS) measures the effectiveness of an advertising campaign by calculating the revenue generated from the campaign against the cost of ad placement. It is a crucial metric for businesses looking to optimize their ad spend and maximize profits. To calculate ROAS, divide the revenue generated by the advertising campaign by the total cost of the advertising campaign. The result is a ratio of revenue to ad spend, representing the return on investment for the campaign. ROAS allows businesses to assess the performance of their advertising efforts and make informed decisions about future ad spend. By tracking ROAS, businesses can ensure they invest in profitable marketing campaigns that generate a positive return on investment.

13. Return On Investment (ROI)

Return on investment (ROI) is a financial metric used to measure the profitability of an investment relative to its cost. Businesses must determine ROI to evaluate their investment decisions and identify improvement areas. To calculate ROI, the gain or loss from an investment is divided by the cost of the investment, and the result is expressed as a percentage or ratio. ROI is a critical tool for evaluating the success of marketing campaigns, product development, and company growth. However, it is important to consider the limitations of ROI and use it in conjunction with other financial metrics to make informed decisions.

14. Sales Qualified Leads (SQLs)

Sales qualified leads (SQLs) refer to prospects who have shown a high level of interest in your products or services and are more likely to purchase. Your marketing team has already assessed these leads, which means they have met certain criteria such as budget, authority, need, and timeline. To calculate SQLs, you need to consider the number of leads generated, the number of leads that have been qualified based on the criteria, and the percentage of qualified leads that have shown interest in a product or service. This information can help you understand the effectiveness of your marketing efforts and adjust your strategy accordingly to increase the number of SQLs. A clear understanding of SQLs can help your sales team prioritize their efforts and close more deals.

15. Email Subscribers

Email subscribers are individuals who have opted-in to receive emails from a particular brand or organization. These subscribers are valuable for businesses because they have shown interest in the products or services and are more likely to engage with future marketing efforts. The calculation of email subscribers is fairly simple – it involves counting the number of individuals who have signed up to receive email communications from a brand. It is important for businesses to regularly monitor their email subscriber count and maintain a healthy list by removing inactive or unengaged subscribers. This helps improve email deliverability and ensure marketing efforts reach a relevant audience.

16. Customer Repurchase Ratio

The customer repurchase ratio is a crucial metric that indicates the percentage of customers who return to make a purchase again. It provides valuable insights into customer loyalty and the effectiveness of your business strategies. To calculate the customer repurchase ratio, divide the number of customers who made a repeat purchase by the total number of customers. A high repurchase ratio is a positive sign indicating customer satisfaction and loyalty. However, a low ratio indicates that you must improve your product or service quality, customer experience, or marketing strategies. By tracking this metric, businesses can identify areas for improvement and create targeted campaigns to increase customer retention and loyalty.

17. Email Open Rate

Email open rate is a crucial metric in email marketing campaigns. It is the percentage of email recipients who have opened and viewed the email sent to them. To calculate the email open rate, divide the total number of emails opened by the number of emails delivered and multiply by 100. This accurately represents the effectiveness of the email’s subject line and content. A high open rate indicates that the email resonated with the target audience, while a low open rate can suggest that the email may have been irrelevant or sent at the wrong time. It is important to regularly monitor and analyze email open rates to optimize future campaigns and improve overall engagement.

18. Email Unsubscribe Rate

The unsubscribe rate is a key metric for email marketers to track. It represents the percentage of email recipients who have opted out of receiving future emails from a particular sender. To calculate the unsubscribe rate, divide the number of unsubscribes by the total number of emails sent, and multiply that result by 100. A high unsubscribe rate can indicate a lack of engagement with your audience or poor email content. To decrease your unsubscribe rate, personalize your emails, segment your audience, and send relevant and valuable content. Additionally, make it easy for subscribers to manage their email preferences or unsubscribe altogether. Regularly monitoring and improving your unsubscribe rate can lead to a more engaged and loyal email audience.

19. Customer Retention

Customer retention refers to the ability of a business to retain customers over a certain period of time. It is a crucial aspect of any successful business as it directly impacts revenue and profitability. Customer retention calculation typically involves measuring the percentage of customers who continue to engage with a business after their initial purchase. This can be done using various metrics such as repeat purchases, customer lifetime value, and churn rate. Maintaining high customer retention requires a focus on delivering exceptional customer service, providing value-added products or services, and building strong customer relationships. Businesses prioritizing customer retention can increase customer loyalty, reduce churn, and drive long-term growth.

20. Share of Voice

Share of voice is a marketing metric representing the percentage of brand mentions in a conversation relative to competitors. This metric measures the visibility and impact of a brand within a particular market. To calculate the share of voice, one must first determine the total volume of conversations surrounding the brand and its competitors. Next, the total number of brand mentions is divided by the total number of conversations to determine the brand’s share of voice. This metric is essential for brands as it allows them to understand their market position and identify areas for improvement. By monitoring the share of voice, brands can adjust their marketing strategy and increase their visibility and impact within their industry.

21. Page Views

Talk about page views, a metric used to measure the popularity and success of a website or webpage. A page view is counted each time a webpage is loaded or reloaded by a user’s browser. This metric is important because it helps website owners and marketers understand the level of engagement their website is receiving from visitors. To calculate page views, website owners can utilize tools such as Google Analytics, which tracks and reports website traffic. By analyzing page views, website owners can identify which pages receive the most traffic and adjust their strategy to optimize engagement and user experience.

22. Keyword Ranking

Keyword ranking is a crucial metric for any business or website owner who wants to improve their online presence. It refers to the position of a particular keyword in search engine results pages (SERPs). The higher the ranking, the more likely users will click on your website. To calculate keyword ranking, you can use various tools such as Google Analytics, SEMrush, or Ahrefs. These tools will show you how well your website performs in specific keyword searches and provide insights into your competitors’ rankings. By regularly monitoring your keyword rankings, you can make informed decisions about your SEO strategy and improve your website’s visibility in search results.

23. Session Duration

Session duration is important in various industries, especially in digital marketing and website analytics. It refers to when a user remains active on a website or application before navigating away. To calculate session duration, one must measure the time difference between the user’s initial interaction with the website and the moment they exit it. This metric is particularly valuable in understanding user behavior, as it can help identify areas where visitors may be losing interest or struggling to find what they are looking for. Accurately calculating session duration is critical in making informed website design and content decisions, leading to increased engagement and conversions.

24. Organic Traffic

Organic traffic is the term used to describe the visitors that land on a website through search engines such as Google, Bing, and Yahoo. It is the opposite of paid traffic generated through advertising campaigns. Organic traffic is considered more valuable because it is free and reflects the website’s relevance and authority. To calculate organic traffic, website owners can use various analytics tools, including Google Analytics. By analyzing the number of unique visitors, bounce rate, and time on site, website owners can understand how their website is performing and make improvements to boost their organic traffic. It is essential to focus on SEO optimization to increase organic traffic and achieve higher search engine rankings.

25. Growth Rate for Social Media Followers

The growth rate for social media followers refers to the rate at which an individual or brand’s social media following increases or decreases. It is a crucial metric for businesses to track, as it helps them understand their social media strategy’s effectiveness and identify improvement to certain areas. To calculate the growth rate, one must subtract the previous period’s followers from the current period’s followers and divide it by the previous period’s followers. The result is then multiplied by 100 to get the percentage growth rate. Regularly monitoring a brand’s growth rate for social media followers allows for informed decision-making and helps businesses stay competitive in a rapidly evolving digital landscape.