KPIs in digital marketing
Leadership Strategy

The most important KPI in digital marketing

A key performance indicator or KPI for digital marketing are measurable metrics of your marketing activities and team performance. And one of the most popular questions – What is a KPI in digital marketing and how to track them? So let’s shed some light on it.

Marketing KPIs examples

Surely KPIs in digital marketing are closely related to general business strategy and goals.  So, it will be more accurate to categorise them into groups based on digital marketing mix.

Commonly used business marketing KPIs

We are mainly talking about some essential metrics or goals that might be crucial for business owners when they ask to show marketing performance results.

  • Number of inbound leads per month
  • Number of clients or users 
  • Improved ROI 
  • Brand Awareness 

Content Marketing KPIs

Content Marketing KPIs are tie to SEO activities and KPIs. Firstly outline your objectives and link them to the KPIs. Here some important metrics to track:

  • Number of content pieces published per month.
  • Organic Traffic
  • Time on Page
  • CTR
  • Bounce Rate
  • Conversion rate
  • Number of leads/clients


If you want to find out is your SEO strategy effective enough you should monitor the right performance metrics such as:

  • DA 
  • Ranking for important keywords
  • Search visibility
  • Search rankings
  • Organic traffic
  • Links quality score (link authority index)
  • New Backlinks and Lost Backlinks
  • Referral traffic
  • Organic CTR (monitor through Google Search Console)
  • BR
  • Session Duration 
  • Page Load Speeds
  • Conversion Rate


The variety of social media metrics is impressive, therefore you should be focused on those that are relevant to your goals. So all efforts would be taken into account.   

  • Social traffic to your website 
  • Conversion rate (visited your website, subscribed, made a purchase, downloaded tool, filled out the form, etc)
  • Followers & Visitors 
  • Post metrics (Reach/Engagement/Impressions, Likes & Shares, Comments)
  • Cost per click (CPC) 
  • Cost per thousand impressions (CPM)
  • Cost per lead

The last three points mainly refer to your paid ads on social media. Check also the recent article about LinkedIn Marketing Strategy for B2B. 

Email Marketing KPIs

Every Email Marketing Manager knows what KPIs to track in order to analyse all efforts and results. However sometimes they lose sight of priorities. Check these 6 vital performance indicators:

  1. Open rate 
  2. CTR 
  3. Conversion rate
  4. Bounce rate (hard & soft bounces)
  5. Deliverability Rate
  6. Unsubscribe rate

Top the most important PPC KPIs

Not a secret that paid advertising is the fastest way to get clients but it also can be super expensive. So, clear KPIs should measure the true success of your online ads activities. Important to mention that indicators will vary with ads types like Google AdWords, Shopping, video ads, Display ads, etc. Some basic metrics to follow:

  • Click-Through Rate
  • Cost Per Click
  • The Conversion Rate
  • The Cost Per Action/ Cost Per Conversion
  • The Average Position (Adwords)
  • Views (video & display ads)
  • ROI

What are general KPIs in digital marketing?

In all of the above areas of digital marketing, you or your colleagues need to track ROI (return on investment) and finally summarise which channel is most effective and what needs to be revisited.

  • Traffic Sources 
  • Bounce Rate
  • Time on page
  • Ranking for important keywords
  • Search visibility
  • Branded traffic (brand awareness) track with Google Search Console using brand names associated with your business. 
  • Customer testimonials
  • General conversion rate
  • Cost per click
  • Cost per lead/acquisition
  • Number of leads/clients
  • ROI

The right KPI in digital marketing activities should be based on your goals whenever it is to increase brand awareness, drive more visitors or generate sales qualified leads.