The Ultimate Guide to Digital Marketing KPIs

The key to determining and understanding your digital marketing strategy’s success is tracking your KPIs, or Key Performance Indicators. KPIs focus on specific objectives that you establish for your business so you can see what’s working and what isn’t. In addition, they help you keep track of the most important aspects so you can make changes to your digital marketing plan as needed. Below, we’ll provide you with what you should know about the various KPIs for digital marketing that your business can use to its advantage.

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What is a Digital Marketing KPI?

A digital marketing KPI is a specific, measurable value that indicates how well your digital marketing strategy is performing and if you’re reaching your objectives. KPIs can be used for any area of digital marketing, including SEO, social media, email marketing, and more. You can use several tools to track these or work with a digital marketing agency to measure them for you.

There are several reasons why tracking KPIs is important for your digital marketing strategy:

  1. It allows you to see what’s working and what isn’t so you can make necessary changes.
  2. It helps you track progress over time so you can see how your digital marketing strategy is improving.
  3. KPIs can help you make better decisions about where to allocate your resources.

You can use several methods to track KPIs for digital marketing. The most common method is through Google Analytics. Other tools include Hootsuite Insights, Socialbakers, and Sprout Social. To track KPIs with Google Analytics, you must first set up goals. Goals can be anything that you want to track, such as website traffic, newsletter signups, or product purchases. Once you’ve set your goals, you can create a custom report to track your KPIs.

Another method for tracking KPIs is through A/B testing. A/B testing is when you test two different versions of something, such as a landing page, to see which one performs better.

Top Digital Marketing KPIs for Businesses

There are several KPIs for digital marketing that businesses can track, and the most important ones to focus on will depend on your specific objectives. However, there are some general metrics that all businesses should be measuring to see how well their digital marketing strategy is performing.

1. General Revenue-Based KPIs

General marketing KPIs in digital marketing can give you a general overview of how well your digital marketing strategy is performing. They’re important because they give you a high-level view of how you’re doing, so you can see the big picture and make sure that your strategy would be able to support your long-term objectives.

Customer Acquisition Cost

The acquisition cost is the money you spend to acquire a new customer. This KPI is important because it tells you how much it costs to acquire new customers and if your digital marketing strategy is profitable. Examples of such costs include advertising, discounts, commissions, and everything else you spend to get someone to make a purchase.

Return on Investment (ROI)

ROI is an important example of a key performance indicator. It measures how much money you’re making for every dollar you spend on your online marketing efforts. By comparing your customer acquisition cost to revenue generated, you’ll be able to determine how much your profit is.

Conversion Rate

The conversion rate is the percentage of people who take the desired action, such as making a purchase or signing up for a newsletter. This KPI allows you to see how effective your digital marketing efforts are at converting leads into customers.


Search engine optimization (SEO) helps you improve your website’s ranking in search engine results pages (SERPs). When you track this KPI, your team or the digital marketing agency you’re working with can gain a deeper insight into your visibility on SERPs and whether or not potential customers can find you whenever they’re looking up topics related to your product or service.

Keyword Rankings

One of the most important SEO KPIs to track is your keyword rankings. This KPI measures where your website ranks for specific keywords in SERPs. This metric correlates directly with your SEO success because the higher your website ranks, the more likely people will find you.


Backlinks are links from other websites to your website. When bloggers or other websites link to your website, it’s a sign that they think your website is high-quality and relevant. It shows how popular your website is and how much authority it has. The more backlinks you have, the higher your website will rank in SERPs.

Page Authority

Page authority is a score from 0 to 100 that predicts how well a page will rank in SERPs. The higher the page authority, the better the chances of ranking high in SERPs. To increase your page authority, you need to have high-quality content, a strong website design, and plenty of backlinks.

Bounce Rate

The bounce rate is the percentage of people who leave your website after only viewing one page. A high bounce rate indicates that people are not finding what they’re looking for on your website. Some ways to reduce your bounce rate include having high-quality content, a user-friendly website design, and clear call-to-actions.

3. Social Media KPIs

Social media marketing involves creating and sharing content on platforms to build relationships and interact with potential and current customers. Social media metrics help you understand insights such as how many people your content can reach or how your followers interact with your brand across different social networks.

Likes, Comments, and Shares

Engagement is one of the most noteworthy examples of key performance indicators for social media. This metric lets you know how often people interact with your content by liking, commenting, or sharing it. A high level of engagement indicates that people are interested in your brand and what you have to say.


Followers are the people who have chosen to follow your social media account. Measuring this KPI in digital marketing is helpful when it comes to understanding how popular your brand is on social media.

Social Media Traffic

When people click on links to your website that you’ve shared on social media, it’s called social media traffic. The larger presence you have on social media, the more likely you are to generate traffic to your website.

Social Media Conversions

A social media conversion is a desired action that someone takes after clicking on a link from your social media account. This could be making a purchase, signing up for a newsletter, or downloading an eBook. Measuring social media conversions will tell you if your marketing efforts are successfully converting leads into customers.

4. Paid Search KPIs

Paid search is a type of digital marketing that allows you to pay for your website to appear in SERPs. You can do this by bidding on keywords that you want to rank for. The main benefit of paid search is that it allows you to get your website in front of people who are already interested in what you have to offer.

Cost Per Click (CPC)

CPC is the amount of money you spend each time someone clicks on your ad on websites or social media. This metric is important because it lets you know how much money you’re spending on your digital marketing campaign and, of course, whether or not it’s worth it.

Click-Through Rate (CTR)

CTR is the percentage of people who click on your ad after seeing it in SERPs. When tracking this KPI, you want to see a high CTR because it means that the ad created by your internal team or your digital marketing agency is interesting to your target audience.

Quality Score

Quality score measures how relevant and useful your ad is to people who see it. The higher your quality score, the less you’ll have to pay per click.

5. Email Marketing KPIs

Sending marketing emails is a powerful way to build relationships and interact with potential and current customers. It allows you to reach a large number of people with your message quickly and easily. Plus, there’s just this personal touch you can give your emails that you can’t with other digital marketing channels.

Signup Rate

The signup rate is the number of people who sign up for your email list divided by the total number of people who see your signup form. You can increase your signup rate by making your signup form more visible and offering an incentive for people to join your list.

Open Rate

The open rate is the percentage of people who open your email after receiving it. By tracking this KPI, you can determine if your subject line and email content successfully get people to open and read your email.

Click-Through Rate (CTR)

The click-through rate is the percentage of people who click on a link in your email after receiving it. When someone clicks on a link in your email, they’re taken to your website where they can learn more about your product or service.

Bounce Rate

The bounce rate is the percentage of people who receive your email and then immediately unsubscribe from your list. A high bounce rate indicates that people are not interested in receiving emails from you.

Unsubscribe Rate

You can determine this KPI when you divide the number of unsubscribes by the number of emails delivered. If you get a rate below 0.2%, it typically means that your email strategy is working. Anything above 0.5% means you need to reassess your tactics. You can also ask a digital marketing company to help you in doing so.

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Choosing the Right KPIs for Your Business

Not all KPIs in digital marketing are created equal. You need to consider your business goals to choose the right metrics to track. What are you trying to achieve with your digital marketing campaign? Once you know this, you can choose KPIs for digital marketing that will help you measure your progress towards these goals.

You also need to consider your target audience. What is important to them? What would make them want to buy your product or use your service? Answering questions such as these can help you choose metrics that will help you track how well you’re connecting with your target audience.

Finally, you need to consider what data you have available. Not every business or digital marketing company will have access to the same data. Choose digital marketing KPIs that you can actually track with the data you have available.

Below are other helpful tips when choosing KPIs in digital marketing:

  • Set KPIs for each digital marketing channel
  • Compare your performance over time
  • Use digital marketing KPIs to make data-driven decisions
  • Automate KPI tracking with reporting tools


Your business needs digital marketing KPIs to create a successful digital marketing campaign. When you track the right metrics, you can make data-driven decisions to help you achieve your goals and ultimately drive growth. It’s not just about choosing any old KPIs to track, though. You need to consider your business goals, target audience, and available data to choose the right metrics for your business. With these tips in mind, you’ll be well on your way to setting KPIs that will help your digital marketing strategy succeed. You can download our free digital marketing ebook if you need more help getting exceptional results through an effective digital marketing strategy.