Marketing KPIs, help you understand the success of your website.
Below is our top 3 marketing KPIs to obsess over:
Volume: How many people are visiting your website. Visitor growth is the fuel to grow your leads or revenue.
Conversion rate: How many people are taking action on your website.
Cost per acquisition: How much it costs (in for paid media) for each visitor to take action on your website.
The above marketing KPIs are the topline metrics which can be applied to any website. However not all KPIs are the same. Here is a run down of why Business to Business (B2B) differs from Business to Consumer (B2C) KPIs.
Key takeaways- Marketing KPIs
Top 3 tips for Marketing KPIs
See our checklist
1. Know the outcome you are measuring success against, Leads, revenue or another goal
2. Create goals on your website to ensure you can measure 2 of the 3 critical marketing KPIs (conversion rate, cost per acquisition/lead).
3. Measure your performance over time to understand if your marketing KPIs are improving or declining
The 3 Killer KPIs
Visitors, Conversion Rate and Cost per acquisition
Website visitors is the growth Marketing KPI for understanding the increase in volume, in attracting people to your website. This is different from sessions or visits, which is the total number of times each person has visited your website.
Understanding the engagement of these visitors is crucial. Using metrics such as bounce rate will help you monitor the quality of this traffic.
In general the more growth you have in visitors, the lower quality your traffic will be.
Typically as you attract newer audiences they will be less familiar with your brand/website and a higher number are likely to not engage with your website.
Conversion rate is the single Marketing KPI for defining the effectiveness of your website.
It allows you to understand the number of visitors, who have arrived on your website, who have gone on to take action on your website.
Conversion rate is an easy metric to understand, however it is not helpful in understanding why there has been a drop in conversions.
These metrics will help diagnose why there has been an increase or decrease in conversions.
Cost per Acquisition
Cost per Acquisition is the single Marketing KPI for understanding if your website is delivering revenue or leads in a cost efficient manner.
Your paid traffic/visitors, will have a cost. Therefore you need to ensure this traffic is converting at the lowest cost as possible.
Typically cost per acquisition is higher when you have a lower conversion rate.
Looking at the cost per acquisition by campaign will allow you to understand those which are underperforming so you can reallocate your budget.
For Ecommerce, profitable marketing is where the Average order value is more than the Cost per acquisition.
What B2B Marketing KPIs should I focus on?
Your B2B Marketing KPIs
Outlined are the top digital KPIs for Business to Business (B2B) organisations. In the digram we have looked at the year on year change to illustrate where the focus needs to be to drive leads.
Where can I see my Business to Business (B2B) Marketing KPIs?
The screenshot is from Google Analytics to highlight where you can find each of the Marketing KPIs. This example is for a Google Ads campaign.
You’ll see visitors/sessions, conversion, completions and costs.
In this example completions are leads. To work out your cost per lead, take to the total cost and divide this by the number of completions.
How can I diagnose my B2B campaign performance?
In the graphic we took the conversion data for desktop across our lead generation campaigns, broken down by campaign name.
This allowed us to understand our B2B marketing kpis by campaign. We could diagnose which of the campaigns were effective (the green bar is higher than than red bar). The USA campaign is working really well, due to the very low cost and high share of leads.
On the other hand the software trial campaign is completely ineffective, with a huge cost and no conversions.
Confused with all the Marketing KPIs and what to focus on?
Download Metrics that Matter
If you struggle with all the digital marketing kpis and data out there then this is the whitepaper for you.
It will explain the metrics and why it is important to measure performance in your business.
It will also help you understand how different roles in your business use different metrics to measure their own performance.
What B2C Marketing KPIs should I focus on?
Your B2C Marketing KPIs
Outlined are the top digital marketing KPIs for Business to Consumer (B2C) organisations.
In the digram we have looked at the year on year change to illustrate where the focus needs to be to generate revenue.
Where can I see my Business to Consumer (B2C) Marketing KPIs?
This example looks the key metrics: Visitors/sessions, transactions, conversion rate, revenue and cost. To calculate your cost per acquisition take your total cost and divide this by the number of transactions.
How can I diagnose my B2C campaign performance?
In the analysis here, we looked at the marketing KPIs for mobile, based on a set of Google Ads campaigns.
We could see which campaign were effective, where the yellow bar is higher than the red bar. The kitchen and bedroom campaigns are effective so would invest further and increase these campaigns budget.
On the other hand, the accessories and garden campaign need looking into, as they are underperforming. It could be an out of stock, targeting or page conversion problem. Either way both need resolving, and would recommend taking budget away from these campaign until they are resolved.
Need help with your Marketing KPIs, understanding them or getting the data?
People also ask . . .
The overall marketing KPIs are very similar although you will be measuring different outcomes.
- B2B (Business to Business): You will be aiming to engage you audience with the outcome being a lead (known as lead generation), whereby the person gives you there data.
- B2C (Business to Consumer): The focus here, is getting your audience to make a purchase and therefore the outcome is revenue.
To capture this information the easiest way to do this is to use Google Analytics or your web analytics tool.
The data available in this tool will allow you to grab you visitors AND if you have set up you outcomes or goals (revenue or leads) then the conversion rate.
Once you have this information you can see the results inside Google analytics, export the results for analysis or use in your presentation.
Alternatively we can help you extract and interpret the information for you and understand why things are improving or declining.
Cost per acquisition or cost per lead is one of the more tricky marketing KPIs to get. This is not a single number inside your google analytics/web analytics tool.
To understand how this is calculated go here.
However if you need the answer, you will need to capture your total leads or transactions/sales and divide this by your total media spend.
This will give you your cost per acquisition or lead.
Below is some recommended content, we have picked out. This content below is focused on the Marketing KPIs above and how to learn more about the 3 killer KPIs.