The ultimate digital marketing KPI guide

Website Visitors

How many people are coming to your website? This KPI is your starting point. Understanding your traffic patterns allows you to explore how your target audience engages with your brand and content.

Traffic Sources

You can use this KPI to track where visitors are finding information about your website that encourages a click. It could be social media, search engines, other site referrals, or URLs.

New vs. Returning

This ratio can tell you a lot about your site's stickiness. New visitors are good for growth, while returning visitors often indicate helpful user experiences.

Pages Per Session

How many pages do visitors look at during a single session? More pages usually mean more robust engagement rates and better relationship connections.

Geographic Location

Knowing where your visitors live can help you refine local SEO strategies and ad targeting investments.

Internal Searches

Once people reach your website, what do they hope to find there? What landing pages or search box queries receive the most attention? This data lets you get some specifics about what visitors want to see.

Pageviews

This KPI tracks the number of pages people look at when they visit your website.

Bounce Rate

If people leave your site immediately, that's a red flag for your marketing efforts. You want a lower bounce rate because that indicates visitors are interested in your content and find it valuable.

Average Session Duration

You can see how long people stay on your site or individual pages during a visit. This information lets you know what is most valuable or interesting. Longer connections have a direct correlation with a higher conversion rate.

Scroll Tracking

Are people scrolling down your web pages or just skimming the top? This metric can help you understand how much of your content is consumed.

Social Interactions

Go beyond shares and likes. When you look at comments and mentions, you can see if there’s a deeper level of engagement with your content offerings.

Conversion Rate

Of all the people who visit, how many take a desired action, like making a purchase or signing up for a newsletter? You can answer that question with this data.

Cost Per Conversion

This key performance indicator reviews the average cost of getting someone to complete a transaction or convert based on your specific definitions.

Average Order Value

Data from this KPI offers a fast way to gauge how much people typically spend when they do convert.

Lead-to-Close Ratio

This info measures how many leads turn into paying customers. If the KPI is low, you might need to revisit your lead nurturing strategies.

Keyword Rankings

SEO requires you to select keywords and phrases to target. You can use this information to determine if enough people are finding your site through this info, allowing you to appear on the first page of search results.

Organic Traffic

These visitors are free traffic from search engines. Having more visitors who find you through their natural research efforts generally translates to more sales and conversions.

Pages Crawled

Googlebot crawls your site to index pages. A sudden drop in pages crawled could indicate site health issues. It helps to check if the search engines are reading your content so that it can get found. You cannot rank without indexing.

Page Speed Score

Google factors in page speed for ranking. Higher grades can help you get found more often, while lower numbers come with suggestions that could improve future interactions with visitors.

Backlink Profile

The number and quality of internal links help users and search engines navigate your site, affecting SEO.

Canonicalization Errors

Duplicate content can harm your SEO. Canonical tags help search engines understand which version of a page to index.

Total Followers

This KPI looks at the total number of people, accounts, and profiles that connect with you across all your social media channels.  

Engagement Rate

Likes, shares, and comments are a sign people appreciate your content.

Click-Through Rate

When you see this metric on your digital marketing report, you can review how often people click on the links you share.

Reach vs. Impressions

Reach is the number of unique views your content gets, while impressions are the total views. Both are useful, but they tell different stories. Use them both to get closer to your goals.

Video Completion Rate

If you post videos, how many people watch them all the way through to the end? This KPI can indicate how engaging your video content is to people, or that the content needs to be shorter to deliver its full impact.

Stories Engagement

Using Stories, Reels, and similar short-term content can give you KPIs like drop-off rates, user completion, and total interactions to get a deeper look at your audience's preferences.

Customer Lifetime Value

This information tracks how much a customer is worth to your business over the entire relationship with your brand. It puts a definitive number to the total number of transactions.

Return on Ad Spend

Information from this KPI lets you see how much money you get from specific advertisement spending.

Return on Investment

You can determine how much your business makes after investing in various marketing strategies by subtracting that figure from your total revenues.

Monthly Recurring Revenue

For subscription-based businesses, MRR gives you a snapshot of the revenue you can reliably expect every month.

Customer Retention Rate

This metric looks at how many customers return to complete another transaction. It lets you see the percentage of buyers returning for something else from your business.

Churn Rate

You’ll see how many consumers you lose by taking a closer look at this KPI. It gives you data about the one-and-done customers that interact with your brand.

Customer Satisfaction Score

Using post-interaction surveys, you can gauge how satisfied customers are with your product or service.

Net Promoter Score

This metric asks customers how likely they are to recommend your product or service to others and categorizes them into Promoters, Passives, and Detractors.

Purchase Frequency

This KPI looks at how often customers return to complete another transaction. You can also look at how long it takes for consumers to return to get a picture of audience loyalty.

Redemption Rates

If you offer loyalty programs or coupons, how often are these being redeemed? This KPI tracks the effectiveness of this marketing investment.

Feedback and Reviews

Regularly monitor and analyze customer reviews and feedback to find areas for improvement. Track this info in Google Sheets, Looker Studio, and other resources to stay on top of potentially damaging information.

Upsell Rates

High cross-selling and upsell rates indicate consumer satisfaction. This information lets you know there is more willingness to explore what you offer.