Digital Marketing KPIs

Deny Setiyadi, Digital Marketing Manager

Leads and conversion

1) Monthly new leads / prospects
How to measure: Use analytics and pipeline management to get the latest data and filter leads by
dates to see the number of new leads.

How to improve: Increase the budget of cost-per-click ad campaigns, create SEO-optimised

content to be found through search engines, try new marketing strategies.

2) Monthly qualified leads

Identify marketing qualified leads (MQL) – leads that the marketing team has evaluated and
decided to forward to the sales team, and sales qualified leads (SQL) – leads that the salespeople
consider prospective customers, leading to focused attention.

How to measure: Categorise leads, filter prospects by tags and dates to see the exact number of
monthly qualified leads in each qualification category.

How to improve: Create highly targeted campaigns to reach the right audience, improve brand
awareness and online presence, use remarketing ads to remind leads to our product or service.

3) Quarterly conversion rate

How to measure: Divide the source leads by the source traffic to see the conversion rate of each
source as a percentage.

How to improve: Compare conversion rates of each source to see which channel may need better
targeting, or which isn’t worth pursuing.

4) Quarterly cost per conversion

How to measure: Calculate the monthly cost of time and money spent on a lead acquisition
source, i.e. AdWords campaign, blog content, social media management, etc. Divide the total
monthly costs of leads with the number of conversions to see how much acquiring a new
customer cost you.

How to decrease: Create highly targeted marketing campaigns, improve the user experience of
service or product, provide help materials.

5) Average time of conversion per semester

How to measure: Collect data about the dates of acquiring a new lead and turning them into a
customer. Calculate the average time between becoming a lead and converting into paying client.

How to decrease: Make time-sensitive discount offers and provide helpful guidance throughout
the buying process, use remarketing ads to remind leads to our product or service.
Brand awareness
1) Traffic from social media
How to measure: Use Google Analytics reports for a free overview of website’s traffic sources, i.e.
LinkedIn and Instagram.

How to improve: Acquire large followership, share interesting posts, create social media
campaigns to increase awareness and get likes, shares, and followers.

2) Audience size
How to measure: Use a marketing tool or simply check social media channel reports to get insight
into post engagement and new followers.

How to improve: Share engaging content, create social media campaigns, ask friends, colleagues
or family to like / follow for increased awareness.

3) Engagement rates
How to measure: Use marketing tools and social media reports on engagement and use the data
about total followers to calculate the engagement rate.

How to improve: Share engaging content, create social media campaigns, ask friends, colleagues
or family to like / follow for increased awareness.

Website & traffic metrics

1) Website traffic
How to measure: Use Google Analytics to see the monthly traffic of all web pages.

How to improve: Spend more on paid (cost-per-click) advertising or create SEO-optimised content
to get visitors via relevant search engine results.

2) Pages (including blog posts) per visit

How to measure: Use Google Analytics Behaviour tool to see how many pages an average visitor
looks per session.

How to improve: Include more call-to-action messages to landing pages and lead visitors to the
information they are looking for. Make website as easily navigable as possible.

3) Average time on page

If a visitor leaves website straight after arrival, search engines will know that the content they
saw wasn’t what they were looking for.

How to measure: Use Google Analytics to monitor the average time on page of all page categories
such as homepage, blog articles, landing pages, etc. Use Google Analytics browser extension to
access data about an individual page’s monthly visits, average time on page and more.

How to improve: Provide more compelling and useful content, add more information on pages.
Organic and paid searches
1) Organic search (SEO)
Traffic from organic search
How to measure: Check Google Analytics to see monthly traffic that came from organic search.

How to improve: Improve SEO and search-engine optimised articles to rank higher on search
engine result pages (SERP).
 Number of unique keywords that drive traffic
How to measure: Check SpyFu to see how many unique keywords drive the most traffic.

How to improve: Improve SEO and search-engine optimised content to rank higher on search
engine result pages (SERP). Complement old content with links to the new page using many
keyword variations in the linked text.

Keyword Rank Gain / Loss

How to measure: Check SpyFu to see how many unique keywords drive the most traffic.

How to improve: Link to other relevant pages to build an entire network of interlinked content.

2) Paid search (PPC)

Traffic from paid search
How to measure: Check Google Analytics to see how much monthly traffic came from PPC.

How to improve: Improve ad copy and only create highly targeted keywords that are related to
company’s unique value proposition.

Most profitable paid keywords

How to measure: Check SpyFu to see how which keywords are forecasted the most profitable.

How to improve: Improve ad copy and only create highly targeted keywords that are related to
company’s unique value proposition, increase budget on PPC.
 Cost per acquisition
How to measure: Calculate the monthly cost of all resources, time, and money spent on paid
advertising campaigns. Divide it by the number of that month’s leads that have converted to
paying clients.

How to improve: Target paid keywords with little competition (find highly targeted long-tail
keywords). Improve landing page experience and provide helpful sales materials.

Expenses, Revenue and ROI

1) Spending for digital marketing by source
How to measure: Calculate time and money spent on each digital marketing channel (SEO, PPC,
LinkedIn sponsored posts, Instagram Ads, etc).

How to make it more effective: Compare conversion rates of each source to see which channel
may need better targeting, or which isn’t worth pursuing.

2) Revenue generated from digital marketing by source

How to measure: Calculate revenue generated on each digital marketing channel (SEO, PPC,
LinkedIn sponsored posts, Instagram Ads, etc)

How to make it more effective: Compare conversion rates of each source to see which channel
may need better targeting, or which isn’t worth pursuing.

3) Total Return on Investment (ROI)

How to measure: (Total revenue – total expenses) / total expenses

How to maximise: Reducing expenses or increasing sales will improve ROI.