50 digital marketing metrics
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50
DIGITAL
MARKETING
METRICS
For CMOs, CDOs, CIOs and CFOs
@ValaAfshar
Lead-to-Customer
Conversion Rate
A ratio that shows on average how many leads turn
into paying customers.
Know if your sales process works or not.
Share of Voice
The proportion of the total
audience commanded by a
media group or a brand across
its full range of media activities.
Share of Voice shows where
you rank compared to your
competitors when people talk
Your Company’s advertising for a given
about
your
industry.
product/Total industry advertising for a
given product.
CPL –
Cost-per-Lead
Total cost of generating one lead either in total
or from a specific lead generation campaign.
Generating leads needs to be as
efficient as possible.
Total investment on marketing campaigns /
total leads generated.
Social Interactions
The number of total interactions your social media
account received over a specific time period.
Focus on increasing your social interactions
to build rapport with your network.
Social Media Page Views
The number of times a web page is
viewed as a result of being directed
from a social media channel.
Focusing on social media led page views
enables you to understand what content
truly resonates with your audience.
Amplification
Rate
The rate at which your
followers take your
content and share it
through their network.
Higher the amplification
rate, the further the content
will
reach.
Number of leads generated / number of contacts made
Lead Volume
Amount of leads that you are receiving
from campaigns.
Know what programs are the
most effective and conduct
real-time measurements.
Lead Origination
The first contact point for a new lead.
Understand what activities
influence your pipeline.
Follower
Growth
by Channel
Change in the number of followers
for a given social media account.
Different channels will grow at
different rates. Focus your
efforts on what is working.
Return on
Marketing
Investment
Provides critical performance assessment
of marketing campaigns relative to the
marketing spend.
Quick, meaningful measurement
of campaign success.
Market Share
Market share is your company’s
percentage of an industry or market’s
total sales over a specified time period.
Validates your position in the market
and helps you fine-tune your overall
marketing plan.
CPC –
Cost-per-Click
A specific type of cost-per-action program
where advertisers pay for each time a user
clicks on an ad or link.
How valuable is each online ad
you post?
CPM (Cost per 1,000 impressions) / (1000 × Click Through Rate)
PageRank
PageRank is an algorithm used by the
Google web search engine to rank websites in their search engine results. 80%
of traffic to your sites is organic. Optimize
your online presence for optimal ranking.
Do you have the most
relevant content when a
prospect looks for
information?
Organic Search
Results of viewers that visit your
site due to non-paid search results.
Search Engine Optimization (SEO) drives
better organic search results.
Unique
Visits
A count of how many different
people access your web site
in a given amount of time.
Marketer’s goal should be
to increase the number of
unique visitors to the site
to expand market reach.
Time on Site
How much time the average user
spends on your site.
An engaged viewer can turn into an
engaged customer.
PageViews
A pageview is an instance of a page being
loaded by a browser. The Pageviews metric is
the total number of pages viewed; repeated
views of a single page are also counted.
Pageviews shows that your site
works well enough to allow the
viewer to go from one page to the
next. And you have content that
keeps them engaged.
Funnel Visualization
Helps track the movement of prospects
through different stages (new, engaged,
marketing qualified, sales accepted, sales
rejected, closed won) in the funnel.
Funnel visualization shows strengths and
weaknesses in the marketing/sales process.
Return Visits
How many unique visitors are returning
more than once in a given time period.
Returning visitors are a great
indicator of engagement.
Bounce Rate
A measurement of the number of users
who leave a web site after viewing only
one web page.
Bounce rate measures the
ineffectiveness of a page or site.
Quality Score
A score assigned by Google to each
keyword marketed that is calculated
from an ad’s click-through rate, keyword
relevance per keyword group and the
relevance of the landing page, which
Google accesses over 200 factors.
Those who achieve higher quality
scores are rewarded with top
placement and lower bid cost.
CVR –
Conversion Rate
The percentage of time a website visit turns into
a lead or contact.
Is your site effective? Yes or No?
Referral
Traffic Growth
This metric cover changes in referral traffic and
referral traffic sources.
Referral traffic growth tells you where to refocus your efforts.
CTR –
Click-Through Rate
The number of click-throughs per ad impression,
expressed as a percentage.
Learn what is enticing people to click
on your ads, and repeat this success.
