Best Digital Marketing Metrics and KPIs 2020

Social Metrics map

A client once asked my what is the difference between digital metrics and KPIs? The answer is basically everything on your website. Everything from your website’s analytics, digital ads, social ads, social posts, and conversions are metrics. The KPIs are those metrics that you track to indicate who well you are doing to reach your goals. So KPIs are a subset of ALL metrics and the most important ones will vary by industry, your goals, the type of website you have, and who you are targeting.

In general, these are the top KPIs:

  • Brand awareness. This tracks how customs are hearing about your brand on socials and search engines.
  • Web traffic sources. Helps you understand which traffic sources are driving traffic to your site.
  • Website traffic leads
  • Cost per lead. How much it cost to get that lead to your site.
  • Returning visitors. This measures how effective your website is at building a specific audience.
  • Online conversion rates. Tracks the conversions your website has made.
  • Click thru rate. This tracks how many people continue to click through on your site.
  • Lead conversion rates. This measures the amount of leads that are converted into sales.
  • Customer lifetime value. This measures the relationship between the lifetime value of a customer and how much it cost to get them to be a customer.
  • First visit. This helps you understand how customers are finding your sit and then how engaged they are on that first visit.
  • Return on marketing investment (ROI). You can measure the ability of your marketing campaigns to generate revenue.
  • Incremental sales. This demonstrates how marketing campaigns are doing and if they are generating sales.
  • Purchase funnel. Helps you understand the customer acquisition process from brand awareness to purchase.
  • Total visits. This measure how many users have visited a page or the entire website.
  • Customer attrition. Helps you measure the rate at which your brand loses customers over time.
  • Customer acquisition cost (CAC). This measures how much was spent to gain a new customer.
  • Response rate. Measures the total number of customers who respond to communication efforts like emails.
  • Average time on page. This measures how much a viewer spends on a specific page on your website.
  • Marketing originated customers. You can measure the total share of all customers that come to your site via marketing efforts.
  • Content downloads. This measure how many times the content has been downloaded from your website.


By tracking digital marketing metrics and KPIs, such as the ones noted above, you’ll be able to see how a campaign performance and what’s working in your marketing efforts and what’s not.

Let Digital Adverting Consulting design the right KPI dashboard for your business’s goals.



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