Digital Marketing KPIs: What to Track and Why

Digital Marketing KPIs: What to Track and Why

Data is only useful if it drives decisions. That’s why key performance indicators (KPIs) matter—they help you understand what’s working, what’s not, and where to focus your efforts.

But with dozens of metrics available across platforms, the real challenge is knowing what to track, why it matters, and how to interpret it.

Here’s a breakdown of the essential digital marketing KPIs by channel—and how to use them to move your business forward.

Core Principles for Tracking KPIs

Before diving into specific metrics, remember:

• KPIs should align with goals. Don’t measure what you don’t plan to act on.
• Context matters. Benchmarks, trends, and attribution all influence interpretation.
• Vanity metrics can be misleading. Prioritize depth over surface-level numbers.

Website Performance KPIs

1. Bounce Rate

Indicates whether visitors are finding what they need. High bounce rates may signal poor UX, irrelevant traffic, or weak messaging.

2. Average Session Duration

Shows how engaged users are. Longer sessions suggest stronger content or UX.

3. Conversion Rate

Measures the percentage of users who complete a desired action (purchase, signup, download). This is your north star.

4. Page Speed / Core Web Vitals

Affects both SEO and user experience. Track using Google Lighthouse or PageSpeed Insights.

SEO KPIs

1. Organic Traffic

The volume of unpaid visits from search engines. Monitor for growth and seasonal trends.

2. Keyword Rankings

Track high-priority keywords over time to gauge visibility and competitive position.

3. Click-Through Rate (CTR)

Higher CTR from search results means your titles and descriptions are compelling.

4. Backlink Volume & Quality

Stronger backlinks improve authority and search performance.

Paid Advertising KPIs

1. Cost per Click (CPC)

Tracks the average cost to acquire a single click. Lower isn’t always better—context matters.

2. Click-Through Rate (CTR)

Shows how compelling your ad is. A low CTR can signal poor creative or targeting.

3. Return on Ad Spend (ROAS)

The gold standard for paid performance. ROAS = revenue / ad spend.

4. Quality Score (Google Ads)

Affects cost and delivery. Improve with relevant keywords, landing pages, and ad copy.

Email Marketing KPIs

1. Open Rate

Good for subject line testing, but affected by privacy updates (iOS).

2. Click-Through Rate

Shows true engagement. Which links get clicks?

3. Unsubscribe Rate

Higher-than-average rates suggest misalignment or fatigue.

4. Conversion Rate

Track actions taken post-click. This is what counts.

Social Media KPIs

1. Engagement Rate

Includes likes, shares, comments. Helps assess content resonance.

2. Follower Growth

Signals brand reach. Look for steady, organic growth over spikes.

3. Share of Voice / Mentions

Monitors brand visibility in conversations compared to competitors.

4. Traffic from Social

Measure how social contributes to website activity and conversions.

Align KPIs with Funnel Stages

Each stage of the funnel has different goals and corresponding KPIs:

• Awareness: Impressions, reach, traffic volume
• Consideration: Time on site, engagement rate, return visits
• Conversion: Lead volume, cost per acquisition, conversion rate
• Retention: Customer lifetime value, churn rate, repeat purchase rate

Mapping KPIs to funnel stages helps you spot friction and prioritize fixes.

Make Metrics Actionable

Tracking KPIs is only step one. The real value comes from:

• Reviewing trends, not just snapshots
• Segmenting by audience, campaign, or channel
• Creating dashboards that highlight anomalies
• Setting thresholds that trigger action

If your reports aren’t guiding decisions, they need to change.

Want help building a reporting framework that drives real impact? Let’s build a KPI system around your goals and growth targets.

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