Track What Matters: Marketing KPIs You Should Be Tracking

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How do you know what works if you can't show success? Marketing KPIs use data points to track, measure and align your efforts.

Data, data, data - every company works.

At first glance, a company's marketing department may seem to focus only on the creative side of the business, but it is made up of many different data points. These data points, called KPIs, analyze marketing performance to show the success and value of your efforts.

Here are 9 marketing KPIs your small business should be tracking

Cost per lead

Sales are coming

Quality marketing leads to qualified leads

Customer loyalty

Unique web visitors

Organic traffic

Form conversion rate

Customer lifetime value

Contact via social networks

Summary: What are marketing KPIs?

It is easy to say that KPIs are important data, but they are more detailed.

KPIs track the behavior and activities of the target audience. They want to know how your marketing is doing so you can adjust and improve it, track your goals, and test your success.

KPIs are specific marketing metrics related to reach, engagement and other aspects of your campaign.

The best marketing KPIs your small business can track

There are many metrics you can track, but when it comes to verifying the best and most effective data for your business, you need to focus on something.

1. Contract costs

How much will it cost to bring each way? The lower the cost, the better, because it means you can do more with less, which means you save money and your marketing efforts are effective.

Getting more customers for less money proves the value of your work and the business itself grows. At first glance, a campaign may seem very expensive, but it may have more potential than a cheaper campaign, meaning a higher potential conversion rate.

To track this, divide the total cost of running the campaign by the total number of leads generated. If your expensive campaign generates an exponential number of leads, you can justify the higher cost with a lower cost per lead.

Tips for tracking cost per lead:

Measuring cost per customer should not be a problem:

Set tracking goals in your CRM software : Set goals in advance in your CRM to make it easier to track a lead when multiple campaigns are active.

Reduce your population: Overspreading the network will reduce audience participation. Filter your campaign to target who is most likely to engage with your content.

2. Sales

For a campaign to be successful, your revenue (the money generated by the campaign) must exceed the cost of running that campaign. You can see your profit by simply deducting the profits from the promotion.

Tips for tracking sales:

You can view sales at a general or more detailed level:

Break it down: Rather than looking at total sales, if you look at sales by demographic group, you can get a better idea of ​​actual sales revenue potential.

Set a steady pace: Don't let the fear of negativity get in the way . Creating a regular schedule to review revenue growth will ensure it is met and help you identify measurable growth over time.

3. Qualified Marketing Managers (MQL) to Qualified Sales Managers (SQL)

There are two types of converted lead.

Marketable leads are more likely to become customers based on demographics and engagement. Qualified leads are leads that your sales team has identified as target customers.

You can use email marketing to connect MQLs with strategic, actionable campaigns (email marketing software like Constant Contact or SendinBlue provides an easy way to plan marketing and see results) and measure the likelihood their conversion to SQL.

Following up at this level provides deep value because they are potential customers who will buy from you.

Tips for reverting from MQL to SQL:

Here are some ways to make lead tracking easier:

Understanding Reports: The goal of converting MQL to SQL can drive your campaign. Dividing the number of leads you get by the number of leads you close gives you an actual ratio you can improve.

No Spam: You need to hit that sweet spot between messages enough to get noticed, but not enough to annoy. Be strategic when sending follow-up emails to people on your mailing list to avoid spam.

4. Customer retention

Retaining customers is cheaper than attracting new ones, and a high retention rate also proves that you provide quality content. It shows real value in your marketing and makes your customers feel like they're worth staying with

Tips for tracking customer loyalty:

See at a glance how engaged your audience is:

Social Media Links: Link your social media retention metrics for a broader and more accurate view of your retention audience .

Ratings: Metrics like customer satisfaction scores and positive reviews are good indicators of a loyal audience, but the opposite is also true.

5. Unique web visitors

Just one step away from total web traffic, unique web visitors tell you how much of your traffic is made up of individuals. For example, if 250 of your 500 monthly website visits are repeat visitors, your target audience will be half that size. However, if 350 out of 400 monthly visits are unique, this indicates generating more results.

Tips for tracking unique web visitors:

You can simply dive into the unique traffic:

Using web analytics: You can use tools like Google Analytics to see your total monthly traffic versus unique visitors.

Analyze surrounding metrics: Get a high-level view of your unique audience by looking at things like average time on page and landing pages .

6. Organic traffic

The goal of almost every business is to get as much traffic as possible from organic search versus paid advertising. Organic traffic means customers find your site on their own because of rankings and authority, and keeps costs low because you're not paying for promotion.

Tips for tracking organic traffic:

Get direct insight into your organic traffic growth and help grow it:

SEO: Organic traffic and SEO are related. Conduct keyword research to create, refine and measure your content.

Advertising: While you want most of your searches to be organic, you should set aside some money for paid advertising. Paid advertising gets your brand into the minds of consumers, which can then lead to organic growth and recognition.

7. Form conversion rate

Custom forms can track custom content. By tying your marketing efforts directly to specific landing pages, you can track how quickly those forms are viewed and filled out.

Tips for tracking conversion rates:

With a few simple actions, you can find out which forms convert best:

A/B Testing: The best way to test the effectiveness of your content is to compare it to other content. Test two similar forms to see which one converts more.

Analyze the results: Just because you won your first round of A/B testing doesn't mean it can't age or taste. Be prepared to constantly test and adjust as conversion rates change.

8. Customer lifetime value

Overall, how much is a customer worth to your company? Knowing this, you can set the parameters of your marketing budget. This can help prevent obsolescence and identify opportunities to add value.

A simple formula to calculate:

(Average revenue per customer) x (Average number of customer sales per year) x (Average length of stay for a typical customer)

Tips for tracking customer lifetime value:

Simplifying calculations and planning:

Set time parameters: Decide in advance whether it makes sense to track customers by month, quarter or year so you can easily write your formula.

Initial cost estimate: Subtract the initial acquisition cost from the value to get an accurate total customer value. This gives you a clear win.

9. Connect with social media

No list of digital marketing tips is complete these days without social media. You're not just getting subscribers from your emails—social media drives a lot of traffic, so it's important to know your audience and engagement metrics across platforms.

Tips for tracking your social media reach:

Fortunately, social media is all about marketing these days, and you can track results by:

Internal Analytics Monitoring: Keep it simple. Most social media sites have built-in analytics for business profiles to easily track follower growth, reach, engagement and more.

Choose the right platform: Not all platforms work for all businesses. If your business isn't doing well on Instagram, don't waste time there and instead focus your attention on something else, like: B. LinkedIn, which can lead to higher engagement.

KPI: Friend, not foe

The idea of ​​tracking data doesn't have to be a headache. KPIs are an important part of marketing performance measurement because they not only help you fine-tune campaigns, but also demonstrate your marketing successes and highlight what's working well for your business. KPI is knowledge and knowledge is power.

KEY EMAIL MARKETING METRICS… YOU SHOULD BE TRACKING