Digital Marketing KPI

Digital marketing KPI (Key Performance Indicators) are the key performance indicators that companies use to measure the results of digital marketing activities. KPIs are not new to digital marketing, there have always been more traditional marketing KPIs such as customer satisfaction or business productivity. Digital marketing KPIs, however, are much more precise metrics.

Digital metrics, in fact, are objectively measurable qualitative and quantitative data that make it possible to verify the degree to which set goals are being achieved and business performance is improving. Careful measurement of digital marketing KPIs will help you to understand whether the digital strategy you are implementing is the right one and to improve your marketing actions and, hence, your business in the future.

digital marketing kpi dashboard

Digital Marketing KPIs: which ones to measure?

Digital marketing KPIs are many, so the first step you will have to take in your digital strategy is to carefully choose those that are real indicators of the goodness of your digital marketing actions. A good digital marketing manager, in fact, relies on KPIs to make decisions on budget allocation and present the results through the use of specific tools such as Google Data Studio to the CEO of the company in which they work.

Which digital marketing KPIs should you then monitor? The answer is it depends. It depends on what your goal is and the digital marketing strategy you have chosen to pursue it. Based on these, you will have to define the set of marketing KPIs to understand whether your digital strategy is working or not. Master Digital Marketing offers comprehensive training in all areas of digital marketing and is ideal for anyone interested in the subject.

Digital Marketing KPIs: how to measure them?

Your number one ally in measuring digital marketing KPIs is definitely Google Analytics, the Mountain View giant’s free web analytics platform. The software allows you to profile your audience according to numerous customized digital metrics, as well as track all your Ads, Social, and Digital Pr campaigns. Google Analytics is in fact integrated with all the main web marketing tools, giving you the possibility to measure the ROI (return on investment) of all the web marketing activities implemented. As we said, Google Analytics is a free but very powerful tool that meets all the performance indicator analysis needs of SMEs and even medium to large companies.

In order to get an even more sophisticated overview of the digital marketing KPIs of the different channels – social, SEO, mobile, website, etc. – it is important to have a clear overview of the digital marketing dashboards. – Only the largest companies and multinationals use paid marketing dashboards such as Google Analytics 4 and Adobe Analytics, which also reach very high figures.

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KPIs common to all digital marketing channels

Depending on the objective, different KPIs will have to be monitored. For the sales objective, the main sales KPIs are:

  • revenue, business revenue generated by digital marketing channels
  • number of orders, do our online marketing actions result in an increase in the number of orders?
  • ROAS (Return On Advertising Spend), is the return on advertising spend given by the formula “Campaign Revenue/Advertising Spend x 100”. This concept applies to all online advertising campaigns, Google Ads, and Social Ads.

For the objective of lead generation (marketing actions aimed at generating interested contacts), there are two KPIs to watch out for:

  • a number of leads, how many new contacts/potential customers did your digital strategy bring in?
  • CPL (Cost per Lead), how much did you pay per lead generated by the digital advertising campaign?

These are the most important digital marketing KPIs that the marketing manager must monitor in order to try to achieve the set goals through the synergetic use of all channels (SEM, SEO, Social, DEM…).


KPI Search Engine Marketing

Search Engine Marketing (SEM) is the set of paid website promotion activities that the various search engines allow. In the case of search network campaigns, the digital marketing KPIs to be monitored are:

  • a number of conversions, the conversion can be a purchase, a lead, a call, a catalog download, etc…
  • cost per conversion/acquisition (CPA), how much did you pay for a conversion?
  • conversion rate % (CR), how many clicks a conversion is generated?
  • Click Through Rate (CTR), given by clicks/impressions. How many impressions is a click recorded? The CTR is an indicator of the quality of the traffic we are trying to intercept. If your snippet responds to what the user is looking for, you will have a high CTR.

search engine marketing

If you want to learn more about Search Engine Marketing Digital Coach offers the Basic Sem Course to learn in a practical and operational way how to build a Google Ads campaign, and the Advanced Sem Course to be able to take the Google Ads certification exams.

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KPI Search Engine Optimisation

Search Engine Optimisation (SEO) is the set of strategies to increase the visibility of your website by improving its ranking in search engine rankings. The digital marketing KPIs of this action area are:

  • page positioning, how does your website rank in Google SERPs for a certain keyword? Being on the first page of the SERP for a number of keywords that are strategic for you is a considerable visibility factor for your business.
  • CTR, the same applies to SEM.
  • Page dwell time indicates how long a user spends on average on the pages of the site. To calculate this, the time spent on the first page of the site must be subtracted from the time spent arriving at the second page of the site. For this reason, if a session only generates a one-page view, the user’s time spent on that page cannot be calculated.
  • bounce rate, if a user lands on the page, performs no action, and abandons the site he/she is among the users who have “bounced” the site.

A good Seo Specialist will obviously also have to refer to many other Kpis. If you are passionate about this subject, you can enroll in Digital Coach’s SEO Specialist course to better prepare yourself for Google certification.

Email Marketing KPIs

Email marketing is a type of direct marketing that uses email to communicate advertising and non-advertising messages to users. The sending of newsletters still remains one of the preferred channels of contact between the company and customers. The digital marketing KPIs related to this sector are:

  • openings, how many people actually open (and maybe read) the e-mails you send?
  • open rate, the percentage of emails opened out of all those delivered to the recipient’s inbox. In general, an open rate between 20 and 40 percent is to be considered satisfactory.
  • deliverability rate, of the emails I send, how many actually get delivered to the recipient’s inboxes?
  • unsubscription rate, the rate of unsubscription from your contact list. If the unsubscription rate exceeds 2 percent or the number of unsubscribers in a given time frame is higher than the number of new subscribers, it means that your email marketing strategy is not bringing the desired results.

The Digital Coach Email Marketing Course will enable you to perfect best practices for effective planning of your email marketing campaigns.

Social Media Marketing KPIs

Digital metrics related to social media are many and all platforms (Facebook, Instagram, Twitter, Linkedin, etc.) offer their own insights dashboard to monitor KPIs. Let’s see which ones a good digital marketing manager should always keep in mind:

  • a number of conversions, how many leads, sales, and downloads result from your social media activity?
  • CPA (cost per acquisition), what is the cost of each conversion resulting from your social media marketing activity?
  • Engagement rate, is the performance indicator that measures the engagement of a fan page’s followers. Here is the formula to calculate it ER = LIKE + SHARE + COMMENTS / #FAN * 100. A high engagement rate means having an active and loyal fan base with respect to your brand’s initiatives, so it is better to have few but active fans than many fans who do not comment or share your posts.
  • Clicks to the Site, how much website traffic do corporate social channels bring me?
  • Community growth, in a given time frame how many new fans/followers has your fan page acquired?

If you are passionate about the world of social networking, Digital Coach offers a renowned Master of Social Media Marketing, which can be attended online, in the classroom, or on demand, with real industry professionals to teach you best practices.

social media metrics

What we have seen is only the main digital marketing KPI, there are in fact an infinite number of data and metrics produced by digital marketing actions. The important thing is to identify the strategic set of KPIs to measure the success of your actions, to understand whether you are on the right track, and, possibly, to optimize your advertising campaigns.

KPIs, digital metrics, data, and digital marketing dashboards are the bread and butter of Web Analytics Specialists. If you have an organized, analytical mind, this could be your career path. Acquire and certify your skills in monitoring digital marketing KPIs and interpreting online actions with the Web Analytics Specialist Course from Digital Coach.

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