KPI library
Marketing KPIs: formulas and examples
Marketing KPIs set reach, cost and conversion side by side. They become truly useful once you link ad and web data to leads and revenue from your CRM and accounting system.
20 marketing KPIs
- Cost per leadHow much marketing spend it takes, on average, to generate one new lead.Formula and example
- Cost per acquisition (CPA)Ad spend per conversion achieved, such as a purchase or an enquiry.Formula and example
- ROAS (return on ad spend)How much revenue each euro of advertising budget generates.Formula and example
- Marketing ROIHow much profit marketing generates for every euro you put into it.Formula and example
- Click-through rate (CTR)The percentage of ad or search result impressions that lead to a click.Formula and example
- Cost per click (CPC)What you pay on average for a single click on your ad.Formula and example
- CPM (cost per mille)What you pay to have your ad shown a thousand times.Formula and example
- Website conversion rateThe percentage of website sessions that end in a desired action.Formula and example
- Bounce rateThe percentage of website sessions in which the visitor does next to nothing.Formula and example
- Engagement rateThe share of website sessions in which the visitor is genuinely active on your site.Formula and example
- Organic traffic shareThe share of your website visits that come from unpaid search results.Formula and example
- Email open rateThe percentage of delivered emails that are opened.Formula and example
- Email click rateThe percentage of delivered emails in which the recipient clicks a link.Formula and example
- Unsubscribe rateThe percentage of recipients who unsubscribe after an email.Formula and example
- Marketing qualified leads (MQLs)Leads that meet agreed criteria and are ready for sales follow-up.Formula and example
- MQL to SQL conversion rateThe share of marketing qualified leads that sales accepts as genuine opportunities.Formula and example
- Impression shareHow often your ad was shown, out of all the times it could have been.Formula and example
- Customer acquisition cost (CAC)What it costs in marketing and sales to win one new customer.Formula and example
- Average search positionThe average spot at which your pages appear in the search results.Formula and example
- Lead velocity rate (LVR)How fast the number of qualified leads is growing compared with last month.Formula and example
Further reading
- ResourcesKPI library: 193 KPIs with formulas and examples193 KPIs explained for finance, sales, marketing, e-commerce, inventory, logistics, HR, projects, service and SaaS, with formulas, examples, SQL and DAX.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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