How to set effective digital marketing KPIs in 2023


A digital marketing KPIs (Key Performance Indicator) is a metric that indicates how well you’re performing. You may use it to examine how a certain department or your entire business is operating.

It demonstrates how good the organization is meeting its core business goals.

Keep an eye on your most essential KPIs regardless of your management level to guarantee to ensure the direction of your team’s efforts is correct.

What gets measured gets improved.”

These words by Peter Drucker encapsulate the significance of KPIs.

In order to be useful and assist you in increasing your company’s profitability, KPI must include certain criteria. For creation, it must follow a set of guidelines, the main of which you’ll discover in this article.

Marketing KPIs to measure the effectiveness of every marketing channel. Cost Per Lead (CPL), Marketing Qualified Leads (MQL), Cost Per Acquisition (CPA), along with Webpage Visits by Marketing Channel are all common KPIs for marketing. KPIs may be linked to every aspect of your company, from staff productivity to sales.

For each project, there is a variety of KPIs to choose from. It’s essentially a technique for determining whether what you’re doing is successful.

What is digital marketing KPI?

KPIs for digital marketing are a method for putting statistics to work in order to calculate a value for nearly any area of your online marketing strategy. 

The better thing will be to focus your efforts on what will drive your business. Eventually, this will be better for your company rather than extending your attention to cover metrics that aren’t as relevant.

Digital marketing KPIs identify the success of your online marketing approach.

KPIs can be used to evaluate results between several marketing disciplines, like:

  • Pay-per-click (PPC) performances
  • Google optimization (SEO)
  • Generating leads
  • Paid SM promotion
  • Webpage traffic
  • Search engine results page (SERP) ratings
  • Company recognition together with the participation
  • And more, much more

You can use numerous platforms and instruments to produce these KPIs:

  • Using Social Media: Linkedin, Facebook, Instagram, Twitter
  • PPC instruments: AdWords, now Google ads, or bing ads
  • Web analytics software: Google Analytics
  • Equipment for converting leads or sales personnel.

Answering the most frequently asked questions: What is KPI in digital marketing?

KPIs are particular kind of metric that assesses how well something is performing. KPIs are utilized to monitor online marketing activities.

They are measurable and can be employed to define the success of marketing initiatives. Utilizing KPIs, you can analyse your return on investment (ROI), and inspect your promotion plan, finances and other important factors.

KPIs for digital marketing are a technique for utilizing data to provide value for nearly every element in your online marketing plan.

It’ll be ideal if you concentrate on the factors that will power your company. This will ultimately benefit your company greater than switching your attention to measures that are less important.

Why do you need KPIs in your business?

Why it’s important to understand your company KPIs?

75% to 80% of people in your area use social media. An internet presence is a fantastic method to communicate with potential clients and inform them that you’re open for business.

This involves strategizing and planning. Planning the publication materials, collecting and analyzing information about the audience, expanding your community, and making sure interest in your brand is high and converts to sales are just a few of the responsibilities.

Key Performance Indicators, or KPIs, are useful in this situation. By putting a set of criteria in place, you can determine whether your efforts are bearing fruit. You are expected to be aware of how to develop digital marketing KPIs to measure success.

You must monitor your important key digital marketing metrics to determine what works and what doesn’t. You will never know where to invest your marketing budget if your media strategy is lucrative but you are unsure of the source of the funding.

For instance, you can waste finances on unproductive marketing channels like PPC adverts while your SEO is generating almost all of your qualified leads and revenues.

Nearly everything is trackable, making it straightforward to determine where your paying consumers source, Your lead generation and acquisition costs, which digital marketing activities performed best, and so forth. If you don’t know how to do this or don’t have enough resources to do it, the advertising agency metrics which RGray uses to define can assist in evaluating the channel effectiveness in marketing.

With your newfound knowledge of how to measure digital marketing effectiveness, you can eliminate the parts of the plan that didn’t work and concentrate on improving the aspects that did.

What metrics you should and shouldn’t measure in digital marketing?

The most crucial aspect of creating a KPI is deciding what to track. You don’t want to make a mistake at this point, but don’t worry, it’s easy — just make sure to assess aspects that may affect your organization’s aims or goals.

The main metrics in digital marketing KPIs are often related to “conversion”. This might apply to any productive online interactions a person has with your online presence. Depending on your objectives, it’s up to you to determine what defines a conversion. Conversion KPIs should, generally, be clear and useful.

What requires measurement?

  • Metrics that can be measured and are in line with your chosen plan. Frequently, these are leads or sales. It might be too soon to analyze leads if you work for a startup, but you can always keep an eye on reach and engagement.
  • Leading Indicators. Using a leading indicator, economists can predict the path of the economy. An effective reporting tool is a leading indicator since it may demonstrate the worth of your effort and time beginning to bear fruit, even if the results aren’t yet considerable. For instance, you could monitor the number of visitors who stayed on your website for more than three minutes even if they didn’t submit a contact form.

What should you avoid measuring?

  • Matters beyond your control. If you’re unable to adjust a KPI, it’s useless to have one.
  • Vanity metrics. An executive director who desires to rank first on Google for a specific keyword that doesn’t generate any traffic that converts is an illustration of a vanity metric.

General Marketing KPIs

The most crucial tracking strategy is to concentrate on what will provide the most useful results when choosing which digital marketing indicators to monitor. Depending on your specific requirements, each organization will have a different best KPI marketing subject to concentrate on.

You must consider your company’s needs and the KPIs from which you will most profit in order to determine which KPIs are really vital. Let’s explore some marketing KPI examples, and also define eight key metrics for digital marketing.

Customer Lifetime Value (CLV)

How much money an average client brings in overtime is known as their lifetime value. Depending on your average retention rate and the back-end offerings for your product or service, this might take a few days, weeks, months, or even years.

Customer Acquisition Cost

The quantity of money required to acquire a new client is known as the acquisition cost. Advertising, sales calls, or site visits may be part of the prospecting and conversion process, along with other activities as well.

Return on Investment (ROI)

The two KPIs mentioned before affecting the ROI. Using the cost of acquiring customers in relation to revenue, you may determine how much money you bring in.

Conversion Rate

A conversion rate is the proportion of visits that become leads and then become clients. If you wish to measure each channel independently, this is a basic marketing metric that may also be used for any alternative categories. Counting all leads or conversions is another option.

The Most Important Digital Marketing KPIs

Depending on your specific KPI combo measurement and the precise channels your digital marketing initiatives are aimed at, there are a few categories that are relevant to the number of firms that conduct business online. Among them:

Search engine optimization (SEO)

Search Traffic

Visitation volume, website traffic, page views per session, top pages, and unique visitors, as well as organic traffic, and a number of other key performance metrics (KPIs) connected to the volume of search engine traffic that goes to Google and other websites − these are all SEO KPIs you should monitor.

Your search traffic will be displayed by search traffic KPI marketing. As there are various methods by that users can contact your website, you can see:

  • Organic search traffic is visitors who found your website on Google or another search engine without paying for an advertisement or page-ranking position.
  • Unique visitors
  • Overall visits
  • Number of page views
  • And more about the users of your website

Keyword Rankings

This KPI will provide your website’s standing for the strongest keywords and expressions. To determine what features of your SEO strategy are both efficient and inefficient, You can monitor the evolution of rating over time.

By examining useful keywords, phrases, and their frequency of usage, keyword KPIs track the usage of keywords in your content. You can determine what level of content or website is doing based on the strategically chosen keywords by tracking their rankings over time.


Backlinks are essential for search engine optimization. Incorporated along with search traffic stats, this KPI enables you to determine what number of other websites connect to yours, you may observe the impact of those relationships on your website’s traffic and rankings. Other links contain:

  • Outbound links, or other websites connecting your site
  • Inbound links, or links from one page of your site to another

Your SEO can boost if a trustworthy website links to you.

Domain and Page Authority

The degree to which search engines consider your website to be authoritative is determined by its domain authority, or how significant they see the importance of your content.

The very same kind of evaluation applied to individual pages is called page authority.

Bounce Rate

The proportion of users that visit your website or webpages and then leave right away is known as the bounce rate. Bounces happen when guests make just one click to leave the page they were on. As shown by bounce rate KPIs, the pages with the greatest bounce rates are those where users are most likely to click away immediately. Users’ attention was diverted elsewhere, or the website did not live up to their expectations if they abandon a certain page right away. The lowest bounce rates will also be visible to you, indicating that your visitors enjoyed what they saw and wanted to keep using your site.

Social media KPIs

Using social media may help you increase your online presence and establish direct communication with your audience. It’s a strategy for growing and changing your company’s brand and users. You have the ability to humanize your company for your customers via social media. Both people who are familiar with you and those who are interested in you may reach you.

This is why monitoring your social media marketing KPIs may aid in making your social media methods more effective. KPIs for social media marketing may be used to monitor the success of your social media efforts and how they relate to the main goals of your business.

Likes, Comments, and Shares

Social networking websites are dependent on shares, likes, and comments. If SM is one of your target channels, these KPIs will show just how much exposure you are receiving there.

Follower Growth Rate

To produce new leads and consumers, you should consistently add new followers. This KPI will calculate the growth rate over a specified time frame.

Social Media Traffic

The traffic statistics for social media (visits, unique visitors, traffic sources, etc.) are equivalent to those for SEO traffic. However, they are specific to social networking platforms. You could wish to monitor both your overall KPIs across all channels and individual metrics for each one.

Social Media Conversions

Every social media platform where you participate should have a specific KPI for social media. By doing so, you may evaluate the stats for each channel. Variation in approach between social media platforms is vital and a wonderful tool to monitor which channels lead to the most conversations because each social media platform has its unique tone and audience.

Paid advertising (PPC) KPIs

Cost-per-Click (CPC)

CPC is one of the essential PPC KPIs you should be monitoring if you use paid advertising.

By analysing the entire cost of a marketing campaign and dividing it by the number of clicks, CPC calculates the price spent for each click on an advertisement. The CPC measure may be used by programmatic advertisers to optimize click-through rates depending on budget by guiding bid and spending amounts. During programmatic campaigns, advertisers may see when campaign efficiency is declining and immediately make adjustments by closely monitoring CPC benchmarks and performance.

Cost per action (CPA)

CPA estimates the expense related to a certain activity during a marketing campaign, such as sales, click, newsletter sign-up, etc. If increasing conversions is your target, then monitoring CPA can help you focus on the audiences, distribution channels, and marketing strategies that deliver the best return on investment.

Checking the quality of people who have completed your desired action is important over the course of your campaign. For instance, you could discover that it makes more sense to pay a higher CPA for users who are more qualified than a lower CPA for users who are less likely to take a decision or stick around.

Click-Through Rate (CTR)

When you pay for traffic, CTR is another essential KPI you should monitor. Additionally, to increasing your traffic, a higher CTR may also enable you to reduce your CPC in some ad networks.

Return on Advertising Spend (ROAS)

The income you generate for every dollar spent on marketing is measured by a statistic called ROAS. ROAS is the best indicator for evaluating the efficiency of marketing for many advertisers. There is probably an issue with your marketing approach if you are spending money on marketing, but not generating revenue from sales. To make sure your marketing activities are having an effect on your company’s bottom line, maintain a ROAS goal of 2:1, 4:1, or 5:1.

Quality Score

The quality score of your ad is one of the variables the ad networks use when calculating your CPC. A stronger CTR and higher quality score are often indicators of a more relevant ad, which leads to reduced CPCs.

Email marketing KPIs

Because you can tailor your emails depending on your consumer profile, email marketing is a particularly powerful marketing tool.

Knowing what data to collect for your emails is crucial at a time when data-driven marketing is more important than ever. Your success depends on how well you measure the effectiveness of your efforts and what KPIs for email marketing you set.

Let’s look at the metrics that are important for your email marketing campaigns.

Signup Rate

Whether you provide a newsletter, white paper, case study, or any other incentive, your signup rate for email marketing is the proportion of site visitors that sign up for your email list.

Open Rate

How many recipients on your email list actually open your emails is known as the open rate. Your subject lines’ effectiveness may be easily determined by this KPI.

Click-Through Rate (CTR)

You may track how many people click on the links you provide in your emails to your website, products, services, or anything else to gauge how engaging they are.

Bounce Rate

The bounce rate for emails differs from that of website traffic. An undeliverable email that “bounces” back to the sender is known as an email bounce.


Every email you send to your clients certainly has a link that allows them to unsubscribe from your list. You may monitor the amount of unsubscribes using this KPI to see what message types are most successful and which ones cause the most unsubscribes.

How to set right and achievable KPIs

So how to set KPIs and goals? Unfortunately, there is no universal solution for that. The optimal KPIs to track for one firm might not be the same for someone else.

You may choose the ideal KPIs for your business by first considering your targets and working backwards from there. For instance, No measurement is required for content marketing KPIs if all lead follow-up activities could take place in person or over the phone.

Whatever KPIs are most crucial for you to track must meet the SMART guidelines. KPIs and aims in general must be understood by everyone involved. Even when a target seems as simple as a measured KPI, it’s quite easy for different individuals to interpret it in many ways. As a result, all KPIs must be SMART:

In other words, the KPI must provide a particular outcome that can be monitored by digital marketers, be clear when it is realized, be related to your objectives and provide a time limit or deadline.

How KPIs helping RGray (Illia Alipov & Hleb Myrko)


Hleb: Common marketing metrics are applicable to our business. But some of them have best practices and more effective approaches.

Conversion is one of the crucial indicators for a profitable business.

For example, you need to transform your lead into a user or client. Then you’re doing your best to convert this user into a regular one. The top of this funnel is the client’s word of mouth. Happy and satisfied customers will return and stay with you. Furthermore, he will recommend you as a reliable and expert specialist in your sphere.

Another underrated KPI is SEO. To be specific – organic traffic. It can bring you to the top of Google searches, which means brand awareness, authority and respectability for you as a business. Advertising-free, reliable and effective promotion method that requires a lot of work at the beginning, but is totally worth it.


Illia: The main resource is people, qualified and motivated. KPIs are great and necessary, but I’ve developed an authentic Growth Plan for our employees. A growth plan is now new or unique as a strategy, but the structure and approach are quite interesting.

RGray’s Growth Plan gives an employee a clear understanding of where to move, which areas to improve, and which theory to teach first. 

Today we often can see when people get their position by seniority, while we are focusing on knowledge and ready to pay for it respectively.

And another main point is motivation. The employee sees the volume of work that he has to cope with in order to receive a promotion, so he controls the time period of achieving his goal according to his ambitions.


Numerous factors occur to take into account when defining your digital marketing KPIs, nonetheless, spending time to prepare ahead is worthwhile. A crucial talent for digital marketers is being able to select appropriate KPIs, which take some time to master.

Although you will not always be accurate, taking the effort to forecast your potential and then analyze your performance can help you develop as a marketer.