Marketing indicators: 17 metrics you need to know

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Do you use marketing indicators in your company? If not, how do you assess whether your strategies are actually working as expected? After all, measuring and monitoring results is essential to boosting a business's performance.

Key takeaways from this article:
Marketing indicators are essential tools for business management. They are used to measure the performance of a company's marketing processes and strategies.
Using marketing indicators helps you make more assertive decisions , as they are based on concrete data, improving the entire process and making it easier to achieve goals.
Some of the most commonly used indicators are: Customer Acquisition Cost , new leads, click-through rate, cost per click and conversion rate. However, there are several others that can be used to analyze the results.
It is not necessary to use all available marketing performance indicators at the same time. The ideal is to find the one that fits the reality of your business and work with it.
Knowing your marketing metrics well improves your entire sales process. To learn how to use them correctly, check out our free guide on how to develop a sales process and its steps .
In this sense, we can mention marketing KPIs , which are tools that allow you to more accurately measure the efficiency of campaigns and identify possibilities for improvement.

In this article, we will explain what marketing indicators are and show why it is important to track these metrics.

Continue reading to also check out 17 examples of marketing indicators that you can implement in your company:

Customer Acquisition Costs;
Cost per Lead;
Average Navigation Time;
Traffic origin;
Visitors using mobile devices;
Visitors who returned to the site;
Pages per visit;
New monthly leads;
Click-Through Rate;
Cost per Click;
Conversion Rate;
Churn rate;
Backlinks to your website;
Page authority;
Return on Investment;
Retention rate;
Net Promoter Score.
This post may also interest you: Customer relationship indicators: 5 metrics you can't afford to miss

Other interesting metrics, also linked to marketing, are sales ops KPIs, check out some of them in this infographic:


What are marketing indicators?
We can define marketing indicators as tools used to measure the performance of the company's marketing actions, processes, strategies and campaigns.

Marketing KPIs (Key Performance Indicators) are fundamental management tools to ensure that objectives are properly achieved.

Through marketing performance indicators, you can closely monitor ongoing projects. This gives you a clearer idea of ​​mistakes, successes and the need for adjustments.

Why is it important to use marketing performance indicators?
The use of marketing KPIs is extremely important for managing the performance of this strategic area of ​​the business.

Marketing indicators allow you to make more lucid and assertive decisions regarding an organization's marketing campaigns and actions.

These tools leave no room for guesswork; as all decisions are based on concrete data.

With marketing results indicators, you have greater control over the quality of processes and the paths that will lead to the desired objectives.

By implementing these metrics, it becomes easier to identify what needs to be improved and make the necessary corrections as soon as possible.

17 examples of marketing indicators to use in your company
Well, now that you know what marketing KPIs are and how important they are, we have separated 17 of the main marketing performance indicators for you to implement in your company.

1. Customer Acquisition Costs
Starting our list of marketing results indicators, we have the Customer Acquisition Cost – CAC.

This metric shows how much the company invested in marketing strategies to win each of its new customers. The lower the CAC, the better for the company.

This KPI is calculated by dividing the total amount invested in marketing by the total number of customers acquired through these strategies.

See more: Customer Acquisition Cost: why it's important to keep it under control

2. Cost per Lead
Cost per Lead (CPL) is one of the most important marketing indicators. With it, you can calculate how much it costs your company to capture each new lead. And this is a thermometer for all campaigns and acquisition strategies used!

The focus of this KPI is on the top of the sales funnel. Therefore, the calculation is done by dividing the total marketing investment by the total number of new leads acquired.

3. Average Site Browsing Time
Another essential indicator for marketing refers to the average time that visitors spend browsing your company's website or blog. When this time is too low, it is a sign that visitors are not having a good experience on your website and this needs to be corrected.

Or, on the other hand, that your arguments or conditions are not convincing enough to guide you to a next step,

4. Website Traffic Source
Monitoring the source of traffic to your website or blog is also necessary to understand which list of turkey cell phone numbers channels your strategies have worked best on.

Identifying where traffic comes from can help you better target your efforts. Therefore, gather information about:

How many visitors come from social networks?
How many visitors come from organic searches?
How many visitors came after clicking on ads and banners?
How many visitors arrived through email marketing campaigns?
5. Visitors using mobile devices
Understanding the type of device your website visitors are using is important so that you can adjust the user experience and produce content that best suits the mobile format.

In an increasingly mobile world, it is necessary to not only adapt the shopping experience to this model, but to design it exclusively for it.

6. Visitors who returned to the site
Basically, this indicator measures the relationship between the total number of visitors and those who accessed your website more than once.

This helps to measure your audience's interest in your content and make it increasingly attractive and interesting.

7. Pages per website visit
This indicator shows how many pages, on average, your website visitors access on each visit.

If it is too low, you may need to check the site's navigability.

8. New monthly leads
On average, how many new leads does your marketing team generate each month? Monitoring this indicator will help you set more realistic goals and implement the necessary adjustments to attract more business opportunities to the top of the funnel.

9. Click-Through Rate
Click-Through Rate (CTR) is a marketing indicator that shows how many people clicked on links you suggested, whether in ads, blogs, sponsored links, emails or social media posts.

This is a way to measure audience engagement with your marketing strategies.

The formula for calculating Click Through Rate is:

CTR = (Clicks / Views) x 100
10. Cost per Click
Cost Per Click (CPC) measures the performance of your posts and sponsored links.

The calculation is very simple. Just divide the total invested in sponsored links by the total number of clicks received.

11. Conversion Rate
In marketing, Conversion Rate is a performance indicator that measures how many visitors performed a desired action, such as downloading an e-book or subscribing to a newsletter.

A high Conversion Rate indicates that your marketing strategies are being effective.

Understand this concept: Conversion in marketing and sales: meaning and 6 tips to improve your company's performance in these departments

12. Churn Rate
When marketing strategies are not going well, especially those focused on customer relationships, the Churn Rate tends to increase.

This indicator refers to the total number of customers who stopped doing business with the company.

The Churn Rate is calculated by dividing the total number of lost customers by the total number of active customers at the beginning of the analysis period.

See also: Churn Rate: a warning sign of customer loss

13. Backlinks to your website
An indication that your digital marketing strategies are working is when other companies start linking to your website or content on your blog.

This helps attract more traffic and position your brand as an authority.

14. Page Authority
Speaking of authority, this is also an important marketing indicator. Page authority shows how relevant your website and blog are to search engines.

The higher the authority score, the better positioned your pages will be in search engines.

You can check the authority of your pages in Moz's Link Explorer .

15. Return on Investment
Return on Investment (ROI) serves to quantify the performance of your marketing strategies from a financial point of view.

ROI is calculated based on the relationship between the total amount invested in marketing and the return obtained from that investment. To avoid making a loss, the ideal result should always be greater than 1.

Read also: Understand what ROI is, return on investment, and how to calculate it

16. Retention Rate
Retention Rate measures how many customers remain with your company after making a purchase.

To calculate this performance indicator, it is necessary to determine a post-sales period. Generally, a period of three months is considered to measure the Retention Rate.

Check out our blog: What is customer retention: 7 practical tips

17. Net Promoter Score
Finally, closing our list of marketing indicators, we have the Net Promoter Score (NPS).

This metric focuses on measuring the level of customer satisfaction. To calculate NPS, it is necessary to conduct a survey.