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21 Marketing KPI Examples to Increase Sales in 2023

In this article we cover 21 KPI Examples for marketing success in 2023. 

21 Marketing KPI Examples

The most common Marketing KPIs include:

1. Customer Acquisition Cost (CAC)

CAC measures the average cost of acquiring a new customer through marketing efforts. It helps assess the effectiveness of marketing campaigns.


If you spend $5,000 on marketing in a month and acquire 100 new customers, your CAC would be $50 per customer.

2. Lifetime Value of a Customer (LTV)

LTV is the estimated net revenue generated by a customer during their entire relationship with a company. It helps determine customer profitability.


If a customer spends an average of $200 per year for five years and the profit margin is 50%, the LTV would be $500.

3. Return on Investment (ROI)

ROI measures the profit or loss generated from marketing investments, expressed as a percentage of the total marketing spend. It helps evaluate marketing effectiveness.


If you spend $10,000 on a marketing campaign and generate $30,000 in revenue, your ROI would be 200%.

4. Marketing Qualified Leads (MQL)

MQLs are potential customers who have shown interest in your product or service and meet specific criteria, indicating a higher likelihood of becoming a customer.


A visitor who downloads a whitepaper from your website and fills out a form with their contact information could be considered an MQL.

5. Sales Qualified Leads (SQL)

SQLs are MQLs that have been further vetted and deemed ready for direct sales engagement. They demonstrate a strong intent to buy.


An MQL who has attended a product demo, requested a quote, and asked detailed questions about your product could be considered an SQL.

6. Social Media Engagement

Social media engagement measures the interactions (likes, comments, shares) your content receives on social platforms, reflecting audience interest and brand reach.


If your Instagram post receives 500 likes, 50 comments, and 25 shares, it has a high social media engagement rate.

7. Net Promoter Score (NPS)

NPS measures customer loyalty and satisfaction by asking how likely they are to recommend your product or service to others, on a scale from 0 to 10.


Survey results show that 70% of your customers rate you a 9 or 10, 20% rate you 7 or 8, and 10% rate you 6 or lower; your NPS would be 60.

8. Organic Traffic

Organic traffic refers to website visitors who find your site through unpaid search results, reflecting your website's search engine visibility and SEO performance.


If 1,000 visitors arrive at your website in a month through Google search without clicking on ads, they are considered organic traffic.

9. Conversion Rate

Conversion rate is the percentage of website visitors who complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a form.


If 200 out of 1,000 website visitors make a purchase, your conversion rate would be 20%.

10. Return on Ad Spend (ROAS)

ROAS measures the revenue generated from advertising campaigns compared to the cost of those campaigns, indicating their effectiveness.


If you spend $1,000 on an ad campaign that generates $5,000 in revenue, your ROAS would be 5:1.

11. Click-through Rate (CTR)

CTR is the percentage of users who click on a specific link or call-to-action (CTA) out of the total users who view the content, measuring engagement and relevance.


If 100 people view an email with a CTA and 10 of them click on the link, the email's CTR would be 10%.

12. Website Visitors

Website visitors are the total number of unique users who visit your website during a specific time frame, reflecting the reach and popularity of your site.


If 5,000 unique users visit your website in a month, your website has a monthly visitor count of 5,000.

13. Referral Traffic

Referral traffic is the number of visitors coming to your website from external sources, such as other websites, blogs, or social media platforms.


If 300 visitors come to your website from a blog post that mentions your company, those 300 visitors are considered referral traffic.

14. Churn Rate

Churn rate is the percentage of customers who stop using your product or service within a specific period, indicating customer satisfaction and retention.


If you have 1,000 customers at the start of the month and lose 50 by the end, your churn rate for that month would be 5%.

15. Email Open Rate

Email open rate is the percentage of recipients who open an email from your marketing campaign, indicating the effectiveness of your subject lines and sender reputation.


If you send an email to 1,000 subscribers and 250 of them open the email, your email open rate would be 25%.

16. Email Click-through Rate

Email click-through rate is the percentage of recipients who click on one or more links within an email, showing the effectiveness of your email content and design.


If 200 out of 1,000 email recipients click on a link in the email, the email click-through rate would be 20%.

17. Subscriber Growth

Subscriber growth is the increase in the number of subscribers to your email list, blog, or social media channels over a specific period, indicating the success of your content strategy.


If your email list grows from 1,000 to 1,200 subscribers in a month, your subscriber growth rate would be 20%.

18. Impressions and Reach

Impressions are the number of times your content is displayed, while reach is the number of unique users who see your content, both measuring the visibility of your marketing campaigns.


If your Facebook post is displayed 10,000 times (impressions) and reaches 3,000 unique users (reach), it has a broad impact on your audience.

19. Cost Per Click (CPC)

CPC is the average amount you pay for each click on your paid advertising campaign, indicating the cost-effectiveness of your ad strategy.


If you spend $1,000 on an ad campaign and receive 500 clicks, your average CPC would be $2.

20. Bounce Rate

Bounce rate is the percentage of visitors who leave your website after viewing only one page, indicating the effectiveness of your site's content and user experience.


If 400 out of 1,000 visitors leave your website after viewing only one page, your bounce rate would be 40%.

21. Customer Retention Rate

Customer retention rate is the percentage of customers who continue using your product or service over a specific period, reflecting customer satisfaction and loyalty.


If you have 1,000 customers at the start of the year and retain 900 by the end, your customer retention rate for that year would be 90%.

Understanding and tracking these marketing KPI examples can help businesses make informed decisions and improve their marketing strategies. Check out some of our other KPI articles to learn more.

If you enjoyed this article, you might also like our articles about KPI in marketing and the exact KPI marketing definition.

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