Visualizing Your Online Marketing KPIs

We don’t need to tell you how important is it to track the success of your marketing efforts. Without a clear, simple, accessible way to monitor and evaluate what’s working and what’s not, how do you know you’re on the right track – and how can you keep honing your strategy, to boost performance all of the time?.

Data discovery tools get around this by making it easier for non-IT staff to access complex data sets and draw out the information they need, without the technical knowhow this required in the past.

The right Marketing KPIs will give you that all-important laser focus into which parts of your marketing strategy are doing what you hoped they would, and which need tweaking.

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What Do I Need to Know?

These will vary according to how your company operates and the kinds of marketing campaigns you run. Ultimately, though, it boils down to three core questions:

1. Where are your visitors coming from?

2. How well are you doing at turning visitors into valuable leads?

3. How cost effective is this strategy?

Which KPIs Should I Choose

To demonstrate how marketing KPI dashboards can help bring the answers to life, we’ll now take a look at how these questions translate into these meaningful marketing KPI examples:

Keyword Performance

Keyword Performance means keeping tabs on how many people find your site on their own. It also means paying close attention to any significant changes and trends, so that you can trace these back to alterations you’ve made to the site.

Duration Spent & Pages Viewed on Site

This refers to how much time visitors actually spend on your site – the total time they stick around, and the number of pages they click through during their visit.

% of New Visits

This tells you what proportion of traffic coming to your site is made up of first-time visitors, as opposed to returning visitors (people that have visited the site before).

Website Traffic Lead Ratio

Your website traffic to lead ratio simply means what percentage of visitors that come to your site turn into actual leads in any given time period.

Conversion Rate

Conversion rates are central to measuring the success of any marketing campaign – but this is a broad church. Each step in the customer’s journey means converting them from one type of relationship into another.

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Average Lead Score

Your “lead score” is a numerical value that estimates how valuable a certain lead will be, based on pre-set criteria. From here, you can calculate your “average lead score”, telling you, on average, how promising and valuable the leads you’re bringing in are.