What are marketing indicators?
We can define marketing indicators as tools used to measure the performance of the company’s actions, processes, strategies, and marketing 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 adjustment needs.
Why is it important to use marketing results indicators?
The use of marketing KPIs is extremely important for performance management in 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; because all decisions are now based on concrete data.
With marketing results indicators, there is 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, here 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.
2. Cost per Lead
Cost per Lead (CPL) is one of the most important marketing indicators. With it, it is possible to calculate how much it costs the company to capture each new lead. And this is a thermometer for all campaigns and acquisition strategies used!
The focus of this KPI is at the top of the sales funnel. Therefore, the calculation is made by dividing the total investment in marketing by the total number of new leads gained.
3. Average Website Navigation Time
Another essential indicator for marketing refers to the average time visitors spend browsing your company’s website or blog. When this time is very 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 the next step,
4. Source of Website Traffic
Monitoring the source of traffic to your website or blog is also necessary to understand which channels your strategies have worked best on.
Identifying where the hits come from can help you better direct your efforts. Therefore, gather information about:
- How many visitors come from social media?
- How many visitors come from organic searches?
- How many visitors came after clicking on ads and banners?
- How many visitors arrived via email marketing campaigns?
5. Visitors using mobile devices
Understanding the type of device your website visitors use is important so you can adjust the user experience and produce content that better matches the mobile format.
In an increasingly mobile world, it is necessary not only to adapt the shopping experience to this model but to idealize it exclusively for it.
6. Returning visitors to the website
Basically, this indicator measures the relationship between total 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 Rate
The Click-Through Rate (or Click-Through Rate – CTR) is a marketing indicator that shows how many people clicked on links you suggested, whether in advertisements, blogs, sponsored links, emails, or posts on social media.
This is a way to measure public engagement with your marketing strategies.
The formula for calculating Click Rate is:
- CTR = (Clicks / Views) x 100
10. Cost per Click
Cost per Click (CPC) measures the performance of your sponsored posts and links.
The calculation is very simple. Simply 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.
12. Churn Rate
When marketing strategies do not go 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 calculation is made by dividing the total number of lost customers by the total number of active customers at the beginning of the analysis period.
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 are on search engines.
15. Return on Investment
Return on Investment (ROI) serves to quantify the performance of your marketing strategies from a financial point of view.
The ROI calculation is made based on the relationship between the total invested in marketing and the return obtained from that investment. So that you don’t end up at a loss, the ideal is for the result to always be greater than 1.
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 an after-sales period. Generally, a period of three months is considered to measure the Retention Rate.
17. Net Promoter Score
Finally, ending 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, you need to conduct a survey.
Ask your customers:
- From 0 to 10, what is the chance of you recommending our company to a friend or family member?
Afterwards, respondents will be divided into three groups according to the score each one gave:
- Detractors: scores from 0 to 6
- Neutrals: notes 7 and 8
- Promoters: grades 9 and 10
Once this is done, simply apply the following formula to arrive at the NPS result:
- NPS = % Promoters – % Detractors