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Your ultimate guide to digital marketing KPI’s and metrics

October 12, 2022

Digital marketing is an essential tool for businesses of all sizes today. The ability to track KPIs (key performance indicators) and metrics is essential to success. By understanding which digital marketing KPIs and metrics are most effective, you can allocate your resources more efficiently and make better business decisions. In this guide, we’ll explain what KPIs and metrics are and how they can help you measure success on the digital marketing battlefield.

What are digital marketing KPIs and metrics?

Digital marketing KPIs and metrics are key indicators of performance that help businesses track progress and measure success. Different businesses will have different KPIs and metrics for their digital marketing campaigns, depending on their goals. For example, a business looking to increase brand awareness might focus on metrics like reach and impressions. In contrast, a business trying to increase sales might focus on metrics like click-through and conversion rates.

Why do you need to track your KPIs?

There are many reasons why you should track your KPIs. Here are just a few:

  • Tracking your KPIs helps you to identify areas where your business is doing well and areas where it could improve.
  • It allows you to set targets for improvement and track your progress towards these targets.
  • It can help you spot good and bad trends so that you can make changes to your business accordingly.
  • Tracking your KPIs can help you to measure the success of your marketing campaigns and other initiatives.
  • It can help you make better decisions about where to allocate your resources.

In short, tracking your KPIs is essential for any business that wants to succeed. Doing so can ensure that your business is on the right track and making the necessary improvements.

How to set up your digital marketing KPIs

It is essential that you set up your digital marketing KPIs and metrics using the SMART approach. Each goal must be:


Specificity is key when determining KPIs, as they should be tailored to the organisation’s specific goals.


KPIs should be quantifiable to be effective. In other words, they should be able to be measured in some way, whether that is through numbers, percentages, or some other metric.


Achievability is important to keep in mind when setting KPIs. They should be challenging but not impossible to achieve. If they are too easy, they may not be challenging enough and could lead to a sense of complacency.


If your KPIs are too ambitious, you’ll likely miss the mark and frustrate yourself and your team in the process. So take the time to set realistic, achievable KPIs, and you’ll be on your way to achieving your business goals.


KPIs should be time-bound, with a specific timeframe for achievement. By following the SMART approach, organisations can ensure that their KPIs are effective and attainable.

For example, if you want to improve your company’s customer satisfaction ratings, you could set a goal to increase ratings by 5% within 3 months. To measure this, you could survey customers after they make a purchase and track the results over time. This goal is specific, measurable, achievable, realistic, and time-bound, making it a great candidate for a SMART KPI.

What are the most common digital marketing metrics?

There are many digital marketing metrics that businesses use to measure the success of their campaigns, but some of the most common ones are:

Website traffic

This measures the number of people who visit your website and can be a good indicator of the reach of your digital marketing campaigns.


This metric measures how people interact with your website or social media content and can give you an idea of how effective your marketing is in getting people interested in your product or service.

Conversion rate

This measures the number of people who take the desired action after seeing your marketing campaign, such as signing up for a newsletter or making a purchase.

Return on Investment (ROI)

This measures the profitability of your digital marketing campaigns and is a key metric for determining whether or not your campaigns are successful.


Digital marketing KPIs and metrics provide a way to evaluate your success (or lack thereof) and make adjustments when needed. But just as important as knowing which metrics to track is knowing how to interpret them and what they mean for your business. By comparing your data with industry benchmarks, you’ll be able to make better decisions with confidence.

If you need help defining your KPIs and metrics, our digital marketing team can help. They can help you develop a digital marketing strategy that’s specific to you and your business needs. Be sure to take a look at our full range of digital marketing services we offer and get in touch with us for more information.




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