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Below is a list of 100+ of the most popular marketing KPI examples, categorized by funnel stage.
Within funnel stages, KPI examples are sorted alphabetically.
KPI formulas are shown between square brackets.
Awareness
Customers need to know your company exists.
This stage is about creating exposure, being visible and grabbing customer attention.
Your company needs to generate traffic. Without it, there can be no sale.
There is little customer initiative; the company sends the message and the customer receives passively.
The goal of this stage is to get your brand noticed.
Activation rate
[ Website sessions / activities completed ]
The number of people engaging with your product or service.
Ad recall
A measure of advertising effectiveness in which a sample of respondents is exposed to an ad and then at a later point in time is asked if they remember the ad.
Attendees
Brand sentiment
The emotion behind a mention. What are your customers saying about you online? What do they love? What do they hate?
Click-Thru Rate
[ Impressions / Clicks ]
Cost per point
[ Cost / Points ]
CTR
[ Impressions / Clicks ]
Display time
The number of seconds/minutes/hours your message is shown.
Gross attendance
Impressions
The number of times any content associated with your page is seen.
Inquiries
The number of times information is requested or questions are asked.
Inquiry rate
[ Inquiries / visitors ]
Net reach
[ Gross reach - duplicates ]
The number of people that receive your message.
Organic visits
Visits through search engines.
Page views
Reach
The number of people that receive your message.
Sentiment
The emotion behind a mention. What are your customers saying about you online? What do they love? What do they hate?
Share of voice
[ Company conversation / total industry conversation ]
Your company's conversation as compared to your industry competitors' conversation on a brand level or product level.
Social media reach
The number of people that receive your message via any social channel.
Top of mind
[ Particular brand first mentions / all brands first mentions ]
The first brand that comes to mind when a customer is asked an unprompted question about a category.
Unique impressions
The number of people that view a particular message the very first time that day.
Views
The number of times any content associated with your page is seen.
Visits
The number of times people use your website, also counting returning visitors.
Web traffic
The amount of data sent and received by visitors to your website.
Engagement
Customers need to grow a relationship with your company.
This stage is about building customer interest, trust and desire.
Your company needs to inform and entertain to get the customer to interact.
There is customer initiative; the company sends the message but the customer is also taking action to gather information.
The goal of this stage is to generate strong brand/product preference.
Activation
A measure of a longer term emotional connection between brand and customer.
Active users
Bounce rate
[ People who see only one page / total visitors ]
Click share
[ Company clicks / total industry clicks ]
Clicks
Comments
Communications
Consideration
Conversion rate
[ People converted / reach ]
Cost per click
Cost per inquiry
Cost per lead
Demo trials
Direct visits
Experience delivery
Fans
Favorites
Free accounts
Inbound links
Links on other sites referring to your site.
Landing page conversion
[ Click through / total visits on page ]
Leads
Likes
Marketing generated leads
MQLs
Visitors whose engagement levels indicate that he is likely to become a customer. A prospect already in your lead-tracking system, who has expressed interest in buying your product and passes a set of lead qualifications in order to progress further down the funnel.
Page likes
Pages per visit
[ Pages viewed / total visitors ]
Product reviews
[ Pages viewed / total visitors ]
Qualification rate
[ Engaged contacts / engaged contacts handed to sales ]
Quotes sent
Replies
Service levels
The percentage to which goals should be achieved.
Sessions
Social index
The measurement of a brand’s performance on social media across five key criteria: Social Visibility, General Visibility, Net Sentiment, Reach Growth, and Engagement and Content.
Social media engagement
SQLs
Visitors who show immediate interest in a company’s products or services. They have specific questions and are ready for some one-on-one time with your sales department.
Time on site
Trials
Uninstall rate
Unique visitors
[ Total visitors - return visitors ]
Users
Visitors
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Conversion
Customers need to buy your company’s product or service.
This stage is about turning preference into action.
The company needs to make buying and other interaction as easy as possible.
The customer is taking the initiative, and the company just facilitates the process.
The goal of this stage is to maximize immediate customer spend.
Average order value
[ Value / number of orders]
Average revenue per user
[ Revenue / number of users ]
CAC
[ Sales and marketing cost / numbers of new customers ]
Close rate
[ Attempts / number of closes ]
Cost per action
[ Cost / number of actions ]
Cost per close
[ Cost / number of closes ]
Cost per install
[ Cost / number of installs ]
Cost per order
[ Cost / number of orders ]
Cost per page like
[ Cost / number of likes ]
Customer acquisition cost
[ Sales and marketing cost / number of new customers ]
Items purchased
[ Sales and marketing cost / number of new customers ]
Lead conversion
[ Leads closed / number of attemps ]
Penetration
[ Sales / total target market ]
The successful selling of a product or service in a specific market.
Profit
[ Revenue - cost ]
Profit margin
[ Profit / revenue ]
Purchases
Return on advertising spending
[ Return / advertising spending ]
Return on investment
[ Return / investment ]
Revenue
[ Units sold * unit price ]
ROAS
ROI
[ Revenue / cost ]
ROI value
Sales
Value per visit
[ Value / number of visits ]
Wallet share
The percentage of total purchases within a given product category a customer makes on a annual basis.
Webtraffic to lead ratio
[ Traffic / number of leads ]
Loyalty
Customers need to buy your company’s product or service again, and more of it.
This stage is about building purchase habits.
Your company needs to support customers and build supreme customer satisfaction.
The customer is taking the initiative to re-buy, and the company takes away any reasons not to.
The goal of this stage is to maximize long-term customer value.
Churn
[ Number of customers lost in (period) / number of customers at start of (period) ]
CLV
[ Profit per customer per (period) * number of (period) they remain customer - initial acquisition cost ]
Customer effort
Customer lifetime value
[ Profit per customer per (period) * number of (period) they remain customer - initial acquisition cost ]
Customer satisfaction
Followers
Follows
Lifetime value
[ Profit per customer per (period) * number of (period) they remain customer - initial acquisition cost ]
Net subscription
Positive associations
Program signups
Purchase intent
The likelihood that a consumer will buy a product he is knowledgeable of. A plan to purchase a particular good or service in the future.
Re-purchases
Repeat purchases
Repeat visit rate
[ Total visits - first visits / total visits ]
Repeat visits
Retention rate
[ Number of customer that remained customer over (period) / number of customers at beginning of (period) ]
The number of customers that make repeat purchases.
Returning visitors
[ Total visitors / first time visitors ]
Signups
Subscription rate
[ Subscriptions / total visits ]
Advocacy
Customers need to spread the word about your company’s product or service.
This stage is about customers sharing and increasing brand awareness under potential new customers.
Your company needs to make it easy for existing customers to reach out.
The customer is taking the initiative to be vocal about the company, while the company facilitates and sits back.
The goal of this stage is to get existing customers to expand the customer base.
Advocacy intent
The likelihood that a consumer will advocate a product or service he is knowledgable of.
Brand mentions
The number of times a company or brand is mentioned online.
Content share
Net promotor score
[ Percentage of promotors - percentage of detractors ]
NPS
[ Percentage of promotors - percentage of detractors ]
Re-shares
Referral visits
The number of times people reach your site through references to your site.
Referrals
The number of references to your site.
Retweets
Shares
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