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Below is a list of 100+ of the most popular marketing KPIs, categorized by funnel stage.

Within funnel stages, KPIs are sorted alphabetically.

KPI formulas are shown between square brackets.

kpi-library-funnel-awareness

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.

kpi-library-funnel-awareness

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

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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kpi-library-funnel-awareness

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 ]

kpi-library-funnel-awareness

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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