KPI Quick Reference Guide for Multi-Channel Marketing Metrics


Reach: Are you getting people’s attention?

General

  • Average cost per impression

Search

  • Average organic search position
  • Average number of URL errors (server errors, 404 errors, Not Found)

Online Ads

  • % change in impressions

Email

  • Open rate
  • Unsubscribe rate
  • List growth rate

Word of Mouth (Social)

  • Growth rate of inbound links
  • % change in sentiment
  • Growth rate of social mentions
  • Social media fan/follower growth rate
  • % engaged fans and followers

Acquisition: Are people interested in finding out more?

General

  • Average cost per visit
  • Landing page bounce rate
  • % change in referrals

Search

  • Ratio of search queries to clicks
  • Ratio of search impressions to clicks

Online Ads

  • Click-through rate

Email

  • Click-through rate

Word of Mouth (Social)

  • Ratio of inbound links to referrals
  • Ratio of social mentions to referrals

Conversion: Do your interactions with people end in value for your organization? (transactions)

General

  • Average cost per visitor
  • Average cost per visit
  • Average cost per conversion
  • Average order value
  • Average revenue per visitor
  • % revenue from new and returning visitors
  • Shopping cart start rate
  • Shopping cart completion rate
  • Download completion rate
  • Form completion rate

Retention: Have you created ongoing loyalty?

General

  • % of conversions from new and returning visitors
  • Recently of visit
  • Frequently of visit
  • Recency of purchase
  • Frequency of purchase
  • Lifetime value of customer

Source from nonlinear digital