17 Marketing KPIs to Track & Improve in 2025

Marketing KPIs (Key Performance Indicators) are numbers that show how well our marketing work is doing. For example, if our goal is to increase online sales, then website traffic can be one of the KPIs.

By setting and watching these KPIs, we can learn what’s working and make better choices in the future. Below are some of the most useful KPIs to look at in marketing.

Multi-Channel Marketing KPIs

These KPIs help us see how our marketing is doing across different channels.

1. Conversion Rate:

The conversion rate is the percentage of people who take a specific action, like signing up for emails or making a purchase.

We can track this using Google Analytics. In Google Analytics, conversions are called key events. Some events are tracked automatically, but we can also add our own important ones.

To measure it manually, use this formula:

Conversion rate = (conversions ÷ total clicks) x 100

Tips to improve conversion rate:

• Create pages focused on one action
• Try A/B testing (showing two versions and comparing results)
• Be clear about what users should do and what they’ll get

2. Click-Through Rate (CTR):

CTR shows how many people click through to our site from ads, emails, search results, or social media.

Many tools, like Google Ads, show CTR automatically. If not, here’s how to find it:

CTR = (clicks ÷ views) x 100

Tips to improve CTR:

• Write strong and clear call-to-action text
• Use buttons that stand out
• Show ads to the right audience

3. Customer Lifetime Value (CLV):

CLV tells us how much money we can expect from one customer over the time they stay with our business. To stay profitable, this number should be higher than what we spend to get a customer.

Formula to calculate CLV:

CLV = average order value x average number of orders per year x average years a customer stays

Tips to grow CLV:

• Start a loyalty or rewards program
• Ask for feedback from customers who leave
• Send special offers to past and current customers

4. Return on Marketing Investment (ROMI):

ROMI tells us how much money we make from our marketing efforts compared to how much we spend on them. A good (positive) ROMI means our marketing is helping the business make a profit.

Here’s the formula to find ROMI:

ROMI = ((total profit – marketing cost) ÷ marketing cost) x 100

Two simple ways to improve ROMI:

• Stop spending on ads or campaigns that don’t bring good results
• Make our ads and campaigns more engaging to increase sales

5. Leads:

A lead is someone who shows interest in our product or service. For example, they might fill out a form or add something to the cart.

There are two main types of leads:

• Marketing Qualified Lead (MQL): Someone who interacts with our marketing, like downloading a guide or clicking an ad
• Sales Qualified Lead (SQL): Someone who is ready to buy, like booking a demo or asking to talk to sales

Tracking both MQLs and SQLs helps us understand how good our leads are. To manage leads, we can use tools like HubSpot or Salesforce.

Tips to get more leads:

• Offer useful content in exchange for contact info
• Improve landing pages and sign-up forms
• Show ads again to people who left our site without taking action

6. Cost Per Lead (CPL):

CPL is the average cost we pay to get one lead from our marketing efforts. Tracking CPL helps us spot weak spots in our strategy and save money.

Here’s how to calculate CPL:

CPL = total marketing cost ÷ number of leads

Tips to lower CPL:

• Focus more on free methods like SEO or social media
• Spend more on ads that bring cheaper leads
• Stop or improve ads that cost too much per lead

7. Cost Per Acquisition (CPA):

CPA is the average amount we spend to get one paying customer. To make a profit, CPA should be lower than the total money a customer brings in (CLV).

Here’s how to find CPA:

CPA = total spend ÷ number of new customers

Ways to reduce CPA:

• Stop or fix ads that cost more than they earn
• Show ads to the right people who are more likely to buy
• Keep in touch with leads who didn’t buy right away

SEO KPIs

SEO results can change often because of search engine updates, other websites, and user habits. By tracking SEO KPIs, we can adjust quickly and keep improving our results.

8. Keyword Rankings:

Keyword rankings show where our website appears in search results for certain words or phrases people search for. The higher we rank, the more people will see and click on our site.

Most clicks go to the top three results on the page.

We can check our rankings using Google Search Console. The “Performance on Search results” report shows our average position for many search terms chosen by Google. We can also use tools. This tool not only shows our current rankings but also gives us ideas for improvement by using AI. It also lets us set alerts and compare rankings with our competitors.

Tips to rank higher in search results:

• Choose keywords that are not too hard to rank for
• Make sure our content gives users the answers they are looking for
• Improve on-page SEO, like updating our titles and headers

9. Organic Clicks:

Organic clicks are when users click on our website in the unpaid (free) section of search results. Getting more clicks gives us more chances to get leads and sales. We can check our clicks by keyword or page in Google Search Console.

Ways to get more organic clicks:

• Try to rank higher by better matching what users want
• Focus on keywords that people are more likely to click on
• Make our title tags and meta descriptions more interesting

10. Impressions:

Impressions show how many times our site appears in search results and is seen by users. This helps build awareness and can lead to more clicks. We can track impressions in Google Search Console.

Tips to get more impressions:

• Create content that targets more keywords
• Improve our rankings by working on SEO
• Use schema markup to appear in special parts of search results

11. Backlinks:

Backlinks are links from other websites that point to our site. Search engines often see these links as signs of trust, which can help us rank better.

Different factors affect how valuable a backlink is. That’s why it helps to track different backlink metrics:

• Number of dofollow links: These are links that can help with SEO
• Number of referring domains: This is how many websites link to us—more is usually better
• Domain authority: This shows how strong and trusted our website is based on the backlinks we have

To check all this, we can use a tool like Backlink Analytics.

Paid Advertising KPIs

We should track these paid ads numbers to make sure our money is spent wisely.

12. Return on Ad Spend:

Return on ad spend (ROAS) tells us how much money we make compared to what we spend on ads. If ROAS is more than 1, the ad is making a profit. If it’s less than 1, the ad is losing money.

Here’s the formula:

ROAS = revenue from ad campaign / total ad spend

13. Cost per Mille:

Cost per mille (CPM) is the amount we pay to show our ad 1,000 times. It helps us know how much it will cost to reach a certain number of people. It’s also useful for checking if our brand awareness ads are worth the cost.

Most ad tools show CPM automatically.

We can also use this formula to find it ourselves:

CPM = (total cost of campaign / total impressions) x 1,000

Tips to lower CPM:

• Try different places to show your ads
• Run ads when fewer people are advertising
• Try a wider audience

Social Media KPIs

We need to track these social media numbers to see if our plan is working and helping the brand grow.

14. Follower Count:

Follower count is the number of people following our social media accounts. More followers mean more people can see, like, and share our posts.

By using the tool to view all our social media stats in one place. It also helps us see if our follower numbers are going up and how we compare with others.

To grow followers, we can:

• Post regularly with the Social Poster tool
• Learn from top posts using the Social Content Insights tool
• Find the best times to post using the Social Analytics tool

15. Average Engagement Rate:

Average engagement rate shows how many people like, comment, or share our posts compared to how many followers we have. This tells us how well our posts connect with people. If people are more engaged, they’re more likely to trust or buy from us.

Some social media sites show this number for us.

We can also use this formula:

Average engagement rate = ((total engagements / total posts) / total followers) x 100

Ways to increase engagement:

• Share useful posts, not just links
• Ask questions, run polls, or do giveaways
• Try different post styles and see what works best

Email Marketing KPIs

We should also track key email numbers to see how well our emails, newsletters, and promos are doing.

16. Subscribers:

Subscribers are people who have agreed to get our marketing emails at their email address. The number of subscribers is important because it shows how many people we can reach with our emails.

We can see details about our subscribers in our email marketing tool.

Here are some simple ways to get more subscribers:

• Divide our email lists so people only get emails they care about
• Give a reward for signing up (like a welcome discount)
• Ask people to join our list during checkout

17. Open Rate:

Open rate is the number of people who open our emails compared to how many we send. It helps us see if our emails are interesting to our audience. But sometimes open rates are not exact because of privacy settings in email apps.

Most email tools show open rates for each email we send.

Here’s how we can get better open rates:

• Use short and catchy subject lines
• Send different emails to different groups of people
• Make sure our sender name, email, and picture look good and clear

Start Monitoring Your Marketing KPIs

We should check our marketing numbers often to see how we’re doing and keep everyone updated.

With an effective tool, we can pull data from different places into one report. We can pick from many report parts, change the style to match our brand, and set up the reports to send when needed.