Updated
A KPI (key performance indicator) is a measurable number that shows whether you are moving towards an important goal. Not every metric is a KPI: a KPI is one of the few numbers that really tell you if the business or campaign is on track.
Examples of marketing KPIs
- Google Ads: cost per lead or CPA, ROAS, number of conversions.
- SEO: organic traffic to key pages, rankings for commercial keywords, enquiries from organic search.
- Social media: reach in the target audience, leads from campaigns, cost per result.
- Online store: revenue, average order value, conversion rate, repeat purchase rate.
How to choose good KPIs
- Start with a business goal, for example more enquiries or higher margin.
- Pick 3 to 5 numbers that directly reflect that goal.
- Set a target value and a time frame.
- Make sure you can measure them reliably.
KPIs vs. vanity metrics
Likes, impressions or clicks look good in reports but often have no link to revenue. They are useful as supporting metrics, not as KPIs.
At Digitalman we report on KPIs agreed with each client, more on our Google Ads management page.
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