Digital Marketing Metrics & KPIs: How to Track Them for Success

Google Sheets
Marketing Data
March 1, 2024


Metrics are always a great help to measure your results and if you are a business that has invested in Digital Marketing, you are definitely on the lookout for the right metrics to measure. These metrics allow you to track your efforts, identify where changes are needed, and decide the future course for your campaigns.

Just like a map has different landmarks, in digital marketing, we have metrics and KPIs. They are both important, but they aren’t identical. Metrics tell you about the overall performance of your campaign, like counting the number of shoppers visiting the mall. However, KPIs, or Key Performance Indicators, focus on specific goals, like how many shoppers buy from your shop. With the right data integration tool you can access all your metric data in one place

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The Different Types of Digital Marketing Metrics

Awareness Metrics

The first set of metrics are the Awareness Metrics. These metrics highlight how many people know about your brand or products. Think of a megaphone announcing in the mall about your shop. Some ways to measure this include impressions (how many people see your announcement), reach (how far your announcement is heard), and overall brand awareness (how many people can recall your brand).

Engagement Metrics

Next up are the Engagement Metrics. These metrics give you an idea of how people are interacting with your brand. It's like seeing how many shoppers stop by your shop to look at the products or how many of them ask questions. We measure this engagement by tracking page views (people visiting your shop), clicks (people touching or trying your products) and social media interactions (shoppers discussing your products with their friends).

Performance Metrics

Performance metrics kind of work like a cash register – they tell you whether your effort is translating into sales. This can be measured by looking at conversion rates (sales made), click-through rates (people who not only visit but buy your products), return on investment (profit after considering all costs), and customer lifetime value (profit you expect to make from a regular customer)

Key Digital Marketing Metrics that you need to go for

A. Overall Website Traffic

Website Traffic is a critical measure that encapsulates the total number of visitors arriving at your site during a chosen period. It serves as a macro-level indicator, reflecting the aggregate effect of all your marketing activities and the general visibility of your brand online.

  • How to Measure: Usually tracked through analytics platforms by counting the number of visits or sessions.
  • Key Considerations: Segmenting this traffic by time, like hours or days, can reveal patterns about when your audience is most active.
  • Trends & Analysis: By monitoring spikes in traffic alongside marketing activities, businesses can infer which campaigns drive the most interest and engagement.

B. Traffic by Channel

Understanding Traffic by Channel provides insights into your audience's preferred pathways to your website, isolated into distinct categories such as organic search, direct entries, paid ads, social referrals, and others.

  • How to Measure: Use an analytics platform to categorize sessions by traffic source.
  • Key Considerations: Consider both the volume and quality of traffic from each channel; not all visitors engage with your content equally.
  • Trends & Analysis: This metric helps allocate marketing budgets toward the channels that not only drive traffic but also lead to conversions.

C. New vs. Returning Visitors

The New vs. Returning Visitors metric differentiates first-time site users from those who have visited previously, thus gauging brand loyalty and user engagement over time.

  • How to Measure: Analytics tools track visitor identifiers to sort them into new or returning categories.
  • Key Considerations: Look at the balance; a healthy mix of both indicates an appealing site to newcomers and one that retains users' interest.
  • Trends & Analysis: Changes in this ratio could reflect the success of customer retention strategies and the effectiveness of your site at drawing in new audiences.

D. Page Views

Page Views quantify the total number of individual pages that all visitors have viewed on your site, allowing you to gain insights into the depth of engagement your content receives.

  • How to Measure: Tally every individual page load across all user sessions.
  • Key Considerations: High numbers can indicate engaging content or a site structure that naturally leads users to discover more pages.
  • Trends & Analysis: An increase in page views per visit suggests effective engagement, while a drop might suggest the need for content or UX improvements.

E. Return on Investment (ROI)

Return on Investment (ROI) assesses the direct financial benefit of your marketing strategies compared to the cost invested in executing them.

  • How to Measure: Calculate using the formula: (Gross Profit - Marketing Investment) / Marketing Investment * 100.
  • Key Considerations: ROI should inform how you scale and adjust campaigns, providing quantitative proof of strategy efficacy.
  • Trends & Analysis: By evaluating ROI over time, you can develop a nuanced understanding of which tactics yield the best long-term value.

F. Cost Per Acquisition (CPA)

Cost Per Acquisition (CPA) provides crucial insights into the cost-effectiveness of acquiring a new customer across different marketing campaigns and channels.

  • How to Measure: Calculate by dividing the total marketing expenses by the number of new customers acquired.
  • Key Considerations: CPA can vary widely across channels, so knowing this metric for each can optimize budget allocation.
  • Trends & Analysis: Analyzing CPA trends helps in optimizing marketing spend and strategy for cost-effective customer acquisition.

G. Conversion Rate

The Conversion Rate is a direct gauge of your website's success in compelling visitors to take a desired action, revealing the efficiency and appeal of your site's design and content.

  • How to Measure: Calculate by dividing the number of conversions by the total number of visitors, then multiplied by 100 to get a percentage.
  • Key Considerations: A deep dive into conversion rates by page and by traffic source can offer strategic insights.
  • Trends & Analysis: Consistent tracking helps to test and improve the elements affecting user behavior and conversion frequency.

H. Click-Through Rate (CTR)

Click-Through Rate (CTR) captures the response of users to your marketing prompts, clarifying which calls-to-action and advertising creatives resonate with your audience.

  • How to Measure: Determine by dividing the number of clicks an ad receives by the number of times it's shown, multiplied by 100.
  • Key Considerations: CTR benchmarks vary widely by industry and channel; context is essential when evaluating performance.
  • Trends & Analysis: Analyzing CTR trends can guide A/B testing and iterative improvement of ad creatives and placements.

I. Customer Lifetime Value (CLV)

Customer Lifetime Value (CLV) predicts the profitability attributed to a long-term relationship with a customer, emphasizing customer satisfaction and retention strategies.

  • How to Measure: Calculate using the formula: (Average Purchase Value) * (Number of Transactions) * (Retention Time Period).
  • Key Considerations: Understanding CLV can inform decisions on customer service, product development, and marketing.
  • Trends & Analysis: A focus on improving CLV can lead to increased investment in retention programs and personalized marketing efforts.

J. Bounce Rate

Bounce Rate represents the percentage of sessions where a user leaves the site from the entrance page without interacting, providing an implied critique of your site's immediate appeal or relevancy.

  • How to Measure: Calculate by dividing single-page sessions by all sessions, then multiplying by 100.
  • Key Considerations: While some pages naturally have higher bounce rates, a high rate site-wide deserves attention.
  • Trends & Analysis: Diagnosing and addressing the causes of a high bounce rate can significantly improve user experience and engagement.

K. Traffic Sources

A deep dive into Traffic Sources illuminates exactly how users find your website, granting you the foresight to harness these pathways effectively for future campaigns.

  • How to Measure: Sort using analytics platforms that categorize traffic into channels like organic, direct, referral, social, and others.
  • Key Considerations: Each source can be analyzed for quality of traffic, contribution to goals, and conversion rates.
  • Trends & Analysis: Segmenting your data by traffic source across time will assist in identifying seasonal trends and the impact of specific marketing activities

To keep an eye on these metrics with ease and efficiency, businesses turn to marketing dashboards. These platforms integrate data from various campaigns and channels, providing a live snapshot of performance in a user-friendly interface. For an informative overview of marketing dashboards, check out our previous article here.

By frequently monitoring these metrics, businesses can spot trends, adapt their strategies, and optimize for better performance.

When it comes to all these complex numbers and percentages, marketing dashboards simplify the process, allowing you to focus on drawing insights rather than getting caught up in data aggregation.

Heard of these lesser-known digital marketing metrics

While widely recognized digital marketing metrics provide valuable insights into campaign performance and audience behavior, venturing into lesser-known metrics can uncover deeper understanding and reveal untapped opportunities for optimization. Two such metrics are Dwell Time and Exit Rates, both offering nuanced views on user engagement and content effectiveness.

Dwell Time

Dwell Time refers to the duration a user spends on your website after clicking through from the search engine results page (SERP) before returning to the results page. It is a potent indicator of content relevance and engagement, suggesting that the longer a visitor stays, the more likely your content met their needs or piqued their interest. High dwell times can positively influence your website's SEO rankings, as it signals to search engines that your content is valuable to users, making it worthy of a higher rank.

Expanding on Dwell Time:

  • Content Quality and Relevance: High dwell time often correlates with high-quality, engaging content that is closely aligned with the visitor’s search intent.
  • User Experience (UX): A seamless, easy-to-navigate website can contribute to longer dwell times, as users find it easier to consume the content.
  • Implications for SEO: Since search engines aim to provide the best answers to users' queries, they may use dwell time as an indicator of content usefulness, potentially influencing search rankings.

Exit Rates

Exit Rates indicate the percentage of all pageviews that were the last in the session before the user left your site. Unlike Bounce Rates, which measure single-page sessions, Exit Rates provide insights into where users decide to leave your site after multiple interactions. This metric can help identify pages that may not be meeting user expectations or areas of your site that could be optimized to encourage continued engagement.

Digging Deeper into Exit Rates:

  • Page Optimization: High exit rates on specific pages may point to issues such as poor content, confusing navigation, or lack of clear calls-to-action (CTAs).
  • Customer Journey Analysis: Understanding exit points can highlight gaps in the content or user journey, offering clues on where improvements can be made to keep users engaged.
  • Differentiating from Bounce Rates: It’s important to distinguish between exit and bounce rates to accurately diagnose site performance and user experience issues.


With all this data we've got access to at our fingertips nowadays, one is more susceptible to losing track of what metrics to go after. It’s kind of like being a digital detective, right? We're always on the lookout for clues to make our online efforts shine. And oh boy, does diving into Digital Marketing Metrics feel like a treasure hunt sometimes!

You've probably heard about the big shots – website traffic, the number of impressions you get, and those conversion rates – they're like the headlines of the digital marketing world. But just like a good story, there's more than just the headlines to consider. It's those nifty little details, the lesser-known metrics, that can really paint the full picture.

With Dokin, you can get smart with these numbers, businesses can seriously up their game. It's like having a unique hub to fine-tune your strategies. Pinpoint the areas that need a bit of TLC, tweak your approach, and voila – you could start seeing your numbers climb in a way that makes your bottom line do a happy dance.

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Jacopo Proietti

Co-founder @Dokin
Jacopo, a co-founder of Dokin, boasts 8 years in finance, having worked as a finance manager at Ogury and head of Financial Planning and Control at BlaBlaCar.
His passion for data integration led to the creation of Dokin, a game-changer for modern business teams. With customizable templates and built-in data connections, Dokin allows modern CMOs and CFOs to streamlines data reporting across Google Workspace applications.

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