Marketing KPIs: Metrics, Formulas & Examples

The average time a site or app was in focus per session in Google Analytics 4.

The average revenue per order.

The average position of a site's results in Google Search, as Search Console reports it.

The share of website sessions that were not engaged, as Google Analytics 4 defines it.

How many months of gross profit from a customer it takes to recover the cost of acquiring them.

The share of shopping carts that are created but not turned into a purchase.

The share of customers lost over a period.

The percentage of impressions that result in a click.

The share of people who opened an email and then clicked.

The share of visitors, sessions or clicks that complete a chosen goal.

The average cost of getting one defined conversion action.

The average amount paid for each click on an ad.

The average advertising cost of generating one lead.

The cost of 1,000 ad impressions.

The average cost of winning one new customer over a given period.

The total value a customer is expected to generate over the whole relationship.

The share of customers kept over a period.

The share of customers who report being satisfied with an experience.

The share of sent emails that were not delivered.

The share of delivered emails that produced a click.

The share of delivered emails that were recorded as opened.

The net change in followers over a period as a share of the starting count.

The share of sessions that were engaged sessions in Google Analytics 4.

The share of the impressions an ad was eligible to receive that it actually received.

The share of leads that become paying customers.

Customer lifetime value divided by the cost of acquiring the customer.

Total revenue divided by total marketing spend over the same period.

The share of marketing-qualified leads that sales accepts as sales-qualified.

A customer loyalty score based on how likely customers are to recommend you.

The share of impressions in organic search results that led to a click.

The average number of orders each customer places in a period.

The share of customers who buy more than once.

The revenue attributed to advertising for each unit of currency spent on it.

The net return on a cost, as a percentage of that cost.

The average revenue generated by each visitor.

Social media interactions as a share of an audience measure such as reach, impressions or followers.

The share of messages that recipients report as spam.

The share of delivered emails that led to an unsubscribe.

The average number of pages or app screens viewed per session.