This is particularly true if you're running or managing a paid digital campaign or a PPC campaign, either all by yourself or with an agency. Even the best agencies falter and make a fool of their clients sometimes, and there may be moments when your skills are doubted and criticized, but you got to stay strong and concentrate on these KPIs. I've been there, so I know what it's like. This might help you but remember that ROI is not a KPI and won't help optimize an underperforming campaign.
- Website Traffic: The total no. of visitors to a website. What it tells: If the campaign is driving traffic to your website. so, welcome your visitors with a great website.
- Organic Traffic: The total no. of visitors coming to your website via a search engine like #GoogleSearch or Bing. This s perhaps the most useful KPI to measure how well your content marketing and SEO strategies are working. What it tells:?Whether your content is being discovered in Search or not.
- Paid Traffic: The total no. of visitors to your website through paid promotions like Sponsored Content, Paid Search, and Display Ads. What it tells:?Whether your ads are driving traffic to your landing page. Therefore, you must create a great landing experience for visitors.
- Cost Per Click (CPC): The total cost of your ads divided by the no. of clicks your ads received. It’s like how much an advertiser pays for each click. Benchmarking CPC is a good exercise for making an efficient use of your ad spend.?What it tells:?If the campaign is generating clicks at an efficient cost as a result of effective targeting, bidding, and creatives.
- Click-Through Rate (CTR): The no. of total impressions divided by the no. of clicks. Mostly used for email marketing, paid search campaigns, sponsored content, etc. CTR is the most common KPI to optimize even when the campaign is on the fly. What it tells:?Whether the messaging or the creative or the CTA (call to action) is making viewers take the desired action and click.?
- Conversion Rate (CR): The no. of visitors to a page divided by the no. of conversions. A conversion is whatever action you want visitors to take on a page like downloading an e-book or filling out a form or making a purchase.?What it tells:?That you’re doing an effective job of guiding users toward the campaign’s intended goals. So, create some engagement for visitors on the page.
- Cost Per Lead (CPL): The total amount spent divided by the number of leads generated. What it tells: Like CPC, this helps understand the trajectory of the campaign and whether or not the results justify the cost.?
- Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL): In simple words, Leads to Opportunity Conversion Rate. What it tells:?If the campaign is targeting the right audience and preparing them to advance through the sales funnel.
- Customer Acquisition Cost (CPA): The total amount spent divided by the no. of customers acquired. What it tells:?It indicates how much each customer costs to acquire.
- Customer Lifetime Value (CLV): The total value of a customer over its entire relationship with your brand. What it tells:?It helps understand the true ROI of a paid campaign and tracking it as a KPI helps optimize tactics, approaches, and personas that produce the most profitable long-term customers.
