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Digital Marketing KPI Examples

By Alicia Croke

    Tue, Jan 29, 2019 @ 09:00 AM KPIs & Dashboards

    Recently, our digital marketing team sat down and talked about our annual plan. Marketing departments Digital Marketing KPI Exampleshave many campaigns they focus on throughout the year, so we broke our campaigns down over four quarters. We track our marketing campaign performance over four main drivers: emails, website design, social media, and SEO. We break those down into team KPIs and then even further down into individual KPIs for team members.

    I thought I would share just a few digital marketing KPI examples from our session. In addition to using to our own free comprehensive KPI guide for help, we did source some of our KPIs from Hubspot and Impact Branding. The two areas I will focus on are email performance and Social Media.

    Marketing Email Performance KPIs

    This article from Hubspot helped us beef up our email performance KPIs.

    1. Clickthrough Rate
    How many people clicked on the links in the email we sent? What did they click on?

    From Hubspot:

    What It Is: The percentage of email recipients who clicked on one or more links contained in a given email.
    How to Calculate It: (Total clicks OR unique clicks ÷ Number of delivered emails) * 100
    Example: 500 total clicks ÷ 10,000 delivered emails * 100 = 5% clickthrough rate


    2. Conversion Rate
    How many people filled out a form, downloaded a tool, asked for a meeting? How many signed up to our blog?

    From Hubspot:

    What It Is: The percentage of email recipients who clicked on a link within an email and completed of desired action, such as filling out a lead generation form or purchasing a product.
    How to Calculate It: (Number of people who completed the desired action ÷ Number of total emails delivered) * 100
    Example: 400 people who completed the desired action ÷ 10,000 total email delivered * 100 = 4% conversion rate

    If your email marketing strategy isn't getting you the conversion rates you had hoped for, check out these tips from Top10 Website Hosting to get this metric up.


    3. Bounce Rate
    How many bounces did we receive? What kind of bounces did we receive?

    From Hubspot:

    What It Is: The percentage of your total emails sent that could not be successfully delivered to the recipient's inbox.
    How to Calculate It: (Total number of bounced emails ÷ Number of emails sent) * 100
    Example: 75 bounced emails ÷ 10,000 total emails sent * 100 = 0.75% bounce rate

    4. Email Sharing/Forwarding Rate
    How many people shared our email or forwarded it?

    From Hubspot:

    What It Is: The percentage of email recipients who clicked on a “share this” button to post email content to a social network, and/or who clicked on a “forward to a friend” button.
    How to Calculate It: (Number of clicks on a share and/or forward button ÷ Number of total delivered emails) * 100
    Example: 100 clicks on a share/forward button ÷ 10,000 total delivered emails * 100 = 1% email sharing/forwarding rate

    Digital Marketing Social Media KPIs

    The importance of Social Media grows every year. In 2016, our marketing team worked hard at it but without a focused plan. In 2017 our plan is much more strategic, so we needed KPIs to reflect this change. For Social Media, we used Impact Branding as a source for our KPIs. 

    1. No. of Clicks
    How many people clicked on our links? Did we get clicks from new followers or non followers? Links reflect the quality of the post.

    From Impact Branding:

    A large number of clicks with very few likes and shares shows that your post got their attention but didn't deliver the exceptional quality needed for the viewer to engage.

    2. No. of Likes
    How many likes are we receiving? On which platform do we have the most likes? People liking or following our page increases our popularity. It also alerts Google that we are popular and trending. Popularity leads to more exposure.

    From Impact Branding:

    Likes lead to more attention because people naturally gravitate towards things that are popular. More likes also signal to most platform algorithms that this particular content deserves a higher spot in search results.

    3. No. of Shares
    How many people shared our post? Are people engaging with the shared posts?

    From Impact Branding:

    These days hitting "like" on a post is a passive, mindless action. Likes are good and you definitely want them, but sharing is a conscious decision. When someone shares your post (or retweets, re-vines, etc.) they are giving a personal recommendation to their friends, colleagues, and family. Because of this, shares are a great indication of the quality of your work.

    4. No. of Comments
    How many comments did our posts receive? Were they negative or positive comments?

    From Impact Branding:

    Interesting, relevant content sparks a conversation. Even if people leave critical comments, you're better off than having no comments at all. Praise, criticism, and general discussion are all helpful for improving your marketing, but silence is not. Getting comments on your comments is a reliable sign that your content is hitting all the right points of interest. 

    Once we nailed down a solid list, we recorded all of our KPIs for the quarter with Red-Yellow-Green success criteria on our Rhythm dashboard so we can stay accountable to executing our plan and hitting our numbers.

    I hope these ideas help your marketing team! 

    Rhythm Systems KPI (Key Perfomance Indicator) Guide

     

    Looking for some KPI Examples to help get you started? Check out our additional resources:

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    Rhythm Systems KPI Resource Center 

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