Digital Marketing Key Performance Indicators

By Jeremy Fain, June 19, 2007

I tried to come up with a list of all existing Digital Marketing KPI. If you have an eCommerce or content website, try to pick 5 or 6 of them to build yourself a dashboard that will help you manage your performance better.

  • turnover
  • Click-through rate
  • CPM / CPT
  • eCPM
  • CPI
  • CPA
  • CPC
  • eCPC
  • referrers
  • key words
  • profiles
  • average cart
  • cost per single visit
  • direct convert rate
  • indirect convert rate (comes back within 30 days to process purchase)
  • retention rate
  • churn rate
  • top entry pages
  • average number of clicks until purchase completed
  • average time spent on the side before purchase completed
  • average visit time
  • abandon rate
  • abandon rate on the first page
  • number of whitepaper / testimonies / product data sheets downloards
  • newsletter subscriptions
  • abandon rate on the contact page
  • number of detected projects
  • number of leads transformed
  • number of visits lasting less than 90 seconds
  • main search engine request entry points
  • typical path
  • browsing scenario
  • click rate
  • most typed in requests
  • most used search engines
  • directory abandon rate
  • search engine abandon rate
  • recommendation engine abandon rate (eg Xinek, Zlio, Criteo, U.[Lik], etc.)
  • escrow click rate
  • emailing validated rate (= number of Emails on listing – mailer daemons received)
  • emailing curiosity or opened rate
  • emailing interest or click rate
  • emailing effectiveness click rate (= interest / curiosity)

Can you think of other digital marketing or eCommerce key performance indicators?

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3 Responses to “Digital Marketing Key Performance Indicators”

  1. Tarek Demiati says:
    June 19, 2007 at 07:02

    I’m not a marketing guru myself, just a humble Software Engineer & WannaBe Entrepreneur :-)

    But what about “Landing Page” ?

    http://en.wikipedia.org/wiki/Landing_page

    If you’re selling software online

    your landing page must absolutely include the killer features of your product + 2 big buttons Download a Trial version or Purchase mentionning the price is also helpful for the customer

    Best Regards from France,

    Tarek

  2. Jeremy Fain says:
    June 19, 2007 at 09:45

    You’re absolutely right Tarek. When I wrote ‘top entry pages’, I actually meant ‘top landing pages’ – so it’s already there I guess.

    Interesting insight on selling software online. Indeed, trial + purchase are 2 key features to highlight on a landing page.

  3. @IMD_OWP says:
    March 31, 2010 at 11:54

    A KPI measures performance commonly used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its long-term organizational goals.
    The KPIs differ depending on the nature of the organization and the organization's strategy and help evaluate the progress of an organization towards its vision and long-term goals, especially toward difficult to quantify knowledge-based goals.
    Here is a session at the IMD by the veteran of digital marketing

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