Key Performance Indicators for Marketers (2024)

Key Performance Indicators for Marketers (1)

Aya Tsuruta

4 Min Read

Key Performance Indicators for Marketers (2)What’s the difference between marketing and sales? Ultimately, not much. Both aim to reach out to customers, keep them engaged, and foster long relationships with them. Marketing creates the personality of a brand and sales brings it to life for clients. The two go hand-and-hand as marketing is necessary to boost sales, and sales tend to self-market.

Throughout our blog, we’ve shared a handful of posts on field management KPIs mostly geared towards sales. Today, let’s focus on marketing. Just like sales managers, marketing managers need to keep track of KPIs, or key performance indicators. Measuring and analyzing the appropriate marketing KPIs and comparing them against a standard will simplify management and provide concrete, reliable data when making crucial decisions.

So, which KPIs should you measure? For marketers, the best guidance for choosing KPIs comes directly from your Intro to Marketing class: the four P’s. For you non-marketers out there, those would be product, price, place, and promotion.


KPI: # of units sold per product

Which products are you marketing? Of the products you are marketing, which ones are selling the most? Measure the number of units sold of each product in a specific time period and compare them against each other. This way you can see which products are performing better than others, which products need more marketing attention, and investigate why some products are selling more than others. Perhaps you are marketing them using different strategies and one is working better than the other. Through keeping tabs on number of units sold, you can also do some A/B testing on certain attributes of a product. For example, if you are experimenting different colors on product packaging, you can group the number of units sold based on color of packaging and compare them against each other to see which colors sell the best.


KPI: sales revenue, cost of campaign

This P is for the price of your campaigns compared to sales revenue. Make sure that sales revenue always exceeds marketing campaign costs. In other words, do you have a positive ROI (return on investment)? For example, how many inbound links on your blog posts led to purchases? Or, how did a certain Twitter campaign translate to sales revenue? Another easily quantifiable method is pay-per-click (PPC). If you are using online advertisem*nts to get the word out about a certain product, how do the price of those clicks look against the sales revenue gained from it? If you find that a certain method of marketing isn’t generating enough sales, you should consider focusing your funds and efforts on a different method that optimizes your ROI.


KPI: # of units sold per location

Keep track of sales volume and revenue based on store location. If sales are weak at one store, it may need some extra care and attention from the marketing team. Perhaps you can place a few extra promotional ads in their coupon handouts or send your demo crew over to give out free samples. Giving consumers a face or two to remember from your company will help them feel more connected to your brand too!


KPI: Website traffic, ROI

This is an extension of both the sales revenue and the campaign cost KPIs from the section on pricing above. When running different promotions, which ones are most successful? Which ones gain the most website traffic or generate sales? Which campaign platforms optimize your ROI? If 60% of your traffic is coming from Facebook, give that account more attention rather than your Twitter or Instagram pages. If you run campaigns and promotions throughout the year, which season did you experience the biggest returns? There’s a lot you can gain from measuring ROI from different promotions and analyzing them.

When it comes to measuring KPIs, remember to be specific and measure over a consistent time period. Which specific KPIs you decide to measure always depends on your goal. For more information on KPIs, checkout our free KPI Template Toolkit below!

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Aya Tsuruta

Aya Tsuruta is a Content Marketing Journalist at Repsly where she covers sales and marketing content through a creative lens. In addition to writing for Repsly, she is a frequent contributor to the music blog, Indie Music Filter, and BC magazine, the Gavel.

Key Performance Indicators for Marketers (2024)


What is KPI for marketing employee? ›

Marketing KPIs or Key Performance areas that must be measured include the cost of marketing versus sales, brand and product development and management, advertising penetration and success metrics per media type, public relations and communications, and market growth and research metrics.

What is a performance indicator in marketing? ›

Marketing key performance indicators (KPIs) are specific, numerical marketing metrics that measure progress toward a defined goal within marketing channels.

What is KPI for marketing leader? ›

What are Marketing KPIs? Marketing KPIs (key performance indicators) are quantifiable measures of performance for specific strategic objectives. Marketing leaders and teams use KPIs to gauge the effectiveness of their efforts, guide their strategy, and optimize their programs and campaigns.

How to set KPIs for marketing team? ›

How to set KPIs for marketing
  1. Pick the metrics that matter most. Your strategy will outline key goals, such as increasing organic search traffic or improving conversion rates from a landing page, and you need to pick metrics that match these goals. ...
  2. Look at historical data. ...
  3. Match it with your activity. ...
  4. Be realistic.
Aug 12, 2023

What is a marketing KPI dashboard? ›

A marketing KPI dashboard is a marketing analytics tool for marketing and sales teams. It allows you to track and report on online marketing performance which in turn informs marketing strategy and how to achieve business objectives.

What are the 4 P's of KPI? ›

For marketers, the best guidance for choosing KPIs comes directly from your Intro to Marketing class: the four P's. For you non-marketers out there, those would be product, price, place, and promotion.

How to monitor marketing performance? ›

How to measure marketing performance
  1. Set goals for your marketing campaigns.
  2. Choose data-tracking software.
  3. Determine your key performance indicators (KPIs)
  4. Create a schedule for tracking performance.
  5. Conversion rate.
  6. Cost per lead (CPL)
  7. Customer lifetime value (CLV)
  8. Return on investment (ROI)
Aug 3, 2023

What is the formula for KPI in marketing? ›

Here's a short list of common KPIs: Conversion Rate = Conversions/Total Visitors * 100 ROI (Return on Investment) = (Revenue - Cost)/Cost * 100 ROAS (Return on Ad Spend) = Revenue/Cost AOV (Average Order Value) = Total Revenue/Number of Purchases CPM (Cost per Thousand Impressions = Cost x 1000 / Impressions) CPC (Cost ...

What are the two key performance indicator of market? ›

Executives typically look to one or two strategic KPIs to find out how the organization is doing at any given time. Examples include return on investment, revenue and market share.

What are marketing metrics? ›

Marketing metrics measure the success of marketing campaigns and show how well campaigns are tracking toward key performance indicators (KPIs). They are one of the most important elements of any campaign, and without them, marketing teams wouldn't have a clear picture of whether their marketing strategy is a success.

What are the 4 mandatory key performance indicators? ›

Anyway, the four KPIs that always come out of these workshops are:
  • Customer Satisfaction,
  • Internal Process Quality,
  • Employee Satisfaction, and.
  • Financial Performance Index.

What is a KPI checklist? ›

KPI is a measurable value that helps organizations track their progress using a checklist toward achieving specific objectives. They provide data-driven insights into performance, allowing businesses to make informed decisions and optimize strategies for future growth.

What is KPIs in digital marketing? ›

Digital Marketing KPIs or Key Performance Indicators are quantifiable goals that help you to track and measure success.

What are KPI in go to market strategy? ›

KPIs are key metrics that reflect how well you are achieving your GTM objectives and outcomes, such as cost per acquisition, conversion rate, customer lifetime value, or net promoter score.

What are the key performance indicators for content marketing? ›

Content Marketing KPIs (Key Performance Indicators) are measurable values used to gauge the effectiveness and success of a content marketing strategy. They help you track specific goals and objectives, such as engagement, conversions, or audience reach, to assess your content marketing performance further.

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