Digital analytics

15 Digital Marketing Metrics and KPIs to Track in 2024

Nov 17, 2023

11 mins read

Digital Marketing Metrics and KPIs

Do you know that 64.2 zettabytes of data originated, used, duplicated, and stored globally in 2020 from various activities? And over the next five years up to 2025, global data creation is projected to grow to more than 180 zettabytes. That is a lot of data!

But have you ever considered that your online business is also sharing global data production? Each time a visitor comes to your website and engages with your social media post, a data point is generated. You can leverage this data and turn it into the most powerful source of steering the growth of your business. That’s why marketers have been using data analytics tools to measure and track customer data with the help of digital marketing metrics and KPIs. It allows them to develop and improve their marketing strategies.

In this article, you’ll find what digital marketing metrics and KPIs are and why they are important for online businesses. You’ll also find some critical digital marketing metrics and KPIs you should start tracking immediately.
Let’s explore!

Digital marketing metrics and KPIs

Digital marketing metrics are quantitative measures of the effectiveness of your online marketing campaigns and activities. These are detailed data points that give you insights into specific aspects of your campaigns.

Digital marketing key performance indicators (KPIs) are strategic measures that directly align with your business goals and objectives for assessing the overall performance of your digital marketing efforts. KPIs offer a top-level view of whether you're meeting your strategic goals. Together, they provide a comprehensive framework for measuring, assessing, and optimizing the effectiveness of your digital marketing efforts.

Digital marketing metrics help you track progress, identify trends, and assess the effectiveness of your strategies. Website traffic, conversion, social media, and email marketing metrics are some examples. Digital marketing KPIs provide a clear picture of whether you are achieving your desired outcomes. Examples include conversion rate, customer acquisition cost, churn rate, and more.

Importance of digital marketing metrics and KPIs for every business

Digital marketing metrics and KPIs are of paramount importance for every business, regardless of its size or industry. Without them, you would have no way of knowing whether your marketing strategies are effective or not. They help you make informed decisions about your digital marketing strategies and resource allocation to the most effective channels and tactics.

Metrics and KPIs help attribute the value of each marketing touchpoint in the customer journey. They enable more accurate attribution modeling and a better understanding of how different channels contribute to conversions.

They ensure that your digital marketing efforts are aligned with your broader goals, whether it's increasing sales, generating leads, improving brand awareness, or something else. Metrics related to customer behavior, such as website engagement and social media interactions, provide valuable insights into your audience's preferences and needs. Insights drawn from this data can inform product development and identify opportunities for optimization, resulting in ongoing growth and innovation.

Important digital marketing metrics and KPIs to track

Digital marketing metrics and KPIs provide the foundation for a successful and accountable marketing strategy. Let’s explore the most important digital marketing metrics and KPIs.

A. Website traffic metrics

Website traffic metrics refer to statistics that provide insights into the visitors and their behavior on a website. These metrics help website owners and digital marketers understand how users interact with their websites, where they come from, and what actions they take.

1. Overall website traffic

Visits (Sessions): The total number of times users have visited your website. This metric counts both new and returning visitors, giving you an overall measure of your website's popularity and reach.

Unique Visitors: It is the count of individual users who have visited your website within a specified time frame. This metric helps you understand how many different individuals have engaged with your site.

Pageviews: The total number of pages viewed by visitors on your website. It indicates how much content users consume and how engaging your website is.

2. Traffic by marketing channel

Direct Traffic: Visitors who directly entered your website URL into their browsers or used bookmarks to access your site. Direct traffic represents users who already know about your brand or website.

Organic Search Results: Visitors who found your website through search engines like Google without clicking on paid ads. This metric reflects the effectiveness of your SEO efforts in ranking well for relevant keywords.

Social Media Platforms: Users who arrive at your site by clicking on links shared on social media platforms like Facebook, Twitter, or Instagram. It measures the impact of your social media marketing efforts.

Referrals: Visitors who came to your website via external links from other websites. Referral traffic can highlight the effectiveness of partnerships, backlinks, or content shared on other sites.

External website links refer to the number and sources of external websites linking to your site. This metric is crucial for assessing the quality and quantity of backlinks, which can impact your website's SEO and authority.

4. Exit rate

Exit rate is the percentage of visitors who leave your website from a specific page. Unlike bounce rate, which measures single-page sessions, the exit rate applies to any page on your site. It helps identify which pages may have issues or need optimization to retain users.

B. Engagement metrics

Engagement metrics refer to a set of quantitative measurements that assess how users interact with your digital content or online platform. These metrics are used to gauge the level of user engagement, involvement, and interaction with your website, social media posts, emails, or other digital assets.

Engagement metrics help you understand how well your content resonates with your audience and how effectively it encourages user participation and interaction.

5. Engagement rate

Engagement rate measures the level of interaction and involvement users have with your content or website. It is typically expressed as a percentage and can be calculated in various ways depending on the context (e.g., social media engagement rate, email engagement rate). A high engagement rate indicates that your content resonates with your audience and encourages active participation.

6. Average session duration (or time on page)

This metric calculates the average amount of time users spend on your website during a single session or the average time spent on a specific page. A longer average session duration indicates that visitors are engaging more deeply with your content, while a shorter duration may suggest users are leaving quickly.

7. Average page depth

Average page depth is a measure of the average number of pages a user views during a single session on your website. It indicates how extensively visitors explore your site's content. A higher average page depth often correlates with increased user engagement and interest in your website.

8. Bounce rate

Bounce rate is the percentage of visitors who leave your website after viewing only one page. It can be considered an engagement metric because it reflects user behavior. A high bounce rate may suggest that users didn't find what they were looking for or that your landing page isn't compelling enough.

C. Conversion metrics

Conversion metrics are quantitative measures used to assess and track the success of specific actions or goals. An action or goal could be anything that you want users to complete on your website or within your digital marketing campaigns. These metrics focus on actions taken by users, such as making a purchase, signing up for a newsletter, filling out a contact form, or downloading a resource. Conversion metrics provide insights into the effectiveness of your marketing strategies and website design in persuading users to take the desired action.

9. Conversion rate

Conversion rate is a fundamental metric that measures the percentage of visitors who complete a specific action or goal on your website or within a marketing campaign. It is calculated by dividing the number of conversions by the total number of visitors or clicks.

Conversion Rate (%) = (Number of Conversions / Total Number of Visitors) x 100

A higher conversion rate indicates a higher level of success in persuading users to take the desired action, such as making a purchase, signing up, or downloading content.

10. Click-through rate (CTR)

CTR is a metric commonly associated with digital advertising and email marketing. It measures the percentage of users who click on a specific link or call-to-action (CTA) out of the total number of users who were exposed to it.

CTR (%) = (Number of Clicks / Number of Impressions) x 100

In advertising, a higher CTR indicates that your ad copy and visuals are compelling and encourage users to click through to your landing page or website.

11. Cost per click (CPC)

CPC is a financial metric used in paid advertising campaigns, such as Google Ads or social media ads. It represents the average cost you pay each time a user clicks on your ad.

CPC = Total Cost of Campaign / Total Number of Clicks (generated by that campaign)

A lower CPC indicates more cost-effective advertising, while a higher CPC may require optimization to maximize your advertising budget.

12. Cost per lead (CPL)

CPL is a metric used to measure the average cost incurred for acquiring a new lead, typically through lead generation campaigns like email sign-ups or form submissions. It is calculated by dividing the total campaign cost by the number of leads generated.

CPL = Total Cost of Campaign / Total Number of Leads (generated by that campaign)

Lower CPLs indicate efficient lead-generation efforts.

D. Revenue metrics

Revenue metrics measure the financial aspects of your business and marketing efforts. These metrics provide insights into how effectively your marketing strategies and operational activities are generating revenue.

13. Customer acquisition cost

CAC measures the cost of acquiring a new customer. It encompasses all expenses related to marketing, advertising, sales, and any other efforts aimed at acquiring customers. To calculate CAC, divide the total costs incurred to acquire customers by the number of new customers acquired during a specific period. Lower CAC values are generally preferred, as they indicate more cost-effective customer acquisition strategies.

14. Return on investment

ROI is a critical financial metric that evaluates the profitability of your marketing campaigns or business activities. It calculates the return you've gained from an investment relative to its cost.

ROI = (Net Profit from Investment / Cost of Investment) x 100

A positive ROI indicates that your investment generated a profit, while a negative ROI suggests a loss. High ROI values are typically sought after, as they demonstrate efficient use of resources and a favorable return on marketing or business investments.

E. Brand metrics

Brand metrics assess and evaluate the strength, recognition, and perception of a brand in the eyes of its target audience and the broader market. These metrics provide insights into how well a brand is known, how it resonates with consumers, and its overall presence in both online and offline spaces. Brand metrics are essential for understanding the effectiveness of branding strategies and marketing efforts.

15. Brand awareness

Brand awareness measures the extent to which your target audience recognizes and recalls your brand. It's often assessed through surveys, social media mentions, and website traffic. High brand awareness indicates that your brand is top-of-mind among your audience.

Brand searches: Brand searches refer to the number of times people use search engines to look for your brand specifically. This metric can indicate the level of interest and recognition your brand enjoys. Higher brand search volumes suggest a strong brand presence.

Social media post likes: The number of likes or reactions your social media posts receive reflects the level of engagement and positive sentiment your content generates. A higher number of likes indicates that your audience appreciates your content and brand messaging.

Content shares: Content shares count how often your articles, blog posts, videos, or other content are shared on social media or other platforms. It signifies the reach and influence of your brand's content. More shares indicate that your content is resonating with your audience and potentially reaching new audiences.

Social media comments: The number of comments or interactions on your social media posts indicates engagement and the level of conversation generated by your brand. Meaningful discussions and interactions can contribute positively to your brand's image.

Number of followers: The number of followers indicates the size of your social media audience. It reflects the reach of your brand's messages and content to a specific group of followers. A growing follower count can suggest increasing brand popularity.

Brand mentions: Brand mentions refer to instances where your brand's name or related keywords are mentioned in online conversations, blogs, news articles, or social media posts. Monitoring brand mentions helps you understand your brand's visibility and reputation in the digital landscape.

Top tools to measure digital marketing metrics and KPIs

In the ever-evolving landscape of digital marketing, measuring the effectiveness of your strategies is paramount to success. Below are three reliable tools that can track various metrics and KPIs to help you make informed decisions and optimize your campaigns.

1. Usermaven

Usermaven is an easy-to-use, privacy-focused website and product analytics tool that excels in tracking and analyzing user behavior on websites and products. It provides data on user interactions, engagement, and conversion rates across various marketing channels, allowing you to fine-tune your strategies.

Key features

  • User behavior tracking: Monitor how users navigate your website, interact with content, and make purchases.
  • Conversion analysis: Identify bottlenecks in your conversion funnel and optimize user journeys.
  • Metrics tracking: Measure traffic, engagement, conversion, revenue, and brand metrics.
  • Customer segmentation: Create tailored campaigns for different audience segments based on behavior patterns.
digital marketing metrics

2. Replug

Replug is a comprehensive marketing tool designed to help you shorten, brand, and track URL links, enhancing your online presence. It offers a suite of features tailored to drive traffic, engage audiences, and maximize conversion rates.

Key features

With replug, you can

  • Create short branded URLs
  • Generate QR codes
  • Embed call-to-actions
  • Build custom audiences using link retargeting pixels
  • Create social media bio-link webpages
  • A/B test links
  • And more....

3. ContentStudio

ContentStudio is an all-in-one content marketing and social media management tool that simplifies the process of discovering, publishing, and analyzing content. It offers features to streamline content creation, distribution, and engagement across various digital channels.

Key features

With ContentStudio, you can

  • Plan, create and schedule content.
  • Analyze, measure, and report social media KPIs.
  • Social customer support with a unified inbox.
  • Automation recipes.
  • Manage social media strategy with a multi-view calendar.
  • Discover trending content for all social channels.
  • AI caption generator.
  • And more....


Digital marketing metrics and KPIs are essential tools for gauging the effectiveness of your marketing efforts, making data-driven decisions, and achieving your business objectives. They provide the foundation for a successful and accountable digital marketing strategy, helping you stay competitive and responsive in a rapidly evolving digital landscape. The combination of metrics and KPIs fosters a culture of continuous improvement. You can track progress, make data-backed adjustments, and iterate on your digital marketing strategies to drive better results over time.

You can leverage data analytics tools to track and analyze marketing metrics and KPIs. Tools like Usermaven are specially designed for businesses to improve their online presence, gain deeper customer insights, and increase conversions. Usermaven offers an easy-to-use yet powerful analytics solution trusted by hundreds of companies. You can track user actions on websites and products, create customer events, and measure data metrics and KPIs that matter most for your business quickly and effortlessly.


1. What are digital marketing metrics?

Digital marketing metrics are quantifiable measures of online marketing campaigns and activities. These metrics provide insights into website performance, user behavior, engagement, and the effectiveness of digital marketing efforts. They are essential for assessing the impact of digital strategies and making data-driven decisions to optimize marketing campaigns.

2. Which are the most important digital marketing metrics?

While the most important digital marketing metrics for a business depend on factors like product type, industry, business model, and more, some important metrics include conversion rate, click-through rate, customer lifetime value, bounce rate, cost per click, page views, and traffic sources.

3. How do I calculate my engagement rate for social media?

You can calculate the social media engagement rate using this formula:

Engagement Rate = (Total Engagements / Total Followers) x 100

Where: Total engagements include likes, comments, shares, and other interactions on your social media posts. Total followers represent the number of people following your social media account. Multiply the result by 100 to express the rate as a percentage.

4. How do I calculate the cost per click?

To calculate the cost per click (CPC) for a digital advertising campaign, divide the total advertising spend by the total clicks. You can use this formula:

CPC = Total Advertising Spend / Total Clicks

Where: Total Advertising Spend is the total amount of money spent on the advertising campaign. Total Clicks represent the number of times users clicked on your ad.

5. What tools are used to measure digital marketing metrics?

The choice of tools depends on your specific needs and the metrics you want to track. Popular tools include Usermaven for privacy-friendly website and product analytics, Replug for complete link management solution, and ContentStudio for social media management and analytics.

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