Around here we like to say “If you can’t measure it, you can’t improve it.”

Every client business model and marketing engagement is different, so our reporting dashboards vary from client to client. Our reporting dashboards consist of graphic dashboards, Excel spreadsheets.  An example is below:

Digital Marketing Client Reports

KPIs (Key Performance Indicators) are metrics that totally depend on company’s objectives and show whether a business is moving towards these objectives or not. We typically divide the KPIs we track into two parts:

  1. Leading / Action KPIs: activities that drive results (i.e. blogging / creating videos)
  2. Lagging / Result KPIs: the results of activities (i.e. more website traffic / higher website conversion)

KPI characteristics include the following:

  • KPIs are measured frequently
  • KPIs are acted upon by senior management
  • KPIs are understood by staff
  • KPIs are the responsibility of individuals
  • KPIs have a significant effect on the organization
  • KPIs have a positive effect on other measures

 

Sample KPIs We Measure

Website Engagement KPIs

  • Site traffic
  • Blog traffic
  • Referral sources: percent from search, direct, email, pay-per-click, other
  • Day part monitoring (when site visitors come)
  • Unique visitors
  • Total visits
  • New visitors
  • New customers
  • Time on site per visit
  • Page views per visit

Ecommerce Sales KPIs

  • Total orders per day, week, month
  • Hourly, daily, weekly, monthly, quarterly, and annual sales
  • Average order size (sometimes called average market basket)
  • Average margin
  • Conversion rate
  • Shopping cart abandonment rate
  • New customer orders versus returning customer sales
  • Cost of goods sold
  • Total available market relative to a retailer’s share of market
  • Product affinity (which products are purchased together)
  • Product relationship (which products are viewed consecutively)
  • Inventory levels
  • Competitive pricing

Paid Search Performance KPIs

  • Click-through rates
    • Brand, non-brand
    • Text ads, display ads, remarketing ads
  • Traffic volume
  • Quality score
  • Cost per click
  • Cost per acquisition
  • Total conversions
  • Total phone calls
    • Average cost per call

Paid Search Result KPIs

  • Paid search sales
  • Average order value
  • Lifetime value
  • Return on ad spend
  • Return on investment

Social Media KPIs

  • Followers
  • Fans
  • Number of mentions
  • Reach
  • Social bookmarks (SumbleUpon, Delicious)
  • Inbound links
  • Blog subscribers
  • Retweets, mentions, comments
  • Net Promoter

Online Review KPIs

  • Number and quality of product reviews

Customer Service KPIs

  • Customer service email count
  • Customer service phone call count
  • Customer service chat count
  • Average resolution time
  • Concern classification

Email KPIs

  • Newsletter subscribers
  • List growth
  • Delivery rate
  • Open rate
  • Click through rate
  • Conversion rate
  • Unsubscribe rate
  • Bounce rate
  • Site Traffic
  • Sales