As the digital marketing market evolves, these indicators also change. To help marketers, we have developed a list of the most important KPIs to track in their work.
A marketing professional needs to develop ways to make quick and objective decisions.
Therefore, using KPIs and OKRs to monitor trends online russian phone number the most important indicators optimizes the monitoring of defined goals.
It is important to define the appropriate metrics and indicators to evaluate each marketing goal — each area, from social media to Outbound, has its own.
We have prepared this article so that you can understand what KPIs are and see the list of the most important ones for marketing.
Understanding KPIs and OKRs in a Marketing Strategy
When it comes to strategy management, KPI and OKR are popular concepts.
Both help in monitoring the defined actions, but they have different functions. Among the main differences, the following stand out: the objective of each one; the monitoring period; and the nature of the goals analyzed.
Therefore, understanding the difference between the two methodologies is important before even developing a list of KPIs or OKRs.
Let's now understand the particularities of KPIs and OKRs, their similarities and differences.
KPI Definition
KPI is the acronym for Key Performance Indicator. In Portuguese, it means Key Performance Indicator.
It can be defined as a way of measuring whether an action is effectively achieving the proposed objectives and goals.
Although there are countless KPIs, each company defines its own according to its particularities. This is because they are one of the ways to visualize the conditions on the path to achieving a goal.
As they provide answers about the performance and success of actions, KPIs are responsible for showing, in a quantitative way, whether expectations are being met.
From this analysis, it is possible to assess whether the goals for each OKR are being achieved or not. This way, decisions about whether or not to adjust the process become more concrete.
When establishing KPIs for the marketing strategy, analyzing the effect of actions and what can be improved becomes more tangible.
Numbers make it possible to measure and compare results, aligning the team to ensure that goals are achieved.
OKR Definition
OKR is the acronym for Objectives and Key Results. Literally translated, it means Objectives and Key Results.
Through this system of goals for individuals and the team, the path to reach the objective that the company wants to achieve is defined and traced.
This method proposes the development of smaller objectives and key results to measure the efficiency of actions to achieve a larger goal. Thus, each team focuses on one objective at a time; when it is achieved, they move on to the next.
In short, OKR is a qualitative description of the results to be achieved.
When desire and strategy are related, constant improvements are made to achieve the common goal. Therefore, it must be monitored regularly, as evaluating the process makes it possible to make the necessary adjustments.
Defining the key results you hope to achieve allows important data to be highlighted and observed.
In this way, implementing the OKR methodology brings agility to results management, increasing team performance and productivity. Aligning objectives promotes greater employee involvement and autonomy to achieve their personal goals.
General Digital Marketing KPIs
As they adapt to the specific needs of each organization, there are numerous possible KPIs to analyze goals and objectives.
In digital marketing, these quantifiable metrics allow you to evaluate the performance of campaigns, saving time and money.
Therefore, we have put together a list of the most important KPIs for the overall evaluation and optimization of marketing initiatives.
Permanence and number of visitors generated - organic traffic and SEO
Starting off the list of KPIs, organic website traffic is the metric that shows how many people visit the page from organic searches .
This data also shows the visitors' path and how long they spent on the site.
This indicator helps evaluate the effectiveness of the website's marketing campaigns and the use of SEO techniques for ranking . The page's performance is reflected in the amount of traffic it receives.
Tools like Google Analytics provide data that makes it easier to identify this information. The "Source/Medium" report shows where visitors to your site are coming from, while the "Overview" report shows information about your audience.
This makes it possible to monitor the growth of visitors and the time spent on the page. This data allows you to solve problems on the site or identify opportunities for expansion.
ROI and ROAS - Paid Media
Return on Investment, better known as ROI, broadly analyzes the financial return of any type of investment and can be used to evaluate a general strategy or a specific plan.
ROI identifies whether strategies should continue or whether it is necessary to increase or decrease investment in each campaign.
ROAS is the acronym for "Return on Advertising Spend" , the "Return on Advertising Investment" in Portuguese.
This KPI evaluates which media campaigns generated the most return. The purpose of ROAS is to measure the performance of the marketing and media strategy.
In both cases, the aim is to identify whether the amount invested brought a satisfactory return for the company.
To calculate ROI, subtract the total expenses from the final revenue. Then, divide this result by the value of the same expenses. ROI is calculated as a percentage. So, divide the revenue by the advertising cost and multiply it by 100.
The difference between the two is that ROI evaluates the strategy as a whole, while ROAS analyzes the performance of ads and campaigns. The calculation is similar, but the objective of the result and its application are also different.
Number of leads - Inbound and Outbound
The "Number of Leads" indicator shows how many visitors performed the desired action in the strategy, becoming customers or potential customers. This data indicates the performance of the sales funnel and the calls to action used on the page.
Furthermore, it makes it possible to assess whether the content is attracting people interested in consuming the product developed by the company.
Even though it is not a confirmed sale, leads show whether the content is reaching the defined objective and audience.
Another point that can be analyzed is whether the sales funnel is being effective in attracting leads and converting them into customers. If a lead goes through all the stages of the funnel, it is considered qualified and has a good conversion rate, which we will discuss later.
Inbound strategies tend to have more leads that come to the product due to prior interest.
On the other hand, active prospecting strategies (outbound) seek to spark customer interest in the product or company. In both cases, the number of leads is an important KPI for evaluating the success of the proposal.
Average reading time
Following our list of KPIs, average reading time is an indicator that measures how long a visitor stays on a specific page of a website or blog.
This metric helps evaluate user experience and content quality.
A longer reading time may indicate that the content is relevant and navigation is good. On the other hand, if the time decreases, it may indicate that the page did not deliver what the user expected.
This data allows the company to see in full and detail how leads interact with the content produced. This makes it easier to identify effective points and areas for improvement, resulting in an optimized strategy that is tailored to customer behavior and business objectives.
Costs per conversion - CPL and CPA
Cost per Lead (CPL) indicates the average amount spent to acquire a new lead through a marketing campaign. This metric helps you understand the qualification of a lead and how much you need to invest to win it over.
Each channel can have a different CPL, which indicates the efficiency of the strategy applied.
To assess whether CPL is good or bad, it is necessary to analyze a set of marketing metrics, such as Return on Investment. Therefore, it is calculated by dividing the amount invested in digital marketing by the number of leads generated.
Cost per Action (CPA) is a billing model. Also known as Cost per Acquisition, it indicates the average amount spent to acquire a customer.
It is an important metric for measuring the cost of conversions. This way, the advertiser only pays for the success of specific results.
CPA is a complex indicator, as it must consider all campaigns, not just isolated actions.
It is an important metric when the goal is to sell or generate leads. Cost per Action can be used to measure the effectiveness of a campaign and track results. It can also be used to compare the success of different channels and strategies.