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KPIs - digital KPIs for the marketing manager and business managers

What are KPIs?

What does KPI mean? KPI is an abbreviation that stands for key performance indicator which is traditionally used by economists to measure how a company works and how well business is doing. In recent years, the term has been increasingly used in digital marketing to measure market effectiveness.

How are KPIs used by companies?

KPIs are used in medium-sized and larger listed companies to bring about an improvement in performance and should be seen as a tool for measuring that development is going in the right direction in a consistent and predictable way. It is essential that you use the right dimensions and commercially relevant information that can also be used in business planning. But with so many tools and metrics available, it can be difficult to find your way in the jungle.

You can use key figures to measure the effectiveness of digital marketing and to manage your marketing team both strategically and tactically. We believe that many marketing managers should be more interested in analysis and various KPIs, which means that they can follow up market investments better and get employees to focus on the right things.

The CPI is also the abbreviation for the Consumer Price Index - which is a completely different concept that measures inflation.

KPIs must be based on business goals based on who is to take part in the decision-making

There are several digital KPIs that you can use to measure how well a website works. It is often a matter of developing methods to increase sales or improve results in some way.

  • To begin with, it is necessary to base your digital KPIs based on the company's business goals and what purpose you have with a website. Is the purpose of eCommerce and e-commerce, to provide leads to the sales force, be a publishing site that shows ads or is it a support site?
  • The second question is who should use the statistics? We have produced statistics for a CEO of an international company who only wanted a number, a number to be able to compare different countries' digital investments between each other.
  • The third question is which websites should be measured? It is not enough to use Google Analytics and dashboards in analytics, but you may want more powerful BI tools and sales support programs that are integrated into the statistics.

Once you know more about the amount of data and who will use it, you can start setting up experiments like AB testing. Here there are different methods that include visual analysis when the data material is extensive, but also traditional statistics such as correlation analysis and regression analysis to see if there is a correlation between 2 different variables.


Picture:
Klipfolio Dashboard, which is a tool, allows you to connect different data services and view dashboards.

Picture: Example of a dashboard for a CMO made in Powerpoint.
Digital KPIs and tools


Different types of KPIs that you can use!

KPI measurements for an online shop

ROI is ultimately based on conversions that can come from different channels: organic traffic, direct traffic, email, external websites, social media and more.

The value of a web shop can be calculated in IT with the following formula:
B = V × C × L

B =Sales on the website
V = Unique visitors to the website
C = conversion rate (percentage of people who become customers)
L = Degree of loyalty (ie if there is a repeat purchase)

KPIs are usually set monthly so that you can follow developments. For a web shop, important measures are sales, repurchases, orders and average average order value. Other parts of a web shop are about the actual experience of the site and the traffic and measures such as unique visitors, bounce rate, conversions etc. are used.

KPI measures for increased sales and creating more leads

financial KPIs

  • Profit margin
  • Operating profit margin
  • Net profit margin
  • How often your contact page is used online
  • How many leads come in over the phone
  • If a specific company you are contacting visits your site
  • Average order value and TB1 (gross margin 1)
  • Proportion of new customers
  • How many people convert for newsletters, whitepapers etc.

When you want to measure the brand

  • Percentage of direct visitors to the website
    - some of these, however, come from darksocial
  • The percentage of Google searches for trademarked searches
  • Google Brand Search and Brand Search

When you want to measure the site

A KPI report can be created from different systems, but sooner or later much of the information ends up in Excel so you can follow the results month after month.

I often see which business areas there are and see how they go by measuring segments and keywords within the business area vs competitors. Other traditional measurements are:

  • Unique visitors, Visits and Pageviews
  • How long are they on the site on average (session length)
  • How many pages are they on average
  • Onsite optimization measures to measure the quality of the content
  • Offsite optimization measures to measure link quality (ex Trustflow, domain authority etc.)
  • Proportion of 404s, ie sides that are wrong (there are sharp and soft 404s)
  • Digital conversion rate, usually between 2-3%
  • Search engine ranking (by keywords) and clickthrough rate
  • Pageviews
  • Bounce rate (bounce rate)
  • How well different editors and content managers perform on the site
  • How many people visit contact pages
  • Number of active leads that, for example, fill in a contact form
  • Number of passive leads
  • Traffic to lead generation
  • Lead to customer ratio
  • (Shares + links) / 1000 visitors
  • Total number of visits sessions / returning visitors
  • The speed of the site measured in milliseconds
  • Traffic sources (where visitors come from)
  • Proportion of mobile users
  • Landing page conversion rate
  • Organic search results on keywords
  • Pagerank (although not updated in a few years but can still provide some guidance around a website)
  • The speed of the site measured in milliseconds and loading time (pageload)
  • Brand searches
  • Statistics about the brand and how much you apply for the brand
  • Online sales revenue
  • Percentage that joins newsletters
  • CTR - Click through rate - you can measure the percentage of clicks on your organic texts in Google Search Control
  • Target conversions for organic traffic

Use segments in Google Analytics

In Google Analytics, a very useful feature is something called segments that allow you to see how the site works for different specific pages, languages or mobile users.

  • All sessions
  • Android traffic
  • Bounced sessions
  • Converters
  • Direct traffic
  • iOS traffic
  • Made a purchase
  • Mobile and Tablet traffic
  • Mobile traffic
  • Multi-session users
  • New users
  • Non-bounce sessions
  • Non-Converters
  • Organic traffic
  • Other traffic (Neither iOS nor Android)
  • Paid traffic
  • Made site searches
  • Referral traffic
  • Recurring users
  • Search traffic
  • Sessions with conversions
  • Sessions with transactions
  • Single session users
  • Tablet and desktop traffic
  • Tablet traffic 

When you want to measure the effectiveness of your digital advertising

Measuring digital advertising varies if you are building a brand campaign or a site that is going to convert.

Tracking conversions and goal tracking can be set up in Google Analytics and there are several different tools for measuring KPIs directly for Google Ads.

The measurements you look at are:

  • Costs in total value
  • Impressions
  • Click
  • Converted clicks
  • PPC - Pay Per Click
  • Cost per lead in (Adwords, Bing, Facebook)
  • Customer value (value minus TB1)
  • CTR - Click throguh rate - what percentage clicks on your Adwords texts
  • Quality score, ie if your landing pages and Adwords ads harmonize
  • RPM = Dimensions for Advertisers (Estimated Revenue / Pageviews) × 1,000
  • Different goal conversions for paid traffic
  • What percentage comes from the mobile and they generate some value
  • Have new visitors the same KPIs as returning visitors
  • Attribution models and how customers become customers
  • What do the KPIs look like for different segments (organic traffic, paid traffic and direct traffic)

Overall ad KPIs

  • COS: Cost of Sales. The ratio between the total advertising cost and sales generated by the campaign. In other words, what your advertising costs as a percentage of revenue. COS shows what your margins are for raising or lowering your advertising.
  • CAC: Customer Acquisition Cost
  • ROAS: Return on Ad Spending
  • CLV: Customer Lifetime Value
  • Retention: Number of repeat customers divided by the total number of customers

KPI measures for social media

  • Social networks
  • Social Media Reach
  • Percentage of followers for the largest social networks (Facebook, Insta, Twitter, Linkedin, Pinterest)

KPI measures for apps

Apps can be measured on what the sales tunnel looks like (funnel) and how the app works. Common measurements are:

  • Impressions
  • Click
  • The app is installed and opened
  • You sign up in the app
  • Different types of requests in the app

Search engine optimization and SEO reports

There are different reporting systems and it is possible to use different reports for different groups within the company. The SEO report means that within the company you get a process that measures the business and that the developer, the webAgency and marketers work in the same direction with the content of the website.

Example of KPI - where we compared the most important words of the customer compared to the 5 biggest competitors.

1. Competitor analysis where you compare the site against the strongest sites in the niche. Are there any key figures that you need to get stronger on, for example that the competitors have more texts, that the site is slower, that there are too few links to the site or that certain elements are missing.
2. Market potentiall - there are some major keywords where you can take placements and within all the keywords you have which are the dominant players
3. Site Audit - how many technical errors and problems the site has. This in turn affects how the site ranks.
4. Crawl Health and indexes the search engines correctly. There may be pages that have not been indexed in Google or Bing.
5. Speed - how many milliseconds it takes before the site loads. Are there any parts that work more slowly - for example plugins or if the site is not compressed
6. Ranking keywords and how the trend is for the keywords and how many words are in the longtail
7. Keywords visit
8. Universal ranking ie rankings on different file formats such as pictures and videos etc.
9. Summary of the ranking
10. Ranking keywords per month
11. Ranking competitors
12. Keyword potential, strong potential keywords that could
give the site visitors extra traffic.
13. Top pages
14. Content analysis
15. Indexing in comparison with competitors
16. Non-indexed pages and percentage not indexed
17. Keyword density
18. Picture wrong number
19. Link analysis - how strong the links are and if there are any
risk with the links that exist.
20. Domain analysis
21. Links competitors
22. Link references
23. Lost links
24. New links
25. Inbound / outbound domains
26. Outbound Links
27. Link building - how strong is the site compared to the strongest competitors.
28. Results / goals
29. Analytics Benchmark
30. SEO / PPC Visit
31. Fire / Non-fire visit
32. Organic visits per search engine
33. Organic breadth and depth

Ranking on competitive keywords

That you as a webmaster should have rankings is a matter of course and that you follow keywords, landing page and link data linked to the keywords.

Several companies and webmasters use keyword rankings as one of their most important KPIs. Keywords are of course a measure that must be followed and monitored closely and it is possible to see how large a market share you have in the organic search.

Measurements for the long-tail


An extremely effective strategy for most companies is to concentrate on what is known as the long-tail. Then you use significantly more keyword combinations. Individual keywords usually have a lower conversion rate than the longtail. However, longtail is a function of the ranking positions on the most important keywords and one should rank larger keywords to see how they perform. SEO, on the other hand, should primarily be measured in traffic and conversions.

A fairly useful exercise for those who are avid SEOs is to use Google Ads and produce the keyword report in Google Ads and see which word combinations generate traffic to the site.

KPI as a tool

Of course, it is not enough to measure KPIs, but you must also be able to analyze and disseminate the information further within the organization. KPIs are a great way to get people involved in website development but also create engagement how the company is doing.

If you work with sofas, it is effective to compare their measured values (KPIs) against the strongest brands such as IKEA. We also usually review companies that have a high profit margin to see what they are doing right in their marketing. Through this analysis, we see how they get traffic but also what products and keywords are out there and what they do that ultimately provides better profitability.

When we have developed various KPIs with values such as visibility, onsite optimization, link strength and infrastructure, we work iteratively and continuously with the parts that give the best results and give you a priority list. We continuously analyze and report for your website.

 

  • Google Analytics
 

Want to know more about digital KPIs?

There is an advantage to having an outsider do an independent KPI survey of your digital presence. We have tools where we use data from the Google Search Console, Google Analytics, competitors and keywords, which means that you get a tailored report on how your SEO work is going. Our methods ensure that the marketing department as well as the development department work with the right things, ie visibility online.

Contact us if you want to know more about KPIs for your company and what measures you can use in your business!

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