How to calculate 7 key Digital Marketing KPIs

Optimizing and increasing KPIs results is a typical concern for those who work in digital marketing. Therefore, any person who manages data and aims for achieving certain objectives must have a clear idea of the main KPIs for their strategy.

Metrics were born to show results and give a sense to the development of future actions. In conclusion, they offer us quantitative data to help us to comprehend the effectiveness of our marketing activities.

Therefore, the more specific the metrics are, the more precise the results will be and, as a result, our future activites will be better optimized.

In fact, 87% of digital marketing professionals make use of KPIs to demonstrate the effectiveness of their campaigns and undertake future marketing activities, according to Think with Google.

However, the choice of certain KPIs will rely on the channels we use and the final goals of each of our marketing activities.

How to measure your Digital Marketing results

Which metrics should be taken into account when measuring the effectiveness of marketing activities?

We have divided the KPIs to be taken into account in the three main digital channels to be used in a marketing strategy: web and landing pages, social media and email.

Marketing in web and landing pages

Customer Lifetime Value

Customer Lifetime Value refers to the value each of our clients offers to our company during the relationship among both parties.

Customer Lifetime Value

Bounce rate

Bounce rate corresponds to the percentage of people who immediately after landing in our website or landing page, leaves the page without taking a look at the content.

In conclusion, this rate will show us if the content gathered in our websites or landing pages is what our users are looking for.

Bounce rate

Searches volume

This data shows all the organic searches to our website or landing pages. Therefore, it will help us to understand the effectiveness of our promotion and brand awarness activities.

In order to access to this information, we should match our website domain to Google Search Console. We will get that information in the tab ‘performance’.

Searches volume

Marketing in Social Media

Social media engagement

Engagement refers to our followers commitment in Social Media. As a result, we are measuring, on a quantitative way, the activity of our followers in our Social Media channels.

Social media engagement

Website or landing pages traffic from Social Media

This data shows the number of visits to our website or landing pages coming from posts in Social Media.

Consequently, this number help us to verify the effectiveness of our marketing activities in these channels. In this way, we can relate our website conversions to certain activities in Social Media.

In order to get that data we should shynchronize our domain to Google Analytics and access to the tab ‘acquisition’ > all traffic > channels, choose the option ‘social media’.

web or landing pages traffic from social media

Email Marketing

Unsubscribe rate

This ratio shows the number of people who, after having received an email from our distribution list, unsubscribe from the emailing service.

Taking a look at this data we will get insights about the effectiveness of our emailing activities.

Unsubscribe rate

Email conversion rate

From each email we send, how many users open it and do what we expect them to do afterwards?

This data will allow us to understand the benefits related to each email that has been sent.

Benefit per email

Moreover, we could know if certain emailing actions have generated a positive ROI.


Comprehend the results of our marketing activities will help us to understand our brand distinctive features and design more effective actions. As a result, we will optimize investment and allocate more effectively efforts and resources to those activities that generate a positive ROI.

And you, how do you measure the results of your digital marketing activities?

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