What Are KPIs and What Every Marketer Should Track (and Why It Matters)
In the fast-paced world of marketing, it’s easy to get caught up in producing content, running ads, or engaging on social media without stopping to ask the critical question: Is this actually working?
That’s where KPIs come in.
What Are KPIs?
KPI stands for Key Performance Indicator. These are measurable values that show how effectively a campaign, strategy, or business is achieving its objectives.
Think of KPIs as the “health check” of your marketing efforts. Instead of relying on guesswork or vanity metrics (like how many likes a post got), KPIs give you hard data to evaluate success and guide smarter decisions.
Why KPIs Matter in Marketing
1. Clarity – KPIs keep you focused on what truly drives business results.
2. Accountability – They provide benchmarks to measure success (or identify gaps).
3. Optimization – By tracking the right KPIs, marketers can adjust campaigns in real-time.
4. ROI Proof – KPIs help demonstrate the value of marketing to stakeholders, leadership, or clients.
Key KPIs Every Marketer Should Track
While the right KPIs depend on your industry and goals, these core metrics are essential across most marketing strategies:
1. Website Traffic
Your website is often the hub of your marketing. Track overall visits, traffic sources (organic search, paid ads, referrals, social), and new vs. returning visitors. Why it matters: It shows whether your efforts are driving people to your brand.
2. Conversion Rate
The percentage of visitors who take the desired action such as filling out a form, subscribing, or making a purchase. Why it matters: Traffic alone isn’t enough; conversions measure true impact.
3. Cost per Lead (CPL)
How much you spend to acquire one new lead. Why it matters: Ensures your marketing budget is being used efficiently.
4. Customer Acquisition Cost (CAC)
The total cost of acquiring a paying customer, including marketing and sales spend. Why it matters: Helps evaluate long-term profitability of campaigns.
5. Customer Lifetime Value (CLV)
The total revenue a business can expect from one customer over time. Why it matters: Balancing CAC and CLV shows whether your marketing is sustainable.
6. Return on Investment (ROI)
The revenue generated compared to what you spent on marketing. Why it matters: The ultimate measure of success—are your efforts profitable?
7. Engagement Metrics (Social & Content)
Likes, shares, comments, click-through rates, and time on page. Why it matters: Engagement shows how well your message resonates with your audience.
8. Email Performance
Open rates, click rates, and unsubscribes. Why it matters: Email is still one of the highest ROI channels; KPIs show if your content is connecting.
How to Choose the Right KPIs
Not every KPI matters equally. The key is alignment with your business goals:
· Launching a new product? → Track awareness and engagement.
· Scaling an online store? → Focus on conversion rate and CAC vs. CLV.
· Building a brand? → Prioritize traffic growth and audience retention.
Always ask: Does this metric tie back to my business objectives? If not, it’s probably a vanity metric.
Final Thoughts
KPIs aren’t just numbers – they’re the story of your marketing performance. By tracking the right ones, marketers can make informed decisions, prove value, and continually improve results.
The best part? You don’t need to track everything. Focus on the metrics that directly move the needle for your business, and you’ll not only save time but also achieve better outcomes.
Let’s talk about your KPI goals and how you can track your current performance on your most important marketing initatives. Contact us today to get started.
Contact CommCore Marketing today at: CommCoreMarketing.com, email: LauraD@CommCoreMarketing.Com or call: 314-308-0799 for expert guidance and support.
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