KPIs in digital marketing
There are a number of commonly used KPIs in digital marketing that need to be considered.
Impressions: The number of times an ad is shown on a screen. It does not necessarily translate into an impact or opening.
Reach: Total number of users who reached the ads. It differs from impressions because it does not count repetitions, but refers to unique users.
Clicks: Number of users interested in an ad, directed to a web page.
Leads: Refers to contacts that are potential customers. That step occurs when the user views, clicks, and visits a web page, and becomes that lead when an interaction occurs, for example by filling out a form or providing their email address.
Number of customers: They are those who convert (buy products or services of the brand).
Conversions: Refers to valuable actions that users do on a web page. For example, installing an app, downloading content, filling out a form, or making a purchase.
Conversion per click: This is a user who clicks on an ad, enters the web page, but the conversion occurs within a period of time.
Post View Conversion: Users who view and convert within 24 hours without clicking. In practice, it is an Internet user who sees an ad, not buying at the moment, but later, entering through the URL. The ad had an impact, although there was not a click.
Number of registrations: They are users who are willing to register (for example to a newsletter), although they do not necessarily make a purchase.
Time on the web: Simple, it is the time that a user browses a site.
CPM: It is the cost per 1,000 impressions of an ad.
CPC: It is the cost per click.
CPL: Cost per lead, through ads.
CAC: Acronym for “acquisition cost per customer”. It is used to calculate the investment required by each new client.
CPA: The amount of money each acquisition or investment costs. It must be higher than the CPC, because not everyone who clicks on an ad becomes a customer.
Lifetime Value (LTV): Net value of the income generated by a client in the period that contracts a marketing service
Monthly recurring revenue (MRR): Recurring income that is obtained through memberships.
Conversion rate: It is the percentage of conversion in an advertisement every 100 visits.
Revenue per visitor (RPV): It is the income generated by each visitor to a website.
Return on investment (ROI): It is the profit generated from sales, subtracting the investment made. It is key in digital marketing, in the publication of online ads and in email marketing campaigns.
Return on advertising investment (ROAS): It is a metric similar to ROI, but it does not measure the benefits of a campaign but the income from advertising.
Bounce Rate: The percentage of users who leave a website, having seen it once.
CTR (Click Through Rate): This metric analyzes the performance of ads and other actions in online marketing. It is calculated with the formula: CTR = number of clicks / number of impressions x 100.
Video Views: Number of views of your video.
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