This is our last post in the “Let’s Talk Goals” series. We’ve previously covered the five categories of goals and setting SMART goals. Now we’re moving on to how you can measure success toward those goals through KPIs, or Key Performance Indicators. 

With a multitude of marketing metrics that can now be tracked and reported on, having the data isn’t your biggest challenge as a marketer. So what is? Selecting which KPIs matter most to your overall success. 

Rather than a list of the 10 most popular KPIs, this post aims to encourage you to focus on selecting KPIs that move the needle – and there is no “one size fits all” approach for moving that needle.

Ultimately, it doesn’t matter which KPIs you are measuring. What matters is that they are clearly defined, tied to your business goals, and have internal consensus so you can move your strategy forward. 

Below are KPIs to think about in each of the most common goal categories.

Brand Development 

• Website visits
• Inbound links
• Owned & earned media
• New/returning visitors (returning visitors can be a great KPI when building online communities)

Lead Generation

• Leads generated
• Lead sources
• Cost per lead
• Visit-to-lead percentage
• Sales-qualified leads

Revenue/Cost Savings

• Conversion rates
• COCA (Cost of customer acquisition)
• Percent of new customers
• Revenue
• Revenue source
• Revenue pipeline
• Churn rate

Customer Support

• Customer lifetime value (CLV)
• Customer referrals and reviews
• Engagement
• Retention rate
  
  

What KPIs are you measuring this year? Let us know in the comments below.