Every entrepreneur is responsible for running a marketing campaign to monitor this campaign’s performance and measure its progress toward achieving the goals set for the company. You do this by setting performance metrics that help the company calculate the progress made toward achieving its goals and its growth over time.

There are dozens of these metrics, which differ by the company’s industry and its place in the market — but perhaps some of these metrics carry more importance than others, and every marketing campaign manager should monitor them regularly.

In this article we’ll cover a set of performance metrics and the importance of following each of them constantly.

What Do Key Performance Indicators Mean?

Key Performance Indicators They’re important data and measures that evaluate the effectiveness of the marketing campaign’s performance, set milestones to measure its progress toward achieving the company’s goals during certain time periods, and help the marketing team make better decisions in the future and solve any problems hindering growth.

Now let’s give some examples of these metrics.

10 KPIs Marketing Campaign Managers Should Monitor

• Unique pageviews.
• New visitors.
• Video view percentage.
• Click-through rate.
• Open rate.
• Leads generated.
• Revenue.
• Number of times lead-attraction materials were downloaded.
• North Star Metrics.
• Customer purchase-offer acceptance rate.

First: Unique Pageviews

Unique views are a more precise measure than regular views — they give us the number of users (not the number of views) who viewed a certain page during a specific time period.

The concept of a unique view means that a user who views the page several times, refreshes the page, and takes other actions in a single session — all of that counts as one view.

The concept of a session, per Google’s definition, is when a user opens a page from a website and spends time on this site. There’s no time limit that restricts this session, but it ends if 30 minutes pass and the user is inactive on the site.

The importance of the unique pageviews metric lies in its giving a more precise picture of the volume of traffic reaching the website’s pages. It filters out refreshes and repeated views from the same user, and identifies the pages that attract the largest number of visitors and the type of content the audience is interested in.

Second: New Visitors

Here we must distinguish between a new visitor and a new user. A new user is a person who hasn’t entered the website during a certain time period, while a new visitor is a person who hasn’t entered the website at all. That is, a person can be counted as a new user if they enter in two different sessions with some time gap between them, but they’re counted as a new visitor only once in their life.

This metric is very useful: it gives us an idea of the effectiveness of the marketing efforts in reaching new audiences and attracting them to visit the website, and identifies the marketing channels that yield better results in attracting visitors — helping make better decisions and focus efforts in the right places.

Third: Video View Percentage

This metric counts the number of people who watched a video in full — unlike the people who pressed on this video or watched only part of it. This data can be tracked using Google’s newer analytics tool (Google Analytics 4), which counts the number of times a video was started, completed, and the share of the video’s duration watched.

This metric draws a picture of the visitors’ interest level in the videos on the site, and the video formats that attract their attention enough to watch the video in full versus formats that get ignored — and thus gives ideas for preparing better video content in the future.

Fourth: Click Through Rate

Click-through rate is the share of people who pressed a certain link (such as a link in a social media post, email, or paid ad and took them to the website) out of the total impressions of this link.

Click-Through Rate = (Number of Clicks / Number of Impressions) * 100

Typical values for this rate for both emails and paid search ads are 3% to 5%. Rising above this threshold is evidence of the success of the promotional materials, the quality of their content writing, and their effectiveness in grabbing the viewer’s interest to press the link — while a drop below these thresholds is a signal to reconsider the design of the ads and emails.

Fifth: Open Rate

This metric is specific to email marketing campaigns, and it gives the share of people who opened a certain email out of the total people who received that email.

According to statistics conducted by (MailChimp) the typical open rate ranges from 15% to 30% depending on the company’s industry.

This metric gives an idea of the quality of email subject-line writing and its ability to grab the user’s interest to open these messages, and a perspective that helps develop the various aspects of the email marketing campaign.

One of the best ways of raising the open rate is caring for refining the mailing list — by segmenting this list based on users’ interests and sending each message to the segment most aligned with and interested in its content — plus removing names that bounce from the site or don’t open the messages over time, and preparing these messages to fit smartphone screens.

Sixth: Leads Generated

Leads split into two categories:

• Marketing Qualified Leads: customers who have started engaging with the company’s marketing materials but aren’t ready to buy yet — such as when a customer subscribes to the mailing list or fills out a form  on a landing page in exchange for some offer.
• Sales Qualified Leads: customers who have taken an action that hints at their desire to buy a product or service — such as when a customer starts asking about the features they’ll get from the paid subscription to the service or buying the product.

Lead generation is the process of attracting these leads and growing their interest in the company’s products and services with the goal of turning them into paying customers. You do this by producing various marketing materials such as: blog articles, holding events, social media posts, free gifts, and more.

The lead-generation metric is important — it expresses the effectiveness of the marketing efforts across channels and their ability to attract new customers.

Seventh: Revenue

Sales are the entire volume of money the company earns for selling products and providing services — before subtracting expenses including salaries, wages, production costs, and more. The amount of money after subtracting these expenses is called Profit or Income.

Monitoring the sales and profits metric is fundamental — it gives an idea of the company’s overall performance and the return on investment in the marketing efforts. Identifying the sources that generate more sales also helps identify the most effective marketing channels and adjust the company’s strategy accordingly.

Eighth: Number of Times Lead-Attraction Materials Were Downloaded

Some companies offer many free samples to attract customers — known as Lead Magnets — such as: free trial periods, ebooks, discount coupons, ready-made templates, and others, in exchange for getting some personal data from the customer, such as name and email.

These free samples have significant value: they generate many Marketing Qualified Leads or Sales Qualified Leads, and through them the company gathers plenty of data about its audience. Monitoring the download count of these samples gives the company an idea of the extent of customer engagement with its marketing materials and the sample forms most useful and attractive to audiences.

Ninth: North Star Metrics

Also called North-Star Metrics — measures that shed light on the company’s growth over time. Their principle is focusing on delivering value and benefit to customers, which will bring with it development and progress for the company.

These metrics differ by companies’ fields. Each company sets North-Star metrics for itself that match what it offers its customers. Examples: number of monthly active users on social media sites, or number of units sold monthly through Amazon, or the time customers spent listening on the Spotify app, and more.

It’s essential for every company to set North-Star metrics for itself. These metrics let it measure the effectiveness of its efforts toward achieving its ultimate goals and its growth over time.

Tenth: Customer Purchase-Offer Acceptance Rate

Among the forms of purchase offers commonly presented to customers:

• Up-selling: offering a product similar to the primary product the customer showed a desire to buy, usually a better and more expensive product than the primary one.
• Cross-Selling: offering another product that matches the primary product, such as: offering a discount on a charger with the smartphone the customer bought.

Calculating this rate is done by dividing the number of times a customer accepted this offer by the total number of times this offer was presented to customers.

Offer Acceptance Rate = (Number of Times the Offered Product Was Bought / Number of Times the Offer Was Presented) * 100

Monitoring this rate benefits companies by developing a better user experience and working to improve the offers presented to customers in the future.