101+ KPI Options – Why You Need to Pick the Best Ones

kpi_pick_best_oneA key performance indicator is only effective if you’re actively measuring it.

Key performance indicators (KPIs) can help provide insight into whether your marketing efforts are effective or you need to take a different approach. For example, if one of your campaigns is negatively affecting ROI, the sooner you know the better.

Marketers who measure their KPIs on a frequent basis can more easily identify bad campaigns and flip the switch before it affects the ultimate objective. Likewise, campaigns showing promise through positive key performance indicators can be further explored.

Cathy McPhillips, vice president of marketing for CMI, emphasizes the importance of measuring your marketing activities in A Simple Plan for Measuring the Marketing Effectiveness of Content.

“I can’t stress enough how critical it is to measure the results of your content marketing activities so you can continually learn what your audience likes and use that information to continually improve,” Cathy says. “The result? Happier prospects, happier customers, and happier management.”

It is critical to measure the results of your #contentmarketing activities, says @cmcphillips.
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If you’re not actively measuring your KPI, then you’re missing out on opportunities to improve your business’s bottom line. Each KPI can also be a useful reporting metric for marketers wanting to strengthen support for their work.

The bottom line? Pick KPIs that you are going to actively measure and stick to it.

Link marketing goals to the right KPI

Not every marketing campaign starts off with a perfect goal set. In some cases, a little fine-tuning is necessary along the way. You will only know whether you’re chasing the right goals if you associate the right KPI with them.

In some cases, marketers create a bunch of random key performance indicators for show-and-tell, but they mean little in the long run if they don’t match your goals. If you’re only reporting KPI for reporting’s sake, you’re doing a disservice to your business.

If you’re only reporting KPI for reporting’s sake, you’re doing a disservice to your business. @mikeonlinecoach
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“Unfortunately, there is no magic formula to identify the key performance indicators (KPI) you need to measure,” Sarah Goliger says in 5 Ways to Translate Your Content Marketing Goals into Key Performance Indicators (KPIs). “To get the most out of your content marketing strategy, determine your specific goals and tie them to the right KPIs.”

There’s no magic formula to identify the KPIs you need to measure, says @sarahbethgo.
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Use multiple ROI metrics to help paint a bigger picture

If you’re focusing on only one KPI, you could be negatively impacting other metrics without realizing it. Analyzing multiple key performance indicators can help paint a bigger picture.

TIP: Unsure of what KPIs to consider? Check out the list near the end of this post.

Neil Bhapkar offers some excellent perspectives in 8 KPIs Your Content Marketing Measurement Should Include:

So what if you have 15,000 unique views if the average time spent is 12 seconds for a 30-page white paper? Both bounce-rate percent and time-spent metrics are good early indicators of how engaged the traffic to your content is.”

Bounce-rate % & time-spent are good early indicators of how engaged traffic to your content is. @NeilBhaps
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This can also apply to conversion rates. If your KPI shows high views with a low conversion rate, then you may need to reassess your content marketing strategy.

“The ultimate goal of content marketing is to increase your brand’s reach and bottom line. Thus, the ultimate indicator of success is often the number of leads generated from your content marketing initiatives,” Neil says. “However, by not overlooking these other marketing KPIs along the way to a lead or a sale, you’ll be in much better shape while getting more out of your content!”

Remember, no single KPI can effectively measure your entire marketing campaign. Rather, you should be measuring a diverse set of key performance indicators tied directly to your unique marketing goals.

Don’t forget to measure social media KPIs

Are you including social media metrics in your key performance indicators? When it comes to a KPI, it’s easy to get stuck measuring web metrics like conversion rates, traffic, and sales while neglecting your social media stats. But your social media performance is just as important to measure as your other metrics. Staying connected with your customers can help strengthen your brand and profitability.

Your #socialmedia performance is just as important to measure as your other metrics, says @mikeonlinecoach.
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In 6 Ways to Measure B2B Content Marketing Performance, Derek Edmond notes that social platforms like Facebook and Twitter are great tools for generating brand awareness and gaining a valuable insight into your customer base:

Paying attention to the volume of social sharing happening across platforms can be an important indicator for establishing improvements in thought leadership and broader engagement levels.”

He recommends the use of Facebook Insights and Twitter Analytics – built-in tools that allow you to export important social metrics for analysis.

Use built-in tools like @Facebook Insights & @Twitter Analytics to export important metrics. @DerekEdmond
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And when it comes to social media metrics, you may want to pay attention to more than just your “like” and “follower” counts. Metrics such as follower counts often reveal little about your overall performance. You should measure a KPI to provide an insight into data such as how your customers engage with your content and if that content is converting.

By measuring your audience’s engagement, you can better focus your marketing efforts on strategies that positively influence your critical KPI metrics and less on activities that drag it down.

KPIs for your consideration

Hundreds of KPI categories can help marketers determine whether they’re meeting their goals or falling short. Here is a sampling of marketing, customer, and financial KPIs:


  • Cost per acquisition
  • Market share
  • Brand equity
  • Cost per lead
  • Conversion rate
  • Click-through rate
  • Page views
  • Bounce rate
  • Share of voice (SOV)
  • Online share of voice (OSOV)


  • Open rate
  • Conversion rate
  • Opt-out rate
  • Conversion rate
  • Subscribers
  • Churn rate
  • Click-through rate
  • Delivery rate


  • Sales
  • Leads
  • Conversion rate
  • Visits
  • Time on site
  • Time on page
  • Landing pages
  • Keyword rankings
  • Page views
  • Bounce rate
  • Indexed pages
  • Increase in non-branded search traffic
  • Increase in branded search traffic
  • Referring websites (backlinks)
  • Domain authority
  • Page authority


  • Cost per click
  • Click-through rate
  • Ad position
  • Conversions
  • Conversion rate
  • Cost per conversion
  • Cost per sale (CPS)
  • Return on ad spend (ROAS)
  • Wasted spend
  • Impressions
  • Quality score
  • Total spend

Social media

  • Amplification rate
  • Applause rate
  • Followers and fans (i.e., Facebook, Twitter, Pinterest)
  • Conversion rate
  • Landing page conversion rate
  • Return on engagement (ROE)
  • Post reach
  • Klout score


  • Annual sales
  • Hourly, daily, weekly, monthly, quarterly sales
  • Sales growth
  • New customer vs. returning customer sales
  • Conversion rate
  • Website traffic
  • Click-through rate
  • Bounce rate
  • Average order value
  • Shopping cart abandonment rate
  • Checkout abandonment rate
  • Average margin
  • Cost of goods sold
  • Product affinity (different products purchased at the same time)
  • Product relationship
  • Inventory levels
  • Competitive pricing


  • Site traffic
  • Texting subscribers
  • Chat sessions
  • Affiliate performance rates
  • Product reviews

General website analytics

  • Website traffic
  • Unique visitors
  • New vs. returning visitors
  • Time on site
  • Average time on page
  • Bounce rate
  • Exit rate
  • Page views
  • Page views per visit
  • Traffic sources
  • Geographic trends
  • Mobile visitors
  • Desktop visitors
  • Visits per channel


  • Net promoter score (NPS)
  • Customer retention rate
  • Customer lifetime value
  • Customer turnover rate

Financial performance

  • Gross profit
  • Gross profit margin
  • Net profit
  • Net profit margin
  • Operating profit margin
  • Return on assets (ROA)
  • Working capital ratio
  • Price earnings ratio (P/E ratio)

Additional resources

If you want to get more KPI ideas or study metrics in more detail, check out these resources:


Everyone from a new social media specialist to the CEO of a Fortune 1000 company has a different perspective about which KPI matters the most.

At the end of the day, it’s simply a matter of tracking what you’re trying to achieve. By creating this resource post for KPIs, my goal is to help you evaluate what you have in place and identify opportunities for the future.

But remember, no matter what KPIs you pick, there is one universal thing you must do – don’t forget to actually measure them.

What KPIs work well for you?

Operate your content marketing program at peak performance. Subscribe to CMI’s free daily or weekly digest newsletters to discover more tips, trends, and insights on content marketing.

Cover image by Prawny via Morguefile.com

The post 101+ KPI Options – Why You Need to Pick the Best Ones appeared first on Content Marketing Institute.

From http://contentmarketinginstitute.com/2017/06/kpi-pick-best-ones/

This Week in Content Marketing: The New York Times Shows That Email Is the Next Best Thing

NYT_email-next-best-thingPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders whether saying “I don’t” is a viable alternative to saying “no.” On the news front, we offer an overview of NerdWallet’s content-first approach, which has taken the company from zero to over $500 million in revenue, and outline how The New York Times is killing it in the email game by opening up new marketing opportunities that focus on retention and loyalty. Rants and raves include net neutrality and YouTube’s ad crisis; then we close the show with an example of the week from Mobil.

Download this week’s PNR: This Old Marketing podcast


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Show details

  • (00:01): An advertising blast from the past: “The Ginsu Knife”
  • (00:50): Robert muses on this week’s theme: Can we say no by saying yes?
  • (05:33): Welcome to Episode 188: Recorded on June 18, 2017 (Running time: 1:06:48)
  • (11:45): A bonus offer from our episode sponsor, VideoBlocks: VideoBlocks is an affordable, subscription-based stock media site that gives you unlimited access to premium stock footage. Its sister site, AudioBlocks, has a 100,000+ library of music tracks, sound effects, and loops to complement your videos.VideoBlocks has one of the fastest-growing, largest stock video libraries, with over 3 million videos, After Effects templates, and motion backgrounds. This includes its contributor marketplace that gives 100% of the commission back to the artists and passes the savings on to you! This month, VideoBlocks is launching its latest collection: Creator to Creator. With more than 1,000 artistic and creative lifestyle clips to choose from, VideoBlocks is featuring videos and music from creators just like you for your next project. And don’t forget: Downloads are yours forever, even after your trial ends, and are 100% royalty free.

    Sign up now for our two-for-one deal: You’ll get AudioBlocks for free when you sign up for your $149 VideoBlocks subscription today. That’s a $100 discount on unlimited downloads of both video and audio clips, available only to PNR listeners.


The PNR perspective on notable news and trends

  • (15:15): How NerdWallet used content to build a $520 million company. (Source: The Hustle)
  • (27:30): The New York Times has 50 different email newsletters, helping it amass 13 million subscriptions. (Source: Digiday)
  • (34:31): Why we should all double-down on trust marketing in the “fake news” era. (Source: AdWeek)

Rants and raves

  • (44:47): Robert’s commentary: Tech companies like Amazon, Etsy, and Reddit are calling for an internet-wide day of action on July 12 to preserve net neutrality. If ever there was a cause that marketers should band together to support, it’s this one. (Source: CNET)
  • (48:33): Joe’s rave: A few months ago, we discussed YouTube’s “ad-friendly” decision to prohibit certain “controversial” artists from monetizing their video content. Some members of the YouTube community have responded by cleverly adjusting their content to keep their ad revenues flowing. (Sources: YouTube video 1, YouTube video 2)

This Old Marketing example of the week

(53:53): Mobil’s Pegasus Magazine: Though I recently took Exxon-Mobil to task for its self-focused mission statement, Robert just came across a cool effort from Mobil that, if resurrected, might redeem this reputation. Published from the 1960s until the mid ’80s, the company’s Pegasus Magazine became a creative juggernaut of its time by incorporating the works of rebellious artists and ideas from subversive writers and personalities into its theme-based editorial. As described in this Eye Magazine article, the editorial team often had to battle with the company’s top brass just to get the controversial content approved. The magazine was developed to build relationships with high-powered clientele by promoting the image of Mobil as a forward-thinking organization. The effort serves as a shining This Old Marketing example of what can be achieved, in both form and content, within the constraints of corporate publishing.

Image source

For a full list of PNR archives, go to the main This Old Marketing page.

Cover image by Joseph Kalinowski/Content Marketing Institute

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The post This Week in Content Marketing: The New York Times Shows That Email Is the Next Best Thing appeared first on Content Marketing Institute.

From http://contentmarketinginstitute.com/2017/06/nytimes-email-best/