Digital Marketing KPIs: Definitions and Formulas
Digital marketing KPIs help teams read channel reach, engagement, conversion, efficiency, and value without mixing unlike audiences or actions. Every KPI page explains the calculation, a fictional example, interpretation guidance, limitations, and related measures.
Media Buying
Evaluate paid reach, attention, traffic, conversion, cost, and revenue across clearly defined campaigns and audiences.
Cost Per Mille (CPM)
Cost to reach 1,000 impressions.
Definition and formulaPaid Media Click-Through Rate (CTR)
Percentage of impressions that led to clicks.
Definition and formulaCost Per Click (CPC)
Average cost of a single click.
Definition and formulaCost Per Action (CPA)
Cost of driving a specific action (purchase, signup, etc.).
Definition and formulaPaid Media Reach
Total number of unique users who saw your ad.
Definition and formulaFrequency
Average number of times a user sees your ad.
Definition and formulaView-Through Rate (VTR)
Percentage of users who viewed your video ad to completion.
Definition and formulaReturn on Ad Spend (ROAS)
Revenue generated per dollar spent on ads.
Definition and formulaImpressions Share
Percentage of eligible impressions you captured.
Definition and formulaVideo View Rate
Percentage of video ad impressions resulting in a view.
Definition and formulaAd Engagement Rate
Percentage of interactions (likes, shares, clicks) with an ad.
Definition and formulaCost Per Lead (CPL)
Cost of generating a single lead.
Definition and formulaPaid Media Conversion Rate
Percentage of ad clicks resulting in a conversion.
Definition and formulaPaid Landing Page Bounce Rate
Percentage of users who clicked the ad but left without interacting.
Definition and formulaAd Placement Performance
Evaluates the effectiveness of different ad placements (desktop vs. mobile).
Definition and formulaThumb Stop Rate
Percentage of users who stop scrolling when encountering your ad.
Definition and formulaEmail Marketing
Understand list growth, deliverability, opens, clicks, conversion, unsubscribes, and the value created by email programmes.
Open Rate
Percentage of email recipients who opened your email.
Definition and formulaEmail Click-Through Rate (CTR)
Percentage of email recipients who clicked on links in the email.
Definition and formulaClick-to-Open Rate (CTOR)
Percentage of recipients who clicked on links after opening the email.
Definition and formulaEmail Conversion Rate
Percentage of email recipients who completed the desired action.
Definition and formulaEmail Bounce Rate
Percentage of emails not delivered to recipients’ inboxes.
Definition and formulaUnsubscribe Rate
Percentage of recipients who unsubscribed from your list.
Definition and formulaSpam Complaint Rate
Percentage of recipients who marked your email as spam.
Definition and formulaList Growth Rate
Rate at which your email list is growing.
Definition and formulaForward/Share Rate
Percentage of recipients who forwarded your email or shared it.
Definition and formulaEmail Revenue per Subscriber
Average revenue generated per email subscriber.
Definition and formulaCart Abandonment Email Conversion
Percentage of recipients who completed purchases after receiving cart abandonment emails.
Definition and formulaRe-Engagement Rate
Percentage of inactive users re-engaged by a campaign.
Definition and formulaSEO (Search Engine Optimization)
Track organic search visibility, traffic quality, ranking, engagement, conversion, and the value of search demand.
Organic Traffic
Total number of visitors coming to your site from organic search results.
Definition and formulaKeyword Rankings
Positions of targeted keywords in search engine results pages (SERPs).
Definition and formulaOrganic Search Click-Through Rate (CTR)
Percentage of impressions that resulted in clicks for organic results.
Definition and formulaOrganic Search Bounce Rate
Percentage of visitors who leave after viewing just one page.
Definition and formulaBacklinks
Total number of external links pointing to your website.
Definition and formulaReferring Domains
Total number of unique domains linking to your website.
Definition and formulaOrganic Conversion Rate
Percentage of organic visitors completing a desired action (e.g., purchase, signup).
Definition and formulaAverage Time on Page
Average duration visitors spend on a single page.
Definition and formulaPages Per Session
Average number of pages a user visits per session.
Definition and formulaSite Load Time
Average time it takes for your site to load.
Definition and formulaIndexed Pages
Total number of your website pages indexed by search engines.
Definition and formulaOrganic Clicks
Total number of clicks from organic search results.
Definition and formulaOrganic Impressions
Total number of times your website appeared in organic search results.
Definition and formulaTop Landing Pages
Most visited pages through organic search.
Definition and formulaTurn metric definitions into answers your team can use.
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Social Media Organic
Measure unpaid audience growth, reach, engagement, traffic, response, and content performance on social channels.
Organic Social Reach
Number of unique users who saw your post.
Definition and formula →Impressions
Total number of times your content was displayed.
Definition and formula →Engagement Rate by Reach
Percentage of users who interacted with your post compared to reach.
Definition and formula →Engagement Rate by Impressions
Percentage of interactions out of total impressions.
Definition and formula →Follower Growth Rate
Rate of increase in followers over a specific period.
Definition and formula →Post Frequency
Number of posts published over a specific period.
Definition and formula →Share Rate
Percentage of people who shared your content.
Definition and formula →Video Views
Number of times a video was watched.
Definition and formula →Average Video View Duration
Average time users spent watching your videos.
Definition and formula →Organic Social Click-Through Rate (CTR)
Percentage of users who clicked on your post’s link.
Definition and formula →Comments per Post
Average number of comments per post.
Definition and formula →Saves/Bookmarks
Number of users who saved or bookmarked your content.
Definition and formula →Mentions
Number of times your brand is tagged or mentioned on social media.
Definition and formula →Profile Clicks
Number of users who visited your profile from your content.
Definition and formula →Post Engagement Distribution
Engagement types breakdown (likes, comments, shares).
Definition and formula →