How to measure your marketing performance with 50+ indicators

Here’s a list of the 50+ Key Performance Indicators (KPIs) from the book “Marketing Metrics: The Definitive Guide to Measuring Marketing Performance” by Paul Farris and co-authors. These KPIs are designed to help managers assess and measure marketing performance in a comprehensive way. Start cherry picking!

Share of Market KPIs:

1. Market Share – The percentage of total sales in a market captured by the company.
2. Relative Market Share – The company’s market share compared to its largest competitor.
3. Share of Voice (SOV) – The percentage of total advertising or media exposure a brand receives compared to competitors.
4. Share of Distribution – The percentage of retail or distribution outlets that stock a company’s products.

Pricing KPIs:

5. Price Elasticity of Demand – Measures how sensitive customer demand is to changes in price.
6. Price Premium – The percentage by which a product’s selling price exceeds a benchmark price.
7. Break-even Analysis – The point at which total revenue equals total costs, indicating no net loss or gain.
8. Percent Markup – The percentage difference between the cost and selling price of a product.
9. Profit Margin – The percentage of sales that turns into profits after accounting for costs.
10. Contribution Margin – Sales revenue minus variable costs, expressed as a percentage of sales.

Customer Profitability KPIs:

11. Customer Lifetime Value (CLV) – The total net profit a company expects to generate from a customer over the entire business relationship.
12. Customer Profitability – The net profit attributable to a specific customer, accounting for costs associated with serving that customer.
13. Customer Retention Rate – The percentage of customers that continue to do business with the company over a given period.
14. Customer Acquisition Cost (CAC) – The cost incurred to acquire a new customer.
15. Customer Churn Rate – The percentage of customers lost over a given time period.
16. Customer Satisfaction – Measures how products or services meet or surpass customer expectations, often using surveys.
17. Net Promoter Score (NPS) – The likelihood of customers recommending your product or service to others.

Advertising and Media KPIs:

18. Advertising Reach – The number of unique individuals who are exposed to a particular advertising message.
19. Advertising Frequency – The number of times an individual is exposed to an ad during a campaign.
20. Gross Rating Points (GRPs) – A measure of advertising impact, calculated by multiplying reach by frequency.
21. Cost per Thousand Impressions (CPM) – The cost of reaching 1,000 individuals or households with an ad.
22. Click-Through Rate (CTR) – The percentage of people who click on an ad after viewing it.
23. Cost per Click (CPC) – The amount paid for each click on a digital ad.
24. Conversion Rate – The percentage of people who take a desired action, such as making a purchase or signing up for a newsletter, after clicking on an ad.
25. Cost per Acquisition (CPA) – The cost associated with acquiring a customer through an ad campaign.
26. Return on Advertising Spend (ROAS) – Revenue generated from advertising divided by the total ad spend.
27. Impressions – The number of times an ad is displayed, whether clicked or not.
28. Viewability Rate – The percentage of ads that were actually viewable to users.

Digital Marketing KPIs:

29. Website Traffic – The number of visitors to a website over a specific period.
30. Bounce Rate – The percentage of visitors who leave a website after viewing only one page.
31. Average Session Duration – The average time visitors spend on a website.
32. Pages per Session – The average number of pages viewed per session by a visitor.
33. Conversion Rate – The percentage of website visitors who complete a desired action, such as making a purchase or filling out a form.
34. Email Open Rate – The percentage of recipients who open a marketing email.
35. Email Click-Through Rate (CTR) – The percentage of email recipients who click on a link within the email.
36. Email Bounce Rate – The percentage of emails that were not successfully delivered to recipients’ inboxes.

Sales Force and Channel Management KPIs:

37. Sales Growth – The increase in sales over a specific period, expressed as a percentage.
38. Sales per Representative – The amount of revenue generated by each salesperson.
39. Sales Conversion Rate – The percentage of leads or prospects that are successfully converted into paying customers.
40. Average Deal Size – The average dollar amount of closed sales deals.
41. Sales per Channel – The amount of revenue generated through specific distribution or sales channels.
42. Order Fulfillment Cycle Time – The time it takes from receiving an order to delivering the product to the customer.
43. Return on Sales (ROS) – The percentage of net profit generated from total sales.

Brand Metrics KPIs:

44. Brand Awareness – The extent to which consumers recognize or are familiar with a brand.
45. Brand Preference – The degree to which customers favor one brand over competitors.
46. Brand Equity – The value a brand adds to a product or service, often measured by the price premium customers are willing to pay.
47. Brand Loyalty – The extent to which customers repeatedly purchase the same brand over time.
48. Brand Perception – How consumers view and feel about a brand in terms of attributes, quality, and positioning.
49. Brand Penetration – The percentage of a target market that has purchased a brand within a specific period.

Product and Portfolio Management KPIs:

50. Product Line Profitability – The profit generated by each individual product or product line.
51. Product Defection Rate – The percentage of customers who stop purchasing a particular product over a given period.
52. Cannibalization Rate – The extent to which new product sales reduce sales of existing products within the same company.
53. Innovation Rate – The percentage of sales generated from new products launched within a specific period.
54. Product Return Rate – The percentage of products that are returned by customers after purchase.

Customer Engagement KPIs:

55. Social Media Engagement Rate – The number of interactions (likes, comments, shares) on social media posts, relative to followers or reach.
56. Customer Interaction Rate – Measures the extent of customer interaction with marketing materials, such as ads, emails, or content.
57. Referral Rate – The percentage of new customers acquired through referrals from existing customers.
58. Customer Advocacy – The extent to which customers recommend or promote a brand to others.

Financial Metrics in Marketing:

59. Return on Marketing Investment (ROMI) – The financial return generated from marketing activities.
60. Marketing Expense-to-Revenue Ratio – The proportion of revenue spent on marketing activities.
61. Sales Volume – The number of units sold during a specific period.
62. Revenue per Customer – The average revenue generated from each customer.

These metrics offer a robust framework for analyzing and optimizing marketing efforts, ensuring that managers can make data-driven decisions across various marketing domains.

Of course these kpi’s are too many to apply. Try to get 1 ‘North Star metric’ and build sub metrics below the primary one. Like Revenue, Profit, ARR or Customer Satisfaction, or Reach. Get the metrics that moves the business, not your vanity.