Keep track of all of your important key performance indicators with your own Data Dashboard!

Once you create a marketing plan, it is time to carry out each and every task to the best of your ability. For some companies, this means a focus on inbound marketing. Others, however, spend most of their resources on search engine marketing. And of course, there are those who continue to rely on traditional strategies, such as direct mail.

It is extremely important to have a marketing plan. It is even more important to have a plan you can trust, day after day, to point you in the right direction.

Along the way, pay attention to what is working, what is not working, and any changes you can make for the better. To ensure that you don’t miss a single detail, track the following key performance indicators:

Website Visitors KPI

There is more to this than the number of visitors. You should also use your analytics tool(s) to track:

  • Total number of Sessions to your website in a given time.
  • What Medium visitors are coming from (Organic, Direct, Referral, Paid)
  • What websites visitors are coming from.
  • Keywords that generate the most organic traffic.
  • How long people are staying on your website.
  • Number of pages visited.

You want to know everything you can about your website visitors. This allows you to tweak your marketing plan accordingly.

It’s important to know what sites your visitors are coming from!

Are people finding you on search engines (Organic) or typing your name directly into the browser (Direct)? This can shape how you want to focus your marketing.

Keeping a close eye on the traffic patterns you get to your website is important so you can easily dig into what’s working.

Social Media KPIs

The power of social media is on the rise. With approximately 74 percent of adults using social networking sites, it is easy to see why so many companies are spending additional time, money, and resources on this part of their marketing strategy.

Of course, there is a big difference between simply using social media and generating positive results on a regular basis.

You should always be looking at the following key performance indicators across all of your social networks:

  • Reach
  • Engagement
  • ROI
  • Web Traffic

Social media marketing should always be a part of your overall marketing plan whether you’re using it for general awareness, using it to generate buzz or driving qualified leads to you site.


Tracking how many subscribers sign up to your email list over time is important for any business as is trending overall engagement with your email marketing campaigns.

Keeping an eye on your overall engagement in your email campaigns is important over time. You want to keep people opening your emails and clicking on your important links!

Website Visitor to Sign Up or Purchase Rate

More website visitors should mean a higher sign up rate. By focusing on this statistic, you can determine if your sign up rate is below or above your industry average.

If you find that a small percentage of visitors are signing up for your email list, it is time to make a change:

  • Change the location, size, and color of your sign up box.
  • Tweak your website copy.
  • Offer more value to those who sign up.

Your goal is simple: to push your website visitor to sign up rate as high as possible.

Once you get people to your site you need to be tracking if they’re doing what you want them to do, signing up for your service or purchasing your products.

Number of Prospects Contacted

It is essential to market your products and/or services, but it doesn’t matter how much time and money you put into this if you aren’t generating results.

This begins with converting traffic to leads. From there, it is time to move the lead to prospect status. Finally, it is your hope that a large number of people eventually become customers.

Every company has a unique marketing plan, but each one shares the same goal: to generate more sales.

You want to contact more prospects today than yesterday. You want to contact more prospects this month than last.

Search Engine Rankings – KPI

The only thing better than high quality, targeted traffic is free, high quality, targeted traffic.

Generating this type of traffic starts with a dedication to search engine optimization SEO.

If you are new to search engine optimization, This guide will provide you with the basics of getting started.

There are many ways to measure your success, including:

  • Number of keywords ranked on the first page.
  • Number of keywords ranked in the first position.
  • Organic traffic.
  • Click through rate.

Note: pay attention to your top 10 keywords, as these are the ones that drive the most organic traffic to your website, however don’t forget about all of those “long tail” keywords that together drive a ton of traffic as well.

Using a tool like SEMRush you can see what position you rank for on the search results page. Here Zappos ranks 4th for “Nike” and #1 for “boots”. You can also use SEMRush to see what keywords you rank for next to your competition. You’ll also view how many monthly searches per keyword you are all getting.

Number of Inbound Links KPI

While quality is more important than quantity, you should still pay attention to the number of websites linking back to your site.

As long as the quality remains high, more is always better. This shows the search engines that you have a trusted and reputable site. In simple terms, this increases the likelihood of ranking on the first page (or first spot) for your target keywords.

Inbound links are important to Google, it means that sites think enougvh about your content to link back to it which gives you a boost in the rankings. Zappos has 334,000!

Pay Per Click (PPC) Spend

For those uninterested in organic traffic, for those who want instant results, pay per click (PPC) marketing is a strategy to consider.

As the name suggests, this entails spending money for every visitor to your website. Your goal is to spend less than you earn. For example, if you earn one dollar for every $.25 cents you spend, you will come out a winner. Conversely, if you only earn $.25 cents for each dollar you spend, you won’t stick with this campaign for long.

Tip: you can spend a lot of money on PPC marketing in a short period of time. It is important to set budgets, track your spending, and know your return on investment.

Tracking your PPC ad spend along with click rate and conversions let you know if it’s time to dig in to your pay for performance numbers.

Final Thoughts

A sound marketing plan will put you on the right path, but a focus on key performance indicators will allow your company to achieve long-term success. Regardless of your strategy, it is a must to know how each aspect of your marketing plan is performing.

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Start Tracking & Acting on KPIs for Your Business

Not sure where to start? We've got you covered! Below is a series of in-depth KPI guides that are sure to set you on the right course.

Customer Service KPI Guide

Providing a high level of customer service is vital to your business. Learn how to set and keep an eye on your customer service KPIs

Social Media KPI Guide

Know what to track, how to track it, and the best way to review results across most of the social networks including Facebook, LinkedIn, Twitter, Instagram, Pinterest, and more!

Marketing KPI Guide

Once you create a marketing plan, it is time to carry it out. Track the following marketing key performance indicators to ensure that you don’t miss a single detail.

Sales KPI Guide

From inside sales to outside sales, success doesn’t always come easy. Use these sales key performance indicators to track progress and achieve your desired results.

Web Analytics KPI Guide

Regardless of your current web presence and related goals, These are the web analytics key performance indicators that require your attention.

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