Digital Marketing Metrics
You Need to Measure Success
C H E AT S H E E T
There are many important digital marketing
metrics to track and guide your success, both
for sales conversion and brand awareness.
Depending on your particular brand strategy and marketing efforts, some digital
marketing metrics may be more important than others. Narrow down your reporting to
include the most relevant key performance indicators (KPIs) to reflect what success looks
like for your brand’s business goals.
You may not need all metrics right away—choose the best ones for your business.
Commit to setting goals for digital marketing with achievable attributes that include:
● The ability to be measured.
● A clearly defined objective.
● A timeframe by which they should be achieved.
Use this glossary, cheat sheet, and measurement template to help track the
right metrics for success with your digital marketing campaigns!
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D I G I TA L M A R K E T I N G M E T R I C S C H E AT S H E E T Glossary
FIRST THINGS FIRST... here’s an at-a-glance list of the common metrics you can
measure your digital marketing efforts with.
Traffic/Sessions Traffic by Source New vs. Returning Visitors
Total number of times people Where your visitors are coming First time visitors to your
visited your website. from, to your website. website, or they came back.
Average Session Duration Pageviews Most Visited Pages
How much time people are The total number of pages The pages that were viewed the
spending on your website. viewed on your website. most on your website.
Exit Rate Bounce Rate Conversion Rate
Where a user left after they % of people leaving your % of people who take a desired
viewed content on your website. website after viewing one page. action on your website.
Impressions Social Reach Social Engagement
Number of views your content is Number of people who saw your Total number of interactions
seen by people on social media. social media content once. made on a social media post.
Opt-in Rate Open Rate Click-through Rate
% of people who subscribe to % of people who open your % of people who clicked on a
your email list. email campaign. link in your email campaign.
Cost Per Click Cost Per Conversion Cost Per Acquisition
Amount paid for each individual How much it costs to convert a How much it costs to acquire
click a user performs on an ad. website visitor into a sale. one customer.
Overall ROI
Your investment divided by what you earned.
NEXT... let’s break the more popular metrics down, and create some actual SMART goals for
the ones that matter for your brand.
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D I G I TA L M A R K E T I N G M E T R I C S C H E AT S H E E T Website Metrics
1 TRAFFIC/SESSIONS Create your website traffic goal here:
Total number of times people
visited your website.
EXAMPLE GOAL
Achieve 5,000 visitors to my website by the
month of November through posting one blog
every week for the 3 months prior.
2 TRAFFIC BY SOURCE Create your traffic by source goal here:
Where your visitors are coming
from, to your website.
EXAMPLE GOAL
Increase traffic 25% via the Organic Search source
by optimizing all pages on my website with focus
keywords this month.
3 AVERAGE SESSION Create your average session duration
DURATION goal here:
How much time people are
spending on your website.
EXAMPLE GOAL
Increase average session duration for my most
popular page to 3:00 minutes, by embedding a
5-minute long video by Nov 30.
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D I G I TA L M A R K E T I N G M E T R I C S C H E AT S H E E T Website Metrics
4 NEW VS. RETURNING Create your new vs. returning visitors
VISITORS goal here:
First time visitors to your website
(new), or they came back (return).
EXAMPLE GOAL
Increase returning visitors next month by 10%
using retargeting with a relevant
content-focused ad on Facebook.
5 BOUNCE RATE Create your bounce rate goal here:
Percentage of people who leave
your website after viewing only
one page.
EXAMPLE GOAL
Decrease bounce rate 5% in 2 months by adding 3
new internal links on each page of content.
6 CONVERSION RATE Create your conversion rate goal here:
Percentage of people who take
a desired action on your website
(like opt-in or purchase).
EXAMPLE GOAL
Generate 100 new sales from my ecommerce site
on Labor Day weekend through social media.
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D I G I TA L M A R K E T I N G M E T R I C S C H E AT S H E E T Social Media Metrics
7 IMPRESSIONS Create your impressions goal here:
Overall number of views your
content or ad is seen by people
on social media.
EXAMPLE GOAL
Increase the number of impressions on Twitter
by 20% by posting 5x/day and using 2 relevant
hashtags on each tweet.
8 REACH
Create your reach goal here:
Number of people who saw your
content or ad at least once on
social media.
EXAMPLE GOAL
Reach 100,000 Facebook users in 30 days by
posting content 1x/day and promoting those posts
for $10 to a target audience.
9 ENGAGEMENT Create your engagement goal here:
Total number of interactions made
on any given social media post.
EXAMPLE GOAL
Obtain an average of 50 engagements per
Instagram post over 30 days by replying to all
comments and using relevant hashtags.
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D I G I TA L M A R K E T I N G M E T R I C S C H E AT S H E E T Email Metrics
10 OPT-IN RATE Create your opt-in rate goal here:
The percentage (%) of website
visitors who subscribe to your
email list.
EXAMPLE GOAL
Achieve a 10% opt-in rate on our landing page
form by embedding a compelling video with two
clear call to action buttons.
11 OPEN RATE Create your open rate goal here:
The percentage (%) of people who
open your email campaign.
EXAMPLE GOAL
Increase welcome email open rate to 20% by
segmenting the main list into two groups and
providing each group a customized message.
12 CLICK-THROUGH RATE Create your click-through rate goal here:
The percentage (%) of people
who clicked on a link in your email
campaign.
EXAMPLE GOAL
Achieve an average 5% click-through rate on the
next email drip campaign that promotes our new
online course.
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D I G I TA L M A R K E T I N G M E T R I C S C H E AT S H E E T Measurement
Fill this measurement template out to determine progress towards your goals MONTH
with digital marketing. The first row shows an example for reference. YEAR
GOAL METRIC / KPI WHAT WORKED? WHAT DIDN’T WORK?
TYPE: Traffic/Sessions
• Consistent publishing of • Articles under 2,000
5,000 the posts (every Tuesday). words did not perform as
well.
• Creating articles that were
website
visitors 5,234 2,000 words
• Optimizing the content
• Posts without promotion
on social media got less
with the right keywords traffic.
TYPE:
TYPE:
TYPE:
TYPE:
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10 WAYS TO SET REALISTIC SOCIAL MEDIA GOALS
