KPI Examples

Performance management starts with figuring out what to measure.

Example KPIs for Marketing Departments

  • Ad click-through ratio (CTR)
  • Average response rates of campaigns
  • Brand awareness percentage
  • Brand consideration
  • Brand credibility
  • Brand strength
  • Column inches of media coverage
  • Consumer awareness
  • Contact rate (number of contacts effectively contacted / number of contacts in the target list)
  • Cost per converted lead
  • Cost per lead
  • Cost per mille (CPM)
  • Delivery of materials
  • Effective reach
  • Gross rating point (GRP)
  • Growth sustainability rate of brand
  • Leads generated
  • Marketing budget awareness-demand ratio
  • Marketing budget ratio (MER)
  • Number of article placements in trade magazines
  • Number of client visits
  • Number of product focus groups conducted
  • Number of customer satisfaction surveys administered
  • Number of placements in trade magazines
  • Number of trade shows attended / participated in
  • Percentage of customers willing to promote your product/service
  • Q score (a way to measure the familiarity and appeal of a brand, etc.)
  • Response rate
  • Return on investment (ROI) of brand
  • Return on marketing investment (ROMI)
  • Revenue generation capabilities of brand
  • Staying in budget
  • Target rating point
  • Total cost of customer acquisition
  • Transaction value of brand
  • Website click-throughs
  • Website hits
  • Website leads generated

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