What do you want from all that marketing effort?

Time, money and effort for what? To boost brand awareness, increase customer loyalty, or generate leads? All very important objectives that a company can adopt with in the framework of, the tired and true, SMART goal (specific, measurable, achievable, relevant and time). Identifying the objective is the first step. Next, is selecting the key performance indicator (KPI). The mo

st central, primary activity you need to measure. The KPI must meet a few criteria:

Do you know how it is derived?

Is it confusing?

Does the objective matter to you?

Can you use it?

Does your KPI give a value?

Can you use that value against a standard or a comparison?

e.g., KPI = 20 sales per day

Now for the metrics a useful measurable unit one can use, and there are several examples below:

CTR = click through rate

CPC = cost per click

CPL = cost per lead

CR = conversion rate

and on and on

e.g., Your primary key performance indicator is to increase website visitors. You decide to measure inbound links, returning visitors, referral visits and media mentions.