Key marketing KPIs to measure campaign success

• Website traffic — Total visits to your site over a period.
• Unique visitors— The number of distinct people who visited, excluding repeat visits.
• Traffic by source— Visits broken down by channel: organic, paid, social, email, referral, direct.
• New vs returing visitors — The share of first-time visitors against those coming back.
• Leads generated — The total number of new leads captured in a period.
• Marketing qualified leads (MQLs) — Leads that meet your criteria for being sales-ready-in-progress.
• Cost per lead (CPL) — Average spend to generate one lead. Total campaign spend ÷ number of leads.
• Cost per acquisition (CPA) — Average spend to acquire one conversion. Total spend ÷ number of acquisitions.
   

• Email open rate — Share of delivered emails that were opened. Opens ÷ delivered emails × 100.
• Click-through rate (CTR) — Share of viewers who clicked. Clicks ÷ impressions (or opens) × 100.
• Bounce rate — Share of visitors who leave after viewing one page. Single-page sessions ÷ total sessions × 100.
• Average session duration — How long visitors stay on your site per visit.
• Pages per session — The average number of pages a visitor views in one session.
• Social engagement rate — Interactions relative to reach or audience. Engagements ÷ reach (or followers) × 100.
• Video view/completion rate — Share of viewers who start or finish a video.
   

• Conversion rate — Share of visitors or leads that complete a goal. Conversions ÷ total visitors (or leads) × 100.
• Landing page conversion rate — Conversions from a specific landing page.
• Form completion rate — Share of people who start a form and submit it.
• Lead-to-MQL rate — Share of leads that become marketing qualified.
• MQL-to-SQL rate — Share of MQLs accepted as sales qualified.
• SQL-to-customer rate (win rate) — Share of sales-qualified leads that close.
• Cart abandonment rate — Share of shoppers who add to cart but don't buy. 1 − (completed purchases ÷ carts created) × 100.

• Return on investment (ROI) — Profit relative to cost. (Revenue − cost) ÷ cost × 100.
• Return on ad spend (ROAS) — Revenue earned per unit of ad spend. Revenue from ads ÷ ad spend.
• Customer acquisition cost (CAC) — Cost to win one new customer. Total sales & marketing cost ÷ new customers.
• Marketing-attributed revenue — Revenue credited to marketing across touchpoints.
• Marketing-sourced pipeline — Pipeline value originated by marketing.
• Average order value (AOV) / average deal size — Average revenue per order or deal.
   

• Customer lifetime value (LTV/CLV) — Total revenue expected from a customer over the relationship.
• LTV:CAC ratio — Value of a customer against the cost to acquire them. LTV ÷ CAC.
• Churn rate — Share of customers lost in a period. Customers lost ÷ customers at start × 100.
• Retention rate — Share of customers kept over a period.
• Repeat purchase rate — Share of customers who buy more than once.
• Net promoter score (NPS) — Loyalty measure from how likely customers are to recommend you.

• Email: open rate, click-through rate, unsubscribe rate, bounce/deliverability rate, list growth rate.
• Social media: reach, impressions, engagement rate, follower growth, share of voice.
• SEO/organic: organic traffic, keyword rankings, organic CTR, backlinks, domain authority.
• Paid advertising: cost per click (CPC), cost per mille (CPM), CTR, ROAS, conversion rate.
• Webinars and events: registration rate, attendance rate, attendee-to-lead rate, engagement during the session.

You don't need a separate tool for each of these. Zoho Marketing Plus unifies email, SMS, social, landing pages, webinars, and events into one analytics view, and its integration with CRM connects these marketing KPIs to closed revenue—so you can measure true ROI end to end.