Key Performance Indicators are digital metrics we use to measure marketing performance. For instance, much of the free data available with Google Analytics can be segmented into specific KPIs that you select to monitor your website traffic and your marketing campaigns.
KPI stands for key performance indicator, and it’s the critical element you need to track in order to measure progress achieved toward a goal or objective. Marketing KPIs are the metrics and results that determine your progress toward a marketing campaign objective (Wrike, 2022).


Universal business goals are to build brand awareness, consumer recognition, and brand loyalty. KPIs show us where we are at in terms of these goals. Are we connecting to our target audience? Do we understand who our audience is, what they are searching for, and how they behave? Are they finding what they need on our site? Are they engaged? Do they keep returning? Do they convert? Key Performance Indicators can provide you with these answers.

KPIs are important for lots of reasons; among them, they help a business or teams stay on track, and focus on delivering the best results depending on preferred outcomes (Shapiro, 2021). They also can pinpoint what you are doing right and what you are doing wrong. KPIs are measurement tools that gauge the success or failure of your digital communication and marketing campaigns.

By monitoring KPIs, you can build, protect, and nurture your brand.


The critical step is to choose appropriate KPIs that align with strategy and goals. For a new website, a logical goal would be to grow traffic on your website that aligns with your customer personas. Your strategy might be to connect with your digital audience and make them a value proposition that directs them to your site and captures information. The tactics will include the actions you take to make these goals happen. During the execution of the tactics, you will choose KPIs that you judge to be the most effective at determining the project’s success. Begin with the fundamentals.

The top 10 Key Performance Indicators to Measure the Success of your Website:

  • Number of Unique Visitors
  • Bounce Rate
  • Average Page Load Time
  • Average Time on Page
  • Pages Viewed Per Session
  • Average Session Duration
  • Number of Sessions
  • Conversion Rate
  • Acquisition Channels


Anyone can master the art of KPIs quickly and at no cost

Begin by creating a free analytics account with Google Analytics so that you can collect basic data from your website. Follow the link here for directions: https://support.google.com/analytics/answer/1008015?hl=en

You can become an expert at KPIs by building a foundation in analytics, and Google makes it easy with free classes. For more in-depth knowledge of Analytics and KPI tracking, check out Google Analytics Academy, where you can earn a certificate in Google’s measurement tools.
https://analytics.google.com/analytics/academy/ Keep in mind the academy and certifications are FREE!

Best of luck with your intelligent data collection and analysis.

Wrike. (2022). What Are KPIs in Marketing? https://www.wrike.com/marketing-guide/faq/what-are-kpis-in-marketing/

Shapiro, Daniel. (May, 2021). How to select winning KPIs to prove your brand protection strategy works. https://www.managingip.com/article/b1rt8xjkmtmslh/how-to-select-winning-kpis-to-prove-your-brand-protection-strategy-works