Start here: what these KPIs are for
Marketing KPIs connect campaigns, traffic, leads, customers, and revenue so you can see what actually produces results.
Use these pages when you need to explain a KPI to a beginner, build it in Excel, validate the inputs, or recreate the same logic in Power BI. Each page includes a plain-English definition, real-life example, Excel formula, DAX measure, interpretation notes, and common mistakes.
Marketing KPI list
Click-through Rate
Clicks / Impressions
📣Conversion Rate
Conversions / Visitors
📣Cost per Acquisition
Campaign Cost / New Customers
📣Cost per Lead
Campaign Cost / Leads
📣Customer Acquisition Cost
Sales and Marketing Cost / New Customers
📣Email Click Rate
Email Clicks / Emails Delivered
📣Email Open Rate
Emails Opened / Emails Delivered
📣Email Unsubscribe Rate
Unsubscribes / Emails Delivered
📣Landing Page Conversion Rate
Form Submissions / Landing Page Visitors
📣Lead-to-Customer Rate
Customers / Leads
📣Marketing Qualified Lead Rate
MQLs / Leads
📣Marketing ROI
(Revenue - Marketing Cost) / Marketing Cost
📣Organic Traffic Growth
(Current Organic Sessions - Previous Organic Sessions) / Previous Organic Sessions
📣Return on Ad Spend
Revenue from Ads / Ad Spend
📣Social Engagement Rate
Engagements / Impressions
How to use these KPI formulas
- Pick one KPI and confirm the business definition.
- Add the inputs to a clean Excel table, one row per period or segment.
- Paste the formula from the KPI page and format the result correctly.
- Add a target or benchmark column so the number has context.
- Link related KPIs together instead of judging one metric alone.