{"id":34563,"date":"2023-02-08T09:13:00","date_gmt":"2023-02-08T08:13:00","guid":{"rendered":"https:\/\/leadpeak.me\/magazin\/kpis-in-online-marketing-performance-indicators-at-a-glance\/"},"modified":"2025-01-14T17:46:57","modified_gmt":"2025-01-14T16:46:57","slug":"kpis-in-online-marketing-performance-indicators-at-a-glance","status":"publish","type":"post","link":"https:\/\/leadpeak.me\/en\/magazin\/kpis-in-online-marketing-performance-indicators-at-a-glance\/","title":{"rendered":"KPIs in online marketing &#8211; performance indicators at a glance"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"34563\" class=\"elementor elementor-34563 elementor-2249\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e963ec3 e-flex e-con-boxed e-con e-parent\" data-id=\"e963ec3\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-19b13cd elementor-widget elementor-widget-text-editor\" data-id=\"19b13cd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>A <a href=\"https:\/\/leadpeak.me\/en\/magazin\/where-to-put-the-money-planning-marketing-budgets-sensibly\/\">marketing budget<\/a> serves several purposes. Firstly, you use the budget to set clear goals that you want to achieve. It also serves as a performance indicator for your successes and as a basis for justifying your expenditure.  <\/strong><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-061d838 elementor-widget elementor-widget-text-editor\" data-id=\"061d838\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>You have invested a lot of money to achieve major marketing goals. But how do you check the actual benefit of your measures? You should regularly measure and compare <strong>key performance indicators (KPIs)<\/strong> in order to detect errors at an early stage and avoid them in the future. These important key figures can be used to assess, among other things   <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d62962 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"0d62962\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" height=\"512\" viewBox=\"0 0 64 64\" width=\"512\"><path d=\"m37 54h-2v-9.8a1 1 0 0 0 -2 0v9.8h-26v-20h8.32a1 1 0 0 0 0-2h-9.32a1 1 0 0 0 -1 1v21h-2a1 1 0 0 0 -1 1v2a5 5 0 0 0 5 5h26a5 5 0 0 0 5-5v-2a1 1 0 0 0 -1-1zm-1 3a3 3 0 0 1 -3 3h-2v-1a1 1 0 0 0 -2 0v1h-18v-1a1 1 0 0 0 -2 0v1h-2a3 3 0 0 1 -3-3v-1h32z\"><\/path><path d=\"m54 8h2a1 1 0 0 0 0-2h-2a3 3 0 0 0 -3 3v1h-1a1 1 0 0 0 0 2h1v3a1 1 0 0 0 2 0v-3h1a1 1 0 0 0 0-2h-1v-1a1 1 0 0 1 1-1z\"><\/path><path d=\"m59 2h-12a3 3 0 0 0 -3 3v2a1 1 0 0 0 2 0v-2a1 1 0 0 1 1-1h12a1 1 0 0 1 1 1v12a1 1 0 0 1 -1 1h-12a1 1 0 0 1 -1-1v-6a1 1 0 0 0 -2 0v6a3 3 0 0 0 3 3h12a3 3 0 0 0 3-3v-12a3 3 0 0 0 -3-3z\"><\/path><path d=\"m49 42a4 4 0 1 0 4-4 4 4 0 0 0 -4 4zm6 0a2 2 0 1 1 -2-2 2 2 0 0 1 2 2z\"><\/path><path d=\"m59 33h-12a3 3 0 0 0 -3 3v12a3 3 0 0 0 3 3h12a3 3 0 0 0 3-3v-2a1 1 0 0 0 -2 0v2a1 1 0 0 1 -1 1h-12a1 1 0 0 1 -1-1v-12a1 1 0 0 1 1-1h12a1 1 0 0 1 1 1v6a1 1 0 0 0 2 0v-6a3 3 0 0 0 -3-3z\"><\/path><path d=\"m24.47 13.85a1 1 0 0 0 .53.15 1 1 0 0 0 .45-.11l6-3a1 1 0 0 0 0-1.78l-6-3a1 1 0 0 0 -1.45.89v6a1 1 0 0 0 .47.85zm1.53-5.23 2.76 1.38-2.76 1.38z\"><\/path><path d=\"m27 19a9 9 0 1 0 -9-9 9 9 0 0 0 9 9zm0-16a7 7 0 1 1 -7 7 7 7 0 0 1 7-7z\"><\/path><path d=\"m37 23a1 1 0 0 0 .8-.4l3-4a1 1 0 0 0 -1.6-1.2l-3 4a1 1 0 0 0 .2 1.4 1 1 0 0 0 .6.2z\"><\/path><path d=\"m39.2 26.6a1 1 0 0 0 .8.4 1 1 0 0 0 .6-.2l4-3a1 1 0 1 0 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0 0 -.07-.83zm-23.62 17.09a1 1 0 0 1 -.76.1 1 1 0 0 1 -.61-.46 1 1 0 0 1 -.1-.76 1 1 0 0 1 .47-.61l.87-.5 1 1.73zm13.16 2.8a1 1 0 0 1 .1.76 1 1 0 0 1 -.47.6 1 1 0 0 1 -1.36-.36l-2-3.47 1.66-.95h.08z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">The benefits of an advertising campaign for your company<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" height=\"512\" viewBox=\"0 0 60 60\" width=\"512\"><g id=\"Page-1\" fill=\"none\" fill-rule=\"evenodd\"><g id=\"058---Money-Bag\" fill=\"rgb(0,0,0)\" fill-rule=\"nonzero\" transform=\"translate(0 -1)\"><path id=\"Shape\" d=\"m54.135 47.653c1.1851892-1.6296647 1.8275238-3.5909544 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style=\"fill:none;stroke:#000000;stroke-width:20;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:none;stroke-opacity:1\" id=\"path5769\"><\/path><\/g><g id=\"g5771\" transform=\"translate(40.6778,351.8257)\"><path d=\"M 0,0 33.671,-33.671\" style=\"fill:none;stroke:#000000;stroke-width:20;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:none;stroke-opacity:1\" id=\"path5773\"><\/path><\/g><g id=\"g5775\" transform=\"translate(130.5296,261.9739)\"><path d=\"M 0,0 -33.671,33.671\" style=\"fill:none;stroke:#000000;stroke-width:20;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:none;stroke-opacity:1\" id=\"path5777\"><\/path><\/g><g id=\"g5779\" transform=\"translate(75.8777,294.116)\"><path d=\"m 0,0 -3.058,3.058 c -5.371,5.371 -5.371,14.08 0,19.452 L 9.726,35.294 32.236,12.784 19.452,0 C 14.081,-5.372 5.372,-5.372 0,0 Z\" style=\"fill:none;stroke:#000000;stroke-width:20;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:none;stroke-opacity:1\" id=\"path5781\"><\/path><\/g><g id=\"g5783\" transform=\"translate(247,93.2163)\"><path d=\"M 0,0 V 0\" style=\"fill:none;stroke:#000000;stroke-width:20;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:none;stroke-opacity:1\" id=\"path5785\"><\/path><\/g><g id=\"g5787\" transform=\"translate(122.8861,177.8808)\"><path d=\"M 0,0 V 0\" style=\"fill:none;stroke:#000000;stroke-width:20;stroke-linecap:round;stroke-linejoin:round;stroke-miterlimit:10;stroke-dasharray:none;stroke-opacity:1\" id=\"path5789\"><\/path><\/g><\/g><\/g><\/g><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">And whether the measures have worked or need to be optimized<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27984f8 elementor-widget elementor-widget-text-editor\" data-id=\"27984f8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>There are numerous KPIs. So that you can get an overview of your online performance yourself in future, we&#8217;ll tell you which ones you should pay particular attention to. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54a50a0 elementor-widget elementor-widget-heading\" data-id=\"54a50a0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/leadpeak.me\/en\/magazin\/kpis-in-online-marketing-performance-indicators-at-a-glance\/#Viewing_KPI_figures_this_is_possible_with_Google_Analytics\" >Viewing KPI figures: this is possible with Google Analytics<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/leadpeak.me\/en\/magazin\/kpis-in-online-marketing-performance-indicators-at-a-glance\/#About_visitors_leads_customers_clicks_and_dwell_time_this_is_what_the_KPI_key_figure_reveals\" >About visitors, leads, customers, clicks and dwell time: this is what the KPI key figure reveals<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/leadpeak.me\/en\/magazin\/kpis-in-online-marketing-performance-indicators-at-a-glance\/#Keeping_an_eye_on_marketing_costs\" >Keeping an eye on marketing costs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/leadpeak.me\/en\/magazin\/kpis-in-online-marketing-performance-indicators-at-a-glance\/#Conversion_rate\" >Conversion rate<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"Viewing_KPI_figures_this_is_possible_with_Google_Analytics\"><\/span>Viewing KPI figures: this is possible with Google Analytics<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c2cc1b elementor-widget elementor-widget-text-editor\" data-id=\"0c2cc1b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>With the free analysis tool from <a href=\"https:\/\/leadpeak.me\/en\/magazin\/the-advantages-of-google-analytics-4-for-online-marketing\/\">Google Analytics<\/a>, you can keep an eye on the KPI key figures of your own website. To do this, you need to register with Google Analytics and integrate the provider&#8217;s code snippet into your website. (How to do this is described here). Which KPI figure is important also depends on the objective of the marketing measure. We present the most important KPIs here:    <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c074155 elementor-widget elementor-widget-heading\" data-id=\"c074155\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"About_visitors_leads_customers_clicks_and_dwell_time_this_is_what_the_KPI_key_figure_reveals\"><\/span>About visitors, leads, customers, clicks and dwell time: this is what the KPI key figure reveals<span class=\"ez-toc-section-end\"><\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f098e37 elementor-widget elementor-widget-text-editor\" data-id=\"f098e37\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>A visitor is any person who has clicked on your website or one of your advertisements within a certain period of time.<\/p>\n<p>Leads are visitors who interact with the website and, for example, leave contact details or request a no-obligation quote. This turns simple visitors into serious prospects and potential customers. <\/p>\n<p>However, only 0.5 &#8211; five percent of leads usually become actual customers. Both KPIs should increase slowly but steadily. This is primarily achieved through good content quality. Good indicators of content quality are user engagement through social shares (shared content on social platforms) and comments. It should be noted that social networks are not used equally by all target groups and industries.    <\/p>\n<p>Clicks play a central role, especially for the ranking in the organic search results on Google (or other search engines). More clicks indicate a higher reach for your advertising\/website. The organic ranking can also be increased in the long term through <a href=\"\">SEO optimization<\/a>. The click-through rate, the ratio between impressions and clicks, can provide valuable information on the efficiency of an advertisement.   <\/p>\n<p>For customers, it is interesting to find out how they came across your company. Were they shown in the search results using one of your keywords? Or did Google ads lead to the decisive click? A high proportion of new customers in relation to the number of leads also speaks for the success of your marketing measures. Otherwise, you may have addressed the wrong target group or not communicated the value of your products or services clearly enough.    <\/p>\n<p>Another important KPI is the length of time visitors spend on the website. The longer a customer stays on the page of an online store, the more likely it is that they will make a purchase. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7f19943 elementor-widget elementor-widget-heading\" data-id=\"7f19943\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"Keeping_an_eye_on_marketing_costs\"><\/span>Keeping an eye on marketing costs<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41330a0 elementor-widget elementor-widget-text-editor\" data-id=\"41330a0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>It is also interesting to find out what it actually costs you to acquire a new customer. The Customer Acquisition Costs (CAC) are calculated by dividing the marketing costs by the number of new customers and help you to find out which acquisition channel is most effective for acquiring new customers. <\/p>\n<p>In order to determine whether the selected marketing strategies effectively increase sales, the amortization period of the CAC is measured and compared with empirical values. This describes the period required to refinance the marketing costs incurred. The amortization period should not exceed twelve months.  <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e527b7 elementor-widget elementor-widget-heading\" data-id=\"4e527b7\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span class=\"ez-toc-section\" id=\"Conversion_rate\"><\/span>Conversion rate<span class=\"ez-toc-section-end\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6d0b6fc elementor-widget elementor-widget-text-editor\" data-id=\"6d0b6fc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Another important indicator is the <a href=\"https:\/\/leadpeak.me\/en\/magazin\/increase-conversion-rate-tips-for-successful-ctas\/\">conversion rate<\/a> (CVR). This indicates as a percentage how many people have carried out a certain action and moved on to the next decision phase. This could be, for example, providing contact details or signing up for a newsletter.  <\/p>\n<p>The conversion rate can be used to measure the effectiveness of a single call-to-action (CTA). On average, the CVR is around one to three percent &#8211; so don&#8217;t let the low percentages scare you. The conversion rate is influenced by the speed of the website, the design, the structure of the online store and the products, among other things.  <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>A marketing budget serves several purposes. Firstly, you use the budget to set clear goals that you want to achieve. It also serves as a performance indicator for your successes and as a basis for justifying your expenditure. You have invested a lot of money to achieve major marketing goals. But how do you check [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":34344,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"12","_seopress_titles_title":"KPI in online marketing - performance indicators","_seopress_titles_desc":"So that you can get an overview of your online performance yourself in future, we'll tell you which ones you should pay particular attention to.","_seopress_robots_index":"","footnotes":""},"categories":[36],"tags":[],"test":[],"class_list":["post-34563","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/posts\/34563","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/comments?post=34563"}],"version-history":[{"count":3,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/posts\/34563\/revisions"}],"predecessor-version":[{"id":36550,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/posts\/34563\/revisions\/36550"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/media\/34344"}],"wp:attachment":[{"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/media?parent=34563"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/categories?post=34563"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/tags?post=34563"},{"taxonomy":"test","embeddable":true,"href":"https:\/\/leadpeak.me\/en\/wp-json\/wp\/v2\/test?post=34563"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}