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19 Marketing Automation KPIs you need to measure

19 Important marketing automation KPIs you need to measure

Are you trying to measure the success of your marketing automation efforts? If so, you’re not alone. Measuring marketing automation KPIs (Key Performance Indicators) is a critical part of any successful marketing automation strategy. 

However, figuring out which KPIs to track can be tricky. That’s why we’ve put together this list of 19 essential marketing automation KPIs.

So, keep on reading to learn more about what you need to measure and how to do it!

Engagement metrics

One of the most important metrics is finding out at what level your prospects and audiences are engaging with your company. And the below-mentioned points can help you measure your engagement metrics.

Engagement Metrics

1. Open rate and click-through rate

If you’re not tracking your open and click-through rates, you’re missing out on valuable engagement metrics.

The open rate measures the percentage of people who open your emails, while the click-through rate measures the percentage of people who click on links in your emails.

These metrics can give you valuable insights into how engaged your audience is with your marketing messages, allowing you to make any necessary adjustments to improve performance. 

2. Bounce rate

Bounce rate is another important metric to track, as it measures the percentage of people who leave your site after viewing only one page.

A high bounce rate indicates that people are not finding what they’re looking for on your site, which could be a sign that your marketing messages are not resonating with your target audience.

By tracking this metric, you can make changes to improve the user experience on your site and keep people engaged.

3. Engagement rate

Another useful marketing automation KPI to track is engagement rate, which measures the percentage of people who view multiple pages on your site.

This metric can give you a better understanding of how interested your audience is in your content and what they find most valuable.

You can use this information to adjust your marketing strategy and focus on the topics that are most appealing to your target audience.

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4. Site traffic

Tracking web traffic is a key marketing automation KPI that allows you to measure the overall effectiveness of your marketing efforts.

By monitoring the number of visitors to your site and identifying any trends over time, you can make changes to optimize your marketing strategy and increase conversions.

Conversion metrics

Whenever we are executing any kind of campaign, the end goal is to always improve the conversion, hence this is one of the most important metrics to measure.

1. Follow-up conversion rates

Once you’ve generated a lead, converting it into a paying customer is the ultimate goal of marketing automation. One key KPI to track in this process is your follow-up conversion rate, which measures how many leads actually make a purchase after being contacted by a sales team. 

2. Landing page conversion rates

There are many types of marketing automation campaigns and most of them are likely direct the leads to landing pages on your website, resulting in increased website traffic.

Tracking the conversion rate of these landing pages is a key KPI that can help you understand the effectiveness of your marketing efforts.

Moreover, by analyzing the conversion rates of different landing pages, you can identify which ones are performing well and which ones need improvement.  

Here, marketing automation implementation is highly crucial as it helps you in discovering your conversion rate, hence the revenue generated from your marketing efforts.

3. Lead average score

Lead scoring is a process of assigning a numerical value to each lead, based on factors like their online behavior and demographics. This score allows you to prioritize leads, so you can focus your marketing efforts on those who are more likely to convert.  

One of the best advantages of marketing automation is that it helps you score your leads based on their interaction and actions with your company and website. Based on this, you can create and execute a personalized email marketing automation campaign.

As such, tracking the average lead score is a key marketing automation KPI that can help you measure the success of your marketing campaigns. 

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4. Conversion rate of contact to prospect

Once a lead becomes a contact, your goal is to convert them into a prospect. A key marketing automation KPI to track in this process is your conversion rate of contacts to prospects.

This metric measures how many leads you’re able to successfully move through your marketing funnel and ultimately convert into paying customers.

By tracking this metric, you can get a better understanding of the effectiveness of your marketing campaigns and make any necessary adjustments to improve performance. 

5. Conversion rate of the prospect to client

The final marketing automation KPI to track is your conversion rate of prospects to clients. This metric measures how many leads you’re able to successfully convert into paying customers.

By tracking this metric, you can get a better understanding of the effectiveness of your marketing campaigns and make any necessary adjustments to improve performance. 

Customer metrics

For any business, it’s always important to determine how you’re performing in terms of acquiring new customers or retaining the existing ones. Therefore, best practices of marketing automation do track customer metrics to measure different KPIs.

Customer Metrics

1. Customer acquisition cost

One of the most common and essential metrics to track is customer acquisition cost. This can help you understand how much you’re spending to acquire new customers.

Moreover, this metric can help you determine if your marketing strategy is effective at bringing in new business, or if you’re spending too much on marketing efforts that are not producing results.  

2. MQLs (Marketing qualified leads)

MQLs are leads that have been identified as having a higher likelihood of becoming customers. This metric can be used to measure the effectiveness of your marketing strategy in generating high-quality leads. 

If you have seen a reduction in your MQLs, then there might be some issue with the process your sales and marketing team is following.

3. SQLs (Sales qualified leads)

SQLs are leads that have been vetted by sales and are ready to be contacted by a sales representative. This metric can be used to measure the effectiveness of your marketing strategy in generating sales-ready leads.

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4. Customer lifetime value

Customer lifetime value (CLV) is a metric that measures the total value of a customer over the course of their relationship with your business.

This metric can be used to determine which marketing strategies are bringing in the highest-value customers, and can help you decide where to focus your marketing efforts in order to maximize ROI.  

5. Customer retention rate

Customer retention rate is a metric that tracks how many customers remain loyal to your business over time. Tracking this KPI can help you understand which marketing strategies are compelling customers to stick with your brand and which ones are driving them away. 

6. Lead volume and quality

Tracking the number of leads generated by your marketing automation efforts is a crucial first step in understanding how well your marketing strategy is performing. This includes measuring the volume of leads, as well as their quality and demographic information. 

7. Lead velocity

Lead velocity is another useful marketing automation KPI that tracks how quickly new leads are being generated.

By monitoring this metric, you can get a sense of the effectiveness of your marketing campaigns over time and make adjustments as needed.

Furthermore, lead velocity can also be used to predict future sales and marketing success. Here, you can also find out the effectiveness of the marketing automation tool that you’re using. 

Value metrics

The success of any campaign depends on how much revenue was generated, so this is where your value metrics come into the picture. You can use these marketing automation metrics and determine your overall revenue.

Value Metrics

1. Revenue per lead

Revenue per lead (RPL) is a metric that measures how much revenue your marketing efforts are generating for each new lead. This metric can help you understand the financial success of your marketing strategy and determine where to focus your efforts for maximum ROI.  

2. Marketing automation ROI

Marketing automation ROI is one of the most important marketing KPIs to track. By measuring these and other marketing automation KPIs, you can gain valuable insights into your marketing campaigns and use that data to improve performance over time.

3. Repurchase rate

The repurchase rate is a metric that tracks how often customers come back to your business after making a purchase. This metric can be used to understand customer loyalty and the effectiveness of your marketing efforts in driving repeat business.  

Conclusion

As you can see, there is a variety of different marketing automation KPIs that you need to measure in order to gauge the effectiveness of your campaigns. There are many top marketing automation software and tools available in the market that can help you in determining these KPIs. 

By tracking engagement metrics, conversion metrics, and customer metrics, as well as value metrics, you’ll be able to paint a detailed picture of how your marketing is performing.

Jainy Patel

Being an ardent reader and content editor, Jainy draws inspiration from every situation and story. She spends her time developing creative content to invoke the reader's interest. An ambivert with an interest in art, when she's not writing, you'll find her reading or occupied in a creative project.

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