Digital performance: the marketing KPIs you need to measure!

Have you checked out Bang’s latest study (French only)? It reveals that 53% of B2B companies in Quebec allocate between $100,000 and $500,000 to marketing, with a significant portion (often more than half!) dedicated to digital. In total, 58% of all surveyed companies rely on a digital marketing strategy to achieve their business goals.

If your company is one of those investing in digital, are you correctly measuring the return on your hard-earned efforts? If not, know that in web marketing, we’re lucky to be able to measure performance quite easily… with well-defined KPIs!

What are digital marketing KPIs, and why are they important?

It’s no surprise: a key performance indicator (KPI) in digital marketing is a metric used to evaluate the performance of a digital initiative—it’s all in the name!

KPIs are very important for your business: they are the only way to clearly and effectively assess whether you’re achieving your goals and getting a return on your digital marketing investments. They’re also powerful tools for strategically planning your future initiatives!

“Measuring the ROI of marketing initiatives is the main challenge for 20% of B2B companies in Quebec and one of the top three challenges for 50% of them.”

What are the different digital marketing KPIs?

Website KPIs

The website is the cornerstone of any B2B organization: all your digital communications will lead back to it. Even if your client acquisition comes through word of mouth or RFPs, potential clients will visit your site before choosing you as a provider or partner.

Some relevant digital marketing KPIs for your website

• Total impressions (how often your site appears in search results)
• Average position of your pages on search engines and for key keywords (organic SEO)
• Total visits to your website
• Number of new users
• Pages viewed per session
• Most viewed pages
• Bounce rate (percentage of visitors who leave after viewing only one page)
• Number of actions completed (clicks on contact forms, phone numbers, add-to-cart, etc.)
• Traffic sources

Tools to measure these digital marketing KPIs

• Google Analytics
• Google Search Console

The essential KPIs for your digital advertising campaigns

Digital advertising is a powerful lever to reach your marketing goals, whether it’s increasing visibility, generating leads, or boosting sales. These KPIs help you optimize your campaigns in real time and ensure optimal return on investment (ROI).

Key KPIs for evaluating your ad campaigns

• Total impressions
• Click-through rate (CTR)
• Cost per click (CPC)
• Conversion rate
• Cost per conversion (average cost per action on your site)
• Quality Score (measures ad relevance and quality)
• Revenue generated per campaign (direct financial impact of your ads)
• ROAS (Return on Ad Spend)

Tools to measure digital ad KPIs

• Google Ads
• Meta Ads Manager reports
• LinkedIn Campaign Manager reports

Social media KPIs

Social media strategy matters—even in B2B! While you might be present on several platforms depending on your industry and audience, LinkedIn is the go-to platform to reach most potential and current B2B clients.

Some relevant digital marketing KPIs for social media

• Reach and impressions
• Number of likes, comments, and shares on your posts
• Growth in company page followers
• Number of conversions (messages, calls, etc.) following a visit to your page

Tools to measure social media KPIs

• LinkedIn Page Analytics
• Facebook Insights

Also read: B2B Marketing and LinkedIn: Top Strategies and Best Practices to Follow

Email marketing KPIs

Email marketing is the best way to reach your target audience directly, without interference from algorithms. Use it to share relevant business content that might indirectly convince prospects to choose you as their partner or supplier.

Some relevant digital marketing KPIs for newsletters

• Delivery rate
• Open rate
• Click-through rate
• Conversion rate
• List growth rate
• Bounce rate
• Unsubscribe rate

Tools to measure these KPIs

• Newsletter platforms (MailChimp, Dialog Insight, HubSpot, etc.)

Need help measuring your digital marketing effectiveness?

As this article shows, there are many digital marketing KPIs, and they must be chosen based on your target audience and specific business objectives. Also, what’s considered good performance in B2C may not apply in B2B!

To accurately measure (and optimize!) your B2B initiatives, turn to digital marketing experts specialized in B2B. They’re best equipped to help you maximize your ROI!