13 examples of Marketing And Sales metrics and KPIs
What are Marketing And Sales metrics?
Crafting the perfect Marketing And Sales metrics can feel overwhelming, particularly when you're juggling daily responsibilities. That's why we've put together a collection of examples to spark your inspiration.
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While we have some examples available, it's likely that you'll have specific scenarios that aren't covered here. You can use our free AI metrics generator below to generate your own strategies.
The percentage of visitors who purchase a course. Calculated as (Number of Purchases / Total Number of Visitors) * 100
What good looks like for this metric: 2-3%
Ideas to improve this metric
Optimise landing pages
Enhance your sales funnel
Offer limited-time discounts
Improve customer trust signals
A/B test pricing strategies
2. Monthly Traffic
The total number of visitors to your site each month. Calculated using web analytics tools like Google Analytics
What good looks like for this metric: 50,000-100,000 visits
Ideas to improve this metric
Invest in SEO
Run targeted ad campaigns
Collaborate with influencers
Use content marketing
Leverage social media platforms
3. Average Order Value (AOV)
The average amount spent each time a customer places an order. Calculated as Total Revenue / Number of Orders
What good looks like for this metric: $150-$300 USD
Ideas to improve this metric
Upsell and cross-sell products
Bundle related products
Implement tiered pricing
Provide incentives for larger purchases
Offer add-on services
4. Customer Acquisition Cost (CAC)
The cost to acquire a new customer. Calculated as Total Marketing Spend / Number of New Customers Acquired
What good looks like for this metric: $50-$150 USD
Ideas to improve this metric
Optimise marketing channels
Increase organic traffic
Refine target audience
Improve ad targeting
Enhance referral programs
5. Customer Lifetime Value (CLV)
The total revenue a business can reasonably expect from a single customer account. Calculated using metrics like average purchase value, purchase frequency, and customer lifespan
What good looks like for this metric: $500-$1000 USD
The percentage of visitors who make a purchase from your website. It's calculated by dividing the number of sales by the total number of visitors and multiplying by 100
What good looks like for this metric: 2-3%
Ideas to improve this metric
Optimise product descriptions and images
Simplify the checkout process
Offer limited-time promotions
Use customer reviews and testimonials
Ensure website is mobile-friendly
2. Average Order Value (AOV)
The average amount spent each time a customer places an order. It's calculated by dividing total revenue by the number of orders
What good looks like for this metric: $50-$100
Ideas to improve this metric
Offer bundled products or upsells
Provide discounts for larger purchases
Add recommendations for complementary products
Ensure pricing is competitive yet profitable
Create a loyalty program
3. Best Seller Performance
The sales performance of your top-selling products. It includes tracking sales volume, revenue, and profitability of best sellers
What good looks like for this metric: 20% of revenue from top 10 products
Ideas to improve this metric
Highlight best sellers on landing pages
Feature best sellers in marketing campaigns
Regularly review and update best seller list
Provide easy ordering options for best sellers
Analyse and replicate successful product traits
4. Customer Retention Rate
The percentage of repeat customers over a period of time. It is calculated by dividing the number of returning customers by total customers over the same period and multiplying by 100
What good looks like for this metric: 20-30%
Ideas to improve this metric
Enhance post-purchase follow-ups
Offer loyalty or rewards programs
Engage customers through personalised communications
Seek feedback and implement improvements
Ensure a high-quality customer service experience
5. Website Traffic
The total number of visits to your website, which can be segmented by source, such as direct, social, referral, and search
What good looks like for this metric: Varies by industry and company size
Ideas to improve this metric
Invest in SEO strategies
Utilise social media marketing
Run targeted advertising campaigns
Leverage email marketing to attract returning visitors
The total expected revenue from a customer over the duration of their business relationship. It helps in understanding how much a company should spend on acquiring new customers.
What good looks like for this metric: Benchmarks vary by industry, but generally a CLV to customer acquisition cost (CAC) ratio of 3:1 is considered good
Ideas to improve this metric
Enhance customer retention strategies to increase repeat purchases
Personalise customer experience based on data analysis
Optimise pricing strategies to maximise revenue
Increase customer engagement through targeted marketing campaigns
Develop loyalty programs to encourage customer retention
Percentage increase in revenue over a specific period, calculated as ((Current Period Revenue - Previous Period Revenue) / Previous Period Revenue) * 100
What good looks like for this metric: 10-15% annual growth
Ideas to improve this metric
Focus on customer acquisition and retention
Expand product line or market reach
Improve pricing strategies
Enhance marketing campaigns
Reduce operational costs
2. Customer Acquisition Cost (CAC)
Average cost to gain a new customer, calculated as total marketing expenses divided by the number of new customers
What good looks like for this metric: $50-$100 per customer
Ideas to improve this metric
Optimise marketing channels
Increase conversion rates on digital platforms
Apply referral programmes
Leverage social media marketing
Utilise targeted advertising
3. Instagram Follower Growth Rate
Rate at which Instagram followers increase, calculated as ((Followers at End of Period - Followers at Start of Period) / Followers at Start of Period) * 100
What good looks like for this metric: 5-10% monthly growth
Ideas to improve this metric
Create engaging content consistently
Collaborate with influencers
Run Instagram Ads
Use appropriate hashtags
Engage with followers regularly
4. Average Order Value (AOV)
Average amount spent each time a customer places an order, calculated as Total Revenue divided by Number of Orders
What good looks like for this metric: $70-$150 per order
Ideas to improve this metric
Upsell and cross-sell products
Offer bundles or packages
Implement loyalty programmes
Provide free shipping on high-value orders
Offer limited-time promotions
5. Customer Retention Rate
Percentage of customers who return after their first purchase, calculated as ((Number of Returning Customers / Total Customers at Start of Period) * 100)
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