HubSpot Consultant, 6+ Years of Digital Marketing Strategy Expertise
December 20th, 2018
Marketers everywhere are trying to understand their data better and which key performance indicators (KPIs) they should be tracking in order to get the best results.
Often, seeing what other marketers are monitoring can help get you on the right track. Thankfully, in a new study, Databox sheds light on the top 20 KPIs marketers are actually tracking in their Databox portals.
This gives us a real look at which metrics marketers truly care about and, in many ways gives us a peek into their strategies.
Let’s break down the top 20 KPIs mentioned, what they mean, and why it is important to track them.
We will also include the link to the corresponding Databox template so you can easily add these metrics to your portal.
1. Sessions: Google Analytics
This is one of the basics, but also one of the most important.
Sessions is a common metric marketers use to gauge how many people are coming to their site.
One thing to keep in mind is one person can log multiple sessions depending on when they come back to the site. When a session is recorded, a variety of tracked metrics like page views, clicks, and transactions are also being documented.
This allows you to understand which pages on your site are getting the most traffic and how traffic is increasing or decreasing over a certain period of time.
Users is a helpful metric that marketers like to track because it lets them know how many unique visitors are coming to their site. This is important because it lets you understand how many different people are engaging with your site. The more users on your site, the more opportunities to reach a possible new customer.
We mentioned that when Google Analytics tracks users, it also drops a cookie in order to track whether that user is new or returning. With that, Google will keep track of new users. New users are specifically users that have visited your site for the very first time.
This KPI is popular amongst marketers to see how many new users they are bringing to their site with their marketing efforts.
Another popular HubSpot KPI is contacts by smart list. This is helpful because it allows us to see which smart lists in HubSpot have the most contacts associated with them.
Not only that, but It allows you to see the growth of a specific list over time. This is useful for tracking subscribers, MQLs, and more!
6. New Contact (Without Offline Source): HubSpot
Monitoring new contacts and the number of new contacts we are obtaining through various channels is a valuable way to see if your marketing efforts are working and bringing in new contacts.
One important thing to note here, however, is to exclude Offline Sources. The main reason for this is to not skew the data with large imports of existing contacts from a past database, or contacts that are being added manually through offline campaigns.
Tracking budget will always be important to marketers.
Cost in Google Analytics is measured based on your bidding strategy. For example, if you choose cost-per-click, you will be charged by each click on your ad.
Google Ads will track the exact dollar amount spent on each campaign, ad, and even keyword in your account. There is no limit and it is easy to overspend, which is why it is important to keep an eye on your total cost.
This metric will help you understand where your ad spend is going, and if it is delivering enough return on investment (ROI) in order for you to continue investing in that campaign or ad.
Bounce rate is a metric that gets thrown around a lot in the industry.
In Google Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.
Marketers can use this KPI to tell whether they are attracting the right type of visitors and if the content they have on their site is relevant, helpful, and provides a good enough experience for the user to continue on to other pages of the site.
However, a high bounce rate doesn’t always mean your page is bad. If your page quickly offers the answer the visitor is looking for, they may bounce because there is no reason for them to continue to another page.
Tracking deals created is a good way of seeing if the leads your content is bringing in are quality, and to see if they are bringing in enough leads in order to create sales.
Monitoring deals created can also help align the marketing and sales team’s efforts. Deals in HubSpot helps your Sales team track the number of deals that are being created from the leads marketing is bringing in, and how many they are able to close.
HubSpot will track a deal each time it is created in the CRM. These deals can be associated with contacts and companies to see where the deal originated from.