The essential KPIs to measure success in marketing and sales

Cost per acquisition (CPA):
Formula: Total marketing cost / Total number of customers acquired.
This KPI measures the average cost to acquire a new customer.
2. Market share:
Formula: (Company sales / Total market sales) * 100.
It measures the percentage of sales that a company has in relation to total market sales.
Brand equity :
There is no standard formula, but it can be calculated by considering factors such as brand recognition, customer perception and brand loyalty.
It represents the perceived value that consumers associate with a brand.
Cost per lead (CPL):

Formula: Total marketing cost

Total number of leads generated.
Indicates how much it costs to generate a new lead (potential customer).
Conversion rate :
Formula: (Number of conversions / Total number of visits) * 100.
Measures the spain phone number library percentage of users who perform a desired action, such as making a purchase or subscribing to a newsletter.
Click-through rate (CTR):
Formula: (Number of clicks on a link / Number of impressions) * 100.
Measures the percentage of people who clicked on a link compared to the number of times it was viewed.
Page views :

Formula: Total number of page views

Measures how many times the website pages have been viewed.
Bounce rate :
Formula: (Number of single-page sessions / Total number of sessions) * 100.
Measures the percentage of users who leave the website after viewing only one page.
Share of Voice (SOV):
Formula: (Company advertising investments / Total market advertising investments) * 100.
Measures the percentage steps to implement inbound marketing of advertising presence of a brand in relation to its competitors.
Online Share of Voice (OSOV):
Formula: (Online Brand Mentions / Total Online Industry Mentions) * 100.
Similar to SOV, but focused on online mentions and social media.
E-mail
Open rate :

Formula: (Number of emails opened

Total number of emails sent – ​​Bounced emails) * 100.
Measures the percentage of cg leads emails that have been opened.
Conversion rate :
Formula: (Number of conversions / Number of emails delivered) * 100.
Measures the percentage of email recipients who completed the desired action.
Opt- out rate :
Formula: (Number of users who unsubscribed / Total number of emails sent) * 100.
Measures the percentage of subscribers who unsubscribe after receiving an email.
Number of Subscribers :
Formula: Total number of people who are subscribed to the mailing list.
Measures the size of the email subscriber base.
Churn rate :
Formula: (Number of subscribers lost / Total number of subscribers) * 100.
Measures the percentage of subscribers who have unsubscribed in a given period.
Click-through rate (CTR):
Formula: (Number of clicks on a link in the email / Number of emails delivered) * 100.
Similar to the general marketing click-through rate, but applied to emails.
Delivery rate :
Formula: (Number of emails delivered / Total number of emails sent) * 100.
Measures the percentage of emails that successfully arrived in recipients’ inboxes.