The 5 Top Marketing KPIs Every Business Owner Should Know
The 5 Top Marketing KPIs Every Business Owner Should Know
Running marketing campaigns without tracking results is like sailing without a compass. You might move, but you’ll have no idea if you’re headed in the right direction.
Marketing without metrics is just guesswork. But when you focus on the top marketing KPIs, you gain clarity and control. With the right scorecard, you don’t just do marketing, you manage it.
What Makes Good Top Marketing KPIs?
Before we dive into the top marketing KPIs, it’s important to understand what separates a useful metric from a vanity number. A good marketing KPI is:
- Aligned with business outcomes. It connects directly to growth, revenue, or efficiency.
- Actionable and trackable. You can measure it consistently and act on the results.
- Balanced between leading and lagging indicators. Some KPIs show early signals (like leads), while others reveal long-term impact (like customer lifetime value).
Now, let’s look at the five essential KPIs every business owner should know.
KPI I: Customer Acquisition Cost (CAC)
What it is: Customer Acquisition Cost measures how much you spend to acquire a single customer.
Why it matters: High CAC eats into profitability. Tracking this KPI helps you understand if your marketing is scalable and sustainable. Lowering CAC while maintaining quality leads is a sign of marketing efficiency.
KPI II: Marketing Qualified Leads (MQLs)
What it is: Marketing Qualified Leads (MQLs) are prospects who have shown meaningful interest in your product or service and meet specific criteria that make them more likely to become customers. Unlike general leads, MQLs have progressed beyond initial curiosity and are considered “sales-ready” by marketing standards.
Why it matters: By focusing on MQLs, you bridge the gap between marketing activity and sales outcomes. This KPI shows whether your campaigns are actually generating sales-ready opportunities, not just website clicks or likes.
KPI III: Conversion Rate by Channel
What it is: Conversion Rate by Channel measures the percentage of users from each marketing channel (social media, email, search, etc.) who complete a desired action, such as filling out a form, making a purchase, or signing up. This KPI highlights which channels are most effective at turning engagement into tangible results.
Why it matters: Instead of spreading your budget thin, you can double down on the channels that convert. This KPI helps optimise spending and prevent wasted effort.
Stevie V Brown MSc is a highly qualified and experienced Marketer having worked for major ad agencies on global brands in a career spanning 23 years. Stevie is CEO of The Change Starter; a boutique marketing consultancy brand based in Australia and operating globally. The Change Starter specialises in transforming marketing strategies and delivering outsourced implementation across all aspects of marketing from traditional to digital. The Change Starter works with growing SMEs across FMCG & grocery, food service, product manufacturing, reselling, b2b services, e-commerce, retail and allied health.