Advertising KPIs & Metric Definitions

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KPI's & Data

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Advertising Expense (Social Media) as a Percentage of Total Revenue

The advertising expense incurred by the company through social media channels (Facebook, LinkedIn, Twitter, etc.) divided by the total revenue generated over the same period of time, as a pe...

KPI Type : Cost

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Advertising Expense (Digital Channels) as a Percentage of Total Revenue

The advertising expense incurred by the company through digital channels (SEO, social media, paid search, online video, display ads) divided by the total revenue generated over the same peri...

KPI Type : Cost

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Advertising Expense (All Channels) as a Percentage of Total Revenue

The advertising-related expense incurred by the company (wages, benefits, overhead, campaign expenditures, etc.) divided by the total revenue generated over the same period of time, as a per...

KPI Type : Cost

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Pages per Visit

The number of web pages a website visitor views during the course of a single session divided by the total number of visitors a website receives over the same period of time.

KPI Type : Quality

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Lifetime Customer Value (LTV) to Customer Acquisition Cost (CAC) Ratio

The average amount of revenue generated by a single customer relationship over a certain period of time divided by the average cost to acquire a single customer through marketing efforts; ex...

KPI Type : Quality

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Lifetime Customer Value (LTV)

The average amount of revenue generated throughout the company's relationship with a single customer. Average length of customer retention, average transaction value, and average number of t...

KPI Type : Revenue

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Customer Acquisition Cost (CAC): Online Video

The total cost of online video marketing campaigns (i.e., YouTube, etc.) divided by the number of new customers acquired through online video ads over a certain period of time.

KPI Type : Cost

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Customer Acquisition Cost (CAC): Instagram

The total cost of Instagram marketing campaigns divided by the number of new customers acquired through Instagram over a certain period of time.

KPI Type : Cost

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Customer Acquisition Cost (CAC): LinkedIn

The total cost of LinkedIn marketing campaigns divided by the number of new customers acquired through LinkedIn over a certain period of time.

KPI Type : Cost

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Customer Acquisition Cost (CAC): Twitter

The total cost of Twitter marketing campaigns divided by the number of new customers acquired through Twitter over a certain period of time.

KPI Type : Cost

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Customer Acquisition Cost (CAC): Facebook

The total cost of Facebook marketing campaigns divided by the number of new customers acquired through Facebook over a certain period of time.

KPI Type : Cost

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Customer Acquisition Cost (CAC): Social Media (All Platforms)

The total cost of social media advertising campaigns across all platforms (e.g., Facebook, Twitter, etc.) divided by the number of new customers acquired through the social media marketing c...

KPI Type : Cost

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KPI's & Data

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Customer Acquisition Cost (CAC): Display Ads

The total cost of online display advertising campaigns divided by the number of new customers acquired through the display ad channel over a certain period of time.

KPI Type : Cost

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Customer Acquisition Cost (CAC): Paid Search

The total cost of paid search marketing (e.g., Google AdWords) campaigns divided by the number of new customers acquired through the paid search channel over a certain period of time.

KPI Type : Cost

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Customer Acquisition Cost (CAC): SEO (Organic Search)

The total cost of search engine marketing (SEO) campaigns divided by the number of new customers acquired through the organic search channel over a certain period of time.

KPI Type : Cost

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Customer Acquisition Cost (CAC): All Digital Channels

The total cost of marketing campaigns across all digital channels (social media, SEO, paid search, display ads and online video) divided by the number of new customers acquired through digit...

KPI Type : Cost

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Customer Acquisition Cost (CAC): Print

The total cost of print advertising campaigns (i.e., newspapers, magazines) divided by the number of new customers acquired through the print advertising channel over a certain period of tim...

KPI Type : Cost

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Customer Acquisition Cost (CAC): Radio

The total cost of radio marketing campaigns divided by the number of new customers acquired through the radio advertising channel over a certain period of time.

KPI Type : Cost

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Customer Acquisition Cost (CAC): Outside Ads

The total cost of outside marketing campaigns (e.g., billboards) divided by the number of new customers acquired through outside ads over a certain period of time.

KPI Type : Cost

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Clip Counting: TV

The amount of time (typically measured in minutes) that editorial PR coverage through the television consumes over a certain period of time.

KPI Type : Volume

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Number of Unique Visits

The total number of unique (i.e., non-repeat) visitors landing on a website over a certain period of time.

KPI Type : Volume

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Total Number of Visits

The total number of visitors landing on a website over a certain period of time.

KPI Type : Volume

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Bounce Rate

The number of visitors who navigate away from a website after viewing only one page divided by the total number of visitors a website receives over the same period of time, as a percentage.

KPI Type : Quality

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Total Volume: Promotional Events

The total number of promotional events (exhibits, presentations, seminars, conferences, etc.) held over a certain period of time.

KPI Type : Volume

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Clip Counting: TV + Radio

The amount of time (typically measured in minutes) that editorial PR coverage through both the television and the radio consume over a certain period of time.

KPI Type : Volume