KPI Examples & Definitions
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1-Day Active Users
1-Day Active Users is a metric that quantifies the number of distinct individuals who interact with a website or app during a 24-hour period.
4XX Errors
4XX Errors are like “wrong address” alerts online, signaling a need for correction.
5XX Errors
5XX Errors indicate server-side issues preventing request fulfillment.
7-Day Active Users
7-Day Active Users is a metric that measures the number of distinct users who interact with a website or app over a seven-day period.
Accessibility Score
Accessibility Score is a metric evaluating how well digital content adheres to accessibility standards, ensuring it is usable by individuals with various disabilities.
Active Users
Active Users refers to the number of individuals who engage meaningfully within an app, website, or software application over a period of time.
Ad Frequency
Ad Frequency refers to the number of times an advertisement is shown to a single user over a period of time.
Ad Position
Ad Position is used to calculate an ad’s rank on a search engine results page.
Ad Revenue
Ad Revenue is the income earned from ads on digital or traditional platforms.
Ad Spend
Ad Spend is the total amount of money allocated to advertising efforts over a specific time period.
Add-to-Cart Rate
Add-to-Cart Rate measures the proportion of website visitors who take the initial step toward purchasing by adding a product to their shopping cart.
Aggregate Data
Aggregate Data summarizes performance metrics to reveal patterns, trends, and insights across campaigns.
Authority Score
Authority Score measures a page or domain’s credibility and online influence.
Average Order Value (AOV)
Average Order Value (AOV) measures the average amount spent on each transaction during a specific period.
Average Revenue Per User (ARPU)
Average Revenue Per User (ARPU) measures the revenue generated by each customer over a given time period, commonly monthly or annually.
Average Session Duration
Average Session Duration measures the average length of a visitor’s stay on a website, indicating user engagement and content effectiveness.
Average Time on Page
Average Time on Page measures the average time users spend on a specific page of a website.
Average View Duration
Average View Duration is a measure of the average length of time viewers spend watching a video.
Backlinks
Backlinks are incoming hyperlinks from one web page to another website. Often viewed as a vote of confidence, they indicate the value and relevance of the content on the linked-to site.
Blocked By Robots.txt
Blocked by Robots.txt is a website management metric indicating the number of web pages disallowed from search engine crawling due to rules set in the robots.txt file.
Bounce Rate
Bounce Rate is the percentage of visitors who visit a page and leave without doing anything else.
Brand Awareness
Brand Awareness measures how well a brand is recognized and recalled by consumers within a target market.
Branded Search
Branded Search captures the volume of queries directly mentioning a company’s name or related terms.
Canonical Chain
A Canonical Chain is a sequence of canonical tags linking pages together, guiding search engines to the correct URL among similar or duplicate pages.
Capital Expenditures (CAPEX)
CAPEX (Capital Expenditures) refers to the funds a company invests in acquiring, maintaining, or improving fixed assets like buildings, equipment, or technology.
Cart Abandonment Rate
Cart Abandonment Rate quantifies the percentage of online shoppers who add products to their cart but exit without completing the purchase.
Checkout Abandonment Rate
The Checkout Abandonment Rate indicates the percentage of online shoppers who leave a site during the checkout process without finalizing the purchase.
Churn Rate
Churn Rate, also known as Customer Attrition Rate, is the rate at which a business loses customers over time.
Citation Flow
Citation Flow is a score out of 100 that measures a website’s authority based on the number of backlinks pointing to it.
Click-Through Rate (CTR)
Click-through Rate, commonly abbreviated as CTR, measures the percentage of clicks received on online advertising or a link relative to the number of times it has been viewed.
Clicks
Clicks measure how users actively engage with an ad or link.
Comments
This metric helps gauge audience engagement and sentiment toward a brand, product, or campaign.
Continuous Data
Continuous Data includes measurable numerical values, often with decimals, used in metrics like revenue and conversion rates.
Conversion Rate
Conversion Rate measures the percentage of leads or visitors to a website or application who take a desired action, such as making a purchase or filling out a form.
Cost of Goods Sold
Direct costs of producing or purchasing goods sold.
Cost Per Acquisition (CPA)
Cost per Acquisition (CPA) calculates the average spend on advertising for acquiring one customer.
Cost Per Action
Cost of acquiring user action like sales or sign-ups.
Cost Per Click (CPC)
Cost per Click, commonly called CPC, is the monetary amount paid for each click on a digital advertisement.
Cost Per Conversion
Cost Per Conversion is the average amount spent on advertising campaigns to achieve a single conversion, such as a sale, sign-up, or other desired action.
Cost Per Lead (CPL)
Cost Per Lead (CPL) is a digital marketing metric that quantifies a company’s cost to acquire a new lead.
Cost Per Reach
Cost Per Reach refers to the cost of reaching each individual in a target audience during an ad campaign.
Cost Per Thousand (CPM)
Cost Per Thousand (CPM) represents the cost an advertiser pays for 1,000 impressions of an ad.
Cost Per View (CPV)
Cost per View (CPV) measures the cost an advertiser pays for each video view in a video marketing campaign.
Cumulative Layout Shift (CLS)
Cumulative Layout Shift gauges the impact of unexpected layout changes on a webpage during loading. CLS helps understand and improve a website’s visual consistency.
Customer Acquisition Cost (CAC)
Customer Acquisition Cost, commonly known as CAC, represents the total expenses a business incurs to acquire a new customer.
Customer Churn
Customer Churn refers to the percentage of customers who end their relationship with a business during a specific time frame.
Customer Lifetime Value (CLV)
Customer Lifetime Value (CLV) is the measure of the average revenue a customer generates over the entire relationship with a company.
Customer Retention Rate (CRR)
Customer Retention Rate (CRR) is the percentage of customers a business retains over a set time frame.
Customer Satisfaction Score (CSAT)
Customer Satisfaction Score (CSAT) gauges the level of satisfaction a customer experiences with a product, service, or interaction.
Customer Service Response Time
Customer Service Response Time is the interval from a customer’s inquiry to the brand’s response, measuring communication speed and effectiveness.
Daily Active Users (DAU)
Daily Active Users (DAU) in Google Analytics 4 refers to the number of unique individuals who engage with a digital asset, such as a website or app, within a 24-hour period.
Demographics
Demographics refer to statistical data representing the characteristics of a population, including age, gender, income, education, and location.
Direct Traffic
Direct traffic comes from visits with no clear source, like bookmarks or typed URLs.
Domain Authority (DA)
Domain Authority (DA) is a search engine ranking score that forecasts a website’s performance in search results.
Domain Rating (DR)
Domain Rating (DR) is a metric that gauges the strength and authority of a website’s backlink profile on a scale from 0 to 100, with higher scores indicating greater website authority.
Domain Score
Domain Score evaluates a website’s strength for ranking in search engines by analyzing factors like Backlinks, Trust, and Domain Authority.
Duplicate Content
Duplicate Content is text repeated across multiple web pages, affecting SEO.
Duplicate Title Tags
Duplicate Title Tags refer to occurrences where multiple web pages within a website have identical HTML title elements.
Earned Media Value (EMV)
Earned Media Value (EMV) represents the equivalent dollar value of exposure gained through non-paid channels, such as social media mentions, reviews, and organic search results.
Effective Cost Per Click (eCPC)
Effective Cost Per Click (eCPC) is the average cost per click that advertisers pay for their advertisements, combining various bidding strategies.
Effective Cost Per Thousand (eCPM)
Effective Cost Per Thousand (eCPM) represents the cost of a thousand impressions in a digital marketing campaign, independent of the bidding strategy used.
Email Bounce Rate
This metric measures the percentage of emails that fail to reach recipients’ inboxes due to various factors, such as invalid email addresses or server issues.
Email Click-Through Rate
Email Click-Through Rate measures the percentage of recipients who click on one or more links in an email campaign.
Email Click-to-Open Rate
Email Click-to-Open Rate gauges the relevance and appeal of email content to the audience, offering insights into the success of the overall email marketing efforts.
Email Delivery Rate
Email Delivery Rate is the percentage of sent emails that hit the intended inboxes.
Email Forward Rate
Email Forward Rate measures the shareability and engagement level of email marketing campaigns.
Email Open Rate
Email Open Rate is a crucial digital marketing metric that reveals the percentage of recipients who have opened an email campaign.
Email Subscribers
Email Subscribers refer to the count of individuals who opt in to receive updates or content from a brand.
Email Unsubscribe Rate
Email Unsubscribe Rate is the percentage of recipients who opt out of email communications.
Engaged Sessions
An Engaged Session is a web session where a user engaged with a website for a time period of at least 10 seconds, had one or more conversion events, or viewed two or more pages.
Engaged Users
Engaged Users are individuals actively participating on a specific platform, like a website or app.
Engagement Rate
Engagement rate is a measure of how many people interact with specific content.
Event Count
Event Count in Google Analytics 4 (GA4) measures how often users interact with specific elements on a website within a given time span.
Exit Rate
Exit Rate quantifies the frequency at which a particular web page serves as the final point of interaction in a user’s session.
Featured Snippets
Featured snippets are concise answers highlighted at the top of Google search results, directly addressing user queries.
First Contentful Paint (FCP)
First Contentful Paint (FCP) is a metric that gauges the time taken from the start of loading a page to the appearance of the first content on the screen (e.g., text, images).
First Input Delay
First Input Delay (FID) is the time from a user’s first interaction on a webpage to the browser’s response, reflecting page responsiveness.
Foot Traffic
Foot traffic measures how many people visit a location over a set time. This makes it a key indicator of sales potential for physical businesses.
Form Submissions
Form Submissions quantify how often website visitors complete and submit online forms. It’s a measure of user engagement and lead capture effectiveness.
Gross Margin
Gross margin, also known as gross profit margin, measures the percentage of revenue left after deducting direct costs of goods or services.
Gross Profit
Gross Profit reflects sales profit after direct production costs are subtracted from revenue.
Gross Revenue Retention (GRR)
Gross Revenue Retention measures the percentage of revenue retained from existing customers over a specific period, excluding any upsell or cross-sell revenue.
Gross Sales
Gross Sales represents total revenue before deductions for discounts, returns, and allowances.
Hard Bounce
A Hard Bounce is an email rejection due to invalid addresses, server issues, or other permanent errors.
Impression Share
Percentage of potential ad impressions captured.
Impressions
Impressions represent the total count of times digital content, such as an ad, web page, or social media post, is displayed on a user’s screen.
Keyword Difficulty Score
Keyword Difficulty Score quantifies the competition for ranking a specific keyword in search engine results.
Keyword Ranking
Keyword ranking is the position a website occupies in search engine results for a targeted keyword.
Keyword Volume
Keyword Volume measures the number of searches for a particular keyword over a set period, indicating its search popularity.
Largest Contentful Paint (LCP)
Largest Contentful Paint (LCP) measures the time it takes for the main content of a web page to load and become visible to the user.
Lifetime Value
The revenue customers generate over their entire relationship with a brand.
Likes
Likes refer to the number of affirmative or positive votes received on a piece of content across social media platforms.
List Growth Rate
List Growth Rate is a key metric that tracks the rate at which an email subscription list expands.
Marketing Qualified Lead (MQL)
A Marketing Qualified Lead (MQL) refers to a prospective customer who has shown interest in a company’s products or services and meets specific criteria set by the marketing team.
Missing Title
Missing Title is a KPI that identifies web pages lacking title tags, which are essential for SEO and user engagement.
Monthly Active Users (MAU)
Monthly Active Users, commonly abbreviated as MAU, refers to the total number of unique users who engage with a digital platform at least once within a 30-day period.
Monthly Recurring Revenue (MRR)
Monthly Recurring Revenue is a financial metric that quantifies a business’s predictable income from subscriptions or ongoing services.
MQL to SQL Conversion Rate
MQL to SQL Conversion Rate measures the efficiency at which marketing qualified leads (MQLs) convert into sales qualified leads (SQLs).
Net Present Value
Net Present Value (NPV) evaluates investment profitability by comparing the difference between cash inflows and outflows.
Net Profit
Net Profit is gross profit minus operating expenses, taxes, and other costs.
Net Promoter Score (NPS)
Net Promoter Score (NPS) measures customer loyalty by asking how likely they are to recommend a company’s products or services on a scale of 0 to 10, reflecting customer satisfaction and advocacy potential.
Net Revenue Retention (NRR)
Net Revenue Retention (NRR) measures the revenue retained from existing customers over a specific period, including upsells, cross-sells, downgrades, and churns.
Net Sales
Net Sales are total revenue minus returns, allowances, and discounts from sales transactions.
New Users
New Users represent first-time visitors to a website or platform, highlighting initial audience engagement.
NPS Detractors
Detractors are individuals who express negative views about a brand or campaign and are identified through customer feedback surveys.
NPS Passives
Passives are customers who provide neutral feedback, indicating neither strong satisfaction nor dissatisfaction with a product or service.
Operating Expenses (OPEX)
Operating Expenses (OPEX) refer to the day-to-day costs a business incurs to keep its operations running smoothly. These expenses include everything from employee salaries to office supplies, rent, utilities, and marketing costs.
Organic Search Visibility
Organic search visibility is a metric that estimates how often a website appears in Google’s search results for a specific set of tracked keywords.
Organic Traffic
Organic traffic refers to visitors arriving at a website via unpaid search engine results, highlighting the success of SEO efforts.
Page Authority (PA)
Page Authority (PA) quantifies the probability of a web page ranking high in search engines. It’s scored between 0-100 and relies on factors like content relevance and backlinks.
Page Load Time
Page Load Time is the duration it takes for all the content on a specific webpage to fully render after a user clicks a link or makes a request.
Pages Per Session
Pages Per Session represents the average number of pages viewed per session on a website.
Performance Score
Google Lighthouse Performance Score evaluates a web page based on speed, accessibility, and adherence to SEO best practices.
Post Impressions
Post Impressions quantify the views of a social media post, including its visibility in feeds, search results, and user profiles.
Post Shares
Post Shares is a metric that measures the total number of times users share a post on a social media platform.
Product Qualified Lead (PQL)
A Product Qualified Lead (PQL) is a lead who has experienced the product’s value firsthand, usually through a freemium model or free trial, and shows a high likelihood of becoming a paying customer.
Profile Views
Profile Views count the number of times a social media profile is viewed, indicating interest and reach.
Promoters
Promoters are satisfied customers likely to recommend a brand or product to others. They are typically identified through surveys like the Net Promoter Score (NPS).
Quality Score
Quality Score is a metric used by Google Ads and other PPC platforms to rate the quality and relevance of ads and keywords.
Reach
Reach is the estimated number of unique users who see a piece of content, which is a key measure of brand awareness.
Redirect Links
Redirect Links help visitors automatically navigate from one URL to another.
Return on Ad Spend (ROAS)
Return on Ad Spend (ROAS) calculates the total revenue generated for each dollar spent on advertising.
Return on Investment (ROI)
Return on Investment (ROI) is a financial metric that quantifies campaign effectiveness.
Review Count
Review Count is the total number of reviews or ratings that a product, service, or business has received on digital platforms.
Sales Accepted Lead (SAL)
Sales Accepted Lead (SAL) refers to a lead that has been qualified by the marketing team and then accepted by the sales team for further engagement.
Sales Qualified Lead (SQL)
A Sales Qualified Lead (SQL) is a prospect vetted through specific criteria, indicating a strong likelihood of converting into a paying customer.
Sales Target
Sales Target is a predefined revenue or unit goal within a set timeframe.
Scroll Depth
Scroll Depth measures the percentage of a web page a visitor views.
SEO Score
SEO Score measures a website’s adherence to best practices for search engine optimization (SEO). It evaluates on-page and off-page factors to determine the site’s potential for higher search engine rankings.
SERP Features
SERP Features refer to elements that are displayed directly in organic search results, such as snippets, panels, and image packs.
Serviceable Addressable Market (SAM)
Serviceable Addressable Market (SAM) refers to the realistic market share a business can serve within a segment.
Serviceable Obtainable Market (SOM)
The obtainable portion of the market a business can realistically capture.
Sessions
Sessions refers to a series of user actions on a website or app within a specific period.
Sessions per User
Sessions per User measures the average number of sessions initiated by a single user on a website or application during a specified time frame.
Share of Voice
SOV represents the percentage of a brand’s position in its market, offering valuable insights into its competitive edge.
Social Check-Ins
Social Check-Ins measure the number of customers who engage with a brand by tagging themselves as having visited a physical location, such as a restaurant, store, or hotel.
Social Followers
Followers refer to the number of individuals who have chosen to receive updates and content from specific social media accounts.
Social Media Conversion
Social Media Conversion tracks completed actions from traffic driven by social platforms.
Social Media Mentions
Social media mentions refer to the times a brand or keyword is referenced or tagged in social media posts and conversations.
Social Media Shares
Shares represent the number of times content has been shared across various social media platforms.
Soft Bounce
A Soft Bounce is an email that returns due to a temporary issue, such as full mailboxes or server issues.
Time to Conversion
Time to Conversion tracks how long a lead takes to convert after their first interaction.
Time to First Byte (TTFB)
Time to First Byte measures server response time and initial page load speed.
Time to Interactive (TTI)
TTI gauges the speed at which web pages become interactive. This website performance metric impacts user satisfaction and overall site efficiency.
Title Tag
A Title Tag is a vital HTML element summarizing webpage content for search engines and users.
Total Addressable Market (TAM)
The total revenue opportunity within a given market.
Trust Flow
Trust Flow, developed by Majestic SEO, assesses a website’s trust level by emphasizing the quality, not just the quantity, of its backlinks.
Unique Visitors
Unique Visitors is the count of distinct individuals accessing a website within a set timeframe, identified by cookies or IP address.
Video Completion Rate
Video Completion Rate measures the percentage of viewers who watch a video from start to finish.
Video Views
Video Views are a key performance indicator that measures the number of times a video has been watched.
View-Through Conversions
View-Through Conversions measure the number of conversions within a specific period after a user has seen an ad but hasn’t clicked on it.
Visibility Score
Visibility Score reflects a website’s reach on search engine results, indicating overall SEO performance.
Webpage Size
Webpage Size refers to the total file size of a web page, including all its elements, such as images, scripts, and CSS files.
Website Page Views
Page Views show the total number of times a specific webpage is loaded or reloaded in a web browser.
Website Speed Index (SI)
Speed Index measures how long it takes for a website’s content to visually appear, capturing the user’s experience of Page Load Time.
Website Visits
Website Visits represent the total number of interactions a website or webpage receives within a specified timeframe.
Weekly Active Users (WAU)
Weekly Active Users, or WAU, is a critical metric for understanding the level of user engagement and stickiness.
Win Rate
Win Rate quantifies the percentage of leads or opportunities converted into completed sales.