They help to assess the extent to which the strategy is having an effect, and what can be improved in order to increase the business's revenue and profitability.
Each metric is used to evaluate a specific result, such as return on investment, cost per customer, etc.
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Do you want to know what the main inbound KPIs are?
So keep reading this article and find out what an inbound marketing metric is, and what the main ones are on the market.
Happy reading!
What are inbound marketing metrics?
Inbound marketing metrics are indicators that show the results of the campaigns you are promoting within your business.
They are as varied as possible and can indicate the conversion rate, return on investment, cost per visitor, as well as other indicators that you deem convenient.
It is worth mentioning that in many cases an isolated metric is not a parameter for decision-making, and it is necessary to compare it with another.
For example, an increase in revenue alone does not indicate that the company increased profits. After all, there may have been a move in which the price was cut in half to increase sales.
In this case, this metric needs to be compared belgium business fax list with the cost of acquisition per customer, as well as the company's profitability so that you understand the scenario before making a decision.
What are inbound marketing metrics and how to calculate them?
Now that we’ve talked a little more about what an inbound marketing metric is, let’s show you what they are and how you can calculate them. Check it out!
1 – Number of hits to the website
An important inbound KPI that needs to be measured is the number of visits to your website. This shows the level of interest of leads in relation to the products.
The more views your campaign gets, the better. After all, this shows that it is focused on the right persona and that leads are interested in your content.
These links are usually promoted on social media, either through organic traffic or paid traffic.
2 – Conversion rate
Conversion rates can be used at various stages of the consumer journey. For example, at the top of the funnel, this rate would represent the total number of leads that accessed your landing page divided by the total number of visits.
At the bottom of the funnel, you can divide the total number of customers who purchased your product by the total number of leads. In email marketing, you can divide the total number of sales by the total number of clicks.
This metric is interesting because it shows the efficiency of the campaigns, as well as whether the acceptance of the product or service offered is high or low.
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3 – Cost per lead
This is a very important metric. After all, it shows the value of each lead generated in a campaign. In other words, how much was invested to obtain that lead.
To do this, simply divide the total investment for that particular marketing action by the number of leads that were generated for the business.
For example, let's consider that you spent R$2,000 on a campaign and generated 200 leads for your business. The cost per lead will be as follows:
Cost per lead = Investment / leads
Cost per lead = R$2,000 / 200 = R$10
In this example, you spent R$10 for each lead. Now the question arises: considering the profit from the product, was this expense worth it or not?
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4 – Cost per customer
Cost per customer is very similar to cost per lead. The only difference is that it happens at a slightly later stage of the funnel.
This way, you simply divide the total investment in a marketing action by the number of customers who actually purchased your product.
The higher this value, the lower your company's profit will be. A high cost per customer can generate different interpretations.
One is that the campaign may not have been as effective, another is that the market is more saturated, or that your product needs to improve.
5 – Rate or loss of customers
Another inbound marketing metric that is essential for your company is the Churn Rate , which estimates the number of customers who stopped following your brand for a while.
It can be given by the number of new leads for the business, subtracted by the number of leads that stopped following your company.
If the value is positive, it means that you are losing fewer leads than you are gaining new leads. If the metric is negative, you are losing more leads than you are gaining.
6 – Return on Investment (ROI)
ROI is one of the most important indicators in your marketing strategy . With it, you have a more realistic view of your company's performance. Its calculation is reasonably simple and can be given by the following formula:
ROI = (revenue – investment) / investment
This means that if you invested R$100,000 in a marketing campaign and earned R$200,000, the ROI will be:
ROI = (R$200,000 – R$100,000) / R$100,000
ROI = R$100k / R$100k = R$1
This means that for every R$1 invested in the campaign, you had a return of R$1. In other words, the return was 1 times the capital invested.
Ideally, you should use all of these indicators in your marketing strategies, because the more data you have, the greater the parameter you will have for making a decision.
