Key KPIs for Measuring Digital Marketing Funnel Performance

Stage 2: Consideration KPIs — Measuring Engagement and Lead Quality

In the middle of the funnel (MOFU), prospects are comparing options. The goal here is to nurture interest and qualify leads through valuable, educational content.

Primary Consideration KPIs

1. CTR (Click-Through Rate)

• Formula: (Clicks ÷ Impressions) × 100
  
• Benchmark: 1–2% for display, 2–5% for search.
  
• Insight: A strong CTR signals relevance and curiosity.
  
  

2. Website Engagement Metrics

• Average Session Duration: Indicates interest depth.
  
• Pages per Session: Reflects content relevance.
  
• Bounce Rate: High bounce = weak content-audience fit.
  
  

3. Cost per Lead (CPL)

• Formula: Campaign Spend ÷ Number of Leads
  
• Why It Matters: Evaluates how efficiently you’re generating qualified leads.
  
  

4. Marketing Qualified Leads (MQLs)

• Definition: Leads showing purchase intent (e.g., downloaded a case study or attended a webinar).
  
• Pro Insight: Not all leads are equal — track lead-to-opportunity ratio.
  
  

5. Email Engagement Rate

• Metrics to Track: Open rate, click rate, and conversion rate.
  
• Why It’s Key: Email remains one of the highest-ROI nurture channels.
  
  

Supporting Metrics

• Content Engagement Score (CES): Combines time-on-page, scroll depth, and repeat visits.
  
• Lead Scoring Models (AI-Based): Automate qualification using behavioral data.
  
  

Spinta Tip:

Integrate your CRM and analytics tools (HubSpot, Salesforce, GA4) to tie engagement metrics directly to pipeline revenue  not just vanity engagement.

Stage 3: Conversion KPIs — Measuring Revenue, Cost, and Efficiency

This is where ROI becomes concrete. Conversion KPIs focus on how efficiently your marketing efforts turn leads into paying customers.

Primary Conversion KPIs

1. Conversion Rate (CVR)

• Formula: (Number of Conversions ÷ Total Visitors) × 100
  
• Benchmarks:
  
  
  • Landing pages: 2–5%
    
  • E-commerce: 3–7%
    
  • B2B Lead Forms: 10–20% (qualified leads)
    
    

2. Cost per Acquisition (CPA)

• Formula: Total Campaign Cost ÷ Number of Conversions
  
• Goal: Maintain a CPA below Customer Lifetime Value (CLV).
  
  

3. Return on Ad Spend (ROAS)

• Formula: Revenue Generated ÷ Ad Spend
  
• Benchmark: 3–5x ROAS is healthy across most industries.
  
  

4. Shopping Cart Abandonment Rate

• Formula: (Abandoned Carts ÷ Initiated Carts) × 100
  
• Insight: Helps identify friction points in checkout experience.
  
  

5. Sales Qualified Leads (SQLs)

• Definition: Leads ready for direct sales engagement.
  
• Funnel Tip: Track SQL-to-sale conversion rate for sales efficiency.
  
  

Supporting Metrics

• Landing Page Conversion Rate Optimization (CRO)
  
• Attribution Analysis (Data-Driven)
  
• Call Tracking & Offline Conversions
  
  

Spinta Insight:

In 2026, AI-driven attribution modeling links top-of-funnel engagement directly to bottom-funnel ROI  revealing which channels actually close revenue instead of just driving clicks.

Stage 4: Retention KPIs — Measuring Loyalty and Lifetime Value

Retention isn’t just post-purchase maintenance it’s where the most profitable ROI lies. The cost of retaining a customer is 5x lower than acquiring a new one.

Primary Retention KPIs

1. Customer Retention Rate (CRR)

• Formula: ((Customers at End – New Customers) ÷ Customers at Start) × 100
  
• Goal: Maintain >75% for most SaaS/eCommerce models.
  
  

2. Customer Lifetime Value (CLV)

• Formula: Average Purchase Value × Purchase Frequency × Customer Lifespan
  
• Why It Matters: Ensures profitability over time.
  
  

3. Repeat Purchase Rate (RPR)

• Formula: (Repeat Buyers ÷ Total Customers) × 100
  
• Goal: Aim for 30–40% for D2C and retail.
  
  

4. Churn Rate

• Formula: (Lost Customers ÷ Total Customers) × 100
  
• Lower = Better: Target <10% for subscription-based models.
  
  

5. Net Promoter Score (NPS)

• Definition: Measures customer satisfaction and advocacy potential.
  
• Benchmark: >50 = excellent.
  
  

Spinta Tip:

Leverage AI-powered CRM tools like Klaviyo or Salesforce Einstein to automate churn prediction and personalize retention campaigns  improving CLV and loyalty-driven ROI.

Stage 5: Advocacy KPIs — Measuring Word-of-Mouth Impact

In 2026, advocacy  the post-loyalty stage  drives earned visibility and trust-based acquisition.

Primary Advocacy KPIs

1. Referral Rate

• Formula: (Number of Referred Customers ÷ Total Customers) × 100
  
• Why It’s Key: Organic referrals convert 2–4x higher than paid leads.
  
  

2. User-Generated Content (UGC) Volume

• Metric: Number of customer-created posts, testimonials, or reviews.
  
• ROI Impact: Increases trust and lowers acquisition cost.
  
  

3. Earned Media Value (EMV)

• Definition: Estimated value of unpaid publicity and organic mentions.
  
• Tool: Use Brand24 or Meltwater to track UGC impact.
  
  

4. Customer Review Score

• Benchmark: Maintain >4.5 on Google and marketplaces.
  
• Insight: Review visibility affects SEO and local rankings.
  
  

Spinta Insight:

Combine NPS, UGC volume, and referral data into a unified “Advocacy ROI Index” to measure the compounding value of loyal customers amplifying your brand organically.