Digital Marketing Metrics That Actually Matter: A Guide for 2025
Let's be honest—reading and analyzing marketing metrics can feel overwhelming. With so many numbers to watch, how do you know which ones actually matter for your business?
Here's the thing: We're not just tracking metrics to fill spreadsheets. Marketing isn’t just about executing strategies—it’s about understanding what’s working and what’s not. Without tracking key performance indicators (KPIs), you’re essentially flying blind. The right metrics help you:
- Measure campaign effectiveness – Determine which strategies generate the most engagement, conversions, and revenue.
- Optimize budget allocation – Focus resources on the highest-performing channels.
- Improve client communication – Show clear, data-backed results that justify marketing efforts.
- Identify areas for improvement – Spot weaknesses before they become costly mistakes.
Now, let’s dive into the top digital marketing metrics you should be tracking.
The Shifting Landscape of Digital Marketing
Before we dive into specific metrics, let's address the elephant in the room: Google's algorithm changes. The search giant has been busy, with multiple updates focused on promoting high-quality, people-first content. People-first content that is helpful, informative, and original—addressing user needs rather than just catering to search engines. Google’s updates aim to surface content that provides real value, answering questions clearly, offering actionable insights, and demonstrates expertise.
What does this mean for your metrics? Well, you'll need to look beyond simple vanity metrics and focus on indicators that show real engagement and value. Metrics like time on page, scroll depth, and conversions give a better picture of whether your content is truly resonating with users and driving meaningful interactions.
Key Metrics You Should Be Tracking
Website Traffic and User Behavior
- Total Visits – The number of people visiting your website.
- Unique Visitors – How many individual users visit your site.
- Pages per Session – How many pages a visitor views in one session.
- Bounce Rate – The percentage of visitors who leave after viewing one page.
- Average Session Duration – How long users stay on your site.
Why It Matters:
Understanding website traffic gives insight into brand awareness and audience engagement. If traffic is high but conversions are low, it may indicate issues with website usability, messaging, or the sales process.
How to Explain It to Clients: “Your website is your 24/7 salesperson. If people are visiting but not staying, it’s like having customers walk into a store and leave without looking around. We need to ensure they’re engaged and taking the next step.”
Lead Generation and Conversion Metrics
- Conversions – Total number of people who completed a desired action (e.g., filling out a form, or making a purchase).
- Conversion Rate – The percentage of total visitors who complete a desired action.
- PPC Conversions – The number of leads generated through paid advertising campaigns.
- Cost per Conversion (CPC) – The total ad spend divided by the number of conversions.
Why It Matters:
Tracking lead generation metrics helps determine how effectively marketing campaigns attract and convert prospects. A high cost per lead may indicate inefficiencies in targeting, ad spend, or messaging. PPC conversions specifically help gauge the success of paid campaigns and ensure they provide a strong return on investment.
How to Explain It to Clients: “We’re not just focused on bringing people to your site—we want them to take action. Tracking conversion metrics helps us understand if they’re engaging or if adjustments are needed.”
SEO Performance Metrics
- Organic Traffic – The number of visitors coming from search engines.
- Keyword Rankings – Where your website ranks for important search terms.
- Click-Through Rate (CTR) – The percentage of users who click on your search result.
- Average Search Position – The average ranking of a website based on a certain set of carefully selected keywords.
- Average Keyword Position – The overall ranking of your website’s pages for a specific keyword(s)
- Average Ranking Position – How often your website appears in certain search queries
Why It Matters:
SEO is a long-term strategy, often not seeing results for 6-9 months. Tracking these metrics ensures your site remains competitive in search rankings. Google's frequent algorithm updates mean staying on top of these numbers is crucial.
How to Explain It to Clients: “Google prioritizes high-quality, relevant content and rewards websites that consistently provide value. The right keywords act as signals to search engines, helping them understand your content and match it to user queries. Over time, as we optimize your website, create valuable content, and build authority, your rankings will improve and drive organic traffic.
Social Media Engagement Metrics
- Follower Growth – The increase in your social media audience over time.
- Engagement Rate – Likes, shares, comments, and clicks per post.
- Referral Traffic – The number of website visitors coming from social media.
- Impressions vs. Reach – How many people see your content vs. how often it appears.
Why It Matters:
Social media builds brand awareness, engagement, and trust. High engagement rates often indicate strong audience relationships and effective content.
How to Explain It to Clients: “Social media isn’t just about posting—it’s about interaction. By engaging with your audience, responding to comments, and sharing authentic moments, you help create a brand that people want to follow and interact with.”
Email Marketing Performance
- Open Rate – The percentage of recipients who open your email.
- Click-Through Rate (CTR) – The percentage of recipients who click a link in your email.
- Unsubscribe Rate – The percentage of people who opt out of your emails.
- Bounce Rate – The percentage of emails that are not delivered to their recipients.
Why It Matters:
Email marketing is a high-ROI channel, but only if emails are engaging and relevant. Low open and click rates may indicate poor subject lines, unoptimized content, or list fatigue.
How to Explain It to Clients: “Don’t just send a blanket email out into the void and never look at who opens or clicks. It's important to dig into the actions that are taken by the recipients. Depending on how well certain emails perform, you can learn a lot about what your customers and prospects need and have your sales team use that to help close the deal.
For example, emails with high click-through rates on specific product links can indicate strong customer interest in those items. We can then use this information to tailor future email campaigns and sales strategies.”
Moving Forward: Using Metrics to Tell a Story
Remember – not all data is equally valuable. Instead of overwhelming yourself or your clients with every possible number, focus on a few key metrics that align with business goals. Too much information can lead to confusion and misdirection. Prioritizing meaningful, actionable insights allows for better decision-making and more effective marketing strategies
The key is not just tracking these metrics, but understanding the story they tell about your marketing effectiveness. Because at the end of the day, it's not about impressing Google—it's about serving your customers better.
Ready to dive deeper into your marketing metrics and understand what they mean for your business? Let's talk about creating a measurement strategy that aligns with your goals. Reach out today!
Meet The Author
Elizabeth Carter, Senior Account Manager
Elizabeth is a Michigan State University (Go Green!) graduate with a Bachelor’s Degree in Professional and Public Writing and has always thrived when working with words. Before joining the RED66 team, she explored several career paths—earning an Associate’s Degree and working as an American Sign Language Interpreter, teaching 5th and 6th-grade math, and freelancing as a copywriter.
Now, as a Senior Account Manager at RED66, Elizabeth has found her true calling. She loves blending creativity with strategy, multitasking, and helping others while building strong client relationships. Beyond work, she’s passionate about networking and serves on the American Marketing Association of West Michigan board, the Latino Spartans Alumni Board, and is a founding member of the Rockstar Woman Movement.
Elizabeth currently lives in Chicago with her partner and son. In her free time, she enjoys reading, trying new foods, baking, biking, practicing yoga, and listening to true crime podcasts.
