As we head into 2025, businesses are increasingly taking advantage of the wide range of advanced technologies and analytics tools available to measure the effectiveness of their marketing campaigns. It’s competitive out there, and the ability to make swift and informed decisions is vital to any brand’s success.
This is where key performance indicators, or KPIs, come in – providing clear, quantifiable metrics that help you assess how well you’re meeting your objectives.
With a dizzying array of KPIs to choose from, however, it’s important to focus on those that will genuinely guide your marketing strategy. In this article, we’ll explore some of the most useful KPIs for assessing your marketing success this year, with a focus on sales, branding, digital marketing, and product marketing.
Read on for our guide to the best marketing KPIs to track in 2025.
What are KPIs in Marketing?
Key performance indicators (KPIs) are measurable values that demonstrate how effectively a company is achieving key business objectives. They vary across industries and businesses, but typically fall into four categories in marketing: sales, branding, digital marketing, and product marketing.
Effective tracking of your chosen KPIs provides you with detailed insights into customer behavior, engagement, and conversions across touchpoints – enabling you to gauge the success of your campaigns, optimize strategies and budgets, and make data-driven decisions.
You’ll also be able to identify underperforming campaigns or assets and make adjustments to achieve your desired outcomes.
Let’s take a look at some of the most worthwhile marketing KPIs to track over the year ahead.
Digital Marketing KPIs
Digital marketing continues to be a key element of most marketing strategies – and with multiple channels involved, constant monitoring and optimization is a necessity.
Here are the top KPIs to consider for your 2025 digital marketing strategy.
Website Traffic
Tracking visitors to your brand’s website allows you to assess the effectiveness of different marketing efforts you may be implementing, such as SEO, social media, or content campaigns.
You’ll also gain a better understanding of how well your website is performing – enabling you to identify trends in user behavior, optimize the user experience to attract more visitors, and drive conversions.
There are several key metrics you can use to monitor website traffic, including:
- Unique visitors – the number of individuals visiting your site, showing the reach and growth of your audience.
- Page views – the total number of pages viewed, reflecting user engagement and effective site navigation.
- Bounce rate – the percentage of visitors who leave your site after viewing one page, which helps identify areas for improvement.
- Conversion rate – the percentage of visitors completing desired actions; crucial for measuring success.
Other useful metrics include time on site, which measures how long visitors stay – with longer times indicating more engaging content – and the source of traffic, e.g., search engines, referrals, or direct visits.
Click-Through Rate (CTR)
Click-through rate (CTR) measures how effectively your ad, link, or email content is engaging your audience. It’s calculated by dividing clicks by impressions (e.g., the number of clicks on a link in an email divided by the number of recipients who opened it) and multiplying this by 100.
A higher CTR is equated with stronger performance – indicating that you have relevance and appeal to your target audience.
By tracking and improving CTR across various platforms, you ensure that your marketing efforts are – and continue to be – aligned with your target audience’s interests and expectations.
Social Media Engagement
Social media engagement – including likes, shares, comments, messages, tags, and mentions – is a key KPI for measuring the success of your content. You can track specific metrics during social media campaigns, such as:
- Engagement rate – how many likes, shares, and comments you receive, compared to the number of followers.
- Follower growth – your rate of audience expansion.
- Content reach – how far your content spreads beyond your followers.
High engagement rates are linked to increased brand loyalty, visibility, and improved performance in platform algorithms – which means tracking and improving these rates is essential for boosting your brand’s presence on social media.
Cost Per Click (CPC) and Return on Ad Spend (ROAS)
These are important KPIs when it comes to evaluating the financial efficiency of paid digital marketing campaigns.
CPC measures how much you’re paying for each click on your ad. It’s calculated by dividing the total ad spend by the number of clicks. For example, if you spend $200 on your ad and receive 100 clicks, you have a CPC of $4. A lower CPC thus indicates a more cost-effective campaign.
ROAS measures the revenue generated by your advertising spend, and is usually expressed as a ratio. For instance, if you make $5 for every $1 spent, your ROAS is 5:1 – meaning your campaign is profitable. A ROAS below 1, on the other hand, would indicate a loss.
Monitoring these KPIs helps you gauge the financial success of your advertising efforts, adjust your marketing budgets, and refine your strategies to achieve better returns.
Product Marketing KPIs
Product marketing KPIs focus on how effectively your product is being positioned in the market, how well it resonates with your target audience, and how it performs post-launch.
Let’s take a look at some of the most useful KPIs for product marketers in 2025.
Product Adoption Rate
This KPI tracks how quickly customers are embracing a new product; for example, how quickly users are downloading and using a new version of an app after its launch. A high product adoption rate indicates a good product-market fit.
Churn Rate
Churn rate is the percentage of customers who stop using a product or service over a given time period. A high churn rate might indicate that the product is not meeting customers’ expectations, or that the original marketing message was poorly aligned.
Product Sentiment
Product sentiment can be gauged by analyzing customer reviews, ratings, and feedback to uncover how users feel about a product. Don’t worry – there are AI-powered analytics tools that can do the legwork for you!
While positive product sentiment indicates a successful launch, negative sentiment can provide you with useful feedback on areas for improvement.
Sales KPIs
Tracking sales KPIs is essential in gauging the effectiveness of your marketing campaigns when it comes to generating revenue. Read on to find out which sales metrics you should be focusing on in the year ahead.
Conversion Rate
This KPI measures the percentage of visitors who complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a form. It’s calculated by dividing conversions by the total number of visitors, then multiplying by 100. For example, if 80 out of 1,000 visitors to your website end up making a purchase, your conversion rate will be 8%.
A high conversion rate lets you know that you’re successfully engaging your target audience, while a low rate suggests that adjustments are needed.
Tracking conversion rates not only tells you how much of your website traffic translates into revenue, but also highlights areas for improvement, helping perfect your overall marketing strategy.
Customer Acquisition Cost (CAC)
Customer Acquisition Cost (CAC) measures your total cost of acquiring a new customer, and is calculated by dividing the sum of marketing and sales expenses by the number of new customers acquired during a specific period.
CAC is crucial for ensuring profitability. If it costs your business more to acquire a new customer than the amount of revenue that customer generates, you’ll be operating at a loss. Tracking CAC as a KPI will enable you to adjust your approach and allocate budgets more effectively, focusing on the most cost-efficient channels and strategies.
Customer Lifetime Value (CLV)
Customer Lifetime Value (CLV) represents the total revenue a customer generates over the course of their relationship with a business. This metric enables you to make data-driven decisions about how much to invest in customer acquisition and retention strategies, increasing customer loyalty and ensuring your long-term profitability.
By comparing CLV with CAC, you can gauge whether or not your company’s marketing spend is sustainable. If CAC exceeds CLV, you’re spending too much money on acquiring new customers, which will hurt your profitability in the long run. On the other hand, if CLV is significantly higher than CAC, it suggests your marketing and customer retention strategies are doing a fantastic job of driving revenue.
CLV is also a useful guide for optimizing marketing strategies. A low CLV indicates that you need to put more effort into increasing the revenue generated from each customer – such as nurturing ongoing relationships and upselling to existing customers.
Brand Marketing KPIs
Brand marketing KPIs assess how effective your marketing efforts are at building brand recognition, loyalty, and trust among customers. In 2025, marketers will increasingly use AI-powered tools to gather feedback from across the web and carry out sentiment analysis, gaining valuable feedback to improve their brand marketing strategies.
Brand Awareness
Brand awareness indicates how familiar consumers are with a brand and its products or services. It can be measured and tracked through surveys, social media reach, or search engine queries before and after a campaign, helping you assess the impact of your marketing.
Naturally, increasing awareness of your brand can lead to higher engagement, loyalty, and sales.
Brand Sentiment
Brand sentiment tells us how consumers feel about our brand based on their interactions with it. As with product sentiment, positive brand sentiment signals strong brand affinity among consumers, while negative sentiment highlights issues you should consider addressing.
Brand sentiment can be measured and analyzed using AI-powered tools that carry out social listening: monitoring online conversations about your brand across forums, reviews, and social media platforms, and determining the emotional tone of mentions.
Net Promoter Score (NPS)
Net Promoter Score (NPS) is a key metric for measuring customer satisfaction and loyalty, based on how likely customers are to recommend your brand to others. It’s a valuable tool for understanding brand health and gathering actionable feedback, and is especially useful in assessing whether a particular campaign has resonated with your target audience.
To calculate your NPS, you must first categorize your customers on a scale of 0-10, as follows:
- Promoters (9-10): Loyal customers who are likely to drive your growth.
- Passives (7-8): Customers who are satisfied but susceptible to competitors.
- Detractors (0-6): Unhappy customers who could hinder your growth.
You then subtract the percentage of Detractors from Promoters to find your current NPS. A high NPS score suggests your brand has strong customer loyalty and satisfaction, and is often linked to successful marketing campaigns and positive word-of-mouth.
Conclusion
As we move forward in 2025, tracking the right KPIs will be the easiest way to identify opportunities and challenges that could influence your brand’s success.
Creating a data-driven marketing strategy isn’t just about analyzing past performance; it’s about anticipating consumer expectations and adapting your approach in real time. Utilizing suitable AI and analytics tools will allow you to track, analyze, and interpret your chosen KPIs, providing insights that will drive your growth.
To future-proof your marketing strategy, it’s good practice to regularly review your chosen KPIs and invest in tools that offer deeper insights. The most successful marketing teams will be those that manage to blend data-driven decision making with the flexibility to adapt and adjust their approach as market conditions evolve.