What SEO KPIs and Goals you should set for your digital marketing agency


A global industry worth billions of dollars, digital marketing is one of the fastest-growing sectors in the world. As face-to-face commerce becomes increasingly difficult as a result of the COVID-19 epidemic, this is a skill that will become even more valuable. Having key performance indicators (KPIs) that allow you to measure your effectiveness is essential if you’re relying on digital marketing in these unpredictable economic times.

Which marketing key performance KPIs are worth your attention, and which ones do not provide you with critical information? What are the most significant key performance indicators for a marketing agency? It might be difficult to choose which key performance indicators to utilise in order to determine whether or not your campaign is successful.

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To create a winning marketing plan and year-over-year growth, define your KPIs, make them sensible KPIs, and connect your objectives utilising the RACE Framework.

Key performance indicators, often known as KPIs, in digital marketing are measurable goals that help you track and assess your progress. In a marketplace, such as the one we are seeing now in the age of digital innovation, it is more critical than ever to design your short- and long-term key performance indicators.

For Digital Marketers, KPIs are a valuable tool to set realistic expectations and demonstrate that their effort is giving a good result. External observers may believe that measuring the performance of digital marketing activities is difficult, however, this is not the case. In reality, tracking the progress of a digital marketing campaign is typically easier than tracking the development of an offline effort.

The point of the article is to assist you in developing digital marketing KPIs that measure what is truly important at the time in a way that everyone can agree on. Marketing strategy is critical for evaluating and tracking your success, as well as for delivering value to your customers. 

Defining KPIs for digital marketing

The most critical step in establishing a digital marketing key performance indicator is determining what to measure. While you would like to avoid making mistakes at this point, be assured that the process is very straightforward – simply ensure that you assess aspects that will have an influence on your organisation’s ambitions or goals.

Frequently, KPIs are linked to a “conversion.” Conversions are now more vital than ever in today’s competitive environment, as evidenced, in fact as a general guideline, conversions should be particular (readily defined and quantifiable) and considerably useful to the organisation.  You will set standards and objectives for each form of conversion; thus, it is critical that you concentrate on the additional value that each conversion event brings to your business.

What exactly should you be measuring?

Metrics that are quantifiable and aligned with the objectives of your company. 

These are frequently sales or lead generation opportunities. You can always evaluate reach and engagement if you operate for a start-up. If you work for a large corporation, you can always track leads.

Indicators that are ahead of the curve. 

Economists use the leading indicators to forecast the direction in which the economy will be heading in the near future. The use of leading indicators is essential for reporting purposes because it may prove that your effort and time are starting to have an impact, even if the outcomes are not yet statistically significant. For example, you would want to keep track of how many individuals have spent more than three minutes on your website, even if they haven’t completed reading or browsing your website.

What you shouldn’t be evaluating

  • Things which you have no control. 

If you can’t modify anything, there’s no purpose in having it as a key performance indicator.

  • Metrics that exist solely for the sake of display.

A CEO, for example, who seeks to rank high in search engine results for a topic that does not create any traffic that converts is an example of a vanity measure in action.

The Top 15 Most Important KPIs for a Digital Marketing Campaign

  1. Profitability of the Bottom Line as a Percentage

It is necessary for a customer to observe an enhancement in their earnings once they have purchased from you. Modern technology provides digital marketers with an increasing number of tools to complete their tasks, but if they aren’t witnessing a rise in sales, something is really wrong.

The two metrics you’ll need to calculate your bottom-line profitability are sales and net profit, which is your client’s earnings after all of their fees and operating expenditures have been deducted from the total revenue. 

  1. Lead Sources (also known as “lead generation”)

Determine where your revenue is coming from in order to improve your sales. This is amongst the most significant marketing key performance indicators (KPIs) for the long-term success of your company.

If all of your prospects originate from a single source, an interruption such as a server failure or a shop shutting might have a negative impact on your organisation. Construct an illustrative chart that displays revenues by led source as a percentage of overall sales. It is possible that broadening your lead suppliers now can assist to secure your business in the future.

  1. The Relationship Between Time Invested and Returns

This is among the most important marketing KPIs to monitor in order to determine whether or not your marketing tactics are worth the effort. Compile a running total of the amount of time you’ve spent working on advertising and compare it to any higher profits you’ve experienced since you launched the campaign.

You can calculate the profit gained per hour of advertising activity based on the information provided. In the event that you are earning fewer earnings than you would have expected, you should examine your existing marketing techniques carefully.

  1. Acquisition Costs as a Percentage of Total Revenue

How much does each new customer that your client acquires cost your business in terms of marketing expenditures? Are you assisting your client in generating a profit? That is what the price per acquisition KPIs can show you.

To calculate your cost per acquisition, multiply the total amount you’ve spent to acquire new clients through a certain channel by the number of new clients. The profit generated will indicate to you how much each new customer costs your client.

  1. The Cost Per Lead on an Average Basis

In addition to calculating the cost per lead, you need to determine how much every lead is paying your customer in terms of money. If you are not converting these leads, it is possible that there is a problem with the sales plan rather than with the marketing approach itself. Because the typical cost per lead differs from sector to sector, it is worthwhile to research the average cost per lead in your client’s business as well.

The cost per lead may be calculated by taking the whole amount of money invested in a campaign and dividing it by the total number of sales made.

  1. Lead Conversion in the sales process

Which of your sales and marketing teams is the most effective at turning leads into real sales? Having a large number of leads but just a small number of paying clients may indicate that there is something wrong with your sales strategy or approach.

  1. Participation in social media

Are people connecting with the content you post on social media? This is perhaps the most significant of the key performance indicators (KPIs) for social media marketing. You may be interested in learning how to generate more interesting content.

It is simple to learn how to assess social media engagement. Follow these methods to determine how your social media plan is doing on Facebook, Instagram, TikTok, and other social media platforms:

Decide on a time frame for which you want to create a report. Count the likes and comments, shares, and views you have received and add them all up.

  1. Customer Value Over a Long Period of Time

A consumer should not just purchase specific goods or services and then vanish from the scene. That is what the lifelong customer worth KPIs is really all about, and it is a critical KPI to track if you are marketing a subscription service to your customers.

Learn how many customers cancel their subscriptions each quarter as a proportion of total subscribers to determine lifetime customer value. You may use this information to obtain the customer lifetime by dividing the number of customers by the proportion of customers that leave each month. For example, if your monthly churn rate is 2 percent, your average client will do commerce with you for 48 months on average.

You should also figure out how much gross profit you generate from each client after you’ve paid for the service and billed them for it. Once you have this information, the formula is straightforward:

    • Calculate your quarterly gross margin per client and double it by two.
    • Multiply the result by (1 divided by monthly rate)
    • Simply multiply by the monthly average revenue per client to arrive at a final figure.
  1. Achievement of Objectives

Setting objectives is a critical component of every organisation. Your objectives should be sensible, which means they should be precise, measurable, attainable, relevant, and time-bound, among other things. You must be making progress toward your objectives.

Keep note of the goals you want to achieve by a specific date and check-in with yourself to see if you’re on track. If you aren’t, is it because your criteria aren’t up to par, or is it because your marketing plan isn’t effective?

  1. The traffic-to-lead ratio

Are you earning the most of the traffic that comes to your website? Add up the total amount of visitors to your website and the total number of leads that you produce from your website and calculate a ratio between the two numbers.

  1. Email Open and Click-Through Rate

Customers are responding to the marketing and promotion emails that you carry out, but how do you know? This may be calculated by dividing the number of clicks produced by a marketing email by the entire number of emails delivered, then multiplying the result by 100.

To give you an example, if you receive 1000 clicks and send out 10000 emails, you will have a click-through rate percentage of 10%.

  1. Inbound Linking

The greater the number of inbound links that point to your website from other web pages, the more traffic you will receive. You may use a variety of SEO tools to determine how many inbound links to your website are already existing on the website, and you should make an effort to increase this number as much as possible.

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One method of accomplishing this is by writing high-quality guest articles for other sites that include a link back to your website. Whatever strategy you employ, it’s critical to attempt to increase the number of inbound links to your site, as this is another of the factors Google considers when determining where your site should appear in search results.

  1. Response Rate (percentage of responses)

Do your consumers respond positively to your communication efforts, or do they simply disregard them? To calculate your consumer response rate, divide the number of consumers who responded by the total number of customers who were contacted in the first place. Then double that amount by a factor of 100.

  1. Bounce Rate (percentage of visitors that leave a website without completing anything)

In what percentage of cases do people visit your website and then leave without seeing any more web pages? Is there something on your website that is causing customers to leave?

To figure out your website traffic, divide the total number of visitors to your site by the number of people that only view one page. Then double it by a factor of 100.

  1. Percentage of people that sign up for emails

How many individuals who visit your customer’s website express an interest in signing up for your email newsletter? Is it the case that the majority of individuals desire to keep in touch, or that they are not interested?

Add up the total amount of visitors to your website over a specified period of time and divide that number by the number of new members to your newsletter to figure out how many people signed up for your newsletter. To calculate your email signup percentage, divide the number of new members by the total number of visits and multiply the result by 100.

Next, we will discuss five goals you should set for your digital marketing.

Choosing the most appropriate SEO objectives for your company’s website is an essential first step in any digital marketing strategy. Knowing your marketing end objectives and working straight toward them, as you would with any long-term activity, saves time, money, and worry in the long run.

SEO is not something that can be performed in a bubble. It is dependent on your company’s objectives, the demands of your sales and customer service staff, and your in-depth understanding of the economic landscape wherein you operate. Engage the influential staff in each department of your organisation and work collaboratively to develop a list of requirements for your products or services. You might be amazed at whether SEO can assist each team in achieving its goals and objectives.

Before adopting any SEO plan, it’s critical to identify the appropriate objectives and gain ongoing support from your team members. Combine and categorise ideas in order to identify those that are particularly well suited for digital marketing. If at all feasible, choose some “simple” targets and work with your team to accumulate a series of little victories. This allows you to devote more resources to longer-term tactics, which SEO is well-suited for.

To get the imagination going in your team, it may be helpful to bring some concepts into the discussion if you’re having trouble getting buy-in from them or if they don’t have the information to comprehend how SEO might benefit their department.

Let’s take a look at seven SEO goals and how they might benefit your digital marketing agency. 

  1. Inbound marketing and direct marketing are the primary goals of SEO

One shape at a time, you may increase your client base and money.

If you operate a lead-generation firm, it is probable that your clients will want at least one human contact from your organisation before making a purchase. It’s possible that your solution may have a greater buying price than the norm, or that it will require customisation. The conversion rate is the most important factor in a successful lead-generating SEO strategy.

When it comes to increasing the number of leads generated by your website, it is nearly always the greatest place to start. It’s far simpler to make straightforward modifications that can have a significant impact on your lead flow.

Here are some quick and easy methods to make a difference right away:

Reduce the length of your forms. Is it really necessary to provide two separate phone numbers as well as a complete postal address on the initial client interaction?

Explain to your visitors exactly what would happen when they complete the form on your website.

Make sure that your form buttons do not contain the term “Submit.

When your on-page conversion has reached at least 5 percent (and preferably much more—hopefully much higher), you may begin to concentrate on growing targeted traffic. This may be achieved by providing good customer-focused content and asking for the conversion without being hesitant to ask for it. Consider providing a valuable freebie in exchange for newsletter signups, and then marketing to your newsletter subscribers to generate demand.

Gathering client information is merely the first stage in a longer procedure. Make sure you’re using a strong promotional automation tool and customer relationship management system to stay in contact with your customers.

  1. Increase Organic Traffic to Your Website

This is exactly what it says in the title. Get as many people to click through to your website as you can, and then strive to keep people on your site for as long as you can. When you are able to monetise traffic without requiring actions or money transactions, that is when you will be able to differentiate the importance of increasing the organic traffic into your website.

Whether your website is funded or ad-driven, it is a great place to begin.

Put all of your efforts into creating excellent content, and undertake keyword research to identify themes that are likely to appeal to your target market. Additionally, also be sure to incorporate those keywords into your article.

Create a list of questions that people have asked on Google Answers and then create a series of blog entries to address them. This will result in more traffic from long-tail Google searches. By including share buttons in your articles, you can ensure that they are simple to share and that they are ready for viral propagation.

However, you should exercise caution when exploiting clickbait or bogus news to elicit adrenaline-based clicking. You run the risk of tarnishing your reputation in the short term by engaging in this type of flagrant traffic generating, and people are becoming increasingly aware of such practices. Instead, concentrate on creating material that is useful, engaging, or current, and that actually adds quality to your specific audience. Provide them with follow-up content and offer them a cause to stay on your website. Organic traffic is a key SEO ranking element, so do everything you can to encourage users to stay on your site for longer periods of time.

  1. Increase in E-commerce Sales

Concentrate on attracting appropriate visitors to your online business and increasing transactional sales as a result.

There are 10 percent of e-commerce account and apps on the internet. Given that Amazon is roughly half of all online sales, this implies that there are thousands of other websites vying in you for your consumers’ clicks and dollars. Using SEO to its full potential may provide long-term competitive benefits for any company operating in this highly competitive market.

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You should not neglect the funnel when developing your keyword strategy if you have transactional items or services available for purchase on your website. The more accurately a visitor searches for a brand, the quicker they are to complete a buy, according to this rule of thumb.

The words “vacuum” and “industry” are at the top of the funnel. They demand a great deal of information, are seeking a wide answer, and might not be searching for the item that you have to offer at this time.

Generic product names (for example, “vacuum cleaners”) can be categorised as top or mid-funnel in nature. They are aware that they require a solution, but they are unsure of what that solution should be. Provide comparative information, as well as demonstrations of your product in a variety of settings.

The greater length of the tail generic phrases (“robot vacuum” or “automated robot vacuum cleaner”) might be categorised as mid-to low-level in the funnel. They have a clear idea of whatever they want and are trying to compare similar items in order to make an informed selection.

Branded searches are typically seen as being at the bottom of the funnel, particularly when paired with purchase phrases (for example, “buy Panasonic vacuum” or “cheap Panasonic vacuum”).

Specific part numbers might be a solid sign that someone is actively searching to purchase at the time of writing. It’s possible that they’re looking for a substitute or rechargeable part, or that they already know what they want. 

You will discover that the more exact your term, brand, or even component number, the greater the likelihood that your visitors will make a purchase. Improve the relevance of your content to the difficulties that your solution answers; generate highly targeted content that creates trust and guides your buyer through the purchasing process.

Once you’ve determined your target demographic and keywords, you should concentrate on making the transaction as simple as possible through conversion rate optimization (CRO). The goal of conversion rate optimization is to raise the average conversion value. 

One effective method of determining the effectiveness and possible ROI of search terms is to run a PPC campaign to determine whether or not they are driving traffic and converting visitors.

  1. Branding 

Make customers more aware of their options and reduce their reluctance to future purchases.

Despite the fact that branding is sometimes disregarded, it is a key component of every continuous marketing operation.

If you’re just getting started with your target market and building your brand, branding makes future discussions easier by establishing a place for you in your customer’s thoughts, which makes them more enjoyable. It’s far better to interact with a well-known corporation than it is with a new organisation that you have only lately discovered.

Continual branding is important for established businesses since it safeguards your domain and promotes trust. Ranking high for industry phrases relevant to your company might help you raise knowledge of current solutions and win new customers quickly, but lesser-known companies may struggle. 

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Make your brand recognisable by appearing in targeted keywords that include competing words and items. This will help you to leverage your brand. Make certain that you are included in every conversation.

Consumers that participate and connect with your brand are more likely to purchase from you. Due to the fact that you will be focusing your business and merchandise names, your keyword emphasis will be easy, and you will be able to attain more with less work. 

Ensure sure your website is easily navigable and has a solid link structure, and place a strong emphasis on links from greater sites that establish your brand’s legitimacy. As a sign of the relevance of your website, these high-quality connections are useful to Google, which considers them to be worthwhile.

  1. Reputation Management

Maintain the integrity of your brand. We understand what you’re saying. Everyone makes errors from time to time. Every error is magnified in the Internet age, and the consequences may linger for months or even years, harming your reputation.

Search engine optimization (SEO) may be extremely beneficial when trying to shield your brand from acquiring a terrible reputation or to improve an existing unfavourable image. SEO can aid in attaining this viewpoint shift.

First and foremost, ensure that your brand name is protected in all of its incarnations. To be in complete command of Google’s branded search results, you must have control over 10 out of 10 results. 

Optimising websites across several domains allows you to “own” whole pages of search results, which is a powerful tool for increasing your online visibility. Create social media profiles on platforms like Facebook, LinkedIn, Wiki, Reddit, and Twitter, and perform branded SEO efforts on those pages. Don’t take it easy once you’ve landed in the top ten. 

Continue to apply consistent pressure by creating new original material and links that are relevant to your business.

Then, concentrate on terms that are only related to your company’s image. It might be your formal business name, your given name, your brand name, or a popular version of your given name. Public relations, news releases, social media accounts, and links from networks of websites that you may own or manage are all effective methods of attracting attention.

If you get an online complaint and receive a personal reaction from the CEO or Leader, do not underestimate its impact. Nevertheless, if you are not knowledgeable or comfortable with this, you might consider enlisting the help of outside specialists, as replies must be meticulously constructed. When people make snappy, unconsidered remarks, they might be perceived as flippant or out of touch with reality, or even worse, as defensive or furious.

The use of a suitable term, on the other hand, can help to calm a situation and, in the long run, improve consumer loyalty.

Even if you are not currently in a poor scenario, you should consider taking steps to safeguard your brand right now. When it comes to SEO strategies, viral marketing is among the most difficult to master, especially when conducted in a hurry. Prepare ahead of time, establish a positive reputation, and be prepared in the event of an emergency.

Digital Marketing KPI You Should Ask From Singapore Digital Agencies

You cannot lack data to monitor. It is not hard for marketers to generate enough data. What is hard is pulling insights from the available data.

To assist you, let’s have a look at the metrics of business conversions that can help you identify the Digital Marketing KPIs to monitor.

  1. Revenue

Revenue is the heart of all businesses. It is the cumulative amount that a company gets. It is your gross income before expenses. Revenue is a mutual thread that links sales and marketing together.

How to monitor:

You can establish e-commerce tracking in your Google Analytics account.

  1. Rate of Conversion

It is the number of visitors to your site who have accomplished the intended goal on your site. A higher conversion rate indicates a successful marketing campaign. A study conducted in Singapore shows that the average conversion rate across all business fields on search networks is about 10%.

The rate of conversion is always connected to conversion rate optimization, CRO, that includes marketing strategies like A/B testing for optimization of web pages.

How to calculate:

You can use this formula to measure the rate of conversion:

The rate of conversion = (total conversions ÷ total visitors) × 100%

  1. Generated Leads

Lead generation occurs when you enchant and transform the potential customers interested in your brand. Generating leads is crucial to the success of your business, but you need to have traffic to generate leads.

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How to measure:

It is recommended that you set up goals in your Google Analytics account to track this KPI.

  1. CPA

CPA – cost per acquisition – is the cost incurred to get a new customer. It is the same as the rate of conversion, but it allows you to measure the effect of marketing on revenue directly. Most businesses use

CPA to determine the direction of their digital marketing.

How to calculate

You can use this formula to calculate CPA:


Where MCC is the total marketing costs and CA is the total customers acquired.

  1. Average Order Value, AOV

It is the average amount of money spent whenever a client places an order. It is the purchase per order not per client. It is simpler to increase your AOV than the conversion rate because it is easier to convince an existing customer to purchase from you than a new one.

How to calculate

Use this formula to track your AOV:

AOV = revenue ÷ total orders requested

  1. NPS

NPS – Net Promoter Score – is used to measure the loyalty of your customers using one question:

What is the likelihood of you recommending our company given a scale of 0-10?

Depending on the score they give, they are divided into three groups

    • 6 and below: Detractors
    • 7-8: Passives
    • 9-10: Promoters

Various tools can be utilized to measure the NPS score in Singapore including Promoter, Wootric, and Delighted.

How to calculate:

To determine your NPS, use this formula:

NPS = percentage of Promoters – the percentage of Detractors

  1. Reviews

Reviews act as company social proof. There is evidence that people tend to trust other individuals more than brands. In fact, research shows that more than 85% of internet users in Singapore trust customer reviews the same way as personal recommendations.

To track reviews in Singapore, you can utilize tools like ReviewTrackers, BirdEye, BrightLocal, TrustPilot, and YOTPO.

How to calculate:

Every negative review causes a reduction in your revenue. Research shows that increasing your review by one-star increases your revenue by 5%-9%.

You can use this formula to calculate the percentage of lost revenue due to a negative review:

Lost revenue (%) = (5 – star rating from the review) × 0.07

  1. Branded Searches

These are the keywords that contain your brand name or its variation. They are popular because of their superior conversion rates.

How to monitor:

To monitor branded searches, you can utilize Google Search console to measure the branded search impressions. If you have impressions, it means that users are searching for your branded keywords. That can assist you to determine what is working and what is not in your marketing strategy.

You can even run a PPC ad for your branded search terms to get more accurate impressions.

  1. Email Subscribers

The subscribers to your email lists are the livelihood of any business. They are always users who are most engaged with your brand. Increasing the number of subscribers can boost your number of sales.

There are various tools that you can use to track the growth of your email list in Singapore including Drip, Aweber, and MailChimp.

How to monitor:

You can monitor where your subscribers come from by creating form submissions in Google Analytics.

  1. Traffic

The amount of traffic acts as an indicator of your website’s health. You can start tacking the patterns to determine when your site traffic is at its peak.

How to track:

To determine the total website traffic, go to your Google Analytics account and navigate through Acquisition > All Traffic > Channels.

  1. Medial Mentions

Whether you get a positive or negative review, tracking your media mentions is crucial in maintaining the reputation of your brand. It offers valuable information that can be very beneficial to your business

How to monitor

It is advisable that you track your media mentions on a monthly basis. You can get automated results from tools like SEMrush, BuzzSumo, or MOZ. If your business is smaller and operates on a limited budget, Google Alerts is the best option.

  1. RAOS

RAOS – Return on Ad Spend – offers marketers an idea of the amount of increased revenue they get after running a paid Ad. The general rule for a positive RAOS is that you should get three times the money you spent on creating and running your ad.

How to calculate:

To calculate the percentage RAOS use the following formula:

RAOS (%) = {(Revenue – Cost) ÷ Cost} ×100

  1. Return on Investment, ROI

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It is used to prove that campaign strategies have an impact on the outcome of a business. It is also an excellent way of determining how to spend your marketing budget.

How to measure:

You can use this formula to track your ROI:

ROI (%) = {(Gross Profit – Investment on Marketing) ÷ Investment on Marketing} ×100

  1. LTV

LTV stands for lifetime value, and it is the revenue generated by a business from a client.

How to calculate:

You can use this formula to determine the LTV:

Lifetime Value = ARPU ÷ Churn

Where ARPU stands for Average Revenue Per User.

Basically, this KPI measures the amount of income generated within a specific period.

  1. Customer Retention or Loyalty

It means how long a company retains its profitable clients over time. Loyal customers tend to spend more on your business than others, and that is why there are so many loyalty programs in existence.

How to track

Client churn rate is the most excellent method of measuring customer loyalty and retention. If your churn rate is high, there is a more likelihood that your services or products don’t meet the customers’ needs.

You can calculate the churn rate using this formula:

Churn = Lost Quantity ÷ Initial Number of “y”

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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