59 Essential Product Marketing KPIs to Track
Last updated on Thu Jan 16 2025
If you want to dominate in product marketing, tracking the right KPIs is non-negotiable. From awareness and visibility to lead generation, sales enablement, and customer retention, these metrics reveal what’s working and where you’re losing.
This list covers it all: social buzz, conversion rates, NPS, SEO rankings, and more. Whether you’re launching a product, boosting adoption, or analyzing your audience, these KPIs will guide your strategy and maximize impact.
Ready to transform your product marketing game with actionable insights? Let’s dive into the 59 must-track product marketing KPIs that every pro should know.
Awareness and visibility metrics
First up, let's take a look at some metrics that help you gauge product awareness and brand visibility.
1. Brand Awareness
Know how many people actually recognize your brand—both when prompted (aided) and without hints (unaided). It’s about being top-of-mind. If you’re not even in the conversation, you’re invisible.
How to Calculate:
Aided Recall
: Survey participants are shown a list of brands. Divide the number of people who recognize yours by the total surveyed, then multiply by 100. Example: (200 recognize your brand / 500 surveyed) × 100 = 40%.
Unaided Recall
: Ask participants to name brands in your space without hints. Do the same calculation. Example: (50 recall your brand / 500 surveyed) × 100 = 10%.
If your recall numbers are low, you’ve got some work to do.
2. Social Media Engagement Rate
This is the "are they actually into you?" metric. It’s not about how many followers you have; it’s about how many give a damn. Likes, shares, comments—this tells you if your content hits or flops.
How to Calculate: Engagement Rate = (Total Likes + Shares + Comments) ÷ Total Followers × 100
Example: Let’s say you get 500 likes, 200 comments, and 300 shares on a post. You’ve got 10,000 followers. Engagement Rate = (500 + 200 + 300) ÷ 10,000 × 100 = 10%.
If it’s low, your content’s either boring or not speaking to the right crowd. Time to fix it.
3. Share of Voice (SOV)
How much of the conversation in your industry is about you? Think of it as the spotlight score—are people talking about your brand, or are you playing backup to competitors? The higher your SOV, the more you're dominating the narrative.
How to Calculate: SOV = (Your Brand Mentions ÷ Total Industry Mentions) × 100
Example: Say your brand gets 1,000 mentions, and the entire industry racks up 10,000 mentions. SOV = (1,000 ÷ 10,000) × 100 = 10%.
If your SOV is low, it’s time to crank up the marketing and get loud. Silence in the market means invisibility.
4. Website Traffic
This is your digital foot traffic. It’s the measure of how many eyeballs land on your site, how many are new, and how many keep coming back for more. Think of it like your business’s pulse—no traffic, no life.
How to Calculate:
Total Visitors
: The total number of people who visit your site in a given time frame.
Unique Visitors
: Count of individual users (no double-dipping, even if they visit multiple times). Example: If 500 people visit, and 100 are repeats, unique visitors = 400.
Repeat Visitors
: Subtract unique visitors from total visitors. Example: Total Visitors - Unique Visitors = Repeat Visitors.
Example Calculation: In a week:
Total Visitors = 1,200
Unique Visitors = 800
Repeat Visitors = 1,200 - 800 = 400
If your repeat visitors are low, your site might be forgettable. If unique visitors are low, your visibility needs a boost. Both numbers matter.
5. Impressions
This is how often your content gets eyeballed—whether it’s a scroll-by or a quick glance. It’s not about action (like clicks), just raw visibility. Think of it as your brand's billboard on the internet. The more impressions, the bigger your reach.
How to Calculate: Impressions are typically tracked automatically by platforms (like social media or ad networks), so no manual math is needed. However, if you’re combining data: Total Impressions = Sum of all times your content is displayed (ads, posts, emails, etc.).
Example: If an ad shows up 10,000 times and a social post gets 5,000 displays, your total impressions = 15,000.
If your impressions are low, your visibility sucks, and it’s time to ramp up your content distribution.
6. Content Reach
This is the count of unique people who actually saw your content. Not impressions, not clicks—just raw eyeballs on your stuff. It’s the "how far did this actually go?" stat. The bigger the reach, the louder your message.
How to Calculate: Platforms like Facebook, Instagram, and Google Analytics do the work for you, showing how many unique users saw your content. If you’re aggregating from multiple sources: Total Reach = Sum of unique viewers across all platforms (remove duplicates if overlap exists).
Example:
Social Post Reach = 5,000
Blog Reach = 2,000
Total Reach = 7,000 (assuming no overlap).
If your reach is low, you’re either targeting the wrong crowd or your content isn’t hitting the mark. Time to rethink your strategy.
7. Press Mentions
This is your PR scoreboard—how often the media is talking about your brand or product. It’s the digital equivalent of “getting your name in lights.” The more mentions, the bigger your presence in the news cycle.
How to Calculate: Manually track mentions or use a media monitoring tool (like Google Alerts, Meltwater, or Brand24). Total Press Mentions = Count of all articles, blogs, and media pieces that name your brand within a specific timeframe.
Example:
You get featured in 3 blogs, 2 trade magazines, and 1 national news article.
Total Press Mentions = 3 + 2 + 1 = 6.
If the press isn’t mentioning you, you’ve got a visibility problem. Time to create newsworthy moments or hire a PR pro to stir the pot.
8. Search Engine Rankings
This is your brand’s ranking in the Google gladiator arena. It’s all about where you land for your target keywords—are you king of the hill (top spot) or buried on page 5 where no one looks? Higher rankings mean more clicks, more traffic, and more wins.
How to Calculate:
Track Keyword Positions
: Use tools like SEMrush, Ahrefs, or Google Search Console to find your rank for each target keyword.
Average Ranking
(optional): If tracking multiple keywords, calculate the average position:
Average Rank
= Sum of all keyword rankings ÷ Total keywords tracked
Example:
Keyword A = Position 2
Keyword B = Position 5
Keyword C = Position 1
Average Rank = (2 + 5 + 1) ÷ 3 = 2.67
If your rankings are low, your SEO game needs a serious upgrade. Time to optimize content, build links, and crush the competition.
Lead generation and conversion metrics
Next, we examine some key metrics for helping you track lead generation strategies and channel conversions.
9. Marketing Qualified Leads (MQLs)
MQLs are the warm leads—the ones who’ve shown enough interest to deserve a closer look from your sales team. They’ve clicked, signed up, downloaded, or otherwise said, “Hey, I might be into this.” It’s your job to reel them in.
How to Calculate: Total MQLs = Count of leads that meet your marketing criteria (e.g., downloaded an ebook, attended a webinar, etc.).
Example:
500 people visit your site.
100 fill out a contact form or take another qualifying action.
Total MQLs = 100.
If your MQL numbers are weak, your campaigns need tuning—targeting, messaging, or the offer itself might be off. Step it up.
10. Sales Qualified Leads (SQLs)
SQLs are the heavy hitters—the leads that are past the tire-kicking stage and ready to talk business. They’ve been vetted, nurtured, and checked out by marketing, and now it’s time for sales to close the deal.
How to Calculate: Total SQLs = Count of MQLs that meet your sales team’s criteria for engagement (e.g., budget, authority, need, timeline).
Example:
100 MQLs are handed to sales.
Sales reviews and qualifies 30 as ready to pitch.
Total SQLs = 30.
If your SQL count is low, your lead scoring or handoff process might be broken. Tighten it up and feed your sales team the good stuff.
11. Lead Conversion Rate
This is the ultimate reality check—how many of your leads actually become paying customers? It’s not about how many names are on your list but how many swipe their card. High conversion means your funnel’s tight; low conversion means you’re leaking leads.
How to Calculate: Lead Conversion Rate = (Number of Leads Converted ÷ Total Leads) × 100
Example:
Total Leads = 500
Paying Customers = 50
Lead Conversion Rate = (50 ÷ 500) × 100 = 10%
If your conversion rate’s weak, you’ve got to fix the choke points—be it your pitch, product, or follow-up game. No excuses, just results.
12. Free Trial Signups/Demos Booked
This is where the rubber meets the road—how many people are interested enough to actually test drive your product? These aren’t casual clicks; these are leads raising their hand to say, “Prove it.” If you can’t hook them here, you’ve got bigger problems.
How to Calculate: Total Free Trial Signups/Demos Booked = Count of leads who sign up for a trial or schedule a demo within a set timeframe.
Example:
In a month, 1,000 people visit your site.
200 sign up for a free trial or book a demo.
Total Free Trial Signups/Demos Booked = 200.
If the numbers are low, your call-to-action might suck, or your offer isn’t compelling enough. Time to sweeten the deal and make it a no-brainer.
13. Cost per Lead (CPL)
This is the price tag on every lead you pull in. How much cash are you burning to get someone to raise their hand? If your CPL is sky-high, you’re either overspending, targeting the wrong crowd, or both. Keep it lean, keep it mean.
How to Calculate: CPL = Total Spend ÷ Number of Leads Generated
Example:
Ad Spend = $5,000
Leads Generated = 250
CPL = $5,000 ÷ 250 = $20 per lead.
If your CPL is out of control, cut waste, tighten your targeting, or rethink your channels. Every dollar counts—don’t let it bleed.
14. Click-Through Rate (CTR)
CTR is the "did it work?" metric for your marketing assets. It measures how many people saw your ad, email, or post and thought, "Yeah, let’s click that." If your CTR sucks, your content’s either boring, irrelevant, or confusing.
How to Calculate: CTR = (Total Clicks ÷ Total Impressions) × 100
Example:
Total Impressions = 10,000
Total Clicks = 500
CTR = (500 ÷ 10,000) × 100 = 5%.
If your CTR’s low, rewrite your copy, test better visuals, or aim at a different audience. Mediocre isn’t cutting it.
Sales enablement and effectiveness metrics
Now let's measure the effectiveness of your sales enablement campaigns.
15. Win Rate
Your win rate is the ultimate scoreboard. It’s the percentage of deals where you came out on top. If you’re losing more than you’re winning, it’s time to sharpen your pitch, fix your pricing, or target smarter. Winning isn’t everything—it’s the only thing.
How to Calculate: Win Rate = (Number of Deals Won ÷ Total Deals) × 100
Example:
Total Deals = 50
Deals Won = 20
Win Rate = (20 ÷ 50) × 100 = 40%.
If your win rate’s weak, figure out where you’re losing steam—bad follow-ups, mismatched prospects, or a lackluster product? Then fix it.
16. Sales Cycle Length
This is the stopwatch on your sales process—how long it takes to turn a lead into a done deal. A shorter cycle means you’re dialed in and efficient. A long one? You’re dragging your feet or wasting time on the wrong leads. Speed wins.
How to Calculate: Sales Cycle Length = Total Time to Close All Deals ÷ Number of Deals Closed
Example:
Total Time to Close All Deals = 300 days
Number of Deals Closed = 10
Sales Cycle Length = 300 ÷ 10 = 30 days.
If your sales cycle is dragging, look at your bottlenecks. Are you losing leads during demos? Taking too long to follow up? Fix the delays and close faster.
17. Pipeline Velocity
Pipeline velocity is the speedometer of your sales process—it tells you how fast cash is flowing through your pipeline. If deals are crawling, you’re leaving money on the table. Faster velocity means more revenue, quicker.
How to Calculate: Pipeline Velocity = (Number of Opportunities × Average Deal Value × Win Rate) ÷ Sales Cycle Length
Example:
Opportunities = 50
Average Deal Value = $5,000
Win Rate = 20% (0.2)
Sales Cycle Length = 30 days
Pipeline Velocity = (50 × $5,000 × 0.2) ÷ 30 = $16,667 per day.
If your pipeline velocity is slow, tighten up your sales cycle, boost your win rate, or target higher-value opportunities. Speed + precision = more revenue.
18. Deal Size
Deal size is the payday average—how much revenue you’re pulling in per closed deal. Bigger deal size? Bigger wins. If your numbers are small, it’s time to aim higher or upsell smarter.
How to Calculate: Average Deal Size = Total Revenue from Deals ÷ Number of Deals Closed
Example:
Total Revenue from Deals = $500,000
Number of Deals Closed = 50
Average Deal Size = $500,000 ÷ 50 = $10,000 per deal.
If your deal size is weak, focus on upselling, bundling, or targeting higher-value customers. Big game beats small fish every time.
19. Proposal-to-Close Ratio
This is your proposal success rate—how many pitches actually seal the deal. If you’re firing off proposals and getting crickets, you’re wasting time. A high ratio means you’re targeting the right prospects and closing like a boss.
How to Calculate: Proposal-to-Close Ratio = (Number of Closed Deals ÷ Number of Proposals Sent) × 100
Example:
Proposals Sent = 40
Deals Closed = 10
Proposal-to-Close Ratio = (10 ÷ 40) × 100 = 25%.
If your ratio’s low, refine your proposals, tighten your follow-up game, or make sure you’re pitching to the right audience. Stop throwing darts in the dark.
Customer acquisition and onboarding metrics
Now let's calculate the effectiveness of your customer acquisition and onboarding strategies.
20. Customer Acquisition Cost (CAC)
CAC is what you’re spending to land a single paying customer. It’s the all-in cost of your hustle—ads, tools, salaries, you name it. If your CAC is bloated, you’re burning cash faster than you’re making it. Lower it, and your profits soar.
How to Calculate: CAC = Total Sales and Marketing Spend ÷ Number of New Customers Acquired
Example:
Total Sales and Marketing Spend = $50,000
New Customers Acquired = 100
CAC = $50,000 ÷ 100 = $500 per customer.
If your CAC is high, cut unnecessary spending, sharpen your targeting, or improve your funnel efficiency. Every dollar counts—don’t waste it.
21. Time to Value (TTV)
TTV is the clock ticking from when a customer signs up to when they finally go, “Ah, this is worth it.” The shorter the TTV, the faster you prove your product’s value and hook them for the long haul. If it’s too long, they’ll bounce.
How to Calculate: TTV = Time Between Onboarding Start and First Key Value Achieved
Example:
Onboarding Start: January 1
First Key Value Delivered: January 10
TTV = 10 days.
If your TTV is dragging, streamline onboarding, make key features obvious, and cut the fluff. Get users to their “aha!” moment fast, or lose them forever.
22. Onboarding Completion Rate
This is the scorecard for your onboarding process—how many users actually make it through the setup and learn your product. A high completion rate means your onboarding is smooth; a low rate means it’s clunky, confusing, or just plain bad.
How to Calculate: Onboarding Completion Rate = (Number of Users Who Complete Onboarding ÷ Total Users Who Started Onboarding) × 100
Example:
Total Users Who Started Onboarding = 500
Users Who Completed Onboarding = 400
Onboarding Completion Rate = (400 ÷ 500) × 100 = 80%.
If your rate is low, simplify the process, make instructions clear, or add support touchpoints. Get them onboarded fast or risk losing them.
23. Churn Rate
Churn rate measures how many customers bail on you—canceling or not renewing their subscription. It’s the anti-loyalty stat. If your churn is high, it means people aren’t seeing enough value to stick around. Fix it or watch your revenue bleed.
How to Calculate: Churn Rate = (Number of Customers Lost ÷ Total Customers at Start of Period) × 100
Example:
Customers at Start of Period = 1,000
Customers Lost = 50
Churn Rate = (50 ÷ 1,000) × 100 = 5%.
If your churn’s climbing, dig into the why—bad product fit, poor support, or a subpar user experience. Retention beats acquisition every time.
24. Feature Discovery Rate
This measures how many users find and use your key features during onboarding. If they’re not discovering the good stuff, they’re missing the value—and you’re missing a loyal customer. High rates mean your features are front and center; low rates mean they’re hidden or confusing.
How to Calculate: Feature Discovery Rate = (Number of Users Who Engage with Key Features ÷ Total Users Who Started Onboarding) × 100
Example:
Total Users Who Started Onboarding = 1,000
Users Who Engaged with Key Features = 600
Feature Discovery Rate = (600 ÷ 1,000) × 100 = 60%.
If your rate is low, make the features impossible to miss—use tooltips, prompts, or walkthroughs. Don’t leave them guessing.
Product engagement and adoption metrics
Below, we dive into the most essential metrics for tracking product engagement adoption.
25. Daily/Weekly/Monthly Active Users (DAU/WAU/MAU)
These are your engagement lifelines. DAU, WAU, and MAU tell you how many users are actually using your product—not just signed up and ghosted. The higher these numbers, the more hooked your users are. If they’re low, your product’s not sticky enough.
How to Calculate:
DAU
= Total unique users active in a day.
WAU
= Total unique users active in a week.
MAU
= Total unique users active in a month.
Example:
Monday’s DAU = 1,000 users.
Last 7 days’ WAU = 5,000 unique users.
Last 30 days’ MAU = 12,000 unique users.
Bonus Insight: Check your Stickiness Ratio: DAU ÷ MAU × 100. Example: (1,000 ÷ 12,000) × 100 = 8.3%.
If your stickiness is weak, improve your product experience and give users more reasons to log back in daily or weekly.
26. Product Stickiness
Product stickiness shows how often users keep coming back. It’s the ultimate loyalty test. High stickiness means people love your product and can’t stay away. Low stickiness? Your users are treating it like a one-night stand.
How to Calculate: Stickiness = (DAU ÷ MAU) × 100
Example:
Daily Active Users (DAU) = 1,500
Monthly Active Users (MAU) = 10,000
Stickiness = (1,500 ÷ 10,000) × 100 = 15%.
If your stickiness is low, boost engagement by adding value, improving usability, or creating reasons for daily interaction. Make your product irresistible.
27. Feature Adoption Rate
This measures how many users actually use the features you worked so hard to build. If adoption is high, your features are a hit. If it’s low, they’re either hard to find, confusing, or just not worth it. Build it right, and they’ll use it.
How to Calculate: Feature Adoption Rate = (Number of Users Who Use the Feature ÷ Total Users) × 100
Example:
Total Users = 5,000
Users Who Used the Feature = 1,000
Feature Adoption Rate = (1,000 ÷ 5,000) × 100 = 20%.
If your adoption rate is weak, showcase the feature during onboarding, make it intuitive, and highlight its value. Don’t let good features go unnoticed.
28. Frequency of High-Value Actions
This measures how often users perform actions that matter—like upgrading plans, making purchases, or hitting key milestones. It’s a direct indicator of engagement and product value. If they’re not doing these things often, your product isn’t pulling its weight.
How to Calculate: Frequency of High-Value Actions = Total High-Value Actions ÷ Total Active Users in a Time Period
Example:
Total High-Value Actions = 2,000 (e.g., upgrades or purchases).
Total Active Users = 500 in a week.
Frequency = 2,000 ÷ 500 = 4 high-value actions per user per week.
If the frequency is low, figure out where users are dropping off and nudge them with incentives, reminders, or better UX. Drive the actions that matter.
29. Retention Rate
Retention rate is your scoreboard for keeping users around. It tells you how many stick with your product instead of ditching it. High retention? You’ve got loyal fans. Low retention? Your product’s a leaky bucket, and customers are slipping away.
How to Calculate: Retention Rate = ((Number of Users at End of Period - New Users Acquired During Period) ÷ Number of Users at Start of Period) × 100
Example:
Users at Start = 1,000
New Users Acquired = 200
Users at End = 900
Retention Rate = ((900 - 200) ÷ 1,000) × 100 = 70%.
If your retention rate sucks, look at churn reasons, improve onboarding, and deliver consistent value. Keep them coming back for more.
Customer satisfaction and advocacy metrics
These important customer satisfaction metrics should also be tracked.
30. Net Promoter Score (NPS)
NPS measures the ultimate vote of confidence: how likely your customers are to recommend your product. It’s the gold standard for loyalty. A high score means your users are raving fans; a low one means you’re forgettable—or worse, a flop.
How to Calculate:
Survey your customers: Ask, “How likely are you to recommend us to a friend?” on a scale of 0-10.
Promoters
(Score 9-10): Love your product.
Passives
(Score 7-8): Meh, they’re not excited.
Detractors
(Score 0-6): Unhappy campers.
NPS
= (% of Promoters - % of Detractors)
Example:
Survey Results: 100 responses.
Promoters = 60%
Detractors = 20%
Passives = 20% (ignored in the calc).
NPS = 60% - 20% = +40.
If your NPS is low, act fast. Fix bugs, improve support, or figure out what’s killing loyalty. Happy customers sell for you; unhappy ones sink your reputation.
31. Customer Satisfaction Score (CSAT)
CSAT is the simple, straight-to-the-point measure of how happy your customers are. Ask them, “How was it?” and they’ll tell you. High CSAT? You’re nailing it. Low CSAT? Time to clean up your act—fast.
How to Calculate:
Survey your customers with a question like, “How satisfied are you with [product/service]?” on a scale (e.g., 1-5 or 1-10).
CSAT = (Number of Satisfied Customers ÷ Total Survey Responses) × 100.
“Satisfied” typically includes the top responses (e.g., 4-5 on a 1-5 scale).
Example:
Total Survey Responses = 200
Satisfied Responses (Scores 4 and 5) = 160
CSAT = (160 ÷ 200) × 100 = 80%.
If your CSAT’s in the gutter, find the pain points (slow support, bugs, or clunky UX) and fix them. Happy customers stick around and spread the word.
32. Customer Effort Score (CES)
CES tells you how hard customers have to work to get things done with your product or service. If they’re sweating bullets just to complete a task, that’s a fail. Low effort means happy users who keep coming back.
How to Calculate:
Ask customers: “How easy was it to [specific action]?” on a scale (e.g., 1-5 or 1-7).
CES
= Total Effort Scores ÷ Total Survey Responses
Example:
Survey Responses = 100
Total Effort Scores = 400 (sum of all ratings)
CES = 400 ÷ 100 = 4
If your CES is high, your product is frustrating. Simplify workflows, improve UX, or beef up support. Make it so easy they don’t even think about it.
33. External Reviews and Ratings
This is your reputation score in the wild. It’s what people are saying about you on platforms like G2, Capterra, or Trustpilot. High ratings mean you’re crushing it. Low ratings mean you’ve got a credibility problem to fix fast.
How to Calculate:
Collect your ratings from review platforms (e.g., 4.2 stars on G2, 4.0 on Trustpilot).
Average Rating
= (Sum of All Ratings ÷ Number of Platforms)
Example:
G2 Rating = 4.2
Capterra Rating = 4.0
Trustpilot Rating = 3.8
Average Rating = (4.2 + 4.0 + 3.8) ÷ 3 = 4.0
If your ratings are dragging, dig into the reviews, fix common complaints, and actively ask satisfied users to leave reviews. Perception is everything.
34. Referral Rate
Referral rate shows how many of your customers are hyped enough to tell their friends about your product. It’s the ultimate proof you’re doing something right. If no one’s referring you, your product isn’t impressing them.
How to Calculate: Referral Rate = (Number of Customers Who Referred Someone ÷ Total Customers) × 100
Example:
Total Customers = 1,000
Customers Who Referred = 200
Referral Rate = (200 ÷ 1,000) × 100 = 20%
If your referral rate is weak, incentivize referrals with rewards, improve your product, or create a customer experience people want to talk about. Happy customers should be your loudest marketers.
Revenue and financial metrics
Now let's dive into the most important product marketing KPIs from a financial standpoint.
35. Monthly Recurring Revenue (MRR)
MRR is your bread and butter. It’s the steady cash flow you can count on every month from subscriptions or recurring payments. If your MRR isn’t growing, your business isn’t either.
How to Calculate: MRR = Number of Active Customers × Average Revenue Per Customer (ARPC)
Example:
Active Customers = 500
ARPC = $50
MRR = 500 × $50 = $25,000
If your MRR is flat, focus on adding customers, upselling plans, or reducing churn. Steady growth is the name of the game.
36. Annual Recurring Revenue (ARR)
ARR is your big-picture revenue metric. It’s the yearly version of MRR, giving you a clear view of how much predictable cash your business pulls in over a year. If ARR isn’t climbing, you’ve got a problem.
How to Calculate: ARR = MRR × 12
Example:
MRR = $25,000
ARR = $25,000 × 12 = $300,000
If ARR is stuck, you need to sign more customers, upsell existing ones, or improve retention. Growth is the goal.
37. Customer Lifetime Value (CLV or LTV)
CLV is the total cash a customer brings in before they move on. It’s not just about the first sale but every dollar they spend over their lifetime. A high CLV means loyal customers and a healthy business.
How to Calculate: CLV = Average Revenue Per Customer (ARPC) × Customer Lifetime (in months or years)
Example:
ARPC = $100 per month
Customer Lifetime = 24 months
CLV = $100 × 24 = $2,400
If your CLV is low, focus on keeping customers longer with better support, upsells, or product improvements. The longer they stick around, the bigger the payoff.
38. LTV-to-CAC Ratio
This is your return-on-investment score for acquiring customers. It compares how much a customer is worth over their lifetime (LTV) to what you spend to get them (CAC). A good ratio means you’re spending wisely. A bad one? You’re throwing money away.
How to Calculate: LTV-to-CAC Ratio = Customer Lifetime Value (LTV) ÷ Customer Acquisition Cost (CAC)
Example:
LTV = $2,400
CAC = $800
LTV-to-CAC Ratio = $2,400 ÷ $800 = 3.
If your ratio is less than 3, you’re likely overspending on acquisition or not retaining customers long enough. Tighten your budget or increase retention to boost profitability.
39. Expansion Revenue
Expansion revenue is the extra cash you pull in from existing customers through upsells, cross-sells, or plan upgrades. It’s like turning one win into multiple paydays. If you’re not growing this number, you’re leaving money on the table.
How to Calculate: Expansion Revenue = Revenue from Upsells, Cross-Sells, and Upgrades ÷ Total Revenue × 100
Example:
Revenue from Upsells, Cross-Sells, Upgrades = $10,000
Total Revenue = $50,000
Expansion Revenue = ($10,000 ÷ $50,000) × 100 = 20%.
If your expansion revenue is low, start promoting upgrades, offering add-ons, or bundling services. Keep finding ways to maximize value for both you and the customer.
Product launch metrics
You should also track product marketing KPIs associated with your feature and update launches.
40. Launch Campaign Engagement
This shows how much buzz your launch created. It’s the total impact—how many people saw it, clicked on it, and became leads. If your engagement is weak, your launch flopped, plain and simple.
How to Calculate: Launch Campaign Engagement = Total Impressions + Total Clicks + Total Leads
Example:
Impressions = 50,000
Clicks = 5,000
Leads = 500
Launch Campaign Engagement = 50,000 + 5,000 + 500 = 55,500.
If your engagement numbers are low, your messaging missed the mark, or your audience wasn’t paying attention. Learn, adjust, and hit harder next time.
41. Product Usage Post-Launch
This measures how many people actually use your product after the hype of launch day. It’s the real test of success. High adoption rates mean your product delivers. Low rates mean people didn’t stick around or found it useless.
How to Calculate: Product Usage Rate = (Number of Active Users Post-Launch ÷ Total Signups Post-Launch) × 100
Example:
Total Signups Post-Launch = 1,000
Active Users Post-Launch = 600
Product Usage Rate = (600 ÷ 1,000) × 100 = 60%.
If usage is low, revisit your onboarding, refine the product experience, or re-engage users with targeted outreach. A launch isn’t success unless people keep coming back.
42. Feedback Volume
Feedback volume tells you how much chatter you’re getting about your new product or feature. The more responses you collect, the better you understand what’s working and what’s not. If no one’s talking, you’re flying blind.
How to Calculate: Feedback Volume = Total Number of Feedback Responses Received
Example:
Survey Responses = 300
Support Tickets = 50
Social Comments = 150
Feedback Volume = 300 + 50 + 150 = 500 responses.
If feedback is low, you’re not asking the right questions, or you’re not making it easy for users to share. Open up channels and encourage them to speak up.
43. Social Buzz
Social buzz is the noise your launch makes on social media. It’s all about how many people are talking about your product, sharing it, or slapping your hashtag everywhere. If the buzz is weak, your launch didn’t hit the mark.
How to Calculate: Social Buzz = Total Mentions + Hashtags + Shares Across Platforms
Example:
Mentions = 500
Hashtags = 300
Shares = 200
Social Buzz = 500 + 300 + 200 = 1,000 interactions.
If your buzz is low, your messaging wasn’t exciting, or your audience didn’t connect. Step up your content, get influencers involved, and create share-worthy moments.
Customer retention and growth metrics
Track these customer growth metrics to easily report on churn and retention.
44. Customer Retention Rate
Retention rate shows how well you are keeping customers around. It is the loyalty meter. High retention means customers love your product. Low retention means they are ditching you for something better.
How to Calculate: Retention Rate = ((Customers at End of Period - New Customers Acquired) ÷ Customers at Start of Period) × 100
Example:
Customers at Start = 1,000
New Customers Acquired = 200
Customers at End = 950
Retention Rate = ((950 - 200) ÷ 1,000) × 100 = 75%.
If retention is low, find the cracks. Poor support, bad UX, or lack of value are common culprits. Fix them fast. Keeping customers beats constantly chasing new ones.
45. Repeat Purchase Rate
Repeat purchase rate tells you how many of your customers are coming back for more. It is the loyalty indicator. High rates mean your product keeps delivering. Low rates mean you might be a one-and-done deal for most customers.
How to Calculate: Repeat Purchase Rate = (Number of Customers Who Made More Than One Purchase ÷ Total Customers) × 100
Example:
Total Customers = 1,000
Customers Who Made More Than One Purchase = 300
Repeat Purchase Rate = (300 ÷ 1,000) × 100 = 30%.
If your repeat purchase rate is low, focus on improving product quality, offering loyalty incentives, or creating subscription options. Loyal customers are worth their weight in gold.
46. Churn Reason Analysis
Churn reason analysis breaks down why customers are leaving. It is not guesswork. It is finding the real issues like bad support, confusing features, or better deals elsewhere. Fixing these problems means fewer exits and more loyal customers.
How to Calculate:
Collect churn reasons through surveys, interviews, or support tickets.
Categorize the reasons (e.g., pricing, support, features, etc.).
Percentage for Each Reason
= (Number of Churns for a Specific Reason ÷ Total Churns) × 100
Example:
Total Churns = 100
Pricing Issues = 40
Poor Support = 30
Missing Features = 20
Other = 10
Pricing Issues Percentage = (40 ÷ 100) × 100 = 40%
Poor Support Percentage = (30 ÷ 100) × 100 = 30%.
If pricing or support is driving churn, address it fast. Use the data to prioritize fixes and keep customers from jumping ship.
47. Account Expansion
Account expansion is about squeezing more value from your current customers. It measures how much extra they spend through upgrades, cross-sells, or add-ons. High account expansion means you are building deeper, profitable relationships. Low means you are leaving money on the table.
How to Calculate: Account Expansion Rate = (Additional Revenue from Existing Customers ÷ Total Revenue from Existing Customers) × 100
Example:
Revenue from Existing Customers = $50,000
Additional Revenue from Upgrades or Add-Ons = $10,000
Account Expansion Rate = ($10,000 ÷ $50,000) × 100 = 20%.
If account expansion is low, start promoting upsells, bundles, or premium features. Loyal customers are your best source of growth. Keep offering them reasons to spend more.
48. Revenue Retention
Revenue retention shows how much of your income sticks around, including the impact of upgrades, downgrades, and churn. High retention means you are growing or holding steady. Low retention means you are leaking cash, and it is time to plug the holes.
How to Calculate: Revenue Retention Rate = ((Starting Revenue + Expansion Revenue - Churned Revenue) ÷ Starting Revenue) × 100
Example:
Starting Revenue = $50,000
Expansion Revenue (Upsells) = $10,000
Churned Revenue (Lost Accounts) = $5,000
Revenue Retention Rate = (($50,000 + $10,000 - $5,000) ÷ $50,000) × 100 = 110%.
If retention is below 100%, focus on reducing churn or driving more upgrades. Revenue growth starts with keeping what you already have.
Go-to-market metrics
Successfully track your go-to-market efforts so you can analyze and optimize your efforts.
49. Target Market Win Rates
This measures how well you are closing deals in your key demographics. It tells you if you are hitting the mark with your ideal audience or wasting time on the wrong crowd. High win rates mean you know your market. Low rates mean you need to adjust your approach.
How to Calculate: Win Rate = (Number of Deals Won in Target Segment ÷ Total Deals in Target Segment) × 100
Example:
Total Deals in Target Segment = 50
Deals Won = 20
Target Market Win Rate = (20 ÷ 50) × 100 = 40%.
If your win rate is low, fine-tune your pitch, messaging, or value proposition for the specific audience. Knowing your market is half the battle. Winning is the other half.
50. Product Awareness in Key Regions
Product awareness in key regions tells you how well your brand is known in the areas that matter most. It measures your visibility where it counts. High awareness means you are making an impact. Low awareness means your message is not landing.
How to Calculate: Regional Awareness = (Recognitions or Mentions in a Region ÷ Total Surveyed in That Region) × 100
Example:
Total Surveyed in Region = 1,000
People Who Recognize Your Brand = 400
Product Awareness = (400 ÷ 1,000) × 100 = 40%.
If awareness is low in key regions, double down on localized campaigns, partnerships, and ads. Own the space where your product is needed most.
51. Sales Alignment Metrics
Sales alignment metrics show how well your tools and materials support your sales team during campaigns. It measures whether your pitch decks, case studies, or collateral are helping close deals or gathering dust. If alignment is off, sales will struggle.
How to Calculate: Effectiveness Score = (Number of Deals Influenced by Materials ÷ Total Deals Closed) × 100
Example:
Total Deals Closed = 50
Deals Influenced by Materials = 30
Effectiveness Score = (30 ÷ 50) × 100 = 60%.
If your score is low, improve the quality of your resources, train your team on how to use them, or make sure they address common objections. The right tools make a big difference.
52. Competitor Differentiation Metrics
This measures how customers see you versus the competition. Are you standing out or blending in? It is all about showing clear value that makes customers choose you over anyone else. If you are not different, you are not winning.
How to Calculate: Differentiation Score = (Number of Customers Choosing You Over Competitors ÷ Total Customers Surveyed) × 100
Example:
Total Customers Surveyed = 500
Customers Choosing You Over Competitors = 300
Differentiation Score = (300 ÷ 500) × 100 = 60%.
If your score is low, sharpen your positioning, highlight unique features, or focus on solving pain points your competitors miss. Being better is good. Being unique is better.
Digital marketing metrics
Track these digital marketing metrics to improve upon your efforts.
53. Search Engine Optimization (SEO) Rankings
SEO rankings show how well your bottom-of-funnel blog posts are performing in search engines. This is about driving organic traffic from people ready to take action. If you are not ranking high for the right keywords, you are missing out on leads.
How to Calculate:
Keyword Ranking Position
: Track where your posts rank for target keywords using tools like SEMrush or Ahrefs.
Organic Traffic Contribution
= (Traffic from Blog Posts ÷ Total Organic Traffic) × 100
Example:
Keyword Rank for “Best CRM Software” = Position 3
Total Organic Traffic = 10,000 visits
Traffic from Bottom-of-Funnel Blog Posts = 3,000 visits
Organic Traffic Contribution = (3,000 ÷ 10,000) × 100 = 30%.
If your rankings or traffic are weak, optimize content for relevant keywords, add calls to action, and build backlinks. Make sure your blog posts do more than rank but actually convert.
54. Email Marketing Conversion Rate
This metric shows how well your emails are turning readers into action-takers. It is not just about clicks—it is about getting people to sign up, buy, or engage. If your conversion rate is low, your emails are just noise in the inbox.
How to Calculate: Conversion Rate = (Number of Conversions ÷ Total Emails Delivered) × 100
Example:
Total Emails Delivered = 10,000
Conversions = 500
Conversion Rate = (500 ÷ 10,000) × 100 = 5%.
If your conversion rate is weak, tighten your subject lines, add clear calls to action, and make the offer impossible to ignore. Your emails should drive results, not just opens.
55. Ad Campaign Metrics
These are the numbers that prove whether your ads are worth the spend. ROAS shows the bang for your buck, CPC tracks what you pay per click, and conversion rate measures how many clicks turn into actual results. If these metrics are off, your campaign needs work.
How to Calculate:
ROAS
= Revenue Generated from Ads ÷ Total Ad Spend
CPC
= Total Ad Spend ÷ Number of Clicks
Conversion Rate
= (Conversions ÷ Clicks) × 100
Example:
Total Ad Spend = $10,000
Revenue Generated = $40,000
Clicks = 5,000
Conversions = 250
ROAS = $40,000 ÷ $10,000 = 4 (or $4 earned per $1 spent). CPC = $10,000 ÷ 5,000 = $2 per click. Conversion Rate = (250 ÷ 5,000) × 100 = 5%.
If ROAS is low or CPC is too high, adjust targeting, ad copy, or bid strategy. If conversion rates are weak, focus on your landing page and offer. Ads should bring results, not drain your budget.
Qualitative feedback and sentiment analysis
Beyond quantitative product marketing KPIs, there are also qualitative elements that you should be paying attention to.
56. Customer Interviews
Customer interviews are your direct line to the truth. No guesswork, just real insights straight from the people who matter most. They tell you what works, what doesn’t, and what they really need. If you’re not talking to customers, you’re flying blind.
How to Collect:
Target the Right Customers
: Focus on active users, power users, or churned customers. Each group has unique insights.
Prepare Open-Ended Questions: Avoid yes/no questions. Ask things like:
“What made you choose our product?”
“What frustrates you about using it?”
“What feature do you wish we had?”
Keep It Casual: Make it a conversation, not an interrogation. Listen more than you talk.
Offer Incentives: Respect their time with a small reward like a discount, gift card, or free upgrade.
Document Everything: Record or take notes so you don’t miss a single detail.
Insights from customer interviews are pure gold. Use them to refine your product, improve your messaging, and solve real pain points.
57. User Testing Feedback
User testing feedback shows you exactly where your product shines or falls flat. It’s real users interacting with your product and telling you what’s intuitive, what’s clunky, and what just doesn’t work. If you’re not running tests, you’re guessing.
How to Collect:
Pick Your Testers: Choose a mix of new users, experienced users, and potential customers to get balanced insights.
Define Goals: Know what you want to learn—testing navigation, specific features, or the overall experience.
Create Tasks: Give testers clear, real-world tasks like signing up, completing a purchase, or finding a feature.
Observe and Ask: Watch how they interact. Ask open-ended questions like:
“What was easy or hard about this process?”
“What would you change?”
“Did anything confuse you?”
Use Tools: Platforms like UserTesting or Hotjar can record sessions and gather feedback.
Analyze and Act: Group feedback into themes. Fix the biggest pain points first and iterate.
User testing feedback cuts through assumptions. It makes sure your product works for real users, not just your team.
58. Social Listening Metrics
Social listening metrics track what people are saying about your brand online. It’s like eavesdropping on the world’s biggest focus group. Whether they’re hyping you up or tearing you down, this is where you catch the raw, unfiltered truth.
How to Collect:
Set Up Alerts: Use tools like Brand24, Mention, or Hootsuite to monitor your brand name, product, and industry keywords.
Track Mentions: Look for direct mentions, hashtags, or indirect references across platforms like Twitter, Reddit, Facebook, and LinkedIn.
Analyze Sentiment: Use analytics tools to categorize mentions as positive, neutral, or negative.
Engage with Users: Jump into conversations to thank fans or address complaints. Keep it real and avoid robotic responses.
Identify Trends: Look for recurring themes or spikes in mentions. These show what’s resonating and what’s causing friction.
Social listening gives you a front-row seat to public opinion. Use the data to refine your messaging, improve your product, and handle issues before they blow up. Stay in the loop or get left behind.
59. Survey Open-Ended Responses
These are the unfiltered gold nuggets in your surveys. Open-ended responses let customers speak their minds, giving you insights you’d never get from multiple-choice questions. It’s raw, real, and packed with value if you know how to dig into it.
How to Collect:
Ask the Right Questions: Use prompts like:
“What’s the biggest challenge you’ve faced with our product?”
“What’s one thing we could do to improve your experience?”
“What do you love most about our product?”
Keep It Simple: Don’t overload users. One or two open-ended questions in a survey are enough.
Choose the Right Tools: Platforms like Typeform, Google Forms, or SurveyMonkey make it easy to collect and organize responses.
Encourage Honesty: Let users know their feedback is valued and won’t go ignored. Incentives like discounts or entries into a giveaway can help.
Analyze for Themes: Look for recurring ideas or phrases. Group them into categories like “feature requests,” “pain points,” or “positive feedback.”
Act on It: Don’t just read the feedback, use it to fix issues, prioritize updates, or highlight what’s working well.
Open-ended responses take effort to analyze, but the payoff is huge. It’s real customer insight straight from the source. Listen and act, and your product will thank you.
Now that we've wrapped up the 59 best product marketing KPIs, allow us to introduce Frill!
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