Marketing Fundamentals
KPIs and Metrics
Learning Outcomes
4
Understand what each KPI is
3
Identify key digital marketing KPIs
2
Know the importance of KPIs
1
Understand KPIs
New Store Analogy
A shopkeeper opened a new store.
Every day customers came in, and sales happened.
New Store Analogy
When someone asked him...
“Are sales increasing or decreasing?”
“Which product sells the most?”
“Is your business growing?”
New Store Analogy
He replied “Customers are coming... so I think business is good.”
But, one month later, expenses increased but profits didn’t.
New Store Analogy
Then a friend suggested:
Count daily visitors
Check which product sells more
Track daily sales
New Store Analogy
Once he started tracking numbers, he clearly understood:
What is working
What is not working
Where money is being wasted
New Store Analogy
Learning:
Running a business without tracking numbers is like driving a vehicle without a speedometer.
Analogy to Technical Story
They said:
“Our ads are getting likes and views.”
A business was running ads on Instagram and Google.
Analogy to Technical Story
But they could not answer...
Are followers growing?
Are people engaging?
How much are we paying per click?
Are we getting conversions?
Analogy to Technical Story
Then they defined KPIs:
Engagement Rate
Follower Growth
CPC
CPM
Conversion Rate
Analogy to Technical Story
Now every decision was data-driven:
Digital marketing worked better only after tracking KPIs & metrics.
Pause low-performing ads
Increase budget on high-performing campaigns
WHAT ARE KPIs?
They help us understand results clearly instead of guessing.
KPIs are numbers used to check how well marketing is working.
WHY KPIs ARE IMPORTANT IN DIGITAL MARKETING
Show what is working
Help improve digital marketing results
Show what is not working
Help use budget wisely
IMPORTANT DIGITAL MARKETING KPIs
Engagement Rate:
Shows how people interact with content (likes, comments, shares)
Follower Rate:
Shows if followers are increasing or not
Conversion Rate:
Shows how many people take action
(buy, sign up, download)
IMPORTANT DIGITAL MARKETING KPIs
CPC:
Shows the cost paid for each click (Cost Per Click)
CPM:
Shows the cost for 1000 ad views (Cost Per Thousand Impressions)
Summary
4
KPIs help control marketing cost
3
KPIs help improve results
2
KPIs show what works
1
KPIs measure marketing performance
Quiz
What does CPC stand for?
A. Cost Per Campaign
B. Cost Per Conversion
C. Cost Per Click
D. Cost Per Customer
Quiz-Answer
What does CPC stand for?
A. Cost Per Campaign
B. Cost Per Conversion
C. Cost Per Click
D. Cost Per Customer
