15 Essential Marketing Automation KPIs You Must Track to Unlock Business Growth

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Published on: January 18, 2023 Updated on: April 14, 2024 views Icon 497 Views

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  • Marketing Automation

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Sakshi Arora
Sakshi Arora LinkedIn

Assistant Manager- Content Marketing

Sakshi Arora is a seasoned content writer and marketer specializing in B2B topics such as marketing automation and website development. Leveraging her journalism background, she infuses her work with clarity and creativity, captivating audiences. Beyond her professional pursuits, Sakshi finds joy in writing about personal emotions, showcasing her introspective side and adding a unique touch to her portfolio.

Article Reviewed By: Rahul Saini LinkedIn

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Marketing automation is only as good as the data you feed your platform with. Tracking the right KPIs is crucial to understand the impact of your campaigns and make data-driven decisions.

A marketing automation tool is a powerful source for businesses to streamline and optimize their marketing efforts. However, in order to truly reap the benefits of digital marketing automation, it is important to track the key performance indicators (KPIs) that provide insights into the effectiveness of your campaigns and strategies. 

According to a survey by Marketo, nearly 80% of marketers acknowledge marketing automation as the #1 contributor to their success. 

And 61% of marketers use marketing automation to generate more leads. 

Tracking the right KPIs is key to reaching the full potential of your marketing automation platform as it helps:

  • Effectively target your customers
  • Meet your organizational goals
  • Drive the desired results 
  • Keep a check on ROI 

So, in this blog post, we will discuss 13 essential KPIs that you can track to propel your digital marketing automation efforts and drive growth for your company. From lead generation and conversion rates to email open and click-through rates, these KPIs will help you identify the areas of success and of improvement in your marketing efforts

15 Marketing Automation KPIs You Need to Keep an Eye On

In marketing automation, there are 4 main categories of marketing KPIs to take into account, which also serve as a representation of the key conversion funnel steps:

Acquisition Indicators: Acquiring New Contacts

1. Active/ Inactive Contacts

The quantity of active contacts indicates the proportion of your contacts that have lately interacted with your brand. 

Inactive contacts, on the other hand, are individuals who have not engaged with your brand in a few weeks or months. Consider deactivating or deleting them from your database as well.


Because these are the connections who are most unlikely to become your customers.

The evolution of active contacts over a given period is interesting to watch.

2. Prospect Qualification Rate

It is important to understand your prospects' qualifications in order to implement this concept. The two methods of generating leads and qualifying them are largely different. 

You must count the number of people who have converted from simple contacts to prospects—in other words, those who exactly match your target market—in order to arrive at this result. 

In line with your qualification standards, you will also need to evaluate those who have transitioned from prospects to potential customers.

Engagement Indicators: Contact and Brand Interactions

3. Social Media Engagement

This metric refers to the level of interaction and participation that your audience has with your social media content and accounts. 

Social media engagement can include likes, shares, comments, and other forms of engagement

Social media engagement is important to track because:

  • It provides valuable insights into the effectiveness of your social media marketing efforts and the interests and preferences of your audience. 
  • You can identify which types of content and campaigns are resonating with your audience and which, not.
  • A high level of social media engagement indicates a strong relationship with your audience and a positive brand image. 

It's also worth noting that social media engagement is not just a vanity metric, it's a key indicator of how much your audience trusts and likes your brand, and how much they are willing to promote it voluntarily.

4. Inbox Hit Rate

The percentage of emails that reaches your subscribers' inboxes is your overall inbox hit rate.

Your subscribers receive some of your emails, while others bounce or end up in spam or junk folders. A greater inbox hit rate indicates that you are sending out emails to your subscribers more effectively, increasing the likelihood that they will read what you have to say.

5. Click Through Rate (CTR) or Call-to-Action

CTR is a metric that measures the number of times a user clicks on a link in an email, ad, or other digital marketing campaign, divided by the number of times the link was displayed or sent out. 

This KPI is important because it can provide insights into how effectively your marketing campaigns are capturing the interest of your audience. 

How does a high click rate help your business?

A high CTR indicates that 

  • your campaigns are effectively drawing in users 
  • your messaging and calls to action are resonating with them. 

Moreover, monitoring the CTR can help you identify which types of content and campaigns are a success and which may need tweaks.

6. Bounce Rate

When your audience navigates away from the site after viewing only one page. 

This KPI is important because it can provide insight into how effectively your website is engaging visitors and retaining their interest. A high bounce rate may indicate that your 

  • website's design or content is not effectively capturing the interest of visitors, or
  • your website is not meeting the needs of its target audience. 

On the other hand, a low bounce rate suggests that your website is engaging and effective at keeping visitors on the site

Bounce rate is not only a website metric but also a key performance indicator for email campaigns. A high bounce rate on email campaigns may indicate that your subject lines or sender name are not attracting attention; your email's design is not visually appealing; or your email's content is not relevant to your audience. 

7. Site Traffic

The amount of visitors to a website over a specific time period is measured by site traffic, commonly referred to as website traffic.  

This KPI is essential to track since it gives information about a website's overall visibility and reach and can show how well your marketing and SEO strategies are working. 

Where a low amount of site traffic may reflect that your marketing efforts are not helping reach your target audience or your content is not appealing to users, a high level of site traffic suggests that your website is successful in attracting and keeping visitors. By tracking the website traffic, you can find areas of success or improvement in your marketing strategy.

Conversion Indicators: Actions that Push Contact in the Customer Journey

8. From Contacts to Prospects

This rate informs you of the number of contacts qualify for becoming your leads. 

You must decide in advance what a qualified prospect for your company is in order for this metric to function. 

9. From Prospects to Clients

The prospects to clients ratio or the quote-to-close ratio measures the actual customers who buy from you. 

You should track this metric every three months; however, it greatly relies on your sales cycle. The longer your sales cycle is, the more measurements you should take over a long period of time.

10. Lead Average Score

The average lead score is a great approach to assess the overall quality of your generated leads if your business has implemented a lead scoring strategy. 

To determine your average lead score, you simply need to average the scores of all of your contacts over a period of time X.

11. Marketing Qualified Leads

The quantity of leads that you identify as having the potential to convert into customers in the future based on specific criteria.

MQLs often have undergone a lead generation form or quiz, lead nurturing, and have been identified as suitable fits for the company's goods or services. 

Measuring Marketing Qualified Leads (MQLs) is important because:

  • It allows you to track the effectiveness of your marketing efforts in generating leads that are more likely to convert into paying customers. 
  • MQLs are leads that have demonstrated a higher level of engagement and interest in your company's products or services, and are therefore considered more valuable than other leads.
  • By tracking MQLs, you can determine which marketing campaigns and tactics are most effective in generating high-quality leads and make data-driven decisions to optimize your lead generation efforts. 
  • Measuring MQLs can help you understand how many leads are needed to close a sale, identify the funnel drop offs, and improve the customer journey.

12. Customer Retention Rate

The percentage of clients (active or not) who continue to do business with you over time.

It is a good approach to assess your success in luring in new customers while also keeping your current customer base content enough to avoid switching to a rival company.

Retention and Revenue Indicators: Contact Loyalty

13. Marketing Automation ROI

Your marketing automation's return on investment is calculated like any other ROI: the total amount of campaign earnings less the total amount of money you invested in the campaign

Your return on investment is actually the growth in sales over the prior period, for say, a quarter. Therefore, your ROI increases as the volume of sales increases.

14. Repurchase Rate and Repeat Customer Revenue (RCR)

This rate represents the number of customers that made several purchases during a specific time frame and the revenue earned from those customers is RCR.

You may learn a lot about your consumers' loyalty from their repurchase and revenue rate. Tracking repeat customer revenue is crucial to running automated loyalty campaigns. 

15. Customer Lifetime Value

Customer lifetime value (CLV) is a metric that measures the value of a customer to a company throughout the course of their engagement with that company.

In addition to a customer's current value, CLV also considers the customer's potential future worth.

You must recognize this statistic in order to make wise choices about how to invest in client relationships.

Setting Up KPI Tracking in Marketing Automation

Selecting the right marketing automation platform

Selecting the right marketing automation platform is crucial for setting up effective KPI tracking. Consider the following factors when choosing a platform:

Features and Capabilities 

Evaluate the features and capabilities of different marketing automation platforms. Look for robust reporting and analytics functionalities specifically tailored for tracking KPIs. The platform should provide comprehensive data on key metrics, campaign performance, and customer behavior.

Integration Capabilities

Ensure that the marketing automation platform can integrate seamlessly with other tools and systems. This includes CRM software, email marketing tools, customer data platforms (CDPs), and analytics platforms. Integration enables the collection of data from various sources, providing a holistic view of your marketing activities.


Consider your future growth plans and scalability needs. Choose a marketing automation platform that can handle increasing data volumes and evolving business requirements. Scalability is crucial as your marketing automation efforts expand and your KPI tracking needs become more complex.

Integrating Marketing Automation with Analytics Tools

Integrating marketing automation with analytics tools enhances your KPI tracking capabilities and enables more comprehensive analysis. Follow these steps for successful integration:

Identify Relevant Analytics Tools 

Determine the analytics tools that align with your business goals and provide the necessary insights for effective KPI tracking. Examples include Google Analytics, Adobe Analytics, or specialized marketing analytics platforms.

Set Up Data Integration 

Establish connections between your marketing automation platform and the chosen analytics tools. This involves configuring data flows and ensuring that relevant data points are accurately captured and shared between systems. Data integration enables a seamless flow of information for comprehensive analysis.

Map KPIs to Analytics Metrics 

Align your KPIs with the metrics provided by your analytics tools. Map each KPI to the corresponding metrics or dimensions available in the analytics platform. This ensures that the data collected and reported in your analytics tools accurately reflects the KPIs you are tracking.

Defining KPIs and Setting Benchmarks

Defining KPIs and setting benchmarks is a critical step to measure performance accurately. Follow these steps when defining your KPIs:

Identify Business Objectives

Start by understanding your overall business goals and marketing objectives. Align your KPIs with these objectives to track the metrics that directly contribute to your business growth.

Choose Measurable Metrics

Select specific metrics that can be quantified and tracked over time. Ensure that these metrics provide meaningful insights into your marketing performance. Examples of common marketing automation KPIs include conversion rate, customer acquisition cost, email open rate, and lead-to-customer ratio.

Set Benchmarks 

Establish benchmarks or targets for each KPI to measure progress and compare performance against desired outcomes. Benchmarks can be based on historical data, industry standards, or internal goals. Setting benchmarks allows you to gauge performance and identify areas for improvement.

Establishing a Reporting and Analysis Process

Implementing a structured reporting and analysis process is vital to effectively track KPIs and derive actionable insights. Follow these steps to establish a process:

Determine Reporting Frequency

Decide how often you will generate reports based on the frequency of data updates and the need for timely insights. Consider whether daily, weekly, monthly, or quarterly reporting best suits your business needs.

Design Clear and Concise Reports 

Create visually appealing reports that present KPI data in a clear and easily understandable format. Include charts, graphs, and summaries to highlight key findings. Visual representations of data can make it easier to identify trends, patterns, and areas for improvement.

Analyze and Interpret the Data 

Conduct in-depth analysis of the KPI data to uncover insights and understand the underlying trends. Look for correlations, anomalies, and opportunities for optimization. Use data visualization techniques and analytics tools to assist in interpreting the data effectively.

Take Action and Iterate 

Based on the insights derived from KPI tracking and analysis, implement necessary changes to your marketing campaigns and strategies. Continuously monitor and adjust your approach to maximize results and drive business growth. Iteration is key to refining your marketing automation efforts and optimizing your KPI performance over time.

Best Practices for Effective KPI Tracking

Tracking Key Performance Indicators (KPIs) is crucial for effective marketing automation. To ensure accurate measurement and derive actionable insights, it is essential to follow best practices for KPI tracking. In this section, we will discuss the following best practices:

Ensuring Data Accuracy and Consistency

Data Quality Assurance

Implement processes to ensure data accuracy, completeness, and consistency. Regularly validate and clean your data to minimize errors and discrepancies. This involves conducting data audits, validating data sources, and resolving any issues or inconsistencies.

Data Governance

Establish data governance practices to maintain data integrity and ensure compliance with privacy regulations. Define data ownership, access controls, and data management policies. This ensures that data is handled securely and consistently across the organization.

Standardized Data Collection 

Consistently capture and organize data across different systems and channels. Use standardized naming conventions, tagging, and data structures to facilitate accurate tracking and reporting. This ensures that data is collected in a consistent and structured manner, making it easier to analyze and interpret.

Regular Monitoring and Analysis of KPIs

Establish a Reporting Schedule 

Set a regular reporting cadence that aligns with your business needs. Determine the frequency of reporting based on the availability of data, the nature of your marketing activities, and the need for timely insights. This can range from daily, weekly, and monthly, to quarterly reporting.

Real-Time Tracking

Leverage real-time or near real-time analytics to monitor KPIs continuously. This allows you to identify emerging trends, react quickly to changes, and optimize your marketing efforts in a timely manner. Real-time tracking provides up-to-date insights that enable agile decision-making.

Comparative Analysis

Compare current KPI performance to historical data and benchmarks. This helps you understand the progress made toward your goals and identify areas that require improvement. By comparing performance over time, you can identify trends, spot anomalies, and assess the effectiveness of your marketing strategies.

Aligning KPIs With Business Goals and Objectives

Strategic Alignment 

Ensure that your chosen KPIs directly align with your business goals and marketing objectives. Each KPI should have a clear connection to the desired outcomes you want to achieve. This alignment ensures that you are tracking metrics that are relevant and meaningful to your organization's success.

Relevance and Significance 

Regularly evaluate the relevance and significance of your selected KPIs. As business objectives evolve, reassess your KPIs to ensure they reflect the most critical metrics for your organization. By regularly reviewing and updating your KPIs, you ensure that you are tracking the right metrics that drive business growth.

Cascade KPIs Across Teams

Align KPIs not only at the marketing level but also at the team and individual levels. Ensure that everyone understands how their efforts contribute to the overall KPIs and business objectives. This alignment promotes a sense of shared responsibility and accountability for achieving KPI targets.

Making Data-Driven Decisions Based on KPI Insights

Analyze Trends and Patterns 

Look for trends and patterns in your KPI data to uncover insights and understand the factors driving performance. Use visualization techniques, such as charts and graphs, to present data in a way that facilitates clear interpretation and decision-making. Analyzing trends and patterns helps you identify areas of strength and areas that need improvement.

Identify Areas for Improvement 

Use KPI insights to identify areas of underperformance or missed opportunities. Pinpoint specific campaigns, channels, or tactics that need adjustment and develop action plans for improvement. By focusing on areas that require attention, you can allocate resources effectively and optimize your marketing strategies.

Test and Optimize 

Use A/B testing and experimentation to optimize your marketing strategies. Implement changes based on insights derived from KPI tracking and measure the impact of these changes on performance. By testing different approaches and refining your strategies based on KPI insights, you can continuously improve your marketing effectiveness.

Share Insights and Collaborate 

Foster a data-driven culture within your organization. Share KPI insights with relevant stakeholders and encourage collaboration across teams to leverage collective expertise. By sharing insights and encouraging collaboration, you can gain different perspectives, drive innovation, and make informed decisions based on a holistic understanding of your KPI performance.

Best Practices for Effective KPI TrackingDescriptionVisual Representation
Define Clear ObjectivesClearly outline your business goals and objectives.Icon: Target
Select Relevant KPIsChoose KPIs that align with your objectives and metrics that provide meaningful insights.Icon: Checklist
Set Realistic BenchmarksEstablish benchmarks based on historical data or industry standards for comparison.Icon: Ruler
Ensure Data Accuracy and ConsistencyCollect accurate and reliable data consistently across all channels.Icon: Data Check
Regularly Monitor and Analyze KPIsContinuously track and analyze KPIs to identify trends, patterns, and areas for improvement.Icon: Line Chart
Align KPIs with Business GoalsEnsure that your KPIs directly contribute to your overall business objectives.Icon: Puzzle Piece
Make Data-Driven DecisionsBase your decisions on insights derived from KPI analysis, rather than assumptions.Icon: Lightbulb
Communicate KPIs to StakeholdersShare KPI progress and insights with relevant stakeholders to drive alignment and collaboration.Icon: Group of People
Automate Data Collection and ReportingUtilize automation tools to streamline data collection and reporting processes.Icon: Automation
Implement Real-Time TrackingMonitor KPIs in real-time to identify and address issues promptly.Icon: Clock
Foster a Culture of KPI TrackingEncourage a data-driven culture where KPI tracking is prioritized and valued.Icon: Growth Mindset
Continuously Optimize and RefineRegularly review and refine your KPIs and tracking methods to improve accuracy and relevance.Icon: Gear

Real-Life Examples of Businesses Using Marketing Automation KPIs for Growth


HubSpot, a leading inbound marketing and sales platform, utilized marketing automation KPIs to drive their own growth and that of their customers. By tracking metrics such as website traffic, lead conversion rates, and customer acquisition costs, HubSpot gained valuable insights into the effectiveness of its marketing campaigns. 

This data allowed them to refine their strategies, optimize their lead generation efforts, and increase customer acquisition. By leveraging marketing automation KPIs, HubSpot achieved substantial growth and became a prominent player in the marketing automation industry.


Amazon, the multinational e-commerce giant, relies heavily on marketing automation KPIs to drive growth. They track metrics such as customer lifetime value (CLV), repeat purchase rate, and average order value. By analyzing these KPIs, Amazon gains insights into customer behavior, preferences, and buying patterns. This allows them to personalize product recommendations, offer targeted promotions, and improve customer retention. Through its data-driven approach, Amazon has achieved remarkable growth and established itself as a leader in the e-commerce industry.


Salesforce, a leading customer relationship management (CRM) platform, leverages marketing automation KPIs to drive growth and support its customers' marketing efforts. They track metrics such as lead generation, lead-to-opportunity conversion rates, and revenue attribution. By analyzing these KPIs, Salesforce gains insights into the effectiveness of its marketing campaigns, identifies high-performing channels, and optimizes its lead management processes. This data-driven approach helps Salesforce and its customers generate quality leads, improve sales conversions, and drive business growth.

Future Trends and Emerging KPIs in Marketing Automation

  • Customer Lifetime Revenue (CLR): CLR measures the total revenue generated by a customer throughout their entire relationship with a business. This KPI provides a holistic view of a customer's value and helps businesses understand the long-term impact of their marketing efforts.
  • Customer Churn Rate: Customer churn rate measures the percentage of customers who stop using a product or service over a given period. Tracking this KPI helps businesses identify customer retention issues and implement strategies to improve customer loyalty.
  • Customer Engagement Score: Customer engagement score combines various metrics such as website visits, email opens, social media interactions, and more to measure the overall level of customer engagement. This KPI helps businesses understand the effectiveness of their customer engagement strategies and identify areas for improvement.
  • Marketing Influenced Customer Rate (MICR): MICR measures the percentage of customers who have interacted with marketing campaigns or activities before making a purchase. This KPI highlights the impact of marketing efforts on the customer's decision-making process and helps businesses evaluate the effectiveness of their marketing strategies.
  • Cross-Channel Attribution: Cross-channel attribution allows businesses to track and measure the impact of marketing activities across multiple channels. This approach provides a more comprehensive view of how different channels contribute to customer conversions, enabling better allocation of marketing resources and optimization of campaigns.


Tracking key performance indicators (KPIs) is crucial to understanding the effectiveness of your marketing automation efforts. Open rates, click-through rates (CTR), and lead generation are all important metrics to measure as they provide insights into how well your campaigns are resonating with your audience. 

By monitoring these KPIs, you can make data-driven decisions and optimize your marketing automation strategies for better results. Looking for a marketing automation agency that can help you track KPIs for better data-driven decision-making? Experts at Growth Natives are experienced in offering the best marketing automation services and have certainly got your back! Write to us today at info@growthnatives.com.

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