Marketing KPIs
Marketing leaders need to track KPIs which enable them to measure their progress against clearly defined goals. The 15 marketing KPI examples below cover all phases of the customer funnel and can be accurately tracked usingmodern marketing analytics.
Marketing Qualified Leads (MQLs)
Sales Qualified Leads (SQLs)
Cost per Lead
New Customers
Cost per Acquisition
Upsell & Cross-Sell Rates
Conversion Rates (For Specific Goals)
Social Program ROI (By Platform)
Organic Traffic & Leads
Return on Ad Spend (ROAS)
Average Order Value
Total Revenue
Revenue by Product or Service
Customer Lifetime Value (CLV)
Net Promoter Score (NPS)
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Operations KPIs
Operations managers need to track KPIs around efficiency, effectiveness and quality as covered in the 15 key performance indicators examples below.
Labor Utilization
Employee Turnover Rate
Employee Absence Rate
Employee Training Rate
ROI of Outsourcing
Labor Materials
Operating Margins
Customer Lifetime Value
Processes and Procedures Developed
Cash Flow
Project Schedule Variance
Order Fulfilment Cycle Time
Delivery In Full On Time Rate
Rework Rate
Customer Complaints
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Customer Service KPIs
Service and support teams should focus on KPIs that measure response times. But, like the 15 key performance indicators examples below, they should also have a clear view of the customer base and longer term, preventative KPIs such as employee engagement and knowledge base articles.
Number of Issues (By Type)
First Response Time (FRT)
First Contact Resolution Rate
Average Response Time
Average Resolution Time
Most Active Support Agents
Cost Per Conversation
Customer Satisfaction Score (CSAT)
Net Promoter Score (NPS)
Positive Customer Reviews
Customer Effort Score
Customer Retention Rate
Support Costs / Revenue Ratio
Knowledge Base Articles
Employee Engagement
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Finance KPIs
Financial teams have no shortage of ratios and metrics to track. Finance managers and CFO’s should use afinancial analyticstool to focus on margin, expense, revenue and cash management as shown in the 15 key finance KPI examples below.
Gross Profit Margin (and %)
Operating Profit Margin (and %)
Net Profit Margin (and %)
Operating Expense Ratio
Working Capital Ratio
Debt-To-Equity Ratio
Quick Ratio (Acid Test)
Current Ratio
Berry Ratio
Return on Assets
Cash Conversion Cycle
Accounts Payable Turnover Ratio
Accounts Receivable Turnover Ratio
Budget Variance
Payroll Headcount Ratio
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Human Resources KPIs
HR managers are primarily concerned with 3 main areas: workforce management, compensation and recruitment. You can use apeople analyticstool to track and analyze the 35 key performance indicators examples below:
Workforce Management KPIs:
Absenteeism rate
ROI of outsourcing
Succession planning rate
Open/closed grievances
Promotion rate
Time to productivity
Successor gap rate
Worker composition by gender, experience, and tenure
Internal mobility
Manager quality index
HR effectiveness
Employee satisfaction rates
Training ROI
Compensation KPIs:
HR functional operating expense rate
Labor cost per FTE
Labor cost revenue percent
Labor cost revenue expense percent
Total benefits as percentage of labor costs
Revenue per FTE
Profit vs. compensation per FTE
Human capital ROI
HR functional cost per employee
Recruitment KPIs:
Quality of hire
Vacancy rate
Turnover rate
Resignation/retirement rate
External hire rate
Time-to-fill
Diversity, experience, and gender hire ratio
Recruiting funnel metrics
Talent import/export ratio
Voluntary turnover rate
Retention rate
Recruiting expense per new hire
Retirement rate forecast
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IT KPIs
IT managers should track the on-going stream of support tickets and downtime. They should also track the projects and the team that will proactively reduce the number of these tickets in the future as shown in the top-15 IT KPI examples below.
Total Support Tickets
Open Support Tickets
Ticket Resolution Time
Reopened Tickets
Average Time Between Failures
Average Time to Repair
Uptime %
Server Downtime
Security Related Downtime
Total Projects
Projects on Budget
Critical Bugs
IT Support Employees Per End Users
IT Costs vs Revenue
IT Team Turnover
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Social Media KPIs
Social media managers should have KPIs that represent reach, engagement, and conversion to revenue. The 15 social media key performance indicators examples below should be applied both as totals and for each social media platform that your organization is active on.
Social Share of Voice (SSoV)
Total Reach
Total Impressions
Followers or Fans or Subscribers
Audience Growth Rate
Share Rate (Shares or ReTweets)
Interest Rate (Likes, Reactions, Favorites)
Response Rate (Comments, Replies)
Key Post or Hashtag Reach
Link Clicks
Site Traffic From Social (By Platform)
Conversions From Social
Conversion Rate From Social
Revenue From Social
Social Program ROI
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