KKPI Formulas
Power BI DAX

Marketing DAX Measures

Copy DAX measure examples for common marketing KPIs used in Power BI dashboards.

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Marketing KPI DAX examples

Customer Acquisition Cost
CAC =
DIVIDE(
    [Sales and Marketing Cost],
    [New Customers]
)

Full Customer Acquisition Cost guide →

ROAS
ROAS =
DIVIDE(
    [Revenue from Ads],
    [Advertising Cost]
)

Full ROAS guide →

CPA
CPA =
DIVIDE(
    [Campaign Cost],
    [Acquisitions]
)

Full CPA guide →

Cost per Lead
CPL =
DIVIDE(
    [Campaign Cost],
    [Leads]
)

Full Cost per Lead guide →

Click-Through Rate
CTR =
DIVIDE(
    [Clicks],
    [Impressions]
)

Full Click-Through Rate guide →

Conversion Rate
Conversion Rate =
DIVIDE(
    [Conversions],
    [Visitors]
)

Full Conversion Rate guide →

Marketing ROI
Marketing ROI =
DIVIDE(
    [Revenue from Marketing] - [Marketing Cost],
    [Marketing Cost]
)

Full Marketing ROI guide →

Cost per Click
CPC =
DIVIDE(
    [Ad Cost],
    [Clicks]
)

Full Cost per Click guide →

Cost per Mille
CPM =
DIVIDE([Ad Cost], [Impressions]) * 1000

Full Cost per Mille guide →

Lead Conversion Rate
Lead Conversion Rate =
DIVIDE(
    [Converted Leads],
    [Total Leads]
)

Full Lead Conversion Rate guide →

Website Conversion Rate
Website Conversion Rate =
DIVIDE(
    [Website Conversions],
    [Website Visitors]
)

Full Website Conversion Rate guide →

Email Open Rate
Email Open Rate =
DIVIDE(
    [Emails Opened],
    [Emails Delivered]
)

Full Email Open Rate guide →

Email Click Rate
Email Click Rate =
DIVIDE(
    [Email Clicks],
    [Emails Delivered]
)

Full Email Click Rate guide →

Bounce Rate
Bounce Rate =
DIVIDE(
    [Single-Page Sessions],
    [Total Sessions]
)

Full Bounce Rate guide →

Impression Share
Impression Share =
DIVIDE(
    [Impressions Received],
    [Eligible Impressions]
)

Full Impression Share guide →