KPI category
Marketing KPI Formulas
Marketing KPI formulas for campaigns, acquisition, advertising efficiency, conversion, email, website, and funnel reporting.
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Popular formulas
Common Marketing KPIs
Customer Acquisition CostSales and Marketing Cost / New CustomersROASRevenue from Ads / Advertising CostCPACampaign Cost / Number of AcquisitionsCost per LeadCampaign Cost / Number of LeadsClick-Through RateClicks / ImpressionsConversion RateConversions / Visitors or LeadsMarketing ROI(Revenue from Marketing - Marketing Cost) / Marketing CostCost per ClickAd Cost / ClicksCost per Mille(Ad Cost / Impressions) × 1000Lead Conversion RateConverted Leads / Total LeadsWebsite Conversion RateWebsite Conversions / Website VisitorsEmail Open RateEmails Opened / Emails Delivered
All Marketing KPI formulas
| KPI | Formula | Excel | Tool |
|---|---|---|---|
| Customer Acquisition Cost (CAC) | Sales and Marketing Cost / New Customers | =IFERROR(B2/C2,0) | Calculator |
| ROAS | Revenue from Ads / Advertising Cost | =IFERROR(B2/C2,0) | Calculator |
| CPA | Campaign Cost / Number of Acquisitions | =IFERROR(B2/C2,0) | Calculator |
| Cost per Lead (CPL) | Campaign Cost / Number of Leads | =IFERROR(B2/C2,0) | Calculator |
| Click-Through Rate (CTR) | Clicks / Impressions | =IFERROR(B2/C2,0) | Calculator |
| Conversion Rate | Conversions / Visitors or Leads | =IFERROR(B2/C2,0) | Calculator |
| Marketing ROI | (Revenue from Marketing - Marketing Cost) / Marketing Cost | =IFERROR((B2-C2)/C2,0) | Calculator |
| Cost per Click (CPC) | Ad Cost / Clicks | =IFERROR(B2/C2,0) | Calculator |
| Cost per Mille (CPM) | (Ad Cost / Impressions) × 1000 | =IFERROR((B2/C2)*1000,0) | Calculator |
| Lead Conversion Rate | Converted Leads / Total Leads | =IFERROR(B2/C2,0) | Calculator |
| Website Conversion Rate | Website Conversions / Website Visitors | =IFERROR(B2/C2,0) | Calculator |
| Email Open Rate | Emails Opened / Emails Delivered | =IFERROR(B2/C2,0) | Calculator |
| Email Click Rate | Email Clicks / Emails Delivered | =IFERROR(B2/C2,0) | Calculator |
| Bounce Rate | Single-Page Sessions / Total Sessions | =IFERROR(B2/C2,0) | Calculator |
| Impression Share | Impressions Received / Eligible Impressions | =IFERROR(B2/C2,0) | Calculator |
How to use these KPIs
Start with a small set of metrics that connect to decisions. Define each KPI once, document the formula, and reuse the same calculation in Excel, dashboards, and business reports.
Build dashboards faster
Each KPI page includes a plain formula, Excel formula, Power BI DAX measure, calculator, related KPIs, and common mistakes to avoid.