8 Marketing Service Metrics You Should Know

Take Charge of Your Digital Marketing Service Reporting and Start Making Data-Driven Decisions

Whether you’re outsourcing to an agency or managing efforts in-house, understanding marketing service metrics unlocks your ability to measure success and create momentum for future growth.

With so many different digital marketing services available today — like search engine optimization (SEO), email, web content, and social media management — it can feel overwhelming knowing which metrics are worth tracking and where to find them.

Our experts can break down the most important metrics to monitor across various marketing services, so you can spend less time guessing and more time growing.

1. Website Traffic (All Digital Marketing Services)

Let’s start with a basic but essential marketing service metric: website traffic. Regardless of if you’re investing in content marketing services, SEO marketing services, or email marketing campaigns, all digital roads lead to your website.

Use these metrics to gauge website traffic:

• Sessions: Total number of visits (even repeat ones matter)
• Users: Unique visitors to your site
• Pageviews: Total number of pages viewed
• Bounce rate: Percentage of visitors who leave without taking action

These numbers tell you how well your marketing efforts are driving awareness and interest in your messaging.

2. Keyword Rankings (SEO Marketing Services)

If you want your business to be found online through search engines, SEO marketing services are a must-have. Avoid the mistake of obsessing over the top spot. Instead, track how your target keywords are trending over time for real insight into your SEO performance.

Consider these metrics when evaluating SEO performance:

• Average position for target keywords
• Number of keywords ranking in the top 3, 10, or 100
• Click-through rate (CTR) from search engine results
• Organic traffic growth over time

Improving these numbers indicates stronger visibility and better alignment with what your audience is searching for. And being in-tune with your audience is key to providing them with what they need.

3. Engagement Rates (Social Media Marketing Services)

Likes and followers are only part of the story when you’re paying for social media marketing services. Engagement — how people interact with your content — is where the real value of social media lies.

Pay attention to these social media metrics:

• Likes, comments, and shares per post
• Engagement rate (interactions ÷ total followers or impressions)
• Video views or completion rates
• Follower growth rate over time

High engagement signals strong content and healthy relationships with your audience.

4. Click-Through Rate (All Paid and Organic Services)

Click-through rate (CTR) shows how often people click on your content, ads, or links after seeing them. This metric applies across nearly all digital marketing services, including email marketing services, SEO, and paid media.

Use these formulas to calculate CTR:

• Email CTR: Clicks ÷ number of delivered emails
• Search CTR: Clicks ÷ number of impressions on search engines
• Ad CTR: Clicks ÷ total ad views

A low CTR usually means your message or call-to-action (CTA) isn’t hitting the mark, while a high CTR indicates compelling content and clear next steps. This is a great way of measuring the effectiveness of your content across the board.

5. Conversion Rate (Content, SEO, Email, and Social)

Conversion rates are the ultimate test of whether your marketing services are driving business goals. Conversions can include anything from online form submissions to purchases. It’s essential to have a clear understanding of what a conversion is for your business (and then it’s essential to follow-up on those conversions!).

Use these metrics to track and measure conversion rates:

• Leads generated from landing pages, forms, or CTAs
• Sales completed from various digital touchpoints
• Email signups, downloads, or demo requests

If you’re using content marketing services or email marketing services, strong conversion rates suggest your messaging and targeting are effective. You’re finding the right audience and they’re liking what you’re putting out there. It’s a win-win situation.

6. Email Open Rates (Email Marketing Services)

For those investing in email marketing services, open rate is a foundational metric. While open rates can be affected by many variables (including subject line and sender name), they provide a valuable signal about how well your email resonates.

These rates become a stronger signal than ever with email platforms regularly making changes to privacy settings in attempts to stop users from being inundated with spam mail. If your messaging is getting through, that’s a great sign.

Use these metrics when evaluating email marketing performance:

• Open rate: Opens ÷ delivered emails
• Unsubscribe rate: The percentage of people that request to be removed from your email list
• Bounce rate: The percentage of undeliverable emails

Don’t just aim for high open rates; focus on creating relevant and valuable content that earns clicks and keeps readers coming back.

7. Cost per Acquisition (All Paid or Managed Services)

When you invest in marketing services, you should know exactly what you’re paying to gain a new customer or lead. These metrics paint an unvarnished portrait of whether or not your marketing services are working for your business.

Key metrics to track:

• Cost per lead
• Cost per acquisition
• Return on ad spend, if you’re running paid ads

Knowing your cost per acquisition helps you budget effectively and decide when to double down versus when to pull back on spending.

8. Time on Page and Scroll Depth (Content Marketing Services)

It’s one thing to get traffic coming to your website. It’s another to keep people interested. If you’re using content marketing services, these metrics can help you understand how people are engaging with your content.

Key metrics to track:

• Average time on page
• Scroll depth, or how far down people get on a page
• Exit rate, or when people leave your site and from where

These metrics can help you refine your content strategy while creating pieces that hold attention and drive action.

Keep an Eye on Your Marketing Services

Yes, there are a lot of numbers out there related to your marketing services, but knowing the most important metrics to track keeps you focused on your business. Using these insights, you can align your metrics with your marketing goals, whether that’s increasing brand visibility, generating leads, or closing more sales.

If you’re exploring SEO marketing services, investing in social media marketing services, or optimizing your email marketing services, tracking the right metrics ensures your strategy is grounded in results — not just assumptions and gut feelings.

Need help evaluating your current efforts? A reputable marketing service provider can walk you through these benchmarks, analyze what’s working, and create a roadmap for smarter growth.