KPIs – The ones you really need to know

KPIs - Mit diesen KPIs verstehst du deine Kund*innen besser und wirst noch erfolgreicher!

With these KPIs you understand your customers better and become even more successful!

There’s probably not a day that goes by where you don’t first of all check your KPIs – in fact, KPI monitoring probably determines a large part of your daily business. Or would you like to kick off and better and more accurately evaluate your goals? How many clicks did the last Instagram Ad have, what were the opening rates of your email and many more. The list is almost endless. It’s not so easy not to lose the overview or, more importantly, not to lose sight of which KPIs are the right ones for your performance goals. This can be different for each product or department, but also for each channel or ad format.
Of course, every marketer should have heard of the basic KPIs. But if you are completely new to this, we have a short definition here.

1. KPIs – a brief explanation of the basic indicators

KPIs, or Key Performance Indicators, are key figures that help to evaluate marketing measures. They show whether and where your budget has been used correctly and whether your set goals, such as more leads or a higher shopping basket value, have been achieved. Correct, well thought-out KPI controlling and KPI management will therefore help you to optimise your marketing performance. The same applies to KPIs that are relevant for sales or project management.
But now to the details. There are basic KPIs that every employee, even in sales, project management or IT, should have heard of.

These key performance indicators include

  • Number of conversions
  • CR (Conversion Rate)
  • CPA (Costs per Conversion)
  • ROI (Return on Investment)

Find out more about how conversion-optimised sliders can help you optimise performance and how to get the most out of them.

Number of conversions

A conversion is generally defined as an action (e.g. a purchase) successfully carried out by customers. The number of conversions – daily, weekly or monthly – is usually the most important KPI to measure the success of your campaigns.

CR (Conversion Rate)

The conversion rate shows you the ratio of conversions and the number of visitors to the website.
Calculation: Conversion Rate = conversion / visitor

Optimising the CR is one of the most effective ways to maximise your conversion rate. However, website and questionnaire optimisation, which increase your conversion rate, require some patience and test, test, test 😉 We have summarised here at a glance what you need to consider when testing & optimising:

CPA (Costs per Action)

Cost per action is one of the most important key figures in KPI monitoring. It tells you how expensive a new lead, customer registration or newsletter subscription was. You consider your advertising costs in relation to the number of conversions. Depending on the data volume and the channels or advertising media used, it makes sense to break down this Key Performance Indicator accordingly.
Calculation: Costs per Action = Advertising costs / Actions
KPI Tipp

Tipp: Depending on your marketing goals, you may have noticed that not all customers are equally valuable to your company. To find out which customers are more valuable to you, we have developed our Lead-Value Feature. Through the integrated tracking in our sliders, learnings are collected, which ensure that you can reach the customers who are better suited to you:

ROI (Return on Investment)

One of the most relevant key figures for your company-wide KPI controlling puts the profit generated in relation to the costs of your marketing measures.
Calculation: Profits generated / Marketing costs.

In any case you should not forget to make the appropriate setups to be able to track the correct data. How to do this and what you have to pay attention to is explained here:

2. Which KPIs for what

Depending on the field of work you should look at different key performance indicators. Enclosed you will find part 1 of the most important KPIs. Part 2 is coming soon.
Let’s start with your website: these are the key performance indicators you should have in mind!


(Unique) Visitors vs. Visits
The (unique) Visitors provide information about how many people visit your website. The number of visits, on the other hand, reflects the number of page views. A visitor can visit your website more than once and thus lead to a higher number of visits.
Page Impressions
These are the visits to individual pages of the website. This is particularly interesting in the field of e-commerce. Once you have a user on your website, you can see how many users have visited it, for example.
Bounce Rate
This KPI indicates how many of your website visits were just a single page view and how many users immediately left your site. This tells you whether your visitors found what they expected.
Rechnung: Website visits (with only 1 page view) / Website visits (total)
Session Duration
The session duration shows you how much time the users have spent on your website from the first visit to the last measurable interaction. Especially in connection with the evaluation of the bounce rate you will quickly see where there is potential for optimisation on your website and you can easily test what makes them stay longer on your website.

If you run an online shop, the products sold are of course the main focus. This leads us straight to the first KPIs. In order to optimise your performance in the long term, always keep an eye on how much it costs you to encourage your customers to buy in advance. Here, too, there are always a number of adjustments to be made.


Turnover is the absolute amount of all goods sold and is probably the most important key performance indicator for you. The more, the better. You might ask yourself why we still list it at all, that’s how essential this KPI is. To find out more about how sustainable & efficient sales-enhancing measures are, you should definitely also take a look at the following KPIs.
Order per Visitor
Indicates the average number of orders per visitor.
Calculation: Number of orders / Number of website visitors
Cost per Order
What were the expenses you had to spend per order. A super important key performance indicator that tells you a lot about the efficiency of your marketing activities and thus shows you possibilities for optimisation.
Calculation: Marketing costs / Number of orders
Cancellation quote
Shows you how many of your orders have been cancelled in a given period. Especially interesting is if and how the quota changes, for example after website adjustments or other marketing measures.
Calculation: Number of cancellations / Number of orders
Return quote
Retouren sind in der Regel einer der größten Kostentreiber (Rücksendekosten und Warenprüfung um nur Beispiele zu nennen). Deswegen solltest du unbedingt im Auge behalten, ob sich diese Quote verändert, wenn du etwas testest oder final änderst.
Rechnung: Returs / Number of orders

How to analyse?

Do you use classic Excel for your KPI monitoring? Of course we use Excel for our daily work and have come to appreciate its consistency and tools. But sometimes this is simply not enough and the desire for a KPI dashboard tailored to individual requirements is understandable.

Especially when it comes to an automated, graphical representation of key performance indicators, the use of a suitable KPI dashboard is more than useful. Here you can find an overview of different dashboards:

In part 2 of our KPI series we present the most important Key Performance Indicators that are particularly relevant for SEA and SEO. So it is worth taking a look!

Lass dich jetzt von uns für deine optimale Lösung zur Neukunden­gewinnung beraten!