Main metrics and KPIs in digital media explained

In digital marketing, everything can be measured: clicks, views, conversions, time, money. But not all metrics have the same value.

Metrics or KPIs? Let's understand the difference

🔹 Metrics are the data that platforms generate automatically. They are the "raw" numbers: clicks, visits, impressions, bounces.
🔹 KPIs (Key Performance Indicators) are the key metrics that are directly aligned with your strategic objectives. They are not just numbers: they are signals of whether your strategy is working.

In other words: metrics describe what is happening; KPIs tell you whether you are achieving what you want.

📊 Example: you can have 10,000 visits to an online store (metric), but if only 20 people bought, your KPI -conversion rate- needs optimization.

According to Analytics Vidhya (2024), KPIs enable the translation of data into actionable decisions aligned with business goals.

A great truth: digital media offer data in real time

This is the big differentiator. While traditional media (such as TV, radio or print) offer limited or estimated data (when available), digital media show you what is happening right now: how many people saw your ad, from where, what they did next, whether they bought or not.

With this you can:

  • Detect and pause non-performing campaigns.

  • Increase investment in ads that convert.

  • Adjust creatives, audiences or locations in a matter of hours.

This translates into efficiency, accuracy and savings that no traditional media can match.

"In digital marketing, data doesn't just exist...it responds in real time." - Adapted from Clive Humby

Main metrics and KPIs in digital media

Here is a robust list, organized by category, of the most important metrics for modern digital campaigns.

🧩 A. Digital campaigns.

  1. Impressions
    How many times your ad was shown. Ideal for measuring reach, but not necessarily effectiveness.

  2. CTR (Click-Through Rate)
    Percentage of clicks over total impressions. Important KPI to evaluate relevance.

  3. Frequency
    How many times on average a person sees your ad. Too low, no impact. Too high, it can generate rejection.

  4. Cost Per Thousand Impressions (CPM)
    How much does it cost for your ad to be shown 1,000 times. Useful metric for branding and awareness.

  5. Cost per Click (CPC)
    How much you pay per click. An essential KPI to measure campaign efficiency.

  6. Conversion Rate
    Percentage of people who complete a key action (purchase, lead, subscription). KPI par excellence.

  7. Bounce Rate
    How many people leave your website after viewing only one page. High rate = poor UX or poorly targeted ad.

🛒 B. Online sales and lead generation

  1. CPA (Cost per Acquisition)
    How much it costs you to convert a customer or lead. Critical KPI for performance.

  2. ROAS (Return on Ad Spend)
    How much you earn for every dollar invested in ads. Direct KPI for return.

  3. Average Order Value (AOV)
    How much a shopper spends on average. Helps to define prices, packages and offers.

  4. Abandoned carts
    Percentage of people who initiate a purchase but do not complete it. High abandonment requires review of the process.

🌐 C. Website and digital behavior.

  1. Site traffic (unique and total visits)
    Number of people visiting your website. Base metric of online presence.

  2. Average session duration
    Time spent on your website. Indicates level of interest or relevant content.

  3. Pages per session
    How many pages are visited on average. Measures browsing and navigation.

  4. Conversions by channel
    Which channel (organic, social, paid, email) generates more results? Key KPIs to optimize resources.

Why does this matter so much?

Because measuring well allows you to:

Correct campaigns before they lose budget.
Make decisions based on actual behavior, not assumptions.
✅ Justify your investment with hard data and verifiable returns.
✅ Win time, budget and results.

Closing: measure, optimize, transform

At Alterno Agency we have been measuring results in digital media for more than 15 years. We know that without metrics, you're blind. And without KPIs, you're aimless. We have worked with hundreds of campaigns a year for clients from different industries in Puerto Rico and abroad. And one thing is clear: modern marketing is inseparable from measurement.

📍 Transform your brand with Alterno.
Let us help you understand, measure and improve your strategy with real data. Connect with us today.

Reference sources and recommended reading:

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