The trick in choosing KPIs that accurately measure marketing performance is to select determinants that impact your company goals. Often, those factors align with some type of conversion, whether it be a white paper download, a completed contact form, or purchase. These metrics are easy to quantify and clearly contribute to sales targets.
You can also measure marketing success by tracking a “leading indicator.” This kind of KPI can help you understand the preliminary impact of your marketing efforts if you’ve yet to see significant customer activity. For example, if you recently launched a new corporate website but are still not seeing form fills, a leading indicator may be the duration of time customers spend on the site. You could track the number of customers that spend at least two minutes perusing your site as a KPI to gauge if your efforts are working.