Introduction

Talking about brand metrics can feel like wading through a sea of acronyms: KPIs. ROIs. CPC. SEO. The list goes on.

With all this alphabet soup, it helps to have a guide – that’s why we’ve put together this cheat sheet to help you stay on top of a few key metrics for measuring your brand’s success!

10 Key Metrics to Track

  • Return On Investment (ROI) – Perhaps the most frequently used metric, ROI refers to the financial returns generated by your brand’s marketing efforts. It can be calculated as: 
    • ROI = (Net Profit/ Total Campaign Cost) x 100
    • This metric helps you evaluate which strategies deliver the greatest value by stacking them against their total costs.
  • Key Performance Indicators (KPIs) – KPIs have to do with measurable targets that reflect your brand’s progress toward specific objectives. They serve as benchmarks, helping your business identify which performance metrics signal success and guide strategic decision-making.
  • Branded search volumes – This number simply shows how many times your brand has been searched for on a search engine within a specific time frame. This metric provides insight into your brand’s visibility and awareness among users. You can track this using Google AdWords.
  • Branded name mentions – A “brand mention” occurs anytime someone mentions your brand online. This can be tracked easily by setting a Google Alert for your brand name. By keeping tabs on what people are saying about your brand, you can gauge public sentiment, helping you identify when things are going well or when you may need to address concerns from unhappy customers.
  • Brand awareness – Brand awareness measures how familiar your audience is with your brand. This core metric is crucial for building a strong presence in the market—after all, consumers can’t purchase your products if they don’t know your brand exists. A higher level of brand awareness often leads to greater customer trust and loyalty over time.
  • Share of voice – This metric tracks how your brand stacks up against competitors in your channel. It’s usually shown as a percentage and can be applied to stats like social media mentions, website and keyword traffic, and various marketing channels. Higher percentages indicate a leading brand in a given category. You can calculate SOV as:
    • SOV = (Brand’s Mentions/Total Market Mentions) x 100
  • Cost Per Click (CPC) – How much are you paying each time someone clicks on your online advertisement? A “good” CPC varies by industry, but ideally, CPC should be lower than the revenue generated from your advertising efforts. You can calculate CPC using the formula:
    • CPC = Total Advertising Cost/Number of Clicks Generated
  • Social media metrics – Social media metrics are more than just likes and comments! Everything from brand mentions and referral traffic to click-through rates impacts the value you’re getting from your social media presence. 
    • In a 2023 Sprout survey of social marketers, they found that follower growth, customer satisfaction, engagement, and overall reach of social media content were weighed much more heavily than the previous year—indicating a shift toward deeper, more meaningful interactions and long-term relationship-building with audiences rather than focusing solely on vanity metrics.
  • SEO metrics – Search Engine Optimization (SEO) is the process of optimizing your brand’s visibility on search engines like Google through unpaid, or “organic,” rankings. By implementing SEO strategies, the goal is to rank higher in search results when consumers are searching for topics, products, or services related to your brand.
    • Tracking SEO metrics helps you assess whether your strategies are effective. These include total clicks, organic traffic, bounce rate, and dwell time.
    • Total clicks: The number of times users click on your site from search engine results.
    • Organic traffic: The amount of traffic coming to your website from unpaid search results.
    • Bounce rate: The percentage of visitors who leave your site after viewing only one page without engaging further. A high bounce rate can indicate that users aren’t finding what they expected, or that your content or site experience needs improvement.
    • Dwell time: The length of time a visitor spends on a page before returning to the search results. Longer dwell time generally indicates that users find your content valuable and relevant.
    • By analyzing these metrics, you can refine your SEO efforts, improve your site’s content, and ultimately increase your brand’s presence in search engine results.
  • Customer Lifetime Value (CLV) – This metric estimates the total revenue your brand generated from a customer over the course of your relationship. It can help your business decide how much to invest in acquiring new customers by taking long-term value into account, instead of just immediate sales.
    • CLV can be calculated with:
    • CLV=(Average Purchase Value)×(Purchase Frequency)×(Customer Lifespan)

Conclusion

Building a successful brand requires constant attention and adaptation. By tracking and analyzing key metrics, you can ensure that your strategies are driving meaningful results. These metrics offer valuable insights into how well your brand is performing and where improvements can be made. 

Remember, staying in tune with your audience and the competitive landscape is essential for maintaining a strong brand presence. If you’re ready to take your brand to the next level, don’t hesitate to reach out to us here at Revel —success is just a few strategic moves away.