In this blog we will cover
How to Track KPIs Like a Wizard - The Advanced Metrics You Should Be Paying Attention To
Ah, Key Performance Indicators (KPIs) — the lifeblood of modern marketing. If you’re not tracking them, you’re flying blind.
But if you’re only looking at basic metrics like traffic and leads, you’re barely scratching the surface.
What if you could wield advanced metrics like a wizard, knowing exactly where your campaigns succeed, where they falter, and how to cast the right spells to improve your results?
Let’s dive into the mystical world of EPL, ECPNV, New Visit Percentages, CTR, and other arcane metrics.
We’ll cover what they are, how to track them, and how to know if you’re doing a good job.
By the end, you'll have the tools to transform your marketing efforts from guesswork into a finely-tuned strategy.
In this blog we will cover:
Earnings Per Lead (EPL)
Earnings Per Click (EPC)
Effective Cost Per New Visitor (ECPNV)
Click-Through Rate (CTR)
TOF, MOF, and BOF ROI
In this blog we will cover
How to Track KPIs Like a Wizard - The Advanced Metrics You Should Be Paying Attention To
Ah, Key Performance Indicators (KPIs) — the lifeblood of modern marketing. If you’re not tracking them, you’re flying blind.
But if you’re only looking at basic metrics like traffic and leads, you’re barely scratching the surface.
What if you could wield advanced metrics like a wizard, knowing exactly where your campaigns succeed, where they falter, and how to cast the right spells to improve your results?
Let’s dive into the mystical world of EPL, ECPNV, New Visit Percentages, CTR, and other arcane metrics.
We’ll cover what they are, how to track them, and how to know if you’re doing a good job.
By the end, you'll have the tools to transform your marketing efforts from guesswork into a finely-tuned strategy.
In this blog we will cover:
Earnings Per Lead (EPL)
Earnings Per Click (EPC)
Effective Cost Per New Visitor (ECPNV)
Click-Through Rate (CTR)
TOF, MOF, and BOF ROI
Earnings Per Lead (EPL)
What It Is
Earnings Per Lead (EPL) measures how much revenue you generate for each lead you acquire. It’s the magic spell that reveals whether your leads are actually worth what you’re paying for them.
This metric helps you understand the monetary value of each lead in your sales funnel.
Formula:
Why It Matters
Helps you evaluate the quality of your leads and the efficiency of your lead generation campaigns.
Tells you whether your lead generation costs are justified or if you're overspending.
Enables better budgeting and resource allocation for future campaigns.
What’s a Good EPL?
For B2B, aim for \£50-\£100 per lead, depending on the industry and product value.
For B2C, aim for \£10-\£20 per lead (depending on your niche and average order value).
Wizard Tip
If your EPL is lower than your Cost Per Lead (CPL), your campaign needs optimisation.
Increase the quality of leads by refining your targeting or improve your conversion rate through better nurturing strategies.
Earnings Per Click (EPC)
Earnings Per Click (EPC) measures the revenue generated per click on your ads, emails, or content links.
This metric shows how valuable each click is and helps you gauge the effectiveness of your click-based campaigns.
Formula:
Why It Matters
Shows how effectively clicks are converting into revenue and whether your traffic is high-quality.
Helps optimise ad spend and content performance by focusing on the sources that generate the most revenue.Allows you to compare the performance of different campaigns or traffic sources.
What’s a Good EPC?
For Facebook Ads, an EPC of \£0.50-\£2.00 is solid, depending on the audience and product.For Google Ads, aim for \£1.00-\£4.00 per click, especially in competitive niches.
Wizard Tip
A low EPC means it’s time to sharpen your copy, visuals, or landing page. Ensure your offers are aligned with your audience’s intent and consider adding urgency or social proof to boost conversions.
Estimated Cost Per New Visitor (ECPNV)
What It Is
Effective Cost Per New Visitor (ECPNV) measures the cost of acquiring a new visitor through your campaigns.
This metric helps you understand the efficiency of your efforts in driving fresh traffic to your site.
Formula:
Why It Matters
Helps you understand the efficiency of your campaigns in driving new traffic rather than just returning visitors.
Essential for growth-focused marketing, especially if you're looking to expand your audience base.
Provides insights into which channels are most cost-effective for attracting new visitors.
What’s a Good ECPNV?
For paid ads, aim for £1-£5 per new visitor, depending on the industry and competition. For organic campaigns, your ECPNV is effectively your content production cost divided by new visitors gained.
Wizard Tip
If your ECPNV is too high, refine your targeting criteria.
Focus on high-intent audiences who are more likely to convert, and explore new acquisition channels that might offer a lower cost per visitor.
Click-Through Rate (CTR)
What It Is
Click-Through Rate (CTR) shows the percentage of people who clicked on your ad or link after seeing it. It measures how enticing your headline, creative, or call-to-action is to your audience.
Formula:
Why It Matters
A high CTR means your messaging, creative, and targeting are compelling and relevant to your audience.
Essential for diagnosing ad performance and understanding user engagement with your content.High CTRs can reduce your cost-per-click (CPC) in paid campaigns by improving ad relevance scores.
What’s a Good CTR?
Facebook Ads:
1-2% is typical, but higher is always better.Google Search Ads: 3-5% is a solid benchmark, depending on the keyword competition.
Email Campaigns:
2-3% is a healthy CTR for most industries.
Wizard Tip
If your CTR is low, test new headlines, images, and call-to-action buttons.
Use A/B testing to identify which combinations resonate best with your audience, and consider segmenting your audience for more personalized messaging.
Using TOF, MOF, and BOF
What They Are
TOF (Top of Funnel):
Visitors who are discovering your brand for the first time.
They may have engaged with an ad, read a blog post, or watched a video but haven’t yet shown intent to buy.
MOF (Middle of Funnel):
Leads who have interacted with your brand and are considering their options.
They may have downloaded a lead magnet, signed up for a webinar, or engaged with nurturing emails.
BOF (Bottom of Funnel):
Prospects who are ready to make a purchase. They have engaged deeply, perhaps by requesting a demo, viewing pricing pages, or adding products to their cart.
Why They Matter
Aligning your content and campaigns with the funnel stage ensures you deliver the right message at the right time.
Helps you optimise your ad spend by targeting users with relevant content based on their buyer’s journey.
Evaluating TOF, MOF, and BOF ROI
Top of Funnel (TOF) ROI
Metrics to Track:
New Visitors, ECPNV, CTR, Brand Awareness Metrics.
Action:
If TOF ROI is high, your campaign is effectively feeding conversions downstream—keep investing in it.
If ROI is low, refine your targeting or messaging to attract the right audience.
Middle of Funnel (MOF) ROI
Metrics to Track:
Lead Conversion Rate, Earnings Per Lead (EPL), Engagement Metrics (downloads, webinar sign-ups).
Action:
If MOF ROI is high, your nurturing content is working—consider automating parts of your workflow to scale.
If ROI is low, revisit your lead magnets, email sequences, and content offers.
Bottom of Funnel (BOF) ROI
Metrics to Track:
Conversion Rate (CVR), Cost Per Acquisition (CPA), Revenue Generated.
Action:
If BOF ROI is high, your conversion tactics are solid—double down on successful offers and retargeting.
If ROI is low, improve landing pages, reduce friction in the buying process, and strengthen your CTAs.
Tracking KPI's Conclusion
Mastering KPIs is about more than just collecting data; it’s about understanding the story behind the numbers and knowing how to act on them.
By tracking advanced metrics like EPL, EPC, ECPNV, and CTR, you can gain deep insights into your marketing performance and identify exactly where to optimise.
Understanding how TOF, MOF, and BOF work together allows you to create a seamless customer journey.
If your Top of Funnel campaigns are driving awareness and feeding high-quality leads into the Middle and Bottom of Funnel stages, you’re on the path to marketing mastery.
Evaluating the ROI at each stage ensures you’re not wasting effort and budget but instead investing where it matters most.
When your metrics align, your campaigns become more predictable, scalable, and successful.
Like a true wizard, you’ll be able to conjure consistent results, transforming your marketing strategy into a powerful engine for growth.
So, sharpen your wand, refine your spells, and let these KPIs guide your path to marketing success.
Ready to wield your data like a wizard? Start tracking, optimising, and watch your campaigns work their magic!
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