Driving Forward > Digital Marketing Blog

6 Google Analytics KPIs CMOs Should Track


As a CMO, you will receive daily, weekly, or monthly reports from your marketing teams with a lot of KPIs and metrics; however, you need to break through the clutter and understand the 6 important Google Analytics KPIs you need to watch to ensure online marketing campaigns perform well.

1. Conversions

Using Google Analytics, you can track and report on several conversion metrics based on your goals: Revenue, Asset Downloads, Email Subscribes, Form Fills, Request a Demo, ect. Although you may track conversions in your CRM, setting up goals in Google Analytics allows you to correlate user behavior on your website with conversions, as well.

Tip: Make your reports more understandable and actionable by segmenting your goals by product category, subfolder, or individual page, instead of reporting on the total.

Example KPI (Revenue)

If you have eCommerce tracking, have your team analyze your revenue tracking in Google Analytics and create a relationship between revenue and another KPI (e.g., conversion rate) to understand the full picture.

You can analyze Product Revenue by: Product, SKU, Product Category, and Product Brand in Google Analytics.

If you cannot track revenue in Google Analytics (e.g., B2B SaaS signups), assign a monetary value to each of your tracked goals.

  • How much would you pay for a qualified sales lead to complete a form?
  • Download a whitepaper?
  • Watch a Webinar?

Another way to measure revenue is to prioritize each goal as a monetary value (on a scale of $1-$3, with $3 the most important goal).

2. Conversion Rate

Record the conversion rate as well as your industry’s conversion rate at the start of your campaigns to benchmark success. Knowing the conversion rate for each stage of your customer journey allows you to adjust your overall strategy and help your team optimize for conversions more efficiently.


3. Average Order Value

Average Order Value (AOV) = Revenue/ Number of Order

Use the eCommerce section in Google Analytics to find the Average Order Value (AOV) of your products to adjust your paid, organic, social, or email campaigns.

Tip: Use Google Analytics segments to analyze the Average Order Value (AOV) by New Visitor, Returning Visitor, etc.



4. Media Equivalent Value

Average CPC x Organic Visits

(Via Google Search Console and Google Ads in Google Analytics)

Media Equivalent Value calculates how much more paid search budget you would need if you had not already received organic traffic from strong keyword rankings.

Step #1: Choose the organic traffic date range and record the total.

Step #2: Ask your team to navigate to Acquisition > Google Ads, to find the average cost-per-click (CPC) of your paid search campaigns for the same date range.

5. Organic Traffic Percentage

Ask for a trendline on how your organic traffic is performing compared to other marketing channels to truly understand the importance of organic search. This insight will also help you find any red flags in your inbound campaigns and lead gen activities as well as measure brand awareness.

6. Behavioral

Find out if your campaigns need adjustments by analyzing the behavioral metrics— Bounce Rate, Pages per Session, Average Session Duration—of your Homepage, Product/Solutions Pages, Blog Posts, Media Assets, etc.



Download our CMO Dashboard to get started with analyzing these six KPIs in one view.


Boston SEO

Overdrive Releases The 2020 Search Marketing Map


Search marketing is an essential digital marketing component that continues to evolve every year. As marketers, it’s clear that increasing your contents’ visibility and having it rank highly in the search engine results pages (SERPs) is important. Luckily, we have an updated version of our Search Marketing Map that includes the resources that will help…

Read the full article

Boston SEO

Overdrive Interactive is Hiring SEO Analysts!


Overdrive Interactive, a Boston-based digital agency, is seeking candidates for our SEO Analyst and Senior SEO Analyst positions! Candidates interested in applying to Overdrive will have the opportunity to work in a dynamic environment providing some of the world’s leading companies with cutting edge marketing programs they need to grow and succeed. Are you interested…

Read the full article

Contact Us

Schedule a presentation. Tell us about your marketing goals. Find our offices. Or, just say hello. We would love to hear from you!

Contact Us   


Marketing Minute Video: The Power of – And Then What?

Episode 4 The Power of "And Then What?"

Learn how all elements of digital marketing work together.

Get Access!   


Artificial Intelligence Marketing Map

Learn to navigate the ever-changing landscape of Artificial Intelligence Marketing.

Get Access!   


Social Media Map

Explore the evolving social media marketing landscape. Live links to more than 390 sites, apps, and tools broken down into 25 categories.

Get Access!   
Dev Tool:

Request: 6-google-analytics-kpis-cmos-should-track
Matched Rewrite Rule: ([^/]+)(?:/([0-9]+))?/?$
Matched Rewrite Query: name=6-google-analytics-kpis-cmos-should-track&page=
Loaded Template: single.php