If you are putting time into online marketing, you want to see if it is getting results. Just as you would with advertising in the newspaper or on TV.

Online it is much easier to see the results than offline, but a lot of people focus on the wrong things to measure.

One of those are the amount of likes. I wrote earlier that 00 fans can be more valuable than 3000. So measuring fans on Facebook, followers on Twitter or Pinterest isn’t the best way to see if you are actually achieving your goals.


In marketing you have something called ‘key performance indicators’. These are measurable items that are important for your goals.

It can be for a specific part of your business or your business in general.

The most important thing is that they actually say something about your business and the way you are heading.

So the goal has to be SMART: Specific, Measurable, Attainable, Relevant and Time-bound.

So ‘I’d like more likes’ isn’t right. It’s not specific, it might be kinda measurable, you have no idea if you have attained it (or should be happy with just 1 more like), it’s not that relevant and it has no time limit.

Below are some examples that will help you decide which KPIs are right for you.

What you could be measuring

  • 10% growth of Facebook likes after 6 months
    I thought it would be good to start with a Facebook fan KPI that is relevant. If you just started your Facebookpage growth is important. It shows you are doing something right on the page, people like your product, etc. It is not about the end amount, but in the right stage of building up your Facebook community it is all about growth.
  • In 3 months 15% of new visitors to my website signs up for my newsletter
    Newsletters are still one of the best ways to sell product. People get your updates regularly and have time to see your expertise and to decide to buy your services. With Google Analytics you can see how many of your new visitors do sign up for the newsletter.
  • Over the next month 100 people will download the new e-book I got up
    Downloads are a great way to see if people engage with your content.
  • In the next year 300 people will ask for a personal offer for my services
    Though there are other options than sales leads it can still be a great KPI.