Client-Focused KPIs

Client Retention Rate: Percentage of clients who continue working with you over time. High retention signals strong relationships.

Client Satisfaction (CSAT): Surveys to gauge client happiness with campaign outcomes, communication, and overall service.

Net Promoter Score (NPS): Measures client loyalty and likelihood of recommending your agency.

Client Lifetime Value (CLV): Projected revenue generated from one client throughout the entirety of your relationship.

Campaign Performance KPIs

Return on Ad Spend (ROAS): Amount of revenue generated for every dollar spent on advertising. Helps measure campaign profitability.

Cost per Lead (CPL): Cost to acquire a qualified lead through marketing efforts. Tracks lead generation efficiency.

Cost per Acquisition (CPA): Cost to acquire a new paying customer through marketing campaigns.

Lead Conversion Rate: Percentage of leads that convert into paying clients. Indicates marketing and sales alignment effectiveness.

Click-Through Rate (CTR): Percentage of people who click on an ad after seeing it. Shows the ad’s ability to attract attention.

Reach: Number of people exposed to your ad or marketing message. Shows campaign awareness.

Engagement: Likes, comments, shares on social media ads. Measures audience response.

Financial KPIs

Revenue Growth: Percentage change in revenue over time. Are you growing the agency?

Gross Profit Margin: Percentage of revenue remaining after direct costs of services (salaries, production, etc.).

Net Profit Margin: Percentage of revenue remaining after all expenses are accounted for. Measures overall profitability.

Agency Utilization Rate: Percentage of billable hours vs. total available hours. Maximizing utilization is crucial.

Sales and Growth KPIs

New Clients Acquired: Number of new clients in a given period. Tracks growth of your customer base.

Sales Pipeline Value: Total value of potential sales opportunities. Helps project future revenue.

Win-Rate: Percentage of sales proposals that turn into closed deals. Indicates sales process effectiveness.

Marketing ROI: Return on investment from various marketing initiatives. Identifies effective strategies.

Operational KPIs

Project Profitability: Profit margin per project. Helps understand your most profitable services.

On-Time Project Delivery: Percentage of projects completed within agreed-upon timelines. Client confidence depends on reliability.

Employee Satisfaction: Track employee morale and engagement, as this impacts overall service quality.