Content Marketing KPIs You Should Be Tracking

Marketara
Marketara Aug 20, 2025

Creating and sharing content is just one part of a strategy. The other half is knowing whether it’s working. Without the right metrics, it’s easy to fall into the trap of publishing content without knowing if it’s actually doing anything for your business.

As a digital marketing company, we often see businesses invest time and resources into blogs, videos, and social media without tracking performance in a meaningful way. Knowing what to measure helps you focus your content efforts where they count and adjust when things aren’t landing.

Below are the essential key performance indicators (KPIs) you should be monitoring to understand how well your content is doing and how it contributes to larger goals like traffic, leads, and conversions.

Website Traffic

One of the first signs your content is gaining traction is an increase in site visitors. Tracking total traffic to your website helps you understand whether your efforts are drawing people in. Look at overall traffic, but also break it down further:

  • Organic traffic from search engines
  • Referral traffic from other websites
  • Direct traffic from people typing your URL
  • Social traffic from platforms like Facebook or LinkedIn

Knowing which sources perform best helps you invest your time in the right channels. It also reveals how well your content ranks in search and how engaging it is across social platforms.

Time on Page and Bounce Rate

Getting someone to click on your content is great, but what they do next matters even more. Two important metrics to look at here are average time on page and bounce rate.

If users stay on your page for just a few seconds before leaving, your content might not be relevant to what they were expecting. On the other hand, if they spend several minutes on the page, it’s a good sign that your message is holding their attention.

Bounce rate tells you what percentage of visitors leave after viewing just one page. High bounce rates don’t always mean something is wrong, but paired with low time on page, it may point to a disconnect between your content and your audience.

Pages per Session

This metric shows how many pages someone visits during a single session. If users come for one blog post and then explore other parts of your site—such as service pages or additional content—that’s a positive sign.

It shows that your content encourages deeper engagement and that you’ve created pathways for users to keep moving through your site. You can improve this by including clear calls-to-action (CTAs) or internal links that guide the visitor to related information.

Keyword Rankings

Content and SEO go hand in hand. Tracking where your pages rank for targeted keywords helps you understand whether your search strategy is working.

You don’t need to rank number one for every keyword, but consistent improvements over time show that your content is becoming more visible. Monitor primary and secondary keyword movements to get a sense of what topics are resonating and what needs more work.

Click-Through Rate (CTR)

If you’re promoting content through search engines or email, your click-through rate is an important KPI. It measures how often people click on your content link after seeing it.

For organic search, a high CTR means your title and meta description are doing their job. For emails or paid ads, it shows your message and offer are compelling enough to prompt action.

Low CTRs can indicate that your headline, copy, or call-to-action needs refinement. A few adjustments can make a big difference.

Lead Generation

Content isn’t just about driving traffic—it’s also about converting that traffic into something meaningful. Whether you’re using blog posts, ebooks, or webinars, you should track how many leads your content brings in.

This can include:

  • Email sign-ups
  • Contact form submissions
  • Free trial requests
  • Content downloads

Tie each piece of content to a clear goal so you know whether it’s helping move users through the funnel.

Conversion Rate

Beyond generating leads, you need to know whether your content is helping close the deal. That’s where conversion rate comes in.

For example, if your blog brings in 1,000 visitors but only 10 become customers, your conversion rate is 1%. Depending on your industry, that might be good—or it might need improvement.

Look at which types of content convert best. Is it long-form articles? Video explainers? Product tutorials? Let the data guide what you continue producing.

Engagement on Social Media

Your content should also be measured by how it performs on social platforms. Likes, shares, comments, and saves help you understand what your audience values.

High engagement often leads to greater visibility, which can drive more traffic to your site. Watch not only how many people interact but what kind of feedback you’re getting. Is your message clear? Are people tagging friends or asking questions?

Tracking these reactions can shape future posts and help you fine-tune your tone or topics.

Return on Content Investment

Finally, you should consider the return on investment (ROI) of your content efforts. This means comparing what you spent—time, tools, or freelance fees—against what you earned from the content in terms of traffic, leads, and sales.

ROI is harder to calculate than some of the other metrics, but it’s one of the most important. If you’re consistently creating content that costs more than it delivers, it’s time to rethink your strategy.

Content marketing should support your business goals. That only happens when you track both performance and value.

Making the Metrics Work for You

Not every piece of content will hit all the KPIs listed above. Some will drive traffic but not many leads. Others may convert well but attract a smaller audience.

The goal is to use these metrics as a guide, not a scorecard. Over time, they can help you refine your strategy, create better content, and reach the right people.

Even small changes—like tweaking a title or adding a CTA—can make a big difference. But you won’t know what needs improvement unless you’re tracking the right indicators.

Conclusion

Content marketing works best when you can measure what matters. Focusing on the right KPIs helps you move from guessing to knowing. You’ll spot what resonates with your audience and where to double down.

If you want help setting up a plan to track and improve your content efforts, speak to a digital marketing expert that understands the full picture. With the right team, your content can do more than just fill a page—it can help grow your business.

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