Dialog Insider Blog

15 KPIs to measure when doing marketing automation

  • Share   
KPI marketing automatisé

15 KPIs to measure when doing marketing automation

1024 536 Dialog Insight


Launching a marketing automation campaign without having key performance indicators to monitor is probably the worst way to go. It’s all well and good to do marketing automation, but if you do it without analyzing the results, it’s hard to distinguish what works from what does not work.

Following the right KPIs can help you keep track of these things and some indicators are essential for the well-being of your company. However, each KPI must be linked to a well-defined strategy to make sense.


Before you start

When you begin with automation, it is necessary to have a good database to process. It is your data that allows you to explain the ROI of the actions performed by the company. It is also thanks to your data that you will be able to optimize your processes and your communications for the future. So, don’t minimize this important element that is your strategy basis.

There are 4 major families of key indicators to consider in marketing automation that also represent the major steps of a conversion funnel:

  • Acquisition indicators: getting new contacts
  • Engagement indicators: contact interactions with the brand
  • Conversion indicators: actions that advance the contact in the customer journey
  • Retention indicators: contact loyalty

To explain the different possibilities of indicators to monitor in each family, we give you a short summary for each of them:


1. Number of active/inactive contacts

For starters, the number of active contacts tells you how many of your contacts have recently engaged with your brand. On the contrary, inactive contacts are those that have not interacted with your brand for a few weeks or months. You should also think about reactivating or removing them from your database.

The evolution of active contacts for a given period is very interesting to follow because it is the contacts who are most likely to become customers soon.

2. Prospect qualification rate

To follow this idea, it’s important to know how qualified your prospects are. Indeed, there is a big difference between generating leads and qualifying them! To determine this, you will have to measure the number of people who have gone from simple contact to prospect, that is, that perfectly match your target audience. You will also need to measure those who have passed from prospect to potential buyers according to your qualification criteria (see points 8 and 9).


It is important to follow your contacts engagement with your brand. The fact that your contacts are engaged gives you more opportunities to interact with them and therefore more opportunities to get information about them. It can also tell you which messages are most relevant to your audience. Engagement can be measured with several statistics including:

3. Engagement rate

This rate is the total number of campaign-related interactions, for example, clicks, downloads, video viewing, and so on, divided by the total number of engaged contacts.

The problem with this data is that it does not distinguish forms of commitment. Indeed, everyone agrees that a contact who has left a positive recommendation is more valuable than a contact who opened your newsletter. But this calculation, unfortunately, does not evaluate the quality of the commitment.

Another negative point, it does not distinguish negative interactions from the positive ones, such as leaving a negative comment on a product, for example. This rate, however, remains an interesting element to analyze as far as you know its limits and you do not rely only on this data to measure your performance.

4. Click rate (Call-to-action)

The click rate or CTR of calls-to-action tells us a lot about your promise attraction. You calculate it by adding the total number of clicks on your call-to-action, divided by the number of times it was displayed to your recipients.

A bad CTR can mean two things: either the call-to-action is not obvious enough, or it is not attractive enough for your contacts. Check these items and try to improve them to increase this rate.

5. Form fill rate

Forms are one of the best conversion tools! It is because of them that you can know your visitors’ identity. It is calculated by dividing the total number of times your form is filled, divided by the number of times it was displayed. This indicator gives you a good idea of the performance of your form conversions.

The length of your forms can vary your conversion rate but also the quality of the data you will collect. Indeed, a short form will have a higher conversion rate, but the contacts collected will probably be less qualified. On the contrary, a longer form will give you a lower conversion rate, but people who have completed it will be more likely to be more qualified.

Monitor this rate regularly and then adjust the length of your forms to increase the quality of the acquired contacts and the conversion rate.

6. Opening, click and unsubscribe email rate

Your email automation strategy is a big part of the overall automation of a business. It’s an effective way to send personalized communications in a timely manner based on several criteria, such as the contact’s shopping habits, where it is in the sales funnel, its birthday, etc.

It is extremely important to measure these communications as they are major indicators of engagement with the brand.

The opening rate informs you about the relevance of your email subject, the click rate informs you about the relevance of your content and your offer and the unsubscribe rate informs you about your contact interest towards your brand. If you want more information about these three indicators, here is a more complete article on KPIs in email automation.

7. Date of the last update

This data indicates the last interaction your contacts had with your brand. It is therefore complementary to the number of active contacts mentioned in point 1. This KPI tells you a lot about your ability to keep your contacts engaged and then turn it into a customer.


To have a database to run, you need a certain amount of leads. Tracking the number of leads or customers generated will keep your automation strategy running smoothly. To get there, here are the main indicators to look at:

8. Conversion rate: from contacts to prospects

This rate, as well as the following, are the two indicators that make it possible to calculate the prospect qualification rate, which we saw in point 2. This rate lets you know how many contacts you need before having a qualified prospect.

For this rate to work, you should determine in advance what a qualified prospect is for your business. With a precise definition, there will be no mistakes made and all the contacts that will be added to the list of qualified prospects will have their place among them.

9. Conversion rate: from prospects to clients

This rate indicates the number of qualified leads that are needed before finalizing a sale. In general, this measure is taken every quarter, but it depends a lot on your sales cycle. The longer it is, the more you should measure it spread over a long period.

10. Conversion rate by objective

Any marketing automation strategy should be developed around strategic goals. In addition, each sequence has its own purpose, for example, a sequence is intended to obtain the contact email address while another is for a specific purchase. Thus, the conversion rate of each of your sequences according to their purpose will be important to measure in order to determine the relevance.

11. Lead average score

If you have established a lead scoring strategy within your company, the average lead score is a great way to check the overall quality of your generated leads. You simply have to calculate the average scores of each of your contact over a period of time X and you have your average lead score.


12. Cost per prospect

The cost per prospect is actually the amount it costs you to acquire a new prospect. It also informs you about the acquisition cost of a new customer, because they are directly proportional: the higher the cost per prospect, the more the cost of a new customer will be.

This is a fairly simple calculation. Simply add up the expenses of a campaign and divide that amount by the number of leads generated by this campaign. Your goal should be to have a cost per lead as low as possible.

13. Income generated

This indicator is essential to determine if your automated actions have been successful or not. Calculate the revenue generated per campaign for all customers, to give you a better idea of overall performance.

14. Repurchase rate

The re-purchase rate gives you a lot of information about the loyalty of your customers. This directly affects their satisfaction and is therefore essential to automated loyalty campaigns. This rate is the number of people who made more than one purchase in a certain period of time.

15. Marketing automation ROI

The ROI calculation of your marketing automation is calculated like any other ROI: The sum of the revenue generated by the campaign minus the sum of the investments you have put in this campaign. Your ROI happens to be the increase in sales compared to the previous period (eg quarter). Thus, the higher the number of sales generated, the higher your ROI will be.



What is important is to choose the best performance indicators according to the strategy you decide to adopt. Some will make more sense to you while others will be more or less useless. Remember, however, that following too many indicators prevents you from having an enlightened overall vision and not following enough of them limits you in your performance analysis, which will not be complete.

To help you choose which ones to focus on, we’ve made a list of the most useful KPIs for marketing automation:

  • The engagement rate (point 3)
  • Opening and click rate (point 6)
  • Conversion rate (points 8, 9 and 10)
  • Cost per prospect (point 12)
  • The income generated (point 13)

Then, to optimize your organization of tracked KPIs, the best way is to create a dashboard where you can have all the information at hand to make informed marketing decisions. If you do not know where to start, follow this webinar that tells you how to create an effective dashboard in 10 steps!



Finally, having an overview of the best marketing automation KPIs for your business allows you to do a lot of things. Among other things, you will be able to establish the ROI of each marketing action taken and determine what could be improved or not. Keep in mind that not everything is set in stone: your marketing automation campaigns will evolve over the analysis that you will perform, as well as your strategy will change, and for the better!


Leave a Comment


Vous êtes nouveau sur Dialog Insight ?

Cette formation vous apprendra les notions de base afin de pouvoir lancer vos premières campagnes et être efficace rapidement.

Contenu de la formation DÉBUTANT
Débuter avec Dialog Insight Éditer des courriels
Optimiser la livraison de courriels          Segmenter et cibler des contacts (1 de 2)
Gérer les données clients Analyser les résultats d'une campagne
Préparer une campagne  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


Vous êtes responsable des campagnes ?

Ce parcours marketing vous aide à peaufiner vos envois et à optimiser vos résultats.

Contenu de la formation CAMPAGNES
Optimiser la livraison de courriels Personnaliser les contenus
Préparer une campagne Utiliser le marketing social
Gérer une librairie d’images Utiliser les tests A/X
Éditer des courriels Inspecter le rendu et les variantes du message
Envoyer des SMS et notifications mobiles      Analyser les résultats d'une campagne
Segmenter et cibler des contacts (1 de 2)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

1 à 1

Les stratégies de personnalisation vous attirent ?

Découvrez les étapes de mise en place d’un marketing personnalisé et ciblé ainsi que son utilisation en temps réel.

Contenu de la formation 1-à-1
Créer une libraire de contenus Personnaliser selon le cycle d’achat
Développer des campagnes automatisées Segmenter et cibler des contacts (1 de 2)
Créer des scénarios déclenchés par des actions en temps réel (triggers) Segmenter et cibler des contacts (2 de 2)
Personnaliser les contenus Inspecter le rendu et les variantes d'un message
Dynamiser le contenu (ex : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


Vous cherchez à comprendre vos résultats ?

Apprenez à analyser vos résultats, à connaître vos clients et à utiliser l’intelligence d’affaires pour offrir des contenus pertinents.

Contenu de la formation ANALYTIQUE
Identifier les meilleures sources d'acquisition Évaluer le rendement
Suivre les visiteurs sur un site web Sonder la clientèle
Explorer le cycle et les intérêts de la clientèle Utiliser les tests A/X
Définir des règles de scoring et des personas Analyser les résultats d’une campagne

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


Vous avez une boutique en ligne ?

Ce parcours vous aide à offrir une expérience client enrichissante à vos acheteurs et à augmenter vos revenus de ventes.

Contenu de la formation E-COMMERCE
Combiner marketing et E-Commerce Évaluer le rendement
Développer des campagnes automatisées Ajouter des données au profil du client
Personnaliser selon le cycle d’achat Créer une librairie de contenus
Dynamiser le contenu (ex. : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Génération de prospects

La génération de prospects qualifiés est un défi pour vous ?

Utilisez des stratégies web performantes pour acquérir de nouveaux prospects et augmenter vos taux de conversion.

Contenu de la formation GÉNÉRATION DE PROSPECTS
Développer des pages de destination Créer des processus d’affaires intelligents
Faire l’acquisition et la mise à jour de contacts Sonder la clientèle
Ajouter des options interactives aux formulaires Identifier les meilleures sources d’acquisition

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


Vous êtes responsable de l’implantation ?

Ce parcours vous apprendra à configurer la plateforme, à gérer les utilisateurs et à synchroniser vos données.

Contenu de la formation ADMIN
Débuter avec Dialog Insight Personnaliser l’expérience utilisateur
Configurer Courriel, SMS et notifications mobiles Gérer les données clients
Développer un marketing distribué Optimiser la livraison de courriels
Définir les règles de sécurité et d’accès Ajouter des données au profil du client
Synchroniser les systèmes  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation


You are a new Dialog Insight user?

This training course will show you all the basics to get you going quickly and send your first campaigns.

BEGINNER – Training outline
Get started with Dialog Insight Edit emails
Optimize email delivery Segment and target contacts (1 of 2)
Manage client data Analyze campaign results
Prepare a campaign  

Duration: 2.5h
Location: Online or onsite

Enroll me


You are in charge of campaigns?

This training course will help you polish your messages and optimize your results.

CAMPAIGNS – Training outline
Optimize email delivery Personalize content
Prepare a campaign Take advantage of social marketing
Manage an image library Use A/X testing
Edit emails Validate message previews and variants
Send SMS and push notifications Analyze campaign results
Segment and target contacts (1 of 2)  

Duration: 2.5h
Location : Online or onsite

Enroll me

1 to 1

You want to know all there is about personalization?

Discover how to implement a personalized and targeted marketing campaign, and how to use it real-time.

1 TO 1 – Training outline
Create a content library Personalize content based on buying cycle
Develop automated campaigns Segment and target contacts (1 of 2)
Trigger scenarios based on actions Segment and target contacts (2 of 2)
Personalize content Validate message previews and variants
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location : Online or onsite

Enroll me


You are looking for answers in your results?

Learn how to properly analyze your results and better understand your clients in order to offer more appropriate content.

ANALYTICS – Training outline
Find the best acquisition sources Estimate ROI
Track website visitors Get client feedback
Explore client cycles and interests Use A/X testing
Define personas and scoring rules Analyze campaign results

Duration: 2.5h
Location : Online or onsite

Enroll me


You have an online store?

This training course will help you offer buyers the best possible client experience, as well as increase your sales revenue.

E-COMMERCE – Training outline
Combine marketing and E-Commerce Estimate ROI
Develop automated campaigns Add data to client profiles
Personalize content based on buying cycle Create a content library
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location: Online or onsite

Enroll me

Lead Gen

Generating qualified leads is your everyday challenge?

Use efficient web strategies to acquire new leads and increase your conversion rate.

LEAD GENERATION – Training outline
Develop landing pages Create intelligent business workflows
Acquire and update contacts Get client feedback
Add interactive options to forms Find the best acquisition sources

Duration: 2.5h
Location: Online or onsite

Enroll me


You are responsible for implementation?

This training course will teach you how to configure the platform, manage users and synchronize data.

ADMIN – Training outline
Get started with Dialog Insight Personalize user experience
Configure emails, SMS and push notifications Manage client data
Develop distributed marketing Optimize email delivery
Define access and security rules Add data to client profiles
Synchronize systems  

Duration: 2.5h
Location: Online or onsite

Enroll me