Marketing Metrics – Page 9

A Marketing Qualified Lead (MQL) represents a prospect who has demonstrated sufficient engagement and intent to warrant sales attention, based on criteria established collaboratively between marketing and sales teams. Unlike raw leads or contacts, MQLs have crossed specific behavioural or demographic thresholds that indicate genuine interest in your solution. This metric serves as marketing's primary deliverable to sales and forms the backbone of most demand generation strategies, with teams typically setting targets for both MQL volume and quality measures such as MQL-to-SQL conversion rates.

Media Comments is the total count of comments received across your social media content. Comments signal active engagement because they require more effort than a like or share, though they can include complaints, questions, or spam as well as positive responses.

Media Impressions is the count of the number of times your social media content, such as photos, videos, and stories, are viewed on screen.

Media Likes is the total count of likes received across all media formats posted on a social media page, including photos, videos, and reels. It measures how often audiences express appreciation or interest in content, and helps identify which formats and posting times drive the most engagement.

Media Saves is the count of the total number of times your content has been saved by users on social media. Social media platforms such as Instagram allow users to save posts to a private collection for easy access.

MQL (Marketing Qualified Lead) to SQL (Sales Qualified Lead) conversion rate is the percentage of MQLs that are converted to an SQL. An MQL is a lead that marketing believes meets the criteria of a qualified prospect, and an SQL is a lead that sales has independently qualified and believes meets the criteria of a qualified prospect.

Net Promoter Score (NPS®) is a measure of a customer base's willingness to promote a product or service to colleagues and friends. It is based on the results of a current customer survey, which asks respondents to answer the following question: “how likely is it that you would recommend (brand or product X) to a friend or colleague?” Responses, with 10 being the highest, are grouped as follows: 10s and 9s are brand ‘Promoters’, 8s and 7s are ‘Neutrals’, and any responses below 7 are brand ‘Detractors’.

Online Shopper Conversion Rate informs business owners of the likelihood of a sale when a user visits their e-commerce store. This metric looks at the total number of sales divided by the count of the site's total visitors over a defined period.

Organic Search is the measure of visits to a website that come from naturally generated search engine results. These results are not influenced by any paid search activity and are driven purely by Search Engine Optimization (SEO) efforts.

Facebook users use Page Check-Ins to announce when and how they interact with a business which can include visiting the premises, using a product, or attending a promotional event. This action is then displayed to other Facebook users in the attendee’s network, effectively creating increased brand awareness.

Page Engagement is the count of interactions users have with your social media page and its posts. For example, likes, comments, and re-tweets will add to your Page Engagement count.

Page Impressions counts the total number of times a piece of content is displayed on a screen. One person loading the same page or post three times generates three impressions. You use it to gauge visibility and frequency, not unique reach or engagement. Impressions appear across web analytics, advertising platforms, and social networks, each with slightly different rules for what counts as a display.