Marketing KPIs That Don’t Suck: What to Track and Why

By Ceyhun Doğrayan

Let’s face it: there are hundreds of marketing KPIs out there, and not all of them are useful. Some look good in a dashboard but don’t tell you anything about progress or impact. That’s why choosing the right KPIs that move the needle is critical.

But here’s the catch: the KPIs you track should change based on the maturity level of your company. A SaaS startup shouldn’t chase the same dashboard as an enterprise brand.

Today, I’ll focus on what tech, IT, and software companies working in the B2B space should track consistently.

Starting With the Basics: The Right B2B Marketing KPIs for Tech

Before getting lost in complex attribution models or MQL debates, lock in your basics. These are the KPIs that should be monitored monthly, without fail:

Google Analytics

Google Analytics helps you understand how users are interacting with your website. It’s your go-to tool for tracking traffic volume, engagement quality, and geographic reach.

• Website Visitors
  • The total number of unique users who visited your site.
  • Tracks overall reach and brand awareness.
• Sessions
  • Measures total visits, including repeat visitors.
  • Useful for understanding user interest and content draw.
• User Engagement Duration
  • Average time spent on your website per session.
  • High duration signals valuable content and user intent.
• Top Countries
  • Shows where your traffic is coming from.
  • Helps align language, campaigns, and targeting.

This gives you a high-level view of your digital footprint. It’s not just about traffic—it’s about engaged traffic from your key markets.

Search Console KPIs

Search Console reveals how your website performs in organic search. It helps you track visibility, clicks, and keyword rankings—essential for improving your SEO and content reach.

• Organic Impressions
  • Number of times your pages appeared in Google results.
  • Visibility metric—shows how often you’re seen.
• Clicks
  • Real user traffic from search results.
  • The true volume of engaged organic visitors.
• Click-Through Rate (CTR)
  • Clicks ÷ Impressions — measures relevance.
  • Higher CTR means better messaging and meta content.
• Top Queries / Pages / Countries
  • Shows what keywords, pages, and regions drive visibility.
  • Guides your future SEO and content strategy.

If SEO is part of your strategy (and it should be), this is where you validate whether your content is reaching the right audience via search.

LinkedIn KPIs

LinkedIn is the primary platform for building visibility, credibility, and engagement in the B2B space. Tracking performance here shows how well your content strategy connects with your professional audience.

• Number of Posts
  • Total posts published on your Company Page.
  • Consistency is key in building long-term visibility.
• Total Impressions
  • How many times your posts appeared on screens.
  • Reflects the effectiveness of content reach.
• Engagement Rate
  • % of people who interacted (likes, comments, shares).
  • Quality check: higher engagement = resonating content.
• New Followers
  • Growth of your audience base.
  • Indicates growing interest and expanding brand footprint.

LinkedIn is the #1 channel for most B2B companies. Consistency here is key, track growth and interaction over time.

How to Read the Trends of B2B Marketing for Tech Companies

Track all of the above monthly. It’s okay to see ups and downs, that’s normal. But if you see a downward trend for 2+ consecutive months, treat it as a red flag. Think of your monthly marketing metrics like a football team’s performance. Losing one game might just be bad luck. Two? A warning sign. But three matches in a row? That’s when fans, coaches, and club owners all start asking tough questions. Same goes for KPIs. If your engagement rate or traffic drops three months straight, it’s not a blip—it’s a signal. Time to look into what’s broken and fix it fast.

While monthly tracking shows momentum, don’t forget the big picture. Some months will naturally dip due to seasonality, summer slowdown, holiday breaks, industry events. That’s where YoY tracking comes in. Comparing May 2025 to May 2024, for instance, helps you understand whether your current trajectory is part of a growth curve or a seasonal slump. Both perspectives matter, together, they give you a complete read.

On the flip side, when you hit a peak, celebrate it. But don’t just pat yourself on the back. Ask: What did we do differently that month? Then document it, and try to replicate the playbook.

Even when things look good, don’t get complacent. That’s where A/B testing comes in.

Once you’ve nailed the basics and have consistent monthly tracking in place, start experimenting. Test different CTAs, post formats on LinkedIn, meta descriptions for better CTR, or landing page designs to improve session duration.

A/B testing isn’t just a backup plan, it’s how you go from good to great. Use it to fine-tune what’s already working and uncover new opportunities for growth.

Aligning KPIs with Funnel Stages: Awareness, Consideration, Decision

One of the most overlooked aspects of KPI tracking is funnel alignment. Not all KPIs serve the same purpose. Some indicate top-of-funnel awareness, while others point to conversion intent.

Top of Funnel (Awareness)

• Website Visitors, Organic Impressions, LinkedIn Impressions

These show how many people are discovering your brand. You’re not aiming for conversions here—you’re aiming for visibility and recognition.

Middle of Funnel (Consideration)

• Engagement Rate, Session Duration, Top Pages

At this stage, users are comparing you to others. The more they engage with your content, the stronger your position in their evaluation process.

Bottom of Funnel (Decision)

• Clicks on CTAs, Form Submissions, Demo Requests (if applicable)

While not all of these are covered in basic tools like GA or Search Console, you should supplement them with CRM or marketing automation data. This is where you measure intent and conversion-readiness.

By mapping KPIs to funnel stages, you can see where your strategy is working and where it needs tightening.

The Bottom Line

B2B marketing is a game of consistency, patience, and relevance. It’s not about chasing vanity metrics. It’s about showing up every month with valuable, contextual content, then amplifying it with the right strategy.

That’s how you create long-term impact. That’s how these KPIs become more than just numbers—they become proof of growth.

If you’re a Tech, IT, or Software company working in the #B2B space and want to build steady visibility, engagement, and demand, let’s connect.