The 20 marketing KPIs to track for your agency

marketing agency KPI

Why these 20 KPIs are essential for managing an agency

When you run an agency (real estate or otherwise), marketing is often a mix of channels (website, portals, social networks, emailing, advertising, content). The problem isn’t a lack of actions, but a lack of visibility into what really works. The KPIs below have a simple goal: connect your efforts (time, budget, tools) to concrete results (qualified leads, appointments, mandates, sales), without drowning you in vanity metrics.

To keep things actionable, the ideal is to track these indicators with: (1) a single source of truth (CRM + analytics), (2) a clear cadence (weekly for acquisition, monthly for ROI), (3) one owner per KPI (who decides what to do if it goes down/up).

1) Total website traffic (sessions/users)

Total traffic measures your volume of opportunities: more visits means more chances to get contact requests, valuation requests, calls. But the value isn’t the raw number: segment by source (SEO, social, ads, referral, direct) and by entry page (property listing page, valuation page, contact page).

2) Share of organic traffic (SEO) and its progression

SEO has a structural advantage: it keeps generating traffic without paying for every click. Tracking the share of organic traffic tells you whether your content, local pages, and technical optimizations are gaining ground. In addition, monitor the pages that are rising and those that are slipping (updates, competition, seasonality).

To strengthen the content approach over the long term, you can also rely on Why blog for a real estate agency.

3) Overall website conversion rate (visit → lead)

This KPI directly links your audience to your sales performance. Calculate: leads / sessions. Clearly define what a lead is: form submission, call, email click, WhatsApp, valuation request, appointment booking. A drop in conversion isn’t necessarily an acquisition problem: it can come from a site that’s too slow, a form that’s too long, a poorly presented offer, or pages that aren’t reassuring.

4) Conversion by landing page (pages that actually generate leads)

The overall conversion rate often hides huge differences. Some showcase pages attract but don’t convert; others, more transactional, turn few visitors into many contacts. Tracking conversion by page helps prioritize optimizations: headlines, social proof, CTAs, forms, key information, FAQ, trust elements.

5) Cost per lead (CPL) by channel

CPL is a budget management KPI. It answers: How much does a sales opportunity cost me? Measure it by channel (Meta, Google Ads, portals, sponsored emailing, partnerships). A low CPL isn’t always better: if the quality is poor, you’re buying noise. Hence the importance of cross-checking it with qualification and closing KPIs.

6) Lead qualification rate (lead → qualified lead)

A qualified lead is a contact that matches your criteria (area, budget, real project, timing) and that your teams can handle. Define a simple standard (e.g., A/B/C) in your CRM. This KPI prevents you from artificially gaining volume while overloading the team with irrelevant requests.

7) Lead response time (time-to-first-response)

It’s an immediate performance accelerator: the faster you respond, the higher the appointment rate goes. Track the median time (not just the average), and segment by channel (form, call, social networks). Set a realistic target (e.g., under 15 minutes during business hours, under 2 hours otherwise).

8) Appointment booking rate (lead → appointment)

This KPI turns marketing into a calendar. If your CPL is good but your appointment rate is low, the issue is often qualification, the script, follow-up, or the value proposition. It also lets you compare channels: some bring fewer leads, but more appointments.

9) No-show rate (missed appointments)

A high no-show rate destroys sales capacity. Measure it and test simple actions: SMS reminder, email confirmation, re-validation the same morning, choosing a more specific time slot, or stricter qualification. You can also analyze whether certain channels bring more no-shows.

10) Sales conversion rate (appointment → listing agreement / sale)

This KPI links your marketing efforts to on-the-ground performance. It highlights lead quality, offer relevance, and sales effectiveness. In real estate, you can break it down into appraisal appointment → signed listing agreement, or showing → offer, etc. Note: since cycles are longer, also track an indicator at 30/60/90 days.

11) Average value per client / per listing agreement (Average Deal Value)

Without an average value, you can’t calculate a reliable ROI. Track the average value by type of service (sale, rental, property management, home search, premium appraisal) and by acquisition source. Two channels with the same CPL can be radically different if the average value differs.

12) CAC (customer acquisition cost) vs margin

CAC adds up marketing and sales costs to acquire a customer. Compared to your margin, it indicates the model’s viability. An acceptable CAC depends on the cycle, the average value, and retention capacity. A good reflex: set a rule (e.g., CAC ≤ 20–30% of expected gross margin).

13) ROI / ROAS (return on ad spend)

ROAS (attributed revenue / ad spend) is useful for arbitrating between campaigns, audiences, creatives. ROI (profit / cost) is even more meaningful for leadership. The key is attribution: connect your leads to sales via the CRM, and use conventions (attribution windows, multi-touch rules) rather than an overly simplistic last-click view.

To go deeper into tracking and avoid misinterpretation errors, you can consult a guide on tracking ROI accurately.

14) Retention / repeat purchase rate (returning customers)

Depending on your business, this KPI can be underestimated. It becomes key if you offer rental management, concierge services, HOA management, or recurring services. Even in transactions, referrals and reactivation (owners, investors) can weigh heavily. Measure the share of recurring customers and the average time before a new project.

15) NPS / CSAT (satisfaction and recommendation)

NPS (likelihood to recommend) and CSAT (satisfaction) are marketing KPIs as much as relationship ones: they influence word-of-mouth, your reviews, your conversions. The important thing is to make it an actionable indicator: systematic collection, analysis of reasons, feedback loop with the team.

16) Volume and quality of reviews (average rating + collection rate)

Your reviews are direct social proof. Track the average rating, monthly volume, and above all the collection rate (reviews obtained / cases closed). Locally, a steady improvement in reviews can have a real impact on inbound inquiries, even with a constant ad budget.

17) Engagement on social media (by format, not just overall)

Engagement must be analyzed by format (posts, stories, carousels, short videos) and by intent (comments, shares, saves, clicks). An account can have reach but little useful traffic. Your KPI must therefore include a bridge to the website or inbound messages.

To choose the right channels and compare effectiveness based on your context, rely on The most effective social networks for a real estate agency.

18) Click-through rate (CTR) and cost per click (CPC) on your campaigns

CTR reflects the fit between your message and your audience; CPC reflects competitive pressure and the quality of your ads. A low CTR often signals: creative to revisit, unclear promise, targeting too broad, ad fatigue. A rising CPC requires reworking relevance (Quality Score, segmentation, placements).

19) Video content performance: completion rate and inbound messages

On short formats, the most useful KPI is not just the view: it’s completion (how many watch to the end) and triggering an action (message, click, request). Measure retention in the first 3 seconds, then at 25/50/75/100%. Then compare with the leads generated.

For concrete examples of staging and structure, you can consult this content on presenting properties via Reels and, if it fits your target, this analysis on TikTok applied to real estate.

20) Automation and nurturing: open rate, click rate, conversion rate

Marketing doesn’t stop at the first contact. For many agencies, the value is in follow-up: follow-ups, email/SMS sequences, useful content, reminders. Essential KPIs: open rate (list quality + deliverability), click rate (real interest), and conversion (booking an appointment, valuation, callback). Also track unsubscribes and spam complaints to protect your sender reputation.

To optimize contact handling and follow-up, you can read a guide to automating lead management, as well as a list of marketing automation KPIs to monitor.

Set up a dashboard without choosing the wrong indicators

To avoid the infinite spreadsheet effect, group these KPIs into 4 blocks: (1) acquisition (traffic, CPL, CTR/CPC), (2) conversion (site conversion rate, conversion by page, response time, appointments), (3) revenue (CAC, average value, ROI/ROAS, conversion), (4) reputation & retention (reviews, NPS, repeat purchase). Then set 1 North Star KPI (e.g., monthly qualified appointments) and 3–5 supporting KPIs.

If you want to compare your indicators to real-world examples and broaden your perspective, you can browse a few examples of KPIs to track for a business and a list of common marketing indicators.

Common mistakes: what skews your KPIs (and your decisions)

Three mistakes come up often. First: mixing up metrics and KPIs (a view or a like isn’t a KPI if it doesn’t drive any decision). Second: not linking analytics and CRM (you optimize clicks instead of optimizing customers). Third: looking at averages without segmentation (one channel can hide another, and one page can pull the whole site).

Take action: check your measurement and conversion foundations

Before adding new budgets, make sure tracking, site speed, forms, and contact journeys are solid. A small conversion gain can be worth more than an increase in traffic.

Request an analysis of your current site to identify the friction points that are lowering your conversions and prioritize the highest-impact optimizations.