B2B KPIs and Benchmarks.
Digital advertising continues to drive US B2B ad spending growth, reflecting a broader shift toward digital channels. EMARKETER forecasts total B2B ad spending will reach $55.76 billion by 2027, with digital accounting for 48.4% of total spending. LinkedIn and Meta are projected to generate a combined $10.44 billion in B2B ad revenues, representing approximately 38.7% of B2B digital ad spending. Meanwhile, B2B display ad spending is expected to reach $13.71 billion, growing 12.2% YoY. These trends underscore the increasing importance of digital advertising and performance-driven KPIs in shaping B2B marketing strategies.
Why These KPIs Matter
B2B marketing KPIs are indispensable for B2B marketers because they allow for the measurement of campaign success, data-driven decision-making, alignment with business objectives, accountability, efficient resource allocation, benchmarking, ROI assessment, adaptation to market changes, value demonstration to stakeholders, and continuous improvement in marketing strategies.
List of Available B2B Marketing KPIs
| Metric | KPI Source | Data slices | Cadence | Geography |
|---|---|---|---|---|
| Google paid search ad CPC | EMARKETER | By industry | Quarterly | US |
| Google paid search ad CPC growth | EMARKETER | By industry | Quarterly | US |
| Social ad CPM | EMARKETER | By industry | Quarterly | US |
| Social ad CPM growth | EMARKETER | By industry | Quarterly | US |
| Cost-per-click (CPC) | Grips Intelligence | By industry | Quarterly | US |
| Average order value (AOV) | Grips Intelligence | By industry | Quarterly | US |
| Conversion rate (CVR) | Grips Intelligence | By industry | Quarterly | US |
| Session duration | Grips Intelligence | By industry | Quarterly | US |
| Bounce rate | Grips Intelligence | By industry | Quarterly | US |
| Display ad CPM | BIScience | By industry | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Display ad spend | BIScience | By industry | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Display ad impressions | BIScience | By industry | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad CPM | BIScience | By industry | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad spend | BIScience | By industry | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad impressions | BIScience | By industry | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Social ad impressions | BIScience | By country and platform | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Social ad spend | BIScience | By country and platform | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Average order value (AOV) | MindGruveMacarta | By industry | Quarterly | Brazil, Mexico |
| Add-to-cart rate | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Advertising cost of sale (ACOS) | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce ad attributed sales | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce ad spend | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce clicks | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce conversion rate | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce cost per view (CPV) | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce CPC | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce CPM | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce CTR | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce detail page view rate | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce detail page views (DPV) | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce impressions | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce new-to-brand orders | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce new-to-brand revenue | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce orders | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce units | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Ecommerce ROAS | AdScale | By industry | Quarterly | US |
| Ecommerce ROAS | Impact.com | By industry | Quarterly | North America |
| Ecommerce ROAS | MindGruveMacarta | By platform, product, industry and country | Quarterly | Brazil, Mexico |
| Paid video completion rate (VCR) | Qortex | By industry | Quarterly | US |
| Email open rate | Omnisend | By email type and country | Quarterly | US, UK, Canada, China, South Africa, Germany, France, Australia, Lithuania, Worldwide |
| Email click-to-open rate | Omnisend | By email type and country | Quarterly | US, UK, Canada, China, South Africa, Germany, France, Australia, Lithuania, Worldwide |
| Email click-to-sent rate | Omnisend | By email type and country | Quarterly | US, UK, Canada, China, South Africa, Germany, France, Australia, Lithuania, Worldwide |
| Email click-to-conversion rate | Omnisend | By email type and country | Quarterly | US, UK, Canada, China, South Africa, Germany, France, Australia, Lithuania, Worldwide |
| Email average order value (AOV) | Omnisend | By email type and country | Quarterly | US, UK, Canada, China, South Africa, Germany, France, Australia, Lithuania, Worldwide |
| Median monthly social ad CPC | Emplifi | Overall, by industry, by region | Quarterly | Africa, Asia, Australia, Brazil, Central America, Central Europe, Chile, Colombia, Eastern, Asia, Eastern South America, Europe, France, Germany, Global, Indonesia, Italy, Latin America, Mexico, Middle East, North America, Northern Europe, Northern South America, Oceania, Pacific, Singapore, Southeastern Asia, Southeastern Europe, Southern Europe, Spain, United Kingdom, United States, Western Europe, Western South America, Worldwide, UK, US |
| Median monthly social ad CTR | Emplifi | Overall, by industry, by region | Quarterly | Africa, Asia, Australia, Brazil, Central America, Central Europe, Chile, Colombia, Eastern, Asia, Eastern South America, Europe, France, Germany, Global, Indonesia, Italy, Latin America, Mexico, Middle East, North America, Northern Europe, Northern South America, Oceania, Pacific, Singapore, Southeastern Asia, Southeastern Europe, Southern Europe, Spain, United Kingdom, United States, Western Europe, Western South America, Worldwide, UK, US |
| Median monthly social ad spend | Emplifi | Overall, by industry, by region | Quarterly | Africa, Asia, Australia, Brazil, Central America, Central Europe, Chile, Colombia, Eastern, Asia, Eastern South America, Europe, France, Germany, Global, Indonesia, Italy, Latin America, Mexico, Middle East, North America, Northern Europe, Northern South America, Oceania, Pacific, Singapore, Southeastern Asia, Southeastern Europe, Southern Europe, Spain, United Kingdom, United States, Western Europe, Western South America, Worldwide, UK, US |
| Average order value | Salesforce | By region, by industry | Quarterly | Americas, ANZ, APAC, APAC-EANZJ, Belgium, Canada, Eastern Europe, EMEA, France, Germany, Great Britain, Italy, Japan, LAM, Netherlands, Nordics, Spain, UK, Worldwide, US, Other |
| Conversion rate | Dynamic Yield | By device, by region, by industry | Quarterly | Asia-Pacific, Central & Eastern Europe, Latin America, Middle East & North Africa, Western Europe, Worldwide |
| Ecommerce conversion rate | Salesforce | By region, by industry | Quarterly | Americas, ANZ, APAC, APAC-EANZJ, Belgium, Canada, Eastern Europe, EMEA, France, Germany, Great Britain, Italy, Japan, LAM, Netherlands, Nordics, Spain, UK, Worldwide, US, Other |
| Facebook average comments per link post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average comments per photo post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average comments per video post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average engagement rate per link post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average engagement rate per photo post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average engagement rate per video post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average link posts per month | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average link posts per week | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average photo posts per month | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average photo posts per week | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average reactions per link post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average reactions per photo post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average reactions per video post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average shares per link post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average shares per photo post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average shares per video post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average video posts per month | Dash Social | By account size and industry | Quarterly | Worldwide |
| Facebook average video posts per week | Dash Social | By account size and industry | Quarterly | Worldwide |
| Instagram average engagement rate per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Instagram average monthly follower growth rate | Dash Social | By account size and industry | Quarterly | Worldwide |
| Instagram average posts per month | Dash Social | By account size and industry | Quarterly | Worldwide |
| Instagram average posts per week | Dash Social | By account size and industry | Quarterly | Worldwide |
| Instagram average reach per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Instagram average reels shares per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Instagram average reels video views per month | Dash Social | By account size and industry | Quarterly | Worldwide |
| Instagram average reels video views per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Instagram average saves per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Percent reach | Comscore | By industry and age | Quarterly | US |
| Pinterest average engagement rate per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Pinterest average impressions per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Pinterest average monthly follower growth rate | Dash Social | By account size and industry | Quarterly | Worldwide |
| Pinterest average number of monthly posts | Dash Social | By account size and industry | Quarterly | Worldwide |
| Pinterest average number of weekly posts | Dash Social | By account size and industry | Quarterly | Worldwide |
| TikTok average engagement rate per reach | Dash Social | By account size and industry | Quarterly | Worldwide |
| TikTok average engagement rate per view | Dash Social | By account size and industry | Quarterly | Worldwide |
| TikTok average monthly follower growth rate | Dash Social | By account size and industry | Quarterly | Worldwide |
| TikTok average posts per month | Dash Social | By account size and industry | Quarterly | Worldwide |
| TikTok average posts per week | Dash Social | By account size and industry | Quarterly | Worldwide |
| TikTok average retention rate | Dash Social | By account size and industry | Quarterly | Worldwide |
| TikTok average shares per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| TikTok average video views per month | Dash Social | By account size and industry | Quarterly | Worldwide |
| TikTok average video views per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| Time spent per session | Contentsquare | By device and industry | Quarterly | Worldwide |
| Traffic growth | Contentsquare | By industry | Quarterly | Worldwide |
| Traffic share | Contentsquare | By device and source | Quarterly | Worldwide |
| Traffic share | Salesforce | By device and region, by device and industry | Quarterly | ANZ, APAC-EANZJ, Australia, Belgium, Brazil, Canada, China, Eastern Europe, France, Germany, India, Indonesia, Italy, Japan, South Korea, LAM, Netherlands, Nordics, Poland, Russia, Saudi Arabia, Spain, Thailand, Turkey, Vietnam, UK, Worldwide, US |
| Unique visitors | Comscore | By industry and age | Quarterly | US |
| X (formerly Twitter) average engagement rate per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| X (formerly Twitter) average impressions per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| X (formerly Twitter) average link clicks per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| X (formerly Twitter) average posts per month | Dash Social | By account size and industry | Quarterly | Worldwide |
| X (formerly Twitter) average posts per week | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube average monthly subscriber growth rate | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube long-form (on-demand) average number of monthly posts | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube long-form (on-demand) average number of weekly posts | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube long-form (on-demand) average percentage viewed | Dash Social | By account size and industry | Quarterly | Worldwide |
| YouTube long-form (on-demand) average video views per post | Dash Social | By account size and industry | Quarterly | Worldwide |
| B2B impressions | Gotoclient | By industry and country | Quarterly | Spain, Italy, UK, Germany, Belgium, Slovakia |
| B2B engagement rate | Gotoclient | By industry and country | Quarterly | Spain, Italy, UK, Germany, Belgium, Slovakia |
| B2B cost per lead (CPL) | Gotoclient | By industry and country | Quarterly | Spain, Italy, UK, Germany, Belgium, Slovakia |
| Average podcast ad load | Magellan AI | By episode length, by genre, overall | Quarterly | US |
| New podcast brand advertisers | Magellan AI | By genre, by industry, overall | Quarterly | US |
| Podcast ad spend | Magellan AI | By industry, by show rank | Quarterly | US |
| Share of podcast episodes | Magellan AI | By advertiser count | Quarterly | US |
| YouTube paid conversion rate | Pixability | By industry | Quarterly | Worldwide |
| YouTube paid CTR | Pixability | By industry | Quarterly | Worldwide |
| YouTube paid view rate | Pixability | By industry | Quarterly | Worldwide |
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