If you want to evaluate your online marketing KPIs, you have to measure them over an adequate period of time. This is the only way to understand and identify trends and anomalies. Seasonal fluctuations and differences on a weekly basis can be disregarded. Which numbers are relevant depends on the business model since KPIs only make sense in a sector-specific context.
An example from the e-commerce sector: an online store selling small, everyday products uses a completely different rating based on the CTR or conversions compared to a store that offers expensive, consultancy-based products. In the B2B sector other parameters are relevant since there are fewer conversions for a good ROI. What’s clear is that if you’re working with KPIs, you have to keep an eye on your individual objectives along with the market context. You can read more about this in our guide on web analysis.