B2B Marketing KPI Guide: Leading vs. Lagging Indicators

All businesses want more leads and sales, which are critical key performance indicators (KPIs), but they can’t tell you much about where your marketing efforts are falling short. They are lagging indicators.

To generate leads and sales, a lot of other things have to happen first. What are they and how can we measure them? These are the leading indicators that preview the lead generation and sales to follow.

Here is an overview of some of the most useful leading indicators:

Keyword Rankings

Once you’ve conducted comprehensive keyword research using the Google Ads Keywords Tool, you need to track keyword rankings. Neither Google Analytics nor Google Search Console will share this information with you.