What Is a KPI in Marketing?
A key performance indicator (KPI), is a measurable value that shows progress in reaching a business goal.
A KPI in marketing is a measurable value tied to specific objectives of a marketing campaign. It indicates progress during the campaign and helps measure marketing effectiveness at the end of a campaign.
KPIs in marketing are slightly different from regular marketing metrics. KPIs are tied to progress. They show performance related to specific projects and campaigns. Marketing metrics are numbers that should be consistently tracked to understand the status of marketing campaigns and whether they are helping to meet KPIs and business goals.
Why Are KPIs in Marketing Important?
It’s not enough to know the answer to “what is a KPI in marketing?” You also need to know why KPIs are important.
KPIs in marketing are important because they help you define:
- Where you are going (What are your goals and marketing objectives?)
- How to get there (What do you need to do to reach those goals?)
- If you made it to your final destination (Did your efforts produce valuable results?)
- How to take a better route the next time (What can you change to get better results?)
Without KPIs, it’s difficult to create strategic marketing campaigns and assess marketing results.
Also, KPIs help you prove the value of your marketing campaigns to upper management and clients. You can add KPIs to a marketing report template to illustrate your results and marketing ROI.
17 Marketing KPIs to Track
There are dozens of KPIs related to marketing. The types of marketing metrics you should track will vary based on the type of campaign you’re running and the goals you’ve set.
Here is a list of the most commonly used and valuable KPIs in marketing.
1. Number of Conversions
A conversion happens when a user takes a desired action. For your marketing campaigns, you can track a variety of conversions. A conversion could take place when someone:
- Opens an email
- Clicks a link
- Fills out a form
- Calls a phone number
- Makes a purchase
- Or otherwise performs an action you wanted them to
2. Conversion Rate
The conversion rate is a percentage point that shows the number of conversions divided by the number of people who visited your website.
Formula: Number of Conversions / Number of Views = Conversion Rate
3. Cost per Conversion
Cost per conversion is the amount of money you spend to get the desired conversion.
Formula: Budget / Number of Conversions = Cost per Conversion
4. Number of Leads
A lead is when you gather contact information from a potential customer or prospect. Leads are often categorized as:
- Marketing qualified leads (MQLs) who have shown interest in a brand.
- Sales qualified leads (SQLs) who have shown interest in buying from a brand. SQLs are closer to buying than MQLs.
5. Cost per Lead
The cost per lead is the amount of money you spend to acquire a new lead.
Formula: Budget / Number of Leads = Cost per Lead
6. Number of Demos
The number of product demos presented to potential customers is a valuable type of product marketing KPI.
7. New Customers
The number of new customers is a simple but useful KPI in marketing.
8. Cost of Customer Acquisition
The cost of customer acquisition is the amount of money you spend to acquire a new customer.
Formula: Budget / Number of New Customers = Cost of Customer Acquisition
9. Sales Growth
Two sales KPIs include tracking the change in the number of sales or the change in the dollar amount of sales coming in.
10. Search Rankings
One of the most commonly used digital marketing KPIs is monitoring placement on search engine results pages (SERPs).
11. Alexa Rank
Another KPI that shows digital authority is Alexa Rank, which indicates how popular a site is online.
12. Organic Site Traffic
Organic site traffic is the amount of traffic sent to a website through organic search.
13. Referral Site Traffic
Referral site traffic is the amount of traffic sent to a website via links on other websites.
14. Social Traffic
Social site traffic is the amount of traffic sent to a website via social media sites.
15. Social Shares
Socials shares represent the number of times a piece of content was shared through the main social media sites.
16. Number of Press Mentions
Press mentions are a type of brand awareness KPI. They represent the number of times a media outlet writes about you or references you in their media.
17. Number of Inbound Links
Inbound links are backlinks from media outlets or other websites that point back to your website.
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Complete Guide to NSFAS Online Loan Application for South African Students (2025)
If you are a South African student looking to pursue higher education but are facing financial difficulties, the National Student Financial Aid Scheme (NSFAS) is one of the most accessible funding options available. NSFAS provides financial aid in the form of bursaries and loans to qualifying students at public universities and TVET colleges in South Africa.
This guide will walk you through everything you need to know about the NSFAS loan application process, from eligibility requirements to application steps and frequently asked questions.
📌 What is NSFAS?
The National Student Financial Aid Scheme (NSFAS) is a government-funded financial aid scheme aimed at helping students from low- and middle-income households to access tertiary education without the burden of upfront fees.
NSFAS offers both bursaries and income-contingent loans:
- Bursaries: For eligible students who meet academic and household income criteria (especially for TVET and university students).
- Loans: For students who do not meet all bursary criteria or who are pursuing postgraduate qualifications not funded under bursary schemes.
✅ Who Qualifies for an NSFAS Loan?
To qualify for an NSFAS loan (especially for postgraduate students or programs not funded under the bursary system), you must:
- Be a South African citizen.
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- Not be funded through another bursary program that covers all expenses.
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📚 Courses Funded by NSFAS
NSFAS primarily funds undergraduate qualifications, but certain postgraduate programs (e.g., PGCE, postgraduate diplomas in education, and professional courses like LLB) may be considered under the NSFAS loan scheme, not bursaries.
If you’re studying:
- Undergraduate degree or diploma: You are likely eligible for a full NSFAS bursary.
- Postgraduate study: You may qualify for a loan, depending on the course and funding availability.
📄 Required Documents for NSFAS Application
When applying, make sure you have the following documents scanned and ready:
- Certified copy of your South African ID or Smart Card.
- Parent(s) or guardian(s) ID documents.
- Proof of income (latest payslips, UIF, or affidavit if unemployed).
- Consent Form signed by your parent(s)/guardian(s) to allow NSFAS to verify income.
- Proof of registration or acceptance at a public institution.
- Academic transcripts (for continuing or postgraduate students).
🖥️ How to Apply for an NSFAS Loan Online
Step-by-Step NSFAS Online Application Process (2025)
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Visit the NSFAS Website
Go to: https://www.nsfas.org.za
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Create an Account
- Click on “MyNSFAS” and register your profile.
- You’ll need a valid email address and South African cellphone number.
- Choose a strong password and verify your account via email or SMS.
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Login and Start the Application
- After registration, log in to your MyNSFAS account.
- Click on “Apply” to begin a new application.
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Fill in Your Personal Details
- Input your ID number, name, surname, and other details exactly as they appear on your ID.
- Provide household income information and living arrangements.
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Upload Required Documents
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Submit Your Application
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Track Your Application
- Log in regularly to check your application status.
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🗓️ Important NSFAS Dates (2025)
- Application Opening Date: September 1, 2025
- Application Deadline: January 31, 2026
- Appeals Period: February 2026 (if rejected)
- Disbursement: After registration and approval
Note: Dates are subject to change; always confirm on the official NSFAS website.
💸 What Does the NSFAS Loan Cover?
NSFAS funding typically includes:
- Tuition fees
- Registration fees
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- Meals and transport
- Learning materials (e.g., textbooks)
For loans, repayment is only required once you start working and earn above a threshold (around R30,000 annually, but subject to change).
🔄 NSFAS Loan Repayment
Repayments are:
- Income-contingent – you only repay when you can afford to.
- Administered by DHET (Department of Higher Education and Training).
- Interest-bearing, but interest rates are low and favorable.
You can also apply for a partial loan conversion to a bursary if you perform well academically.
🔁 How to Appeal a Rejected NSFAS Application
If your application is rejected, you may submit an appeal via your MyNSFAS portal:
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📱 NSFAS Contact Information
- Website: https://www.nsfas.org.za
- Email: info@nsfas.org.za
- Toll-Free Number: 08000 67327 (Monday–Friday, 8 AM–5 PM)
- Twitter: @myNSFAS
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📝 Final Tips Before Applying
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- Double-check that all your documents are certified and legible.
- Keep a copy of your submission confirmation for reference.
By following this guide, you can confidently apply for NSFAS funding and move one step closer to achieving your academic and career dreams—without the burden of immediate financial pressure.