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Digital Marketing Statistics: 2024 Compendium

Digital Marketing Statistics Compendium

This compendium is intended to serve as an overview of our published reports and statistics on digital marketing, distilling the key insights from each into a single report. We’ve divided this compendium into 3 categories:

  • Digital Marketing Statistics — Our reports on digital marketing statistics have covered ROI, conversion rates, average session duration, customer acquisition costs, and cost per lead for each channel and industry in our dataset.
  • SEO Statistics —  SEO is our agency’s specialty, and as such we’ve had the opportunity to work with clients across over 50 industries in our 12+ years of experience.
  • B2B Marketing Statistics — B2B clients make up approximately 75% of our client base, and we’ve published several reports that pertain specifically to B2B businesses.

We link to each report in our sources below, and a full list of all of our reports may be found here.

Digital Marketing Statistics

Notable Digital Marketing Statistics

  • SEO results in the highest long-term ROI and conversion rates of the above digital marketing channels at 748%, but has the longest time to break even.
  • Email marketing results in a 40% lower B2B CAC than the average, assuming a well curated mailing list and high quality content. This can be further increased through content repurposing.
  • SEM/PPC has the lowest time to break-even at 4 months, but scales poorly long-term.

To understand the success of a digital marketing campaign, you first need to understand which KPIs to track. In the below table, we present the most important KPIs for digital marketing campaigns, as well as benchmarks for each.

Top Digital Marketing KPIs

1ROI*SEO: 748%
SEM/PPC: 36%
2Total # of Marketing Qualified Leads40% increase YOY
3Average Customer Acquisition Cost (CAC)Organic: $942
Inorganic: $1,907
4LTV to CAC Ratio4:1
5% Change in Website Traffic45% increase YOY
6Engagement RateB2B: 71%
B2C: 65%
7Average Conversion Rate2.2%

*3-year average

Tracking these 7 KPIs will provide you with insight into your campaigns, as well as how to course-correct should a particular metric be lagging. For more detail, refer to our full report on Digital Marketing KPIs, as well as our report on Digital Marketing Benchmarks by Industry.

Next, we compare the (a) conversion rates, (b) CACs, (c) time to break even, and (d) ROI of the top digital marketing channels. These metrics provide a high-level overview of each channel, and allow your marketing team to better prioritize your per-channel spend.

Top Digital Marketing Channels, Compared

ChannelB2B Conversion Rate*B2C Conversion Rate*B2B CACB2C CACTime to Break EvenROI**
SEO2.6%2.1%$647$2989 months748%
SEM/PPC1.5%1.2%$802$2904 months36%
Email Marketing2.4%2.8%$510$2877 months261%
Organic Social1.7%2.4%$658$2125 months229%
Paid Social0.9%2.1%$983$2305 months192%
Webinars2.3%1.3%$603$2519 months430%
Online PR0.3%0.4%$1,720$3818 months62%

*Visitor-to-lead conversion rate   **3-year average

The full reports can be found here: Conversion Rate by ChannelCAC by Channel, Digital Marketing ROI Statistics.

SEO Statistics

Notable SEO Statistics

As with digital marketing as a whole, measuring the effectiveness of an SEO campaign begins with using the right KPIs. The below table presents the most important SEO KPIs, and benchmarks for each.


ROIYear 1160%
Year 2861%
Year 31,223%
3-Year Average748%
Bounce Rate36%
Average Session Duration3:36
# of Autofill, Transactional Keywords on Page 191% growth year-over-year
Pages Per Session2.2
Conversion Rate (Visitor-to-Lead)2.4%
% Change in Organic Traffic47% growth year-over-year

For a more in-depth look at SEO KPIs, refer to SEO KPIs: What Success Looks Like. You may also find detailed statistics for your particular industry in our reports on SEO Benchmarks by Industry, and SEO ROI Statistics.

As important as understanding how to measure the success of your SEO campaign is understanding how your Google ranking position affects the likelihood that a searcher will click through to your website. The below graphic presents the average CTR of the top 2 ad positions, and the top 4 organic positions on Google.

CTRs by Ranking Position

In the full report, we also present our data on CTRs for the full first page, including page elements such as snippets, image results, video results, and Google My Business results.

B2B Marketing Statistics

Notable B2B Marketing Statistics

  • Organic channels see, on average, 60% lower CACs than inorganic channels across all B2B industries.
  • The average B2B conversion rate is 0.23% lower than the average B2C conversion rate, owing to the greater commitment inherent to high value B2B transactions.
  • B2B legal services see the highest conversion rates of any industry at 7.4%.

The primary focus of most B2B marketing campaigns is lead generation. As such, the KPIs we recommend tracking for B2B campaigns are shown below.

Top B2B Lead Generation KPIs

ROI748% (Thought Leadership SEO)
36% (PPC)
Total # of MQLs+40% YOY
Visitor to Lead Conversion Rate2.2%
Lead to MQL Conversion Rate35%
Customer Acquisition Cost (CAC)$942 (Average Organic)
LTV to CAC Ratio4:1
Website Traffic+45% YOY

The full B2B Lead Generation KPIs report expands on each of these. We also published a separate report examining the top KPIs for B2B SEO campaigns.

The KPIs above are an average for all industries. For the most relevant data on B2B CACs and conversion rates, refer to the charts below:

Average B2B CACs by Industry, Organic and Inorganic

B2B Conversion Rates By Industry

Requesting a Copy of this Compendium

You can contact us here if you’d like to request a PDF copy of this compendium, or learn more about our SEO, lead generation, or demand generation services.

Evan Bailyn

Evan Bailyn is a best-selling author and award-winning speaker on the subjects of SEO and thought leadership. Contact Evan here.