Common KPIs tracked by Copywriters

While copywriting is a creative discipline, it’s also highly strategic. Modern Copywriters are expected to produce content that not only sounds good—but performs. Tracking key performance indicators (KPIs) helps evaluate whether the words you're crafting are resonating with your audience and driving business results. Whether you're writing web pages, emails, ads, or social media posts, understanding the right KPIs to monitor is essential for measuring impact and improving future performance.

Engagement Rate

Engagement measures how actively users interact with your content, especially on social media and blog platforms.

• Likes, comments, shares, and saves are key engagement signals
• High engagement often indicates content relevance and emotional resonance
• Platform tools: Facebook Insights, Instagram Analytics, and LinkedIn Analytics

Well-written copy that sparks conversation or connection boosts visibility and brand loyalty.

Click-Through Rate (CTR)

CTR is a primary KPI for email campaigns, digital ads, and call-to-action buttons on websites.

• Formula: (Clicks ÷ Impressions or Emails Delivered) × 100
• Shows how effective your headlines, subject lines, and CTAs are
• Higher CTR = Strong copy alignment with user intent

CTR helps gauge how compelling your copy is in driving the next action.

Conversion Rate

Conversion is the ultimate test of copy effectiveness—whether it persuades readers to take a desired action.

• Common conversions: form submissions, purchases, downloads, subscriptions
• Formula: (Conversions ÷ Clicks) × 100
• Relevant across landing pages, product descriptions, and ad copy

Strong copy leads to more conversions by focusing on benefits, clarity, and urgency.

Bounce Rate and Time on Page

These KPIs indicate how engaging and relevant your content is once the reader lands on the page.

• Bounce rate: % of users who leave after viewing one page
• Time on page: Average duration spent reading your content
• Low bounce and high time suggest engaging, well-structured copy

Great copy encourages exploration and lowers drop-off rates.

Open Rate (for Email Campaigns)

Open rate is influenced by subject lines, sender names, and preheaders—all areas shaped by a Copywriter.

• Formula: (Emails Opened ÷ Emails Delivered) × 100
• Compelling subject lines directly impact email success
• Monitor A/B tests to refine tone, length, and personalization

Email copywriters use this KPI to optimize for attention and curiosity.

SEO Metrics (Organic Traffic & Keyword Rankings)

When copy is published online, it should be discoverable. SEO KPIs show how well your content performs in search.

• Organic traffic: Visitors who arrive via search engines
• Keyword rankings: Position of target terms in SERPs
• Tools: Google Search Console, SEMrush, Ahrefs

Search-optimized copy attracts more long-term visibility and value.

Readability and Completion Rate

These metrics help Copywriters ensure their content is accessible and easy to understand.

• Readability scores (e.g., Flesch-Kincaid) assess complexity
• Completion rate indicates how often long-form content is read fully
• Tools like Hemingway App or Yoast provide guidance

Clear, skimmable writing improves user retention and engagement.

Lead Quality and Sales Impact

For performance-oriented Copywriters, especially in B2B or direct response, lead and sales quality matter.

• Measure leads generated via landing pages or opt-ins
• Assess whether leads or sales meet ideal customer profiles
• Coordinate with sales teams to evaluate long-term outcomes

Conversion copywriting isn’t just about quantity—it’s about attracting the right audience.