MortgageKPI
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Marketing KPIs

15 metrics for marketing performance

Marketing KPIs connect top-of-funnel brand and lead generation activity to funded loan outcomes. These metrics help marketing and production leadership evaluate channel efficiency, campaign ROI, and the cost of customer acquisition — essential for scaling purchase and retention business.

Lead GenerationCampaign EfficiencyChannel Attribution
15KPIs
420%Avg. Marketing ROI
Filters:

Lead Generation

Cost Per Lead (CPL)
critical
Total marketing spend divided by the number of net new leads generated in a given period
52current
Downward = Good
Details
Customer Acquisition Cost (CAC)
critical
Total cost (marketing + sales) to acquire one funded loan customer
2,150current
Downward = Good
Details
Marketing-Sourced Lead Volume
high
Total number of unique leads generated directly from marketing channels in a given period, excluding referral and direct LO relationships
1,840current
Upward = Good
Details
Lead-to-Application Rate (Marketing Leads)
critical
Percentage of marketing-sourced leads that progress to a submitted loan application
18.0%current
Upward = Good
Details
Referral Partner Contribution Rate
high
Percentage of total funded loans sourced from referral partner relationships (Realtors, builders, financial advisors)
42.0%current
Upward = Good
Details

Campaign Efficiency

Marketing ROI
critical
Return generated from marketing spend, calculated as revenue attributable to marketing-sourced funded loans relative to total marketing cost
4.2current
Upward = Good
Details
Email Open Rate
medium
Percentage of delivered marketing emails that are opened by recipients; tracks engagement of nurture and retention campaigns
24.0%current
Upward = Good
Details
Email Click-Through Rate (CTR)
medium
Percentage of email recipients who click a link within the email, indicating active engagement with a CTA
3.4%current
Upward = Good
Details
Website Conversion Rate
high
Percentage of website visitors who complete a desired action (start an application, request a rate quote, or submit a contact form)
3.8%current
Upward = Good
Details
Social Media Engagement Rate
medium
Average percentage of followers who interact (like, comment, share) with marketing content posts
2.8%current
Upward = Good
Details

Channel & Attribution

Organic Search Traffic Share
high
Percentage of total website sessions arriving via unpaid organic search (SEO), indicating brand authority and content marketing effectiveness
38.0%current
Upward = Good
Details
Paid Search Cost Per Funded Loan
high
Total paid search (PPC/SEM) spend divided by funded loans attributable to paid search in the period
2,850current
Downward = Good
Details
Multi-Touch Attribution Score
medium
A weighted index measuring how many marketing touchpoints (email, paid, social, content) contributed to funded loan pipeline, indicating campaign mix efficiency
3.4current
Context Dependent
Details
Borrower Lifetime Value (BLTV)
critical
Estimated total revenue a single borrower will generate across all mortgage transactions (purchase, refi, HELOC) over their relationship lifetime
11,500current
Upward = Good
Details
Content Marketing Lead Attribution Rate
high
Percentage of total marketing-sourced leads that first engaged via owned content (blog, calculator, guide, video) before converting
28.0%current
Upward = Good
Details