KPIs track whether you hit business objectives/targets, and metrics merely track processes.
Conversion tracker is for reporting on conversion metrics and conversion capture allows you to automatically trigger an email when a person has put an item in their cart, but did not purchase the item. With conversion capture, you'll still track conversion data, but it is also tied to a marketing strategy that triggers personalized emails to drive more conversions.
UTM codes are used to track traffic overall to your website when you have a campaign across multiple channels driving traffic to a particular page. Conversion tracker tracks the actual path a user takes to convert and reports on ROI attributed to your email marketing efforts.
Benchmarks are the starting point for being able to track growth. You might define your benchmark as the prior calendar year's opens, clicks, and conversions. Then, from there you would know a starting point for how your emails perform. That way you can create goals based on the kind of growth you want to see. If your organization is launching major campaigns, then you might expect aggressive growth of 10% for example. If your organization is healthy, then you might aim to maintain at current benchmark metrics. Finally, going below metrics would be a indicator for shifting some aspect of your marketing.
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