Measuring result is the difference between wishful thinking and actual return on your digital marketing investment. Digital Marketing Metrics are crucial to your marketing campaign.
Maybe you are still wondering if your digital marketing efforts were worth it or not or even speculating over whether you’ve done a good job or not, well it’s time to worry less and start take note fo your marketing metric.
There are literally hundreds of digital marketing metrics you could track to give you insight into your marketing efforts and customer behaviour, but the truth is that not all metrics are relevant to your marketing plan.
There are a few digital marketing metrics in three broad categories (traffic, conversions, and revenue) that are universally applicable to judging your digital marketing success.
These metrics include:
Web traffic an important digital marketing metrics which every website owner must pay close attention to. It is also known as web users (people who visit your website).
Web traffic is measured in visits, sometimes called “sessions,” and it’s a common way to measure online business effectiveness at attracting an audience.
Every website needs exposure with high quality targeted traffic to increase sales, this fact makes this metric an important digital marketing metrics to pay attention to in measuring your digital marketing effort.
Web traffic is determined not only the number of visitors but also the number of pages your prospects visit.
It is very important to monitor and also track regularly your overall website traffic so as to have an estimate of how effectively your campaign is attracting traffic to your site.
This digital marketing metric is also vital to your digital marketing effort. The metric specifically indicates your site performance.
Bounce rate is the percentage of visitors who enter a site and then leave (“bounce”) rather than continuing to view other pages within the same site.
Generating traffic is good but what action are your website visitors taking after visiting your website? what is the average time they spend on your website and how many pages of your website do they visit?
This metric gives you an insight into the aforementioned questions.
It is important to know that every visitor who immediately leaves your websites, without taking any meaningful action has contributed to the bounce rate of your website.
High bounce rate, indicates some flaws like,
- Wrong target segment,
- Irrelevant traffic source.
This is one of the most important digital marketing metrics must always measure. The click-through rate indicates how many people click on your link or your advertisement. It is also used to analyze the success of digital marketing campaigns. This metric is used to measure how effective your digital marketing effort are.
High CTR is an indicator that your campaigns are, effective and successful. CTR is useful for your audience segmenting.
Conversion rate (CR)
In simple words, CR is the percentage of visitors who take the desired action.
The desired action could be to fill a newsletter, membership registrations, download software, or better still to make a purchase. Depending on your campaign goal
A high conversion rate depends on several factors, like
- The interest level of the visitor,
- The attractiveness of the offer, and t
- The ease of the process
Cost per click
This digital marketing metric measures the aggregate cost to acquire one paying customer on a campaign. It is a very important financial tool to directly measure the revenue impact of the campaign.CPA provides the business perspective to gauge the campaign success. It is used in the following paid marketing mediums:
- Pay per click (PPC)
- Social Media
- Content marketing
It can also effective for e-commerce SEO, email, and other platforms without direct advertising costs but still require overhead (labour, indirect expenses such as content production etc.).
Traffic Generated by Channel(s)
This is also a useful digital marketing metric for measuring the results of your marketing efforts. Taking notes of this metric will help you analyze the traffic generated by different sources. This will give you an insight into which channels are driving the most traffic.
For example, if you are getting the most traffic from organic searches, this means you are will get to know that it’s your SEO efforts that are paying off. And if is your pay ads that are generating the traffic you should be able to pinpoint this.
You can find the data on traffic generated from different sources from Google Analytics.
Keyword Average Ranking
This metrics is also an important digital marketing metric that you should regularly track. This metric indicates the average ranking that you get on the search engines for your targeted keywords.
The higher your ranking, the more organic traffic you’ll get. Which would eventually lead to conversions.
These above few metrics are some of the metrics you should always keep track. Feel free to drop your(s)