How do you measure your digital marketing campaign?
Once you officially launch, how do you measure your digital marketing campaign to determine if it was successful or not? Throughout your campaign, you will receive a report with various analytics. Some metrics are more important than others. Tracking these metrics will give you an accurate view of how you’re doing, what channels are effective and where your efforts need improvement. Here are 16 important numbers to watch for.
Traffic Metrics: Measure your digital marketing campaign
- Total Site Visits
This is the big-picture number you should monitor and track over time to give you a rough idea of how effective your campaigns are at driving traffic. This number should grow steadily over time.
- Traffic by Sources or Channels
This is useful to pinpoint which ones are over and underperforming in your overall marketing campaigns. Where are your visitors coming from? Direct visitors, organic search, referrals or social media?
- Number of New Visitors versus Number of Return Visitors
Return visitors give you an indication of the usefulness and quality of your content. Tracking this ratio week over week and month over month shows you how your new content is performing.
- Interactions Per Visit
You’ll want to look at variables such as how many pages a user visits, how long they stay on individual pages and what they do on each page (leave a review, for example).
- Time on Site
This is a good all-purpose indicator of how well your site is performing. Visitors that spend a lot of time on your site are finding useful content.
- Bounce Rate
The bounce rate is the number of people who visit your site and leave right away. A high bounce rate can point to several flaws in your digital marketing.
- Exit Rate
The exit rate measures the number of people who left the site from a particular page as a percentage of all people who viewed that particular page. This helps you identify drop-off points in your conversion process so you can optimize accordingly.
- Mobile Traffic
Tracking your mobile visitor metrics will help you understand your mobile customers and increase your conversions. What percent of your traffic is mobile?
Conversion Metrics: Measure your digital marketing campaign
- Total Conversions
This is the number your financial department will be most interested in. This is the ultimate measure of success for a marketer. Low conversion rates are indicative of any number of problems. This can result from poorly designed websites to unattractive offers.
- Conversion Funnel Rates
These rates are the percent of potential customers that make it through each step of a given conversion process. Also, it tells which channels or behaviors predict that they’ll make it further.
- Click Through Rates
Measuring click-through rates is essential for email marketing and paid ad campaigns. A higher than average CTR can dramatically decrease your cost per click. On the flip side, a lower than average score can drive costs through the roof.
- New/Unique Visitor Conversions versus Return Visitor Conversions
The way a new visitor interacts with your website is very different from the way a regular visitor behaves. Tracking these numbers yields useful information for reducing your bounce rate and increasing your return visitor rates, conversions, and customer lifetime value through upselling and marketing automation.
- Cost Per Conversion
This conversion ultimately determines your margins. A high cost per conversion can turn a high conversion rate into a negative if the costs are so high they drop your net income too much.
Revenue Metrics: Measure your digital marketing campaign
- Value Per Visit
Tracking this metric over time gives you insight into how successful you are at getting customers to perform a certain value-added action, such as writing a review, leaving a comment, socially sharing, or otherwise interacting with your site.
- Cost Per Acquisition
CPA tells you exactly how many marketing dollars you have to spend to get someone to spend on your business. Your CPA keeps the big picture always in focus.
- Return on Investment
This is the ultimate measure of your marketing success. Are your marketing technologies and efforts profitable and delivering results?
Carolina Macedo, the author, is Project Coordinator of Marketing Keys. When she first started, the digital reports she received felt like they were written in Greek. After mastering this new language, Carolina effectively communicates these metrics to our clients.