Marketing is never a one-way street. To best understand what works and what doesn’t, you’ll want to keep an eye on key metrics that indicate the health and effectiveness of your digital marketing efforts. For more information on how you can measure the impact of your campaigns, check out these tips for measuring success in digital marketing.
In this post, we review the Metrics For Digital Marketing, what are digital metrics, marketing kpis and metrics, and digital media metrics.
Metrics For Digital Marketing
If you’re responsible for marketing a brand online, then you know how important it is to measure the effectiveness of your digital efforts. The metrics listed below are some of the most important to keep an eye on when managing a digital marketing strategy.
Blog post visits
Blog post visits are a good way to measure the success of your content marketing efforts. If you’re publishing long-form, in-depth articles on your blog, this will give you an idea of how many people read them and where they come from. If a lot of people are coming from Google searches, it means that those particular articles were well optimized for search engines (SEO). If there’s no one coming from Google or social media sites like Facebook and Twitter, then it could be because those posts aren’t optimized for either search engines or social media platforms. This could be due to poor optimization or just because the content wasn’t engaging enough to attract readership outside of direct referrals and links within other websites (in other words: “linkbait”).
Email open rates
While email open rates are certainly not the final word on how engaged your audience is, they are a good indicator of how well you’ve managed to engage them. Email open rates are measured by the number of people who open an email divided by emails sent. So if you send 1,000 emails and 500 people open them, your email open rate would be 50%.
Email deliverability rates have been in decline for years and there’s no sign that this trend is going to reverse anytime soon. In fact, if anything it’s only going to get worse as more companies adopt stringent anti-spam policies because of these low delivery rates. This means that if you want to ensure your subscribers actually receive their messages then you need to make sure that everything about your emails is perfect: From sender name on emails (which should match up with what appears on their credit card statement) down through individual link tracking so no one gets lost along the way!
Inbound links are the most valuable type of link you can get. They’re a sign that someone else has deemed your content valuable, and is willing to promote it for you.
- Links from other websites to your website
- Links from other websites to your blog posts
- Links from other websites to your social media profiles
- Links from other websites to videos you’ve created on YouTube, Vimeo, or Wistia
- Links from other websites to press releases you’ve written (find out how to write effective PRs here)
If they exist online as well as in print form, then they are also included in this list:
Conversions are how you know that your digital marketing efforts are successful. They’re the one metric that matters and the only reason you would bother to track anything else. Conversions tell you how many people went from browsing around your website to actually buying something or taking the desired action (like signing up for an email list). The best part is, conversions can be tracked in Google Analytics: an analytics tool that tracks all of your website’s traffic so you can see where visitors come from and what they click on while they’re on your site.
As long as it has been properly set up, every time someone clicks through to a new page after landing on yours (for example if they click-through a banner ad), this is counted as a conversion. However, not every click-through will result in a sale—for example if someone clicks-through but doesn’t make any purchases after viewing product pages then those aren’t counted as sales either! That’s why it’s important for businesses using digital marketing strategies like banners ads (where users might just end up clicking without making any purchases) or search engine optimization campaigns where users might simply type keywords into Google without purchasing anything at all; these types of approaches still generate leads which may lead into actual sales down further down the road but won’t necessarily show immediate results right away when first implemented due to their nature of being indirect methods rather than direct ones like pay per click advertising would be considered one such form .
Search engine results page (SERP) ranking
- How to find your search engine results page (SERP) ranking:
- Importance of SERP Ranking:
- How to improve your SERP ranking:
If you are selling a product, it’s important to know how many sales your digital marketing efforts have generated. This can be done by gathering data from Google Analytics (or whichever platform you use) on how many visitors convert into customers or subscribers.
If you are selling a service, it’s important to know how many leads your digital marketing efforts have generated. This can be done by gathering data from Google Analytics (or whichever platform you use) on how many visitors convert into leads.
Website traffic is a metric that has been around for decades. Whenever a person visits your website, either by typing in the URL or clicking on a link on another site, that’s considered “traffic.”
There are two types of website traffic: direct and referral. Direct traffic means that someone finds your site through a search engine like Google or Bing, while referral traffic comes from other sites linking back to yours (such as when we link to you in this post).
Social media engagement and impressions
Social media engagements and impressions are all about your follower’s reaction to your content. Here is how you can measure them:
- Social media engagement
- On Facebook, look at the total number of likes and comments that a post has received, as well as how many shares it got.
- Social media impressions
- On Twitter, look at the number of times a tweet was retweeted or liked by other users in an account’s followers list (there is no way to track unique impressions).
To gauge whether or not your social media strategy is working well enough for you, compare the data from one month against another. For example, if there were 2 more retweets on average per tweet written in January than there were in December then that would be a good sign that something changed—perhaps more people saw what you wrote due to some new advertising efforts?
Staying on top of these numbers will give you insight into how well your digital marketing efforts are working.
It’s important to have a plan for your digital marketing. You can’t just throw up a website and hope for the best; you need to be able to track your progress, and make sure that you’re spending time in the right places.
These metrics can help you understand how well your digital marketing efforts are working, so that you can improve them in the future.
what are digital metrics
So you want to understand how well your marketing campaigns are performing, but what metrics should you be tracking?
If you want to manage and optimize your digital marketing efforts for success, you need marketing analysis tools to understand and use the raw data you capture through web analytics.
Digital marketing metrics, i.e. website traffic, leads generated and ROI, for example, can put you on the path to doing so, but what are these internet marketing metrics and how can you use them?
Let’s focus on the most important metrics, including what they are, how you can monitor them, and ultimately how you can keep improving your key performance indicators (KPIs).
What are digital marketing metrics?
Digital marketing metrics are the values used by marketing teams to measure and track the performance of marketing campaigns. There are numerous tools available to marketers to track website traffic metrics, engagement metrics, attribution, revenue and more — all of which allow them to improve their activities at every stage of the process.
Without these tools, tracking the effectiveness of your activities can be difficult and often inaccurate, not to mention the fact that there are so many different metrics to track (some more important than others).
Let’s have a look at the main ones.
Website traffic metrics
1. Overall website traffic
In today’s digital-first world your website is the nucleus of your marketing and sales activity. The more traffic you can drive to it, the more new leads you can generate and potential customers you can close.
With this in mind, measuring your website’s overall traffic – which is essentially all of your traffic sources combined, i.e. social media, referral traffic, direct traffic, organic traffic (no matter where from) – will give you a good idea of your website’s overall performance.
After all, leads generated and customers acquired are proportionate to the traffic your website receives.
You can increase website traffic by scaling up your digital marketing efforts, creating content, and implementing SEO best practices. This means creating new campaigns to showcase products and services, regularly publishing new, relevant articles, and web page optimization for the right keyword terms. If you want some “quick wins,” consider using paid advertising and social media marketing to drive traffic to specific pages (ideally those where you can generate leads).
2. Traffic by marketing channel
If you want to drill down into the specifics of each channel, traffic by marketing channel or source (depending on the analytics tool) is what you want to look at.
The great thing about traffic by marketing channel or source is that you can use the data to identify which channels are working well, versus those that need more attention.
For example, you may find that a lot of your website’s traffic is generated via social media – you could then build more campaigns around your social media channels to increase that traffic further.
However, the one channel that you always want to be doing well is organic, as it’s what will continue to generate traffic after the end of your campaigns.
Organic traffic shows how many people found your website via search engines. The easiest way to improve it is to optimize your web pages and incorporate new, but relevant keyword terms.
Ultimately, you want to focus on the channels that your buyer personas use. If your target audience rarely checks email or doesn’t use social media, for instance, it doesn’t make sense to invest a lot of your time and effort there.
3. Exit rate
Looking at your website’s exit rate (or exit rate by page) is very useful for websites with a multi-page conversion process or multiple touchpoints. Why? Because it shows you where and when people leave your site.
For example, new visitors might find your website via a social media promotion – directing them to a related blog – then they click on the call to action at the end to download a piece of content, but they don’t complete the form. What gives?
At this point, you can look at your landing page’s exit rate, see what percent of people are leaving once they arrive, and optimize the page accordingly. You can also look at statistics like time on page and engagement rate (but more on that next) to make informed decisions.
Another possibility: The landing page content doesn’t align well with the blog CTA. Are you offering readers what they expected? Is the form too long? Or perhaps the content can be found elsewhere with greater ease.
4. Engagement rate
Engagement rate is a difficult metric to measure because it varies depending on the platform. For example, social media platforms will define engagement rate based on likes, comments, and shares.
For your website, however, while social sharing buttons should always be included on blog and landing pages to maximize their reach – you’ll typically look at things like session duration, page depth, and bounce rate to determine just how “engaged” your website visitors are and then conversion metrics to see if your content is working.
For instance, if you look at just one of these metrics in isolation, it becomes difficult to get a clear picture of how website visitors are interacting with your website. A high bounce rate could be an indication that your web pages don’t meet the needs of visitors or it loads incredibly slowly – but looking at a low bounce rate in conjunction with a good average page depth means that people are likely to be reading your content.
Of course, this varies from industry to industry, it may be that within the first few minutes of arriving on a page, the visitor has found what they needed. However, if this were the case for a landing page, the best way to see if your content has been successful is to tie visits to bounces and conversions.
5. Average session duration (or time on page)
How long are people staying on your web pages? Are they engaging with your content? A longer time on the page might indicate that people are reading your content word-for-word, but keep in mind that most users skim.
What you want to do is look at this metric with your bounce rate. A high bounce rate and low time on the page mean that your page probably isn’t delivering.
At the same time, think about the keyword terms you’ve optimized that page for. Top-of-the-funnel (TOFU) content is typically longer and more educational, so it would make more sense for someone at the beginning of their purchase journey (brand awareness) to spend more time on the page.
On the other hand, someone who has been nurtured to a point of purchase and knows exactly what they want to do on your website may skim a product or service page and convert quickly into a paying customer.
So when you look at average session duration, look at it in conjunction with your other engagement and lead generation metrics.
6. Average page depth
This digital marketing metric looks at pages per session (or the average number of pages visited by a user within a session). This metric is a standard option in Google Analytics and Similarweb.
In terms of relevance to your overall website traffic (and how you use page depth to analyze web pages), you can use page depth to determine how much interest users have in the sub-pages of your website.
For example, low page depth can indicate that your website’s architecture (i.e. calls-to-action, navigation, internal linking) doesn’t push users to move deeper into your website. You could look at this digital marketing metric alongside time on page and exit rate to determine if your content is meeting your visitors’ needs.
However, even if your pages have high depth and plenty of views, if the engagement isn’t leading to conversions, you have to look at what offers you are pushing visitors towards. Can they easily find what they are looking for and engage with you in the right way?
7. Bounce rate
Bounce rate is essentially the percentage of visitors that leave a web page without taking an action, such as clicking on a call-to-action, filling out a form, or making a purchase.
You can track your overall bounce rate using website analytics tools, or for single pages or segments of your site.
But why is this important?
Well, if someone clicks on one of your web pages and leaves without taking any kind of action, that could signal to search engines that your site isn’t what they’re looking for. Subsequently, that web page could move down search engine rankings, which is bad news for you.
Of course, while a high bounce rate is something to avoid — what constitutes a good one? Studies vary, but generally, 50-60% is considered the average. Site-wide bounce rate is an indicator, sure, but it’s too wide to be used as an informative metric. What you want to do is drill down into the data: look at bounce rate by source, web page, and country. Then cross-reference that data with time on page, page depth, new vs. returning visitors, and other digital marketing metrics to identify where you can improve.
8. Conversion rate
If you want to understand how well your landing pages are performing, this digital marketing metric is the one to track.
The conversion rate tells you the percentage of website visitors that click on your calls-to-action and convert. This could be anything from asking them to contact you via phone, sign up for your blog or newsletter or download a piece of content.
By looking at your conversion rate (and per web page or asset), you get a granular view of how many people are successfully becoming leads and or customers. Again, you’ll want to combine your conversion rate with other metrics to identify areas of improvement.
For example, if a page has high traffic and engagement but a low conversion rate, the call-to-action could be misplaced or irrelevant to what the page is discussing. You should experiment with the placement, style, and content of the call-to-action to optimize the page.
9. Click through rate
This digital marketing metric shows you how often those who see your ad end up clicking it. You can use click through rate (CTR) to gauge how well your keywords, ads, and free product listing are performing.
For example, a high CTR is a good indication that searchers find your ads and listings helpful and relevant. A good CTR depends on several variables, your ads position, your industry, and even the pages you are trying to promote.
To achieve strong click-through rates, you want to ensure that the keywords you choose for your ads are relevant to your business, i.e. your product, service, or asset you are trying to advertise. The reason for this is because you pay for every click and, depending on your chosen keywords and desired position, can cost you a lot of money.
This means you’re spending without bringing in any revenue or results.
Overall, the better your CTR, the higher your Quality Score and this is one of the best predictors of success in pay-per-click campaigns (PPC). You can also improve your CTR by making your ads more relevant. This means matching your keywords to your ad’s messaging.