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Digital marketing is gradually displacing traditional marketing in the modern business environment. And as such, every business person needs to know the right digital marketing metrics to measure. These metrics are the Key Performance Indicators (KPIs) that help you determine how well your campaigns are performing.
Metrics help you keep a close eye on your website traffic, social media engagement, and other campaign objectives you may be interested in. By carefully analyzing and understanding these metrics, you’d be able to make an informed decision that would help you achieve your marketing goals, and reach your target audience.
In this guide, you’ll discover the best digital marketing metrics to keep your eyes on while running campaigns.
Measurable values used for measuring the performance and effectiveness of a company’s digital marketing are known as digital marketing metrics. With these metrics, you get to track the impact of your marketing campaigns across multiple channels. These channels could be mobile apps, social media, websites, or emails.
Some popular digital marketing metrics are:
Careful analysis of these metrics will help you gain better insights into the effectiveness of your campaign. It also helps you make data-driven decisions. This will, in turn, help generate better results during your campaigns.
Regardless of the kind of business you’re running, you’d need to measure some digital marketing metrics. The kind of metrics you’d measure is highly dependent on your business objectives and goals.
For instance, if you want to improve your brand awareness, you’d have to focus on metrics like:
However, businesses that are focused on revenue growth may keep an eye on metrics like:
Therefore, digital marketing metrics vary from one business to the next. And the most important digital marketing metrics will be dependent on your primary business objective. Aside from that, the digital channel plays a role when it comes to choosing digital marketing metrics.
Here are some digital marketing metrics you should track.
The digital marketing metrics to measure will be dependent on your business objectives and goals. Here are easy ways of choosing the right digital marketing metrics to measure.
Digital marketing is an unending industry. There is no fixed rule when it comes to the analysis of digital marketing data. In this section, you’d discover the vital things that go into the analysis of PPC digital marketing campaign data.
One thing should be made clear. Pay no heed to any guesswork or intuition. Every decision should be data-driven. And the data can be gotten from a wide range of available metrics. After gathering your data, you’ve got to have a complete picture of the data. Focusing on one aspect of the data won’t cut it. There are lots of things that come into play during analysis – and you’ve got to put everything into consideration.
For instance, if you only pay heed to a single metric, you’d likely miss the point. Most times, you’d focus on the insights generated from that data point, and ignore other things. As a marketer, you need to have a complete picture of the data set. This will help you draw insights from multiple dimensions.
Let’s say you have metrics similar to the one below.
Impression = 1000
The data above is just the figures. It doesn’t tell the complete story. Focusing on this single data point will make you miss the mark. However, if you consider other data points like “Device”, the complete picture will start forming in your mind. And that may redirect your thought process.
From the image above, you’d notice that the top performer is “Mobile”. After all, mobile devices generate the most impressions. Tablet and Desktop are the second and third performers with 300 impressions and 100 impressions respectively.
You can also add other metrics like “Clicks”.
Clicks = 20.
1000 impressions with 20 clicks is an eye opener – and you’d have to go a whole new level for its analysis.
From the image above, your perception of Tablets would change. After all, it generates more impressions than the Desktop with fewer numbers of clicks.
You may also consider other metrics like “Conversions”.
Conversions = 6
A thorough breakdown of these metrics will give you results similar to the image below.
After breaking down these metrics, you’d have a complete picture of your advertising campaign. Initially, you’d notice that the Tablet generates 300 impressions, which is more than that of the Desktop. A thorough analysis reveals that the impressions lead to just 1 click with no conversion. However, Desktop devices that generate fewer impressions yielded more clicks and conversions.
PPC campaigns offer lots of dimensions and measures. And if not adequately monitored, may lead to confusion. Some of the dimensions include:
While the different measures include:
Manually analyzing these metrics is almost impossible. To get the most out of your campaign, you’d have to automate the process – and that’s where the PPC Signal comes in. With the PPC Signal, you get to perform intelligent analysis and generate solid insights from your campaign. However, after connecting the tool to your Google Ads account, your campaign has to be up and running for at least 7 days.
PPC Signal helps you make data-driven decisions, and you’d get to have a competitive edge in the marketplace.
Here are the four key metrics to measure during your digital marketing campaign.
There is no fixed formula for metrics. It all depends on the metrics you’re measuring. For instance, the formula for clickthrough rate (CTR) is CTR = Clicks/Impressions x 100
Digital marketing metrics are used to measure or track the success of online marketing campaigns. They are usually considered key performance indicators (KPIs).
The four pillars of digital marketing metrics you should focus on are:
Digital marketing metrics are arguably the most reliable way of measuring a digital marketing campaign. Without these metrics, identifying how a campaign is performing will almost be impossible. Metrics are the basics of online tracking.
It’s almost impossible to track the success of your online campaign without digital marketing metrics. Tracking becomes easy if you’re focusing on the right metrics. Regardless of the kind of campaign you’re running, tracking the right metrics will guarantee success. By merely tracking the right metrics, it becomes easier to:
With all these pieces in place, it becomes easier to draw meaningful insights from your campaign. You can automate the process by using tools like PPC Signal. With the PPC Signal, you get to optimize your metrics for better results. This will, in turn, help you boost your ROI and generate a better result for your business.
Now you know what digital marketing metrics are, what metrics will you be looking out for during your online campaign?
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