If you work in the Digital Marketing world (or if you want to work), you certainly want to know more about how to improve your results We can only improve what we measure This is why properly measuring our marketing actions has become essential to be competent professionals and improving our strategies.
What are the best digital marketing metrics?
However, it is not enough to measure the actions, we need to have the right metrics and these vary from channel to channel. In this guide, Digital Marketing Company Birmingham goes over the top digital marketing metrics for each of these channels and gives you some actionable tips that will help improve your results.
What is digital marketing?
Digital marketing is the set of techniques and processes aimed at promoting the activities of a company; which are made by the various existing digital media. It is a discipline based on the strong potential offered by the Internet to become known. It brings together major disciplines that allow uncovering leads and winning as many customers as possible.
They use many tools similar to inbound marketing, such as email content and online content.
These types of marketing exist not only to capture the attention of prospects during the buyer’s journey but also to turn them into customers. But the two approaches take different positions on the relationship between tool and goal.
What are indicators in digital marketing
It indicates the data expressed numerically and It is used to measure, compare and evaluate the performance of certain online marketing actions. They are factual marketing metrics that answered the question of how to measure a digital marketing campaign.
The metrics or indicators will tell us whether we are achieving the strategic objectives of our campaigns or not and are known as KPIs, ( key performance indicators). It allows us to quantify precised and immediately what is happening.
If you want to know more, we recommend this guide in which you will fully understand how to choose one metric to measure your activity.
Examples of metrics in digital marketing
As we said at the beginning of this article, the metrics you choose will depend on the marketing channels through which you find and impact your potential customers.
Business is in the online world, you most likely have digital assets such as a website, social media, and paid campaigns across various channels. This is why we will review the main digital marketing channels we have mentioned.
To the topic perfectly target, you must differentiate the most popular types of metrics:
Web traffic metrics. a They are related to the performance of your website and reflect aspects such as visits, users, page views, or bounce rate.
PPC metrics. It links the investment made in a certain type of online advertising with the results obtained. In this case CPC or cost per click, CTR, and conversion rate.
Social network or social media metrics. These are linked to media campaigns and content produced on social networks. We talk, among others, about sharing rate, growth rate, virality coefficient, and interaction.
Before talking in depth about digital marketing indicators, it is necessary to understand the connection they have with the objectives.
This is where strategic objectives come in. They will have overall objectives within our company and then departmental objectives. Goals are usually tied to improving metrics and getting the maximum possible result.
Key Digital Marketing Metrics
After seeing the first points on metrics and objectives, we will analyze one by one different metrics and their importance to measure your actions.
Number of visits to your website
The audience measurement refers to the number of times your website is visited by users. We need to differentiate the number of users visiting the page from the number of page views.
In the case of sessions, we can say that it is the number of interactions that users have with your website. We can say that it is every time a user sits down to visit your page, possibly seeing 1 or more pages in a row. Knowing the number of sessions and the number of total page views, we can calculate the page views per session. You can measure all of this from Google Analytics.
These are the metrics of web traffic and what is interesting is that you measure their evolution over time and compare it with other previous periods. In addition, it will allow you to measure the impact of the different marketing actions you perform on web traffic.
In marketing, you should need to have one thing clear, improving user retention is easier than trying to attract new users to your page or service.
Time spent on a website
How long do users spend on average on your site and its sections? It is a great indicator of how well you meet their expectations and gives them exactly what they are looking for. This allows optimizing content to satisfy the audience, analyze which content retains the most, and maximize the performance of our strategies.
An indicator closely related to the previous metric calculates the percentage of users who enter your page and leave your website through the same page through which they arrived without interacting with it. In other words, what % of users abandon it directly? You can also measure it from your Google Analytics dashboard.
Audience by area of influence
It calculates the percentage of visits from different countries or cities, which helps us define the geolocation of our potential customers.
Knowing from which countries the visits to your website come is an important strategic element.