Collecting and analyzing raw data can reveal exactly how well your digital marketing efforts support your traffic and conversion goals. Therefore, to ensure you are on the right track with your digital campaigns, it is important to track and analyze key performance indicators, or KPIs. These metrics reveal how well your marketing tactics help drive traffic to your website, keep your target audience engaged and drive conversions. To get started, you will first need to prepare a smart digital measurement strategy that will help you keep track of your progress.
Preparing Your Digital Measurement Strategy
An effective digital measurement strategy should outline what, when and how to measure your selected KPIs. In turn, it will also help to ensure your marketing objectives support your overall business goals.
First, determine how you will track and record your data. You can use a range of analytics tools, like Google Analytics, to track your website performance data, for example. To measure your social media campaign success, you can use the tools integrated into those platforms. Then you will need to determine how often you will track and record the analytics data, and stick to it. Most marketers choose to review data monthly, though more frequent checks can help you finetune your digital marketing strategy.
Finally, it’s also important to determine which key performance indicators will help you best measure success. If you are uncertain which KPIs to select, consider using the ones below to begin and make changes as you identify others that might better support your goals.
Traffic data simply represents the number of visitors who arrive at your website during a certain period of time. An effective digital campaign should continuously drive traffic to your website, particularly to a specific landing page. Also, pay close attention to your organic search traffic, as that KPI shows how often people are finding your site or content on their own based on relevant search queries.
2. Bounce Rate
The bounce rate shows the percentage of visitors who leave after viewing a single landing page on your website. Anything over 50% is a high bounce rate for digital ads, and it could be due to the fact that your website is not mobile-friendly, your site content doesn’t match the call-to-action (CTA) in your ad or other factors. Try to minimize this number by targeting high-value keywords, updating page content and enhancing the overall user experience.
3. Qualified Leads
Your qualified leads are the prospective customers who are most likely to make a purchase in the near future. An effective digital campaign will generate a good number of qualified leads, and focusing on these leads can optimize your conversion rates across the board.
4. Sales Revenue
Understanding this metric is critical to determining the success of your digital marketing campaign. Sales revenue is calculated by multiplying the number of product sold by the sales price. This number should increase as you improve your digital marketing strategy, but any decrease in revenue - or no revenue at all - warrants a change in your strategy or approach.
5. Social Media Engagement
Social media can often play an important role in your digital marketing strategy. And monitoring engagement metrics on social media - like clicks, conversions and other interactions - can help you understand how well your social media ads or posts are performing in terms of driving customer action. Understanding this metric will also help you decide whether to continue focusing your efforts on this channel.
6. Click-Through Rate
When you look at the click-through rate (CTR) for any post or ad, you discover how many people clicked on the content to visit the linked landing page. A high CTR shows that your ad contained interesting copy and an appealing offer that enticed people to click. This metric may also indicate whether or not your ad copy and creative is resonating with your target audience.
7. Landing Page Conversion Rate
Your conversion rate data indicates how many people committed to taking an action on a particular landing page, such as downloading a resource or making a purchase. The metric is a good indicator of your campaign effectiveness, and as page traffic increases, this number should also increase. Conversely, if your landing page is generating a lot of traffic but has a low conversion rate, you may need to change the copy or enhance the call-to-action (CTA).
8. Cost Per Conversion
Cost per conversion (CPC) reveals how much it costs to generate a successful conversion from your ad campaign, like a sale, click or form submission. A high CPC may indicate that your campaign isn’t profitable, and you will need to optimize your ads. Understanding this metric can also guide effective budget allocation and other campaign decisions.
9. Customer Lifetime Value
Customer lifetime value (LTV) indicates the amount of value a customer contributes to your business over their lifetime. This is calculated by dividing a customer’s average order value by 1 minus the repeat purchase rate (i.e., $50 / 1 - 0.1), and then subtracting the cost to acquire the customer, such as ad expenses. With this figure, you can better predict the future revenue potential of a customer relationship, and determine how to best spend your digital marketing dollars.
10. Email Open Rate
Email is often a critical piece in any digital marketing campaign. And the email open rate tells you how many people actually opened your emails and potentially viewed the content. The open rate is also your best indicator to determine if your email subject lines are effectively attracting and engaging customers, and in turn, having a positive impact on your digital marketing campaign.
Measuring Your Marketing Success with Key Performance Indicators
When you use key performance indicators to measure your marketing success, you can objectively analyze how well your methods are working. Utilize the KPIs listed above until you can compile your own custom list of metrics to review for your company. And continually analyze and update your digital marketing strategy to meet your business goals and stay ahead of the competition.