When your company launches its next digital marketing campaign, how will you know if it was a success? Without tracking certain digital marketing metrics, your team could miss key information about your customers and the strategies you’ve implemented. When you pull a report, you may realize you have access to a ton of data, but how can you tell which data may be the most meaningful?
If you are one of the 50 million companies using Google Analytics, we’ve got 14 digital metrics you should consider measuring. Even if you are using another tool to measure your web traffic, you’ll want to make sure you search for the data below.
Top Digital Marketing Metrics
1. Overall Site Traffic
This metric isn’t just about how many page views your site generates. Take a look at the overall snapshot of unique visitors versus returning visitors and how long visitors are on your site.
2. Traffic Sources
Where does your traffic come from? For example, if a specific social network is channeling a lot of visitors to your site, you may want to focus future more of your marketing budget or strategy there. It’s also essential to know what search engine keywords brought visitors to your site.
3. Mobile Traffic
More and more people are using their smartphones to research, shop, and browse products and services. Mobile traffic can be a big revenue source, so your marketing team should know how your campaign is doing at attracting mobile visitors.
4. Click Through Rate
How many people actually clicked on your ads? A high CTR will increase your Quality Score, which can lead to lower advertising costs.
5. Cost Per Click
Once you know your CTR, you can calculate your Cost Per Click based on what you’re paying for the ads.
6. Conversion Rate
Conversion Rate can help you gain valuable information about potential customers. More importantly, this metric measures how many site visitors “convert” to paying customers.
7. Cost Per Lead
CPL is one of the strongest metrics for determining if a campaign is successful or not. CPL defines the cost of a campaign in relation to the number of leads it produces.
8. Bounce Rate
What happens to the visitors that don’t convert to leads? Bounce rate provides valuable information about the people who immediately leave your site. If the bounce rate is high, you may need to examine the approach or relevance of your campaign.
9. Average Cost Per Page View
The Average Cost Per Page View should be considerably lower than the revenue the digital campaign generates. If this is not the case, then you know the campaign wasn’t profitable.
10. Page Views Per Visit
When visitors come to your site, how many pages do they view? More page views per visit indicate higher engagement with the site. In turn, engagement is a strong indicator that visitors will become leads or active customers.
11. Time on Site
How long do visitors spend on your site? Some visitors will immediately “bounce,” but the length that other visitors stay indicates if your site is relevant and engaging.
12. Rate of Return
Simply put, you want visitors to come back to your site again and again. Knowing what content entices visitors back can help you plan future campaigns.
13. Return on Investment
At this point, you should measure the overall success of the campaign by revenue. Which components of your campaign are worth the investment? Which components aren’t generating revenue and should be revised or dropped?
14. Cost to Acquire Customer
Finally, your Cost To Acquire Customers (CAC) is the total cost of marketing divided by the customers acquired in a set time frame. Cost to Acquire Customers is ultimately what your company needs to track to know if your marketing strategy is working.
Launching a digital campaign without measuring metrics is like not keeping score during the Super Bowl. Knowing how each campaign performs is essential to your long-term marketing strategy.
