Are you measuring the right metrics for your online campaigns?
Know which metrics to look for when you're running digital marketing campaigns to understand whether you've been successful.
When business owners and marketers begin any digital campaign, they set KPIs (key performance indicators) and measure ROI (return on investment) at the end of the campaign. This is vital to judge the success of any campaign, but knowing which and understanding why the metrics matter can be difficult.
Oftentimes, campaigns may measured what appears to be “popular”, but doesn’t necessarily mean much for the business (commonly known as vanity metrics). The reality is, certain metrics matter more than others – and it all comes down to your goals.
So, what’s really important?
Here are some metrics that you should consider tracking for your goals.
If your goal is: Attract More Visitors
Key Metrics: New Visitors, Bounce Rate, Sources
The first stage of the buyer’s journey is the awareness stage. Awareness does not just include people who've visited your site but also those exposed to your brand through advertising. This is usually tracked by the number of impressions your advertising has garnered.
To track how effective your marketing outreach is, track how many new visitors you have attracted to your website. If you’re seeing a spike in visitors during your marketing campaign, it’s a sign you’re doing something right.
The second metric you need to track is the bounce rate, which refers to the percentage of web visitors that leave your site from the same page that they've landed on.
If you’re attracting more visitors than usual, but your bounce rate is unusually high, around 60% and above, it could mean that you’re attracting the wrong type of traffic to your site. If you’re wondering whether there is such a thing as a wrong type of traffic, check out our blog about buyer personas.
The sources report reveals where your traffic is coming from, whether it’s from search advertising or Facebook, so you can optimise your marketing performance.
Find out where your traffic is coming from, and allocate your resources to your best performing source (email, social media, or keyword searches). This allows you to optimise your spending and improve on your campaign’s overall performance.
If your goal is: Improve Engagement with Visitors
Key Metrics: Page views, Time Spent on Site, Comments
Look at your Google Analytics report to find out how your landing pages are performing. The higher the pageviews it has, regardless of traffic source, means that it has the potential to help you engage customers better.
Keep in mind that campaigns will skew the number of pageviews, so look at the sources of the pageviews as well. If a visitor lands on your site through an ad and does not proceed to another page, it may mean that the content is irrelevant.
However, if other pages on your site are organically getting more visitors, it could mean that the page is providing content that is relevant and useful for your visitors. You could consider promoting it for your campaigns.
Time Spent on Site
Time spent on site is also a good indicator of how engaging your content is. The longer a website visitor spends on a particular page, or a higher number of pages visited on each session means your visitors are more engaged with your content.
Are people liking, commenting, and sharing your content? Marketers often get distracted by these metrics, especially on social media, but if engagement is a goal, interactions are good metrics to track.
If your goal is: Convert visitors to customers
Key Metrics: Click-through Rate (CTR), Conversion actions
One of the most important goals is to convert visitors to leads, and leads to customers.
Click-through rates and conversion actions track this. Click-through rates usually refer to visitors that are visiting your site from external links such as an ad, Google search results or email about a product offer.
Conversions are tracked on your site for actions taken such as making an appointment booking, filling an enquiry form, adding an item to a shopping cart or completing a sale.
With the right metrics measured, you’ll be able to have a clearer view of your campaign performance and it will help you make more informed decisions on your spends and optimisations.
- Certain metrics in Google Analytics will be able to tell you what your marketing return on investment is
- You should set your goals first before deciding which metrics to measure
- If your goal is to attract visitors your key metrics are New Visitors, Bounce Rate and Sources
- If your goal is engagement your key metrics are Page Performance, Time Spent on Site, Comments
- If your goal is to convert your key metric is Click-through Rate (CTR)