20 Digital Marketing Metrics To Measure Your Success
In today’s marketing world, digital marketing activity is a critical component of any business and has the opportunity to drive real results that can be effectively measured.
Download Marketing Metrics GuideUnlike more traditional forms of advertising and promotion, digital marketing enables a business to track and measure the success of every single activity. From google ads to email campaigns, organic social posts to promo codes and lead magnet sign ups, every single campaign and individual action can be tracked and measured.
But, as a busy business owner how do you know what to track?
What Are The Key Digital Marketing Metrics To Measure?
The answer is that it depends on what activity you are undertaking that supports your marketing and broader business goals. So in this article I am going to focus on 6 key digital marketing activities that are generally undertaken by the majority of businesses.
Google Ads
Using Google Ads is a great digital marketing strategy to use for bottom of funnel as these consumers are considered warm, possibly hot as they are seeking out a specific solution to a need they have.
Social Ads
Advertising on social media platforms such as Tiktok, Facebook, Instagram and Linkedin can be an effective way to get your brand seen - so grow awareness, and then you can use retargeting ads to build up the know, like and trust factor.
SEO
A longer term strategy to help your website be found online in the search engines such as Google, Search Engine Optimisation is an ongoing approach where you use both on-site and off-site techniques to help your website rank.
ORGANIC SOCIAL
The term organic social refers to the ‘free’ accounts or profiles that businesses can set up on suitable social media platforms to promote their businesses. While they are free, there is a cost to develop an effective strategy, create a content plan, create & publish the content, manage your community and to track your success.
EMAIL CAMPAIGNS
One of the older forms of digital marketing but also tried and tested are the good old email campaigns. They continue be a very cost-effective and significant contributor to revenue to any business who consistently and strategically uses them to communicate connection, value and offers.
APP STORE ADS
If you have an App, you want to be where the App consumers are. And part of that journey is your potential customer discovering you in the App Store. They are the Google of Apps, meaning that when we go to the App store we are searching for a solution to our problem - whether that’s a dating app, a receipt app, fitness app, or any other kind.
Key Metrics to track for Google Ads & Social Ads
IMPRESSIONS - how many times your ad is served (shown) in the search engine results
CLICKS - how many people have clicked on your ad
CPC - Cost per click
CONVERSIONS - can be a sale, a sign up, a download. Whatever you set as your conversion depending upon your objective
CPA/CPS - Cost Per Acquisition or Cost Per Sale
Key Metrics to track for SEO
ORGANIC TRAFFIC - how any visits to your website from organic (free) search
CTR (click through rate) - What is your click through rate from search results to web page
BOUNCE RATE - how many people visit a web page and ‘bounce’ off
KEYWORD RANKINGS - how many keywords are you ranking for
SITE SPEED - how fast is your website to load
DOMAIN AUTHORITY - how likely a website is to rank in search engine result pages (SERPs). Domain Authority scores range from one to 100, with higher scores corresponding to greater likelihood of ranking.
CONVERSION - is what you determine to be an action that you wish to track such as a sale, subscriber, lead magnet download
CONVERSION % - the percentage of website traffic that converts
Key Metrics to track for Organic Social
FOLLOWERS - number of followers for each profile BUT be careful that you’re attracting the right followers
ENGAGEMENT - a much better way to measure your organic social media success as it is an indicator of how much your audience values your content. The formula is total number of interactions your content receives divided by your total number of followers, multiplied by 100%
WEB TRAFFIC - how much traffic to your website if your organic social delivering (or to your App store listing)
DATABASE GROWTH - how many social media followers have you been able to convert to an email subscriber
Key Metrics to track for Email Campaigns
DATABASE SIZE - track if your database is growing and if not, look at additional ways you make this happen
OPEN RATE - the total contacts that opened the email divided by the amount of emails sent. This is a great indicator of how effective your subject lines are.
CTR (Click Through Rate) - the percentage of recipients who clicked on one or more links in your email
OPT OUTS - how many people unsubscribe from your list
Key Metrics to track for App Store Ads
IMPRESSIONS - how many times your ad is served (shown) in the App Store
CLICKS - how many people have clicked on your ad
INSTALLS - how many people installed your App
CPI - Cost Per Install
What Gets Measured, Gets Managed
This list is not exhaustive however it is a really great starting point and will get you well and truly on your way to being able to see what is working for you and what isn’t. What get’s measured, gets managed and it will make a huge difference for your business when you know where to put your focus, time and money to achieve the results you want for your business.
Monthly Marketing Metrics
At minimum, these digital marketing metrics should be collated and reviewed each month so you can determine where you should be putting your marketing efforts.
Need help with your Marketing strategy, tactics and metrics?
If you’re not sure where to start or how to determine your priorities, I invite you to book in for a free 30 minute consultation with me. We’ll discuss your goals and what you’re looking to achieve and I’ll give you advice on what direction you should take so you can get moving towards achieving those goals.
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