By Ajala Samuel Akindele
Digital metrics, often referred to as key performance indicators (KPIs), are values commonly used by marketers and business owners to measure and track the performance of their campaigns. When it comes to measuring digital marketing success, there are endless digital marketing metrics. Below is a compilation of the most important ones you’ll need to consider.
Below are the digital marketing metrics every business needs for measuring success:
1. Overall Traffic
To measure your digital marketing success you need to know that Google Analytics “All Traffic” will show you how many people visited or engaged with your site in total. You can break it up into source/medium, which describes where your traffic comes from.
The overall traffic will offer you a bird’s eye view of where you stand. It’s an honest idea to benchmark or keep an eye fixed on your total traffic over time. you’ll begin to ascertain similar patterns emerge like seasonality which will put you before ahead of the game later. The rule of thumb here is that if you’re doing an honest job, your overall traffic from all sources should steadily increase over time.
How to Measure: First, enter your Google Analytics dashboard, go to the Acquisition report section, go to Overview and look in the Sessions column in the table
2. Channel-Specific Traffic
Traffic at face value is actually an arrogance metric on paper, but don’t necessarily have an impression when it involves the large picture. But broken into segments, it’s a valuable digital marketing metric to watch. The five channels that you simply should segment your traffic into include:
Organic – Visitors who came to your website because it showed up on a search engine results page (SERP).
Direct – Those who typed in your URL to get directly to your site.
Referral – Those who reached your website from another website via link.
Social – Those who were directed via social media.
Paid – Those who clicked on a paid ad or promoted piece of content.
3. Total Conversions
You should know traditionally, a “conversion” is when someone evolves from a simple user visiting your site to a paying customer. However, in today’s digital world we want to track engagement and what our customers are doing on our website to get them deeper into our funnels.
Conversions may mean different things depending on the campaign. For example, they could be an actual sale, a subscriber, a completed download, a lead entry, and more. Simply put, the conversion is the number of anonymous visitors who become known records in your marketing database.
Low conversions can speak to bad design, unappealing offerings, or a disinterested audience. Tracking conversions helps you means exactly which components people are interacting with on your site, and which components they only aren’t.
It’s also hugely informative on the standard of your UX and other less-tangible creative areas. Low conversion rates can spark a push toward updating your sales funnel, or indicate that it’s time to take a position in modernizing your website.
4. “Micro” Conversion Rates
Pretty much all marketers track overall, or “macro” conversions, but to actually drill deep into your mobile marketing metrics, it’s an honest idea to trace conversions at the campaign level, or “micro” conversions, to make sure that these smaller KPIs are contributing to your overall marketing strategy.
5. Bounce Rate
Do you know your site’s bounce rate is the average number of visitors who left your website after only visiting one page—the page they came in on the “entrance page”.
Each page can have its own bounce rate. You’ll find different pages tend to possess different bounce rates, and not all bounce rates are equal. Bounce rate can tell you whether your site content has relevancy or if you’re using the proper landing page for a paid campaign. The amount is extremely relative, however on one hand, a bounce rate for a selected page could also be high because users leave the location after viewing the only page after finding the precise info they needed, and had no interest in going further. Perhaps they even called in and have become a paying customer after bouncing off a contact page.
On the flip side, users that have issues with usability or site design might leave the location from the doorway page and never attend a second page.
6. Exit Rate
This is another marketing metric that is very specific and reveals quite a bit about your website design and user experience. If your campaign is meant to drive new users to your website for a more general “learn more” branding effort, the Exit Rate metric will show you exactly where they left after they reviewed your content.
Unlike Bounce Rate which triggers when someone views only one page, Exit Rate tells you where the user lost interest after spending some time exploring. Make sure they don’t lose interest in your brand!
Sessions refer to the number of visits your website receives. Google specifically counts this in 30-minute increments, meaning it triggers this website traffic metric only once every half hour for each individual user.
8. Page Views
This is the total number of pages viewed. A user who repeatedly visits the same page will trigger this marketing metric, so it’s the broadest of all page-related measurements for digital marketing success. However, it’s one of the most important website traffic metrics.
It’s relevant to know how many pages are visited on your website in a given time period. This helps you to understand if your entire site is of value or if only certain pages are for your page view.
9. Most Visited Pages
To further determine which areas of your website are most valuable, look at this metric. You can find it in the “Behaviors” section of Google Analytics.
The Most Visited Pages metric uncovers all sorts of information about exactly where your site’s visitors are going and for how long.
Sometimes when you are confused with reach, an impression is the larger overall number of views your content or advertisement receives. Your content on social media or a pay-per-click ad may be shown multiple times to the same person. Each time is counted as an individual impression. As a result, this number will always be higher than reach because the reach metric is only triggered once per user.
11. Social Reach
The posts you make on your social media platforms are meant to reach a wide number of users. This social media metric tells you exactly how many people were reached (i.e. saw your content). Now, the number of people reached is always much larger than the number who engage. A benchmark goal is to actualize 2-5% engagement based on your overall reach.
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