Tracking the performance of digital marketing campaigns is now an essential part of any strategy. Metrics provide businesses with a detailed picture of what is working and what is not when it comes to their marketing efforts. But what are these marketing metrics? According to Learning Hub, marketing metrics are measurable values that marketers leverage to prove the effectiveness of campaign efforts across channels.
There are a lot of marketing metrics that your business can measure, but we have narrowed it down to 5 essential key performance indicators you should be tracking right now if you are not already.
1. Qualified Leads
Digital marketers use this metric to assess how well content marketing is performing. Marketing Quality Leads (MQLs) can be established by looking at the number of web users on a landing page who further engage with content. For leads to qualify as MQLs, web visitors must be interested in your products. Venture Harbour defines marketing qualified leads as a potential client that matches a business’s ideal customer profile and is likely to convert.
2. Website Metrics
Is the total number of digital traffic to your website growing? How many unique pageviews are you getting in a specific period? These are some of the questions that website metrics can provide valuable insight into.
Website metrics are a variety of measurements made on a digital platform to track its performance and statistics. Monitoring this metric can do more for your digital marketing efforts by providing real-time data of site performance. This is where you learn how engaging users find your content.
3. Email Marketing Metrics
Compelling email content can drive a high engagement rate for your digital content. Email marketing is an important part of any strategy and the success of a campaign depends on how well the content is crafted.
The effectiveness of an email marketing campaign can be measured by tracking the following:
- The number of people that open an email
- How many emails get delivered
- Number of new subscribers
- The number of emails sent to addresses that no longer exist and,
- Number of people that click on a link within an email
4. Social Media Metrics
If you want to establish how your brand is perceived and the impact of social media marketing campaigns, this is the right metric to monitor. Businesses can gain an understanding of social media performance and make the necessary adjustments to boost engagement and increase following.
Depending on the goal, digital marketers can track factors such as:
- Impressions and reach
- Share of Voice (SoV)
- Customer satisfaction
Observing this social media activity and capturing key statistics enables marketers to turn data into actionable insights that will drive desired marketing outcomes.
5. SEO Success
Tracking SEO performance allows marketers to know which marketing tactics are working to avoid spending money on projects with futile results. According to Agency Analytics, marketers should consider shifting to a multi-metric system to determine SEO success. Marketers can see what their SEO metrics look like by measuring organic traffic and conversions, keyword ranking, and social traffic.
Marketing metrics set the foundation for any successful campaign and businesses should choose the appropriate one that fits each channel. Using insights gained through metrics paves way for more strategic planning of marketing campaigns. These values also allow marketers to understand audience patterns.
With this knowledge, businesses can reflect on campaign weak points and make informed decisions that drive intelligent marketing decisions.