In the constantly evolving landscape of digital marketing, understanding and tracking key performance metrics is crucial. These analytics provide insight into the effectiveness of your online marketing strategies, like social media campaigns, content marketing or search engine optimization (SEO).
Overwhelmed by the thousands of marketing metrics you can track? Check out our recommended list of digital marketing metrics to focus on for the best results and why they should matter in your strategy.
Top Marketing Metrics to Track
Use the traditional buyer’s journey funnel to identify what’s important to analyze and fix, including impressions, traffic, and contacts.
1. Impressions
Impressions measure the total number of views or displays of your advertisement, web page, or post online, regardless of interactions or clicks. An impression is counted each time your content is shown.
Impressions can offer valuable insight into brand visibility and awareness. A high number of impressions implies you’re reaching a broad audience. However, impressions alone are not a comprehensive metric of success.
Take a look at all your platforms, from Facebook to Google advertising, and determine how many unique views you have compared to the number of those views getting converted to traffic. This metric is known as the impression-to-traffic rate. Remember, your goal is to spark interaction, drive traffic and convert your traffic to leads.
2. Traffic
Next, analyze your website traffic, or how many visitors you are successfully getting to your website or other online content during a given period. Traffic can originate from various sources, including organic search, direct visits, referral traffic or social media platforms.
Monitoring your website traffic helps you understand which aspects of your marketing strategy are performing well and what needs improvement. For example, if a specific blog post is driving significant traffic, try to determine why and then use those insights to create future content.
Once on your website, the most important metric to consider is your traffic-to-contact conversion rate, or how many visitors you convert to leads. Once you’re successful in converting your hard-earned traffic into valuable leads, move on to the third recommended metric to track.
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3. Contacts
The last marketing metric to consider is the number of contacts being converted into customers. Understanding this sales metric will assist you in refining your lead nurturing process so that your leads keep progressing through the buyer's journey. Analyze where they are facing challenges and determine how you can strategically apply the right tactics at the right time to address these obstacles.
By breaking it down into those three key metrics, you can simplify everything you’re analyzing and focus on what truly matters for optimization.
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