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In building a strong brand that can scale effectively, you need to leverage different digital marketing tactics. However, you have to remember that some digital marketing metrics may be more important than others.
Narrowing down your reporting to include the most relevant key performance indicators (KPIs) will reflect what digital marketing campaigns’ success looks like for your brand.
Reviewing analytics and measuring performance should be included in the to-do list of business owners and marketers to improve the bottom line and increase their ROI. One needs to recognize that “clicks” offer an imperfect view of any digital marketing campaigns’ effect. Most people do not click on ads but still, find their way to a company website even without being subjected to paid advertisements.
How To Determine the Effectiveness of Your Digital Marketing Efforts
Putting together a measuring template can provide valuable insight. It is something you can use and modify as necessary with each campaign. Here are some metrics that you can work with on your template.
New vs. Returning Traffic
Based on your website’s priorities and customer’s buying time, you can try to maximize the number of potential or returning customers. The goal is to identify what is most important to you at the outset of the campaign. Make sure that you plan a campaign to accomplish that goal.
In other words, if you’re looking to have as many more visitors on your website, you need to aim to have an increase in the percentage of the new traffic. Moreover, you need to check the average of returning traffic before purchasing in-store or online. You may want to plan a strategy that can make customers complete a transaction the first time they visit your site and offer deals to ensure that they return to your brand.
Pageviews mean the cumulative number of pages that were viewed by your audience. This marketing metric can be caused by a person who repeatedly visits the same webpage. Thus, it makes it the best of all page-related metrics to use for any digital marketing campaign.
That is also one of the essential traffic indicators on your website. It is necessary to know how many pages they visit on your website within a given period. That makes you understand whether the whole platform is of value or whether only several pages are relevant.
Exit rate is a way to measure that is very precise. It tells quite a bit about the website design and user interface. If your strategy is intended to bring new visitors to your website for a more general “learn more” branding attempt, the exit rate will show you exactly where your customers left after your content has been checked.
Unlike the bounce rate that triggers when someone sees just one page, the exit rate shows you where the person has lost confidence after spending some time exploring your site. So you must ensure that they are not losing faith in your website and your brand.
Average Time Per Visit
Analyze the average time people spent on your website. It will help you to figure out how engaged they are in searching for your content. You should also look at the total pages per visit following this measure to better view content engagement. The longer they visit and the more pages they view, the more likely they enjoy your content and find value in them.
In the digital marketing world, bouncing is terrible for a variety of reasons. If all of your ads have strong bounce rates, that means users click on the “back” button once they land on your website. You must know then that there might be a significant discrepancy between your message and your landing page.
Furthermore, Google might perceive high bounce rate websites as low-quality or spam, resulting in an SEO penalty. Use Google Analytics to calculate the bounce rate over time to see patterns in your marketing campaigns.
Conversions arise as website visitors or consumers take particular action due to a paid advertisement or promotional activity. In contrast with behaviors, conversions are more specifically related to purchases done on your website. Since your primary aim is to maximize revenues, make sure your digital marketing plan is effective and working.
Traffic By Source
This helpful traffic metric sheds light on just where your website visitors are coming from. With many channels available and insufficient time to capitalize on any of them, traffic by source analytics must be watched.
You can use it to figure out which platform or marketing outlets are useful and which ones require a little more focus. Moreover, you can use it to narrow down where you spend your time in making any content.
- Organic Search – These website visitors have clicked a link from the search engine result pages that directed them to your website.
- Direct Visitors – Kind of visitors that have typed your URL directly into the search bar, or they may have it bookmarked and used the search bar to return to your website.
- Referrals – Such visitors arrive at your website when they click a link from another webpage.
- Social – The type of visitors that came to your website after discovering your social media profile.
More than half of online digital traffic comes from smartphones and mobile applications. Because of this pattern, the number of people visiting your site from any mobile devices per month should require attention. You must look at your mobile traffic stats to learn how many people view your site from a mobile device.
It would be best to analyze how long they’re on the web and how deep they’re heading on your website using a mobile device. Compare those with your non-web traffic to see whether people are more or less involved with your web on their mobile devices. You can use that knowledge to improve customer experience.
Knowing how to assess your digital media campaigns’ effectiveness will save you much frustration along the way. You are not going to guess why you’re spending your time on multiple promotions. You can change or toggle off promotions that don’t fit, or you can sharpen campaigns to get your targets right.
Measuring your digital marketing campaigns will always let you know how to calculate a campaign’s effectiveness. You can develop a more strategically formulated game plan for your marketing activities and refrain from starting a digital marketing strategy with no clear target.