10 most Important Metrics in Digital Marketing

10 most Important Metrics in Digital Marketing

As we understand about what is digital marketing, it is vitally important to understand the important metrics associated with it.

This will help us understand how digital marketing activity is measure and track and how campaigns can be measure in real time so that course corrections are possible in real time.

Here are some of the basic digital marketing metrics that you should know!

Digital Marketing Metrics tracked by Google Analytics

When you create your website, you must integrate the back end with Google Analytics to get access to vital data that will help you optimize the website in an effective manner. Here are some key metrics:

• Website traffic-is the number of visitors to your website. There is total traffic and there are unique visitors which removes the traffic figures of those revisiting your website from the figure of total traffic.
• Bounce Rate-is the percentage of website visitors who leave your website page after it is served on their device without any action on their part.
• Above the fold content- is consider the most important part of a web page and is the part of the web page that is serve on the device as the page loads without scrolling. Improper design of above the fold regions of a web page and content issues are some key reasons for high bounce rate.
• Exit Rate-is the percentage of the number of times a visitor exits a site from that web page.
• Page load time-It is average time that a page takes to load on the device of the visitor
• Browser page load time- It is the average time a page loads when using an internet browser like Firefox, Chrome etc.
• Website visits by source-is the classification of website visits by source that defines which channels are working for us in driving traffic to the website.
• Time on page: is the time the visitor spends on the web pages of the site
• Average session duration– is the average time for each browsing session on the website
• Number of page views-defines the numbers of pages viewed in an average session
• Mobile traffic-defines how much traffic happens via a mobile. This may define how much effort you need to put in for mobile optimized content and development work on the website.

Digital Marketing Metrics tracked by Social Media channels and Pay per Click

Pay per Click (PPC) are paid campaigns like Google Search ads which channels charge you base on clicks on promote content or ads that they present to the audience.

• Impressions: The number of times your piece of content or ad is show to a prospect
• Clicks: The number of times a prospect clicks on it
• Click Through Rate (CTR): It is measure by the ratio of clicks to impressions defining the effectiveness of the ad copy or promoted content
• Cost per Click (CPC)– It is cost debit from you for each click on your ad or promote your content. It is a dynamic metric. It is typically use in Google Search ad campaigns and other pay per click services.
• Cost per 1000 impressions: It is the cost debit from you for 1000 impressions of your ad or promoted content. It is use in social media ads like on some Facebook Ads and digital display ad campaigns like Google Display Ads.

Other important digital marketing metrics

• Spam Score: Spam Score is a metric introduce by MOZ (a leading digital marketing company) that predicts Google perceptions of a website domain as being spam. Spam is digital solicitation without consent from whom to which it is send. This is against CAN SPAM guidelines that require permissions to send promotional material. Since, email marketing has to be link to a domain, spamming will lead to the black listing of the domain by the provider on complaints.
• Domain Authority: Domain Authority (DA) is a metric develop by MOZ that ranks a website in terms of how it will appear in Google Search Results.
• Email open rate: Is the number of times your email is open versus the total number of emails deliver in an email campaign
• Cost per Lead (CPL)- is the cost of acquiring a new lead and is applicable for B2B domains and in lead acquisition campaigns
• Cost per acquisition (CPA): is the cost of acquiring a a lead that became a paying customer for a campaign and is measure against customer lifetime value to determine the effectiveness of campaign strategy
• Customer Lifetime Value (CLV): is the value that the net value that you derive from a customer’s purchases in their lifetime. It is the total revenue you got in the customer lifetime minus the cost you put in to close sales.
• Conversion Rate: is the ratio of the number of times a goal is complete compare to the opportunities. It may apply to a content download, or an ad or even a lead generation campaign. It measures the effectiveness of the digital campaign and has multiple applications. E.g., a conversion rate for an ad is CTR.

In the next article, we shall talk about how to optimize your digital presence and SEO.