30 Must Track Marketing Metrics For Performance

Marketing results are defined by certain metrics that help define how successful a campaign is. But surprisingly, most marketing campaigns, especially at small businesses, are driven by just one metric – Generated Revenue. And though that is what marketing is meant for, there are a number of internet marketing metrics that are a “must track” to improve revenue generation. By tracking the right marketing metrics, a business can quickly identify low cost marketing campaigns that are generating higher than average results. Their marketing team can then fix resources on doing more of those campaigns to generate even better results.

At Aidasinc, we track some very important digital marketing metrics that have always helped us deliver best in class results. This objective of this post is to share the ones we follow, and help marketing teams take note of areas of improvements in their projects.

30 Internet Marketing Metrics For Your Team

• Website/Blog Traffic – How many people are visiting your website/blog day-to-day or month-to-month. Is that number changing over time, what is the growth rate?

• Views per Post – Use this metric to compare posts and to create more content that your readers enjoy.

• Blog Post Comments – The number of comments indicates how interesting your blog content is. A provocative question at the end of your postings might help spark discussion and stimulate engagement.

• Links per Post – Blogging is a critical component of any SEO strategy. Companies who blog get substantially more inbound links than those that do not. Look at which posts generate more inbound links, learn from the content that works, and repeat with more of the same.

• Social Followers & Reach – In the minds of some marketers, social media databases are similar to email databases. What is the overall number of people your company can reach through social media? What changes in that reach over time? Hopefully, the graph is to the right and up.

• Social Clicks – Measure the number of clicks you receive for the links you’re posting in your social media updates. This is a good way to gauge how interesting your network finds your content, how well it’s positioned, and how engaged your audience is.

• Retweets & Shares – When people really love your content, they share it with their own networks. Is your content being shared socially throughout the web? Track it through retweets and shares.

• Post Likes – Everyone likes to be liked! This metric tells you how many people like your content by clicking a “Like” button. Rinse and repeat content styles that your audience likes most.

• Percent Engaged – Time to get geeky. What percentage of your potential network (including your friends and friends of your friends) is connecting with your material by clicking on, leaving a comment on, or liking it? This indicator can help you determine whether or not readers are paying attention to your material.

• Keyword Rankings – These rankings reveal the keywords for which you are very well ranked, poorly ranked, or in the middle. To make sure you don’t fall behind on significant keywords, you can also keep an eye on how your rankings evolve over time for these keywords. To avoid getting lost in the weeds, measure the traffic and leads those top-ranking keywords are bringing in as well.

• Visits per Keyword – This metrics tells you how much traffic a keyword drives to your website from organic search. This will be a symptom of how often people search for that keyword and how well you rank for the keyword.

• Leads per Keyword – This number tells you how well the traffic you generate from a given keyword converts into leads for your business. If a specific keyword and page is driving a lot of visits but not leads, perhaps you need to optimize the CTAs on that page to increase lead conversions.

• Links per Page – A specific web page that has a high quantity of inbound links has a better likelihood of ranking in search. Is there a specific page or blog post that’s generated a lot of links? Perhaps you should make more content of that type!

• CTA Conversion Rate – CTA, of course, stands for call to action. Keep track of the percentage of visitors that additionally clicked a CTA on a specific page. It shows how appealing the offer is, whether the CTA is well-written and designed, and whether it is strategically placed on the page.

• Offer Redemption – Offers come in the form of webinars, ebooks, buyers’ guides, and the like. When you launch a new offer, how many people download it? Or if it’s a webinar, how many people registered? That will help optimize a lot more through the funnel.

• Landing Page Conversion Rate – This metric is extremely important and determines your effectiveness at converting visitors into leads. Track the percentage of people who land on your page and then fill out the form. If it’s low, you have an opportunity to do some A/B testing to increase conversions.

• Landing Page Bounce Rate – Think of this number as the flip side to your landing page conversion rate – it describes the percentage of people that visit your landing page and then immediately leave. If your bounce rate is high, you might need to better align the offer on the page with the language on the landing page, or come up with a more enticing offer.

• Database Size – This is the number of email addresses in your database that you can email. It is incredibly important that you work at increasing this number over time, as your email database expires at a rate of about 25% per year. Hence, if your database size isn’t growing, it’s actually getting smaller.

• Email Opt-Out Rate – The percentage of persons who choose not to receive your emails any longer by clicking the “Unsubscribe” link in your emails is known as your email opt-out rate or email unsubscribe rate. Take action to better segment your email list based on factors like demographic data, company size, pain areas, or anything else is relevant for your organisation if this amount is relatively high, that is, over >5%. This enables you to carry out shorter, more precise email blasts that benefit subscribers more.

• Delivery Rate – You can see from this how many people in your database actually received your email in their inbox. Your Sender Score may be poor if you have a low delivery rate.

• Email Open Rate – This metric tells you what percentage of the people who received your email opened it. If you had a strong subject line and the receiver recognizes your company (or the person who sent the email), you should see a higher open rate.

• Click-Through Rate – Your email’s click-through rate (CTR) measures the proportion of recipients who also visited a link inside the email. Employ this statistic to assess the worth of the offer you sent or the prominence of your link.

• Campaign Conversion Rate – This indicator shows the frequency with which recipients of your emails turned into leads. It can be used to determine how well your email campaign performed in comparison to earlier sends. A targeted email with an excellent offer will result in a high campaign conversion rate.

• Direct Traffic – Direct traffic is the amount of traffic coming to your site as a result of people typing in www.yourcompany.com into their browser. Measuring how much traffic comes to your site in this manner helps you gauge the effectiveness of your PR efforts.

• Branded Search Traffic – Branded search traffic is quite similar to direct traffic in that it is the volume of visitors that found your website after Googling the name of your business, most likely because they had recently “heard” of you and were curious to learn more.

• Visits From Guest Blog Posts and Media Placements – Was a killer guest article written by your company recently placed on a business or online trade publication? How many visitors did it send to your website? Use that as your metric for success!

• Site Visits – Measure overall visitors to your website from all channels – email marketing, social media, organic search, the works. This metric tells you how good your marketing campaigns are doing for driving traffic to your website.

• Leads Generated – Do you succeed in attracting new leads? Are the sales reps’ pipelines nicely stocked? Keep track of the quantity of leads produced month to month as well as the number of leads produced each channel, as shown in the graph.

• Customers Generated – Ahh, the bottom line. How do you determine the worth of your leads if you aren’t keeping track of customers earned? Use closed-loop analytics to identify the channels that provide leads that become paying clients.

• Sales Cycle Length – How long does it take for a new lead to become a customer? In order for your sales team to prioritise their funnel and for marketing to provide more prospects that convert quickly, track this and observe how it changes over time.

This mega list should be helpful when determining how all the different facets of your internet marketing are performing. Your data-driven marketing function should also consider using the right software and tools to manage your campaigns. Ultimately, this will enable you to make smart, data-driven decisions and your marketing to generate better results.

How Top Marketing Metrics Are Helping Grow Businesses

The points above provide a comprehensive list of 30 digital marketing metrics that businesses like yours, should track to measure the effectiveness of the marketing campaigns. However, there is some fine tuning required even while tracking these metrics, that can help get better outcomes.

First and foremost, marketing metrics tracking is intended to enable data-driven decision-making, and to offer insightful information about how a firm is operating. Businesses can take steps to strengthen their operations and accomplish their objectives by studying these indicators to find their areas of strength and weakness. For instance, if a company monitors website traffic and notices a reduction, they may look into the issue and put plans in place to boost traffic, such enhancing their search engine optimization (SEO) or launching online marketing campaigns. Similar to this, if a business is monitoring customer happiness and observes a decline, it may look for ways to improve their customer service or product quality. As a result, depending on the specific goals of a company, the aim of monitoring marketing indicators may alter. Nonetheless, a few typical goals are as follows:

• Increasing productivity and efficiency through the use of metrics including the time it takes to complete a task, employee output, and revenue per employee. They can help businesses find opportunities to increase production and efficiency.
• By using metrics like Net Promoter Scores (NPS), customer retention rates, and customer satisfaction scores, one can raise client satisfaction. They can assist businesses in figuring out how satisfied their customers are with their products and services and helping them make improvements.
• Using metrics like revenue growth, gross profit margin, and return on investment (ROI), businesses can identify new markets to enter or price increases to increase revenue and profitability.

By giving a clear picture of performance and emphasising areas that need improvement, tracking these indicators can help firms meet their overall goals. Businesses that regularly gather and evaluate these indicators are better able to make data-driven decisions that result in growth and success. Yet, not all businesses have the time or resources to keep track of all of the aforementioned KPIs. Setting measurement priorities for small businesses should take into account the company’s goals and aspirations. You can adhere to the guidelines below:

• Start with the goals that are most important to your business. These objectives ought to be in line with your entire business plan. For instance, you might want to give metrics that measure sales, conversion rates, and customer lifetime value priority if your objective is to boost revenue.

• Key performance indicators (KPIs) should be determined. Determine the KPIs that are most important to attaining your goals once you have them. Metrics known as KPIs are essential to your company’s performance. For instance, you would wish to monitor metrics like Net Promoter Score (NPS), customer retention rate, and customer satisfaction rate if your objective is to increase customer satisfaction.

• Evaluate your metrics to determine which of your measures is working well and which ones want improvement. This will assist you in determining which parts of your company need the most attention.

• Prioritize the indicators that are most important to attaining your business objectives. Place the most emphasis on those that will have the most influence on your company, and distribute your resources accordingly.

• Metrics should be periodically examined and updated to make sure they are still pertinent and in line with your company’s objectives.

Here are some of the most important metrics for small businesses to track:

• Revenue is a crucial measure of the health and expansion of a company.

• Customer Acquisition Cost (CAC) is a metric used to determine how much it costs to acquire new clients. It’s critical to make sure that the expense of gaining a customer is less than the income that customer provides.

• Customer Lifetime Value (CLV)gauges the overall value a client contributes to your company over the course of their relationship. This metric is crucial because it enables you to pinpoint the clients who are most beneficial to your company.

• Conversion Rate is the percentage of website visitors who complete a desired activity, like making a purchase or filling out a form, is a very crucial metric to track.

• The Net Promoter Score (NPS) calculates the likelihood that customers will suggest your company to others. This statistic is a reliable predictor of customer loyalty and satisfaction.

• Tracking website traffic is a no brainer. It can help you determine which marketing tactics are most successful at bringing visitors to your website.

• Social Media Engagement assesses how successfully your brand interacts with clients on social media sites. The development of brand awareness and loyalty depends on this statistic.

Keep in mind that not all metrics will apply to every type of business. It’s critical to recognise and concentrate on the indicators that are most significant to your particular business goals.

Tracking Digital Marketing Metrics May Require More…

• Giving due credit for producing a certain outcome to the appropriate marketing action is known as attribution. In order to deploy resources effectively, it is crucial to evaluate which marketing initiatives are producing the best results.

• It’s critical to remember that the correctness of the information gathered can have a big impact on the learnings from monitoring certain indicators. Thus, it’s crucial to make sure the tracking systems are trustworthy and the data is correct.

• Benchmarking is the process of evaluating a company’s performance versus norms set by the industry. Businesses can learn more about their relative performance and pinpoint opportunities for improvement via benchmarking.

• One can get a comprehensive understanding of the marketing performance by combining several marketing channels and their KPIs. Businesses can obtain insights into how various marketing channels interact and how they affect the overall marketing performance by integrating metrics from several channels.

• Providing actionable insights based on the parameters monitored is crucial. The book does not offer any detailed instructions on how businesses should use this information to enhance their marketing success.

In conclusion, the aforementioned article offers a thorough list of digital marketing indicators that companies should monitor. But in order to make the endeavour more beneficial, it’s crucial to pinpoint the goal of monitoring these metrics, rank them, deal with attribution problems, place a premium on data veracity, offer benchmarking advice, encourage channel integration, and offer actionable insights.

Contact us for a frank chat if you need professional advice on how to tap and use your company’s marketing KPIs for growth.

Reference Sources: Search Engine Watch | Hub Spot