Marketing metrics play a crucial role when it comes to analyzing the outcomes of your marketing objectives. It further shows that the efforts you are putting into a campaign are worth both the company’s time and money. They are several ways through which
h you can scale your marketing efforts and help you reach your coveted audience and deliver the desired results.
What are Marketing Metrics?
Marketing metrics are measurable values that marketing teams utilize to determine the effectiveness of projects and campaigns over marketing channels. There are suitable metrics for every marketing channel that a team utilizes, such as social media, email, and more.
Some of the Most Important Marketing Metrics
Here’s a look at some marketing metrics you can utilize to measure the success of these projects:
1. Total visits
It involves the total number of visits your website gets. This number should be growing regularly, and it’s crucial to give attention to any trends you witness over time. For instance, if at around the same time you launch a new campaign you see your site visits plummet, it might be time to conduct a meeting and recognize any problems.
If the time around that campaign instead presents an extreme rise in visits, it could be important to look at what made that campaign separate from others. But, again, this number should be reported monthly.
2. Conversion rate
Watching this number keeps you informed about how well your call-to-action buttons are going. In addition, CTAs should be designed to urge the reader to take action, which can let you further determine who may be marketing qualified leads and bring them further into the funnel.
3. Unique visits
It counts the number of individuals who hit your website. A person who visits your site several times will only be counted once. This number shows overall awareness of your site, but be conscious while tracking this number as a hard metric. Also, keep in mind that cookies are browser & device-specific, indicating that if someone comes to your site on Safari, Chrome, Firefox, and their mobile browser, they’ll be considered as a unique visitor each time. Therefore, this number should be listed monthly.
This metric provides you with an idea of how popular a particular page is. The higher the number of views on a particular page, the more important it is to associate that page to others and note the differences to proceed to build more pages that will be equally as successful. This number should be reported every month.
5. Pageviews per session
This metric provides you with an idea of how well you’re keeping your viewers engaged with your content. The better your content, layout, and internal linking, the longer they’ll stick around, and further, this should be reported every week.
6. Retention rate (new vs returning visitors)
It’s an important marketing metric. So keep an eye on this metric that can give insight into quite a few things. Observing the number of returning visitors, for instance, can symbolize the interest that marketing qualified leads (MQLs) are taking in your product or service or the usability of your website. An MQL is someone who has shown an interest in your brand based on your team’s marketing efforts. Therefore, the number of new visitors can let your team determine brand awareness.
7. Time on page
Seeing how much time people are spending on a unique page can assist you in gathering information about going forward in designing other pages. If viewers are not staying on the page very long, it might symbolize the quality of content on your page. If viewers stay on a page for a long time, it could indicate the same thing. Knowing the correlation between time spent on a page and the quality of content can assist you and your team builds better content in the future.
8. Bounce rate
Bounce rate indicates the number of people who instantly leave the first page they land on your website as a new visitor. It could be due to poor user experience, heavy load time, or simply uninteresting content. Taking the time to know the cause of a high bounce rate could be slow, but if you’re seeing it across multiple pieces, getting the answer to that question could be worth it in the long run. A page bounce rate in the range of 26 to 40 percent is deemed excellent.
9. Exit rate
Exit rate measures the percentage of visitors that exit from your website after various sessions. Tracking this metric helps you determine which pages have a high exit rate and, further, try to discover why that is and make the changes needed to lower that number.
10. Customer attrition
Although it would be pleasant for customers to be loyal for an eternity, this doesn’t always happen. Over time, customers will finally drop off, and it’s crucial to keep track of the rate at which they’re doing so. To get this number, divide customers dropped in a given period over your total number of customers, multiplied by one hundred. You should report this number every quarter.
11. Average session duration
This is the length of all site visits combined on your domain. Tracking this metric you determine how engaged a user is on your site. Since this number is an average, it’s essential to note any extremes that take place that could skew your number.
12. Content downloads
The time and effort you put in creating the gated assets may be well worth it, but you won’t understand unless you measure this marketing metric. Moreover, keep track of your viewers’ interest to learn more about a topic. It can help you determine what kind of assets are helpful if your content is appealing enough for readers to want more or if your audience is looking for something different.
13. Email click-through rate
Your newsletters must include links that prompt readers to click through to know or learn more about a subject. The higher the click-through rate, the more attractive your copy is to your readers. Making your CTAs stand out with color or even a button can further increase this rate to draw more visitors to your website or blog.
14. Unsubscribe rate
Many unsubscribes may seem harsh criticism, but it’s necessary to look at that number with optimism. First, unsubscribes aren’t a bad thing – unsubscribes weed out the people that aren’t engaged in your content, but that only helps you understand those who are.
15. Email ROI
Estimating your overall return on investment for your campaigns should be a no-brainer marketer metric for email marketers. You can measure it by determining the money earned from your campaign in sales, divided by what you spent, and multiplied by 100.
16. New subscribers
Tracking the % of new subscribers your newsletter additions can show the overall growth of your email list and illustrate any significant trends or spikes that happened. Seeing these trends can help email marketers make the next steps in analyzing the kind of content they released those days, how they promoted their newsletter, and so on. You should measure it daily.
Engagement is a broad umbrella term that essentially comes down to how much an audience interacts with your account. The way an engagement metric is measured will vary by team, but it is often a sum of metrics such as likes, comments, shares, and account mentions.
It measures the total number of unique people who view your content. Reach should be utilized as the denominator in your social media measurement equations to contextualize the effectiveness of your social media strategy.
19. New followers
It measures the number of new followers your company’s social account collects in a given period. Keep an eye on this as you release new marketing campaigns, utilize new hashtags, and participate in social media events like Twitter chats.
If you see no growth or even a loss in followers, action should be taken to correct the situation.
It is the number of times your content will look in a social feed. This number increases regardless of whether viewers click, comment, or engage in any other way with your post. You should track this marketing metric if you’re concerned with overwhelming or underwhelming your audience with your advertisement. Flooding their feed can place your brand in a negative light, while rarely appearing in their feed may not place your brand in any light at all.
21. Follower growth rate
Measuring the rate at which your followers can support you better understand how successful some of your campaigns are. These are people who both can and have stated they desire to see what your company is posting.
22. Brand mentions
Making a list of these mentions and where they appear can let you determine your brand’s exposure. It’s not a bad approach to keep track of your competitors and where they’re being mentioned – if a source mentions them, they’re probably ready to mention you as well.
23. Keyword ranking
Deciding where your page ranks for the keyword it is trying to rank for can provide you with an insight into optimization opportunities for on-page SEO. In addition, estimating this metric shows the effectiveness and prominence of your website on Google. We all know that people don’t go past page one of Google to discover what they’re looking for.
24. Unique domains
Counting backlinks you get from others helps you have track of how valuable others are seeing your content. In addition, getting links from pages with a high domain authority will heighten your SEO efforts, while those with low domain authority (like spam sites) may hurt those efforts.
Social media is great for building a brand presence, but it should also direct traffic to your website. Measuring the amount of traffic coming from your social media accounts should be a great point of discussion with your team.
26. Traffic sources
Traffic sources lead to how users are getting their way to your website or blog. A well-designed website and marketing strategy will have a mix of traffic sources, not just one channel. These sources are usually broken down into four sections:
- Direct Visitors: These visitors came to your website by inserting your URL into their browser
- Organic Search: These visitors came to your website by typing a specific keyword into a search engine
- Referrals: These visitors discovered your website by clicking on a link from another website
- Social Media: These visitors clicked a link to your website that they noticed on a social media platform
27. Domain authority
Watching your domain’s authority estimates the trustworthiness of your page. This number is measured on a scale of N/A to 100 and varies depending upon the number of external links that refer to your page and the domain authority of those external links. The higher your authority, the more trusted your site is by Google.
28. Page speed
There are some things that someone in SEO can do to measure this metric, but despite the individual ways, this should be high on the priority list. Humans are anxious, and the heavy load speed of your site can have a domino effect on the whole company. Therefore, keeping note of things like your web page size, time to the first byte, and the time to full page load is important to your success with site speed optimization.
29. Click-through rate
For those who participate in paid advertising, a CTR estimates the number of clicks your ad gets divided by the number of views your ad receives. CTRs are generally low, but that doesn’t symbolize that you shouldn’t try to limit that. Utilizing alternative ad copy, different designs, and giving better offers are all things that could improve the click-through rates.
30. Marketing qualified leads
Just because you’re getting thousands of views on an article doesn’t mean that each person is deemed a marketing qualified lead (MQL). Managing this number can be done in many different ways.
Look at the number of people signing up for demos on your landing pages, subscribing to your email newsletter, taking one of your courses, or downloading an asset. Those are the people who are more likely to be involved in your product or service.
31. Cost per click
If running an ad campaign, measuring the cost per click (CPC) helps how much your company pays on average every time someone clicks on your ad. Also, doing further research to see what the average CPC is in your industry may provide you with a better idea of how to bid in the present, and how to shift in the future.
32. Cost per lead
This will measure how cost-effective your campaigns are in regards to winning new leads for your sales teams. In addition, this metric will support your team, determine how much to spend on campaigns in the future, and provide insight into your return on marketing investment.
After reading this post, you may get an idea about some of the most important marketing metrics. These metrics will help you understand how you should measure your progress. Further, it will help you find out the loopholes to improve your future performance.
Some of the key marketing metrics are
b) Conversion Rate
c) Brand mentions
d) Keyword ranking
Good metrics to measure productivity are:
a) Keyword Rankings.
b) Brand Advocacy Ratio
c) Website Traffic.
d) Monthly Growth.
e) Content Lifecycle Time.
f) Conversion Rate.
g) Earned vs Owned Published Content.