The measurement of metrics within digital marketing has changed the game and given marketers a clearer idea of how well campaigns are performing. Previously, with print and OOH campaigns, for example, there would be no direct feedback on how well a campaign performed. With digital marketing campaigns, we can observe how campaigns perform and update them in real time! However, when working on marketing campaigns, it can become all too common to get controlled by analysing all of the data available to us instead of using the data to make incremental improvements to the campaigns.
In this article, we will be taking a look at the most important marketing metrics you need to be analysing for your digital marketing campaigns.
SEO
Search Engine Optimisation (SEO) is a marketing strategy focused on improving the rankings of your website in organic search. Google search still dominates the awareness stage of the marketing funnel. Think about it: whenever you need to find somebody online or search for a specific service on the web, you are likely to use Google search to find it! This is a powerful tool to use within your marketing arsenal. So, what are the most important marketing metrics for SEO? We would list the most important metrics as:
- Organic traffic
- Organic users and engagement rate
- Keyword rankings between #1 and #50
- Click through rate
- Total backlinks
- Pagespeed insights score
- Domain authority (or equivalent score)
PPC
Pay-per-click advertising (PPC) is a form of paid media advertising that enables you to promote your business with ads across either social media, video-sharing sites, or websites. With PPC, you can aim directly at your ideal users with the exact message you wish to convey. PPC requires a much more specific level of optimisation compared to SEO, as it can end up being very expensive and ineffective when executed incorrectly. PPC campaigns can be launched with a variety of different goals, including awareness, creating leads or generating conversions, to name a few. With this in mind, the metrics that would be of most importance would vary. When looking at a traditional conversions campaign, the key marketing metrics for PPC include:
- Conversions
- Cost per conversion/Cost per acquisiton
- Return on ad spend
- Clicks
- Cost per click
- Click through rate
- Impressions
Social Media Marketing
Social media marketing (SMM) involves promoting your brand or service on social media networks such as Facebook, Instagram, Tik Tok or Linkedin. This tends to fall into two forms of marketing, which are organic and paid SMM, respectively. Essentially, with organic social, you will purely rely on appearing organically in users’ feeds. With paid social, you will be able to pay to gain wider exposure for your posts. Some of the most important marketing metrics for social media marketing include:
- Impressions
- Engagement rate
- Clicks
- LIkes
- Cost per mille (CPM)
- Bounce rate
Email Marketing
Email marketing is a powerful way to connect with your customers. It involves sending emails with offers, information and updates on your business to email lists of current and potential customers. The potential ROI for email is huge, as all recipients will likely be beyond the discovery stage. Email plays a huge role in almost every business’s marketing plan and is vital to get it right. With this in mind, some of the key metrics for email marketing include:
- Open rate
- Click through rate
- Bounce rate
- Conversion rate
- Overall ROI
- Unsubscribe rate
So there you have the most important marketing metrics to take a look into across 4 different marketing disciplines. By focusing on the main metrics, you will be able to gather how well your campaigns are performing and make adjustments as necessary. For example, if the CTR of your PPC ads is low, you may want to look at the headlines or images used.
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