How on earth do you discover if marketing campaigns were even worth it? You measure what you’re doing of course.
There are tons of metrics in the world of digital marketing, and by carefully analysing each of these, you’ll soon realise that either drastic changes are needed, or that you’re indeed the undisputed lord of Google.
If you’re new to marketing, the use of industry jargon could still be a minefield, so we’ve listed some of the most common metrics for measuring the success of digital marketing.
Really simple. This indicates whether pages are getting any traffic, and if they are, how much they’re receiving over certain periods of time. It’s important to remember that every single visit counts from the same user, so if you’re making updates to a website you manage, be sure to switch off cookies to ensure data remains both accurate and useful. It’s a really good metric to generally see how easy you are to find, as you can image higher page views are likely attributed towards strong SEO or PPC campaigns.
This is a much broader overview compared to page views, where a series of interactions from the same period of time are measured. The metric is a good indicator over the quality of your user experience, with longer and more interactive sessions likely indicating strong interest in the functionality you have across the site. These are recorded within increments of 30 minutes, and if people return back to your site within that time, this will still count as the same session.
The brutality of bounce rate is for your own benefit, rather than impacting SEO itself. Well, that’s the general consensus among most digital marketers. What this does is measure people who entered your site and left without either interacting or visiting other pages. There may be a number of reasons for such a swift rejection, which could be how pages contain irrelevant information, or the layout is off-putting. Whatever is turning people away at first glance, get investigating, and rectify this to get the most from your site moving forward.
If people can see you online, then you earn an impression. The metric is a reasonable cause for celebration, as your marketing efforts are clearly working, but what you really want is for people to click through to the site. There are lots of competitive terms people bid for to gain prominence with Google Ads, so you can imagine how this may become tricky to get those lucrative clicks, with so many other sites to compete with. That’s where the copy being used can become an essential factor, since using the right tone and general language could be what’s needed to build trust with the audience so they opt for you over anyone else.
Click Through Rate
Now we get to the more important metrics. Your click through rate is essentially a ratio which indicates how often your adverts appear, followed by the number of times people click them. It’s the most important way to ascertain if keywords are performing, because if they’re not, changes need to be made right away. Generally speaking, you should be aiming for click through rates which are around 2-5%, but the nature of your industry and its competition will dictate how realistic your goals will be.
Launch Into Digital Success With Big Reach
It’s a lot to get your head around for sure, so why bother? Especially as we’re happy to plan and manage online campaigns for you. Fancy getting started? Simply drop us a message today.