For some, the term “metrics” sends a chill through their body, especially when assessing digital marketing performance. Our experience suggests that clients usually wish to monitor their online activities. However, they aren’t sure what to do or what metrics to track. For those who aren’t familiar, this can be overwhelming.
Let us immediately help you feel at ease if you’re in this group. Once you begin recording the appropriate indicators, it becomes more straightforward. While evaluating the effectiveness of digital marketing, you’ll know the efficiency of your efforts and when to shift your focus to improve your chances of achieving your goals.
To begin, it is essential to set clearly defined goals, establish realistic timeframes, create tangible outcomes, and finally decide on the metrics that make the most excellent sense for the company. This article looks at 20 that fall into three measurement categories: conversion, traffic, and revenue.
Site Visits
Although this is a stunning view from 10,000 feet, analyzing the total number of visits to a website can give you an insight into how successful you are in increasing traffic on your site. This metric should be seeing steady growth. If you see a decline or it is too high and down, it’s time to shift your attention to your marketing channels.
Traffic by Channels
If you’re not monitoring your channels separately, How can you determine which ones are performing and which require an overhaul? Here are four channels you need to be watching:
Organic Search refers to those who discovered your site through an online web search (probably Google).
Direct Visitors: They are visitors who are familiar with you. They have entered your URL into their browsers or bookmarked your website previously.
Sources of Referrals The visitors came to your site after clicking on an external link.
Social Media, This group of users came from your social media sites.
New Visitors in comparison to. Returning Visitors
You have new visitors because they are coming across you and wishing they could solve their problems using your product. However, if you’ve had return customers, it gives you the information you need so that your content draws visitors back to return. The benefit of this metric of two for one is that it will tell you the most popular websites and which aren’t. It allows you to adjust accordingly.
Unique Sessions
This measurement is the number of users interacting with your website within a specific period. For instance, a session could comprise page visits, events, and transactions.
Average Session Duration
This relates to the prior metric, but it focuses more on how long the sessions last than the number of sessions. It’s pretty evident that if your visitors spend a longer time on your site and are interested in your content. Also, the pages that feature lengthy sessions are a guide for the content you’ll be providing in the future.
Page Views
Although this isn’t a huge-picture measure, it’s a useful one. It’s the number of times a browser loads a webpage. By analyzing this over time, you can pinpoint your website’s most critical web pages (and contents!).
Most Visited Pages
This takes the previously mentioned measurement and goes much further. With this “Behaviors” section found in Google Analytics, you can find your most popular websites and the length of time people spend on them.
Bounce Rates
While a few of the prior indicators show what’s working well, this, in reality, signals that there’s still a lot of work to be put into your website. While it’s not a high-level measurement, bounce rates are visitors who come to your website but go away without navigating further into your website. A significant bounce rate could indicate an isolated problem, for instance, a poorly executed targeted campaign, or a more general issue like an absence of relevant content on your website.
Exit Rates
Exit rates go beyond bounce rates by revealing the pages users leave from (this is reported as a percentage of those who have been on that page). This information is highly beneficial, particularly in assessing your conversion rates. Perhaps, for instance, you should rethink or revise certain CTAs or forms.
Mobile Visitors
You’ve probably realized that mobile is a distinct species, and knowing your trends in user behavior will help you improve your business to meet your goals. This is a matter of mobile traffic volume and the types of devices they prefer. You may, for instance, observe that specific channels work better on mobile devices than on a desktop.