Summer School: Part 3 Measuring Your Campaigns
Digital Marketing
Part 3: Measuring Your Campaigns
When it comes to measuring any kind of analytics, always refer back to your measurement plan and ask these three key questions:
What are your business objectives?
What goals do you have to support those business objectives?
What KPIs will determine the success of those goals?
The best and the worst thing about digital campaigns is the volume of data that is available to you. Understanding these answers will help you focus on the RIGHT metrics. These metrics can and should be collected from the platforms themselves as well as through a source like Google Analytics and combined to tell a complete story about what’s working in your digital marketing - and why.
Channel | Potential Priority KPIs |
Social Media (paid and organic) | Followers Users who have subscribed to your updates and will see your content in their feed Follower Rate How many new followers you receive each month Platform Engagement The quantity, quality and frequency of audience interaction with your content Comments, Likes and Shares (Post Engagement Rate) The amount and type of interaction with your audience over a single piece of content Conversation Rate The ratio of comments per post to the number of overall followers or likes you have Amplification Rate The ratio of shares per post to the number of overall followers Applause Rate The ratio of likes per post to the number of overall followers Mentions The number of people who are actively talking to - and about - your brand on social media platforms Social Share of Voice The percentage of total mentions within the industry that are about your brand Conversions/Leads The number of people who clicked through from your social content and completed a desired action (made a purchase, filled out a form, registered for an event, signed up for email, etc.) Return on Investment (ROI) [($ in additional sales made minus $ invested in the campaign) ÷ $ invested in the campaign] and multiply the total by 100 |
Blog | Sessions A group of interactions (page views, social interactions, conversions, transactions) that take place on your site within a given timeframe Pages Per Session The average number of pages viewed by a single user per session (also called Average Page Depth) Page Views The total number of times a user lands on a specific page per session Post Bounce Rate The percentage of single-page sessions where a user arrives on your site and then leaves immediately without any interaction or conversions Conversion Rate / Leads The rate at which your blog converts visitors into leads (visit-to-lead rate) or the rate at which you are converting leads gathered on your blog into customers (lead-to-customer rate) Lead Source The breakdown of leads generated on your blog by the sources from which they came Top Lead Gen Posts The posts that convert visitors at a higher rate than average |
Website | Unique Visitors The total number of individual visitors to your site during a specific period of time, not counting repeat visits by the same user New vs Repeat Visitors A comparison of your unique visitors vs the number of visitors who came back more than once Highest and Lowest Traffic Pages A comparison of the pages on your site that receive the most - and the least - traffic Index Bloat Having a high number of pages in Google’s index compared to pages actually receiving organic traffic Bounce Rate The percentage of visitors who leave your site after viewing only one page Traffic Sources A breakdown of the specific sources of traffic to your website - such as direct, organic, or referral |
Display Advertising | Impressions The number of times your ad is shown CTR The number of clicks an ad receives per number of impressions CPM The cost per thousand ad impressions. Conversions The number of conversion actions completed. A conversion depends on your marketing goals, examples include # of forms submitted, phone calls placed, ebook downloads, online sales etc. Assisted Conversions For a given marketing channel, an assisted conversion is all conversions for which that channel was a non-last interaction, but assisted along the path to conversion. |
Search Advertising | CTR The number of clicks an ad receives per number of impressions CPC The cost per each click on your ad Quality Score A diagnostic tool by Google meant to give advertisers a measure of ad quality. Factors include expected CTR, ad relevance and landing page experience Impression Share The number of impressions you received divided by the estimated number of impressions you were eligible to receive Top of Page Rate How often an ad was shown at the top of the page in search results Overlap Rate How often another advertiser’s ad received an impression in the same auction that your ad also received an impression. Return On Ad Spend (ROAS) The amount of revenue earned for every dollar spent on advertising Conversions The number of conversion actions completed. A conversion depends on your marketing goals, examples include # of forms submitted, phone calls placed, ebook downloads, ecommerce sales etc. Assisted Conversions For a given marketing channel, an assisted conversion is all conversions for which that channel was a non-last interaction, but assisted along the path to conversion. |
Follow along as with our Summer School Session. You won't want to miss part 1 and part 2.
Copyright © Metric Marketing Inc. 2024. All Rights Reserved.