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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: 

  1. What are your business objectives?

  2. What goals do you have to support those business objectives?

  3. 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.