4 Essential Digital Marketing KPIs to Track For Your Next Campaign
Digital marketing is one of the most effective ways to reach your audience today. In order to measure the success of your digital campaign, you need data to analyze its performance. After all, what good is advertising if no one sees it? With so many different channels and devices through which people can find and access your brand, it’s crucial that you have a solid foundation from which to build upon. In this blog post, we’ll take you through 5 essential digital marketing KPIs that will ensure your next campaign succeeds. Let’s begin…
A Look Into The Numbers
Digital marketing KPIs are only as effective as their data behind them. To get a true picture of what’s happening, you’ll need to keep a close eye on your metrics. Here are the numbers you’ll want to track for your next digital campaign: – Online Visits vs. Traffic Sources – Average Visit Duration – How many people are on your site for how long? – How Many Pages Are Viewed? – Knowing which pages are most popular is key to creating a “must-read” experience for your audience. – Average Visit Duration – Did numbers drop in the summer? During the holidays? – Average Visit Duration – Did numbers drop in the summer? During the holidays? – Active Sessions – What types of devices are people using to access your site? – Active Sessions – What types of devices are people using to access your site? – Bounce Rate – Did people leave your site after a page load? What percentage of people did that? – Click-Through Rates – Did people click on your ads or take other actions as a result of seeing your ad? – Conversion Rate – Did people take one of your intended actions? – Brand Awareness & Consumer Behavior – Did people take the action you intended for them to take? Did they form a new relationship with your brand? – Conclusion
Online Visits vs. Traffic Sources
Online visits are the total number of people who view your site from a particular device. This includes every device, not just the numbers you’d expect like desktops or laptops. It also includes traffic from mobile apps that you would otherwise not see on Google Analytics. Knowing the actual number of people who visit your site is critical for analyzing how effective your digital advertising is. It’s worth noting, however, that there’s a difference between the number of visitors and number of visitors for an actual session. For example, a visitor who views 10 pages may have an actual session of one page. With this information, you can better understand the effectiveness of your digital advertising by calculating the number of visits per session. Online visits vs. traffic sources will give you a good idea of which channels are performing the best and how you can improve the overall performance of your campaign. It’s also important to note that this metric can be helpful when planning future campaigns. For example, if you notice that fewer people are visiting your site compared to the numbers you would expect, this can be a good indicator that you need to adjust your campaign strategy.
Viewpoint Metrics
Viewpoint metrics are especially helpful if you’re running video ads. This is because you’re able to see what people are actually doing within the video and how they’re responding to your content. For example, the percentage of people who skip the video’s content and go straight to the end is useful for determining if your video is engaging or not. You can also use this data to establish a baseline for future video campaigns. If you notice that people are skipping your videos at a much higher rate than the average, you can adjust your message to address this. Similar to video ads, you’ll also want to take a look at the percentage of people who skip reading text and go straight to the end. This is useful data for determining the effectiveness of your written content. If more people are skipping and moving straight to the end of your articles, you can adjust your writing style to improve your product experience.
Conversion Rate
The conversion rate is the final data point you’ll want to keep a close eye on. This is the percentage of people who take one of your desired actions. It’s important to note that just because someone takes a desired action doesn’t necessarily mean that they also form a brand relationship with your brand. The best way to track your conversion rate is to look at your campaign results and see if any of your desired actions were not taken. If someone does not take an action that you desire for your campaign, like buying a product or signing up for a service, you can still track this as a conversion. You just need to look at the reasons why someone did not perform your desired action.
Brand Awareness & Consumer Behavior
Brand awareness is the total number of people who know about your brand. It can be caused by either people talking about your brand or seeing your brand in the media. Consumer behavior is the total number of people who take an action as a result of forming a brand relationship with your brand. This can include people signing up for your email list, sharing your content on social media, or purchasing a product from you. With these metrics, you’ll be able to track how effective your digital marketing campaign has been. This is especially useful when evaluating specific channels and campaigns. For example, if video ads are performing well for brand awareness, but your conversion rate for these is not as high as other channels, you can look into why this is happening.
Conclusion
Digital marketing KPIs are an essential step in the process of optimizing your campaigns. You’ll want to track these numbers to ensure your next digital campaign is successful. Online visits vs. traffic sources will give you a good idea of which channels are performing the best and how you can improve the overall performance of your campaign. Viewpoint metrics are especially helpful if you’re running video ads. This is because you’re able to see what people are actually doing within the video and how they’re responding to your content. Brand awareness is the total number of people who know about your brand. It can be caused by either people talking about your brand or seeing your brand in the media. Consumer behavior is the total number of people who take an action as a result of forming a brand relationship with your brand. This can include people signing up for your email list, sharing your content on social media, or purchasing a product from you.
