Top Metrics To Track For Marketing Success
As any professional marketer should know, measuring your campaign is vital to understand how your marketing is working and whether it can be deemed a success or not. Of course, the type of marketing campaign you are running will determine exactly what you should be monitoring. The different types of marketing will have different important metrics to track – for instance, an email marketing campaign will have a different set of goals and achievements compared to marketing for SEO in Manchester. In this blog, I will cover some of the top metrics which you should be monitoring in your digital marketing campaign.
In my opinion, unique visitors are the best metric to track your website’s traffic. If you use Google Analytics, you may be tempted to simply check the “users” metric as this is always picked as the default option over unique visitors. However, if you were to access your website, leave and then access it again a few minutes later, you would be counted as two users in Google Analytics. However, you will be counted as one unique visitor as, despite visiting twice, you are only one user. This reflects more accurately on the reach of your digital marketing and website traffic.
Session duration is an average measurement of how long each user spends on your website. Also referred to as “dwell time”, session duration allows you to measure how engaging your website is and can be a more reliable metric than bounce rate if your aim is to convert customers on the landing page as opposed to going throughout the website.
Bounce rate refers to the percentage of visitors who exit (“bounce”) your website without going past the landing page. For example, if you go to your website and then close your browser, you will be accounted as a bounced user in your website analytics because you did not click-through to any other pages on the website. This metric can be used to measure how engaging your content and website is, as visitors who are engaged will be more likely to click through to another page. However, if your landing page is designed to convert without any further action required on another page, bounce rate may not be a reliable or important metric for you.
Conversion rate refers to the ratio of users who complete a conversion action on your website. In Google Analytics, these conversion actions and goals are set by you so they can literally be anything, such as completing a checkout order, submitting a contact form, posting a comment etc. The conversion rate allows you to see how many of your visitors are actually converting. You can use this metric to determine whether users may be having a problem converting on your website, if you are targeting the right people or not etc.
Traffic by Channel
Segmenting your website traffic by channel allows you to see where your website visitors are coming from and how much of your website traffic is accounted for by each channel. Google Analytics comes with it’s own system-defined channels such as Referral, Email, Organic Search and Social Media. You can even customise or create your own channels, for instance I myself have decided to further segment our own traffic channels into Social Media (Organic) and Social Media (Paid).
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