One of the most amazing things about digital marketing is the possibility of following up the metrics that bring real and immediate results, becoming an effective way for the success of the brand or company and also sales.
A successful marketing campaign should be determined by much more than just conversions, leads and sales. If you seek answers to these questions:
- How to bring more organic traffic to your website?
- How about a broader range on social networks?
- Or a higher email click rate?
That's what I'm gonna answer in this article!
All these are valid goals and supported by analytical data that you can collect over time. It is a series of important digital marketing metrics to track and guide your digital campaigns.
There is no way to close your eyes to reality: digital marketing is currently the main ally of companies that intend to establish or expand their presence on the Internet, focusing on sales and customer relationships.
Through practices such as content production, investments in social networks and paid media, it is possible not only to attract potential customers, but also to direct your journey through the sales funnel.
As you know, the details of your digital strategy should be drawn according to your company's characteristics and especially your target audience.
For this, it is essential to adopt an analytical approach, observing the aspects that have good performance and those that need to be optimized – that is where Digital Marketing metrics come in.
Using performance indicators is critical for you to keep your strategy in constant improvement, delivering better results to your company. To help you achieve this goal, I listed and will explain below the most important metrics for your digital actions:
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Contents
Toggle- Site visits
- Channel traffic
- New users x Returning users
- Interactions per visit
- Rate of rejection
- Openings and Clicks on emails
- Cost per visitor (CPV) and revenue per visitor (RPV)
- Cost per conversion
- Cost per acquisition
- Net Promoter Score
- Engagement rate
- ROI (Return on investment)
- Conclusion
Site visits
This is considered one of the main metrics to be verified. To be present and sell on the Internet it is essential to have a website on the Internet.
In addition to centralizing the most relevant information about your business, you can use the site to develop a blog, which is fundamental to attracting and nourishing leads.
Therefore, one of the most important metrics of Digital Marketing is the total number of Site visits, which, as the name already says, measures the total number of visitors on the pages. This is an indicator that should be carefully observed.
In the ideal scenario, the total number of visits to the site should show steady growth month by month. However, if you notice a drop in the volume of visits, it is time to act to make your site or e-commerce more attractive to users arriving in it.
Channel traffic
In addition to knowing its total volume of traffic, it is important to analyze where each visitor comes from. After all, for your strategy to achieve good results, you must rely on several channels, which must be monitored individually. So separate traffic sources and identify the most relevant ones.
If you notice, for example, that few visitors arrive through organic research, this may indicate that your SEO approach needs to be optimized.
Check out the most common traffic sources for websites:
- Direct visitors: users who access your site by typing the URL;
- Organic visitors: come to your site after using a search engine like Google.
- references : visitors visiting your page after clicking on a link;
- email : visitors who find your page through email marketing, with newsletters, automation flows, campaigns;
- social media visitors : those who arrive on your site from channels like Facebook, Instagram, Youtube, etc.
- paid visitors : users who have found their content through ads in search engines.
New users x Returning users
Compare the number of new visitors with the number of return visitors is a very efficient way to measure the effectiveness of your new content and your site as a whole.
To use this metric, start by establishing the evaluation period, which is usually monthly.
The percentage of return visitors indicates how engaging their content is.
In a situation where there are many new accesses and few returns, for example, you may assume that your strategy is getting interest. Still, their content is not good enough to convince them to return.
Interactions per visit
Getting traffic is sensational, but what you really want is for your visitors to interact with your content. So map the audience experience and learn what types of triggers can be more effective to stimulate all possible interaction.
In time, you will notice patterns that can optimize your strategy. If the visitor, for example, spends more time on pages with visual content, investing more time in this type of material, in the case of videos or graphics, may be a great benefit for a good relationship with your audience.
Rate of rejection
This metric is considered a point of attention. The rejection rate indicates the number of people who visited your site and left quickly, without opening other pages or performing any kind of action.
A high rejection rate is a strong sign that your digital strategy should be optimized. This can happen for a number of reasons, such as attracting the wrong audience to your site, not having good CTAs, or your content not having enough value for the reader.
In this case, you need to carefully analyze what is causing this rate and map out what improvements can be made.
Openings and Clicks on emails
One of the most used channels for nourishing leads, relationships and sales with customers or prospects registered in your company, email, has 3 key metrics to understand the range of the campaigns sent:
- Delivery fee, which effectively considers the emails that arrived in the lead inboxes, i.e. who received the message.
- Opening fee, where it is possible to identify who actually opened the email.
- Click rate, where the range of links used is measured, which direct to other actions. This is the most important metric in the email, since it completes the expectation of who sent and demonstrates real interest in your message.
Cost per visitor (CPV) and revenue per visitor (RPV)
While the Visitor Cost calculates the total investment made to acquire a visitor, the Visitor Revenue estimates how much your brand earns from each visit.
To decide whether or not you are on the right track, a valuable tip is to compare the two metrics.
If the VRP is bigger than the VPC, it seems your efforts are worth it.
The calculation to achieve these values is simple. The CPV is calculated by dividing the visitors generated by a campaign by the amount invested in it.
Therefore, if you spent R$500 on sponsored links and they generated 1,000 visitors, the CPV was R$0.5. You can find the RPV by dividing the revenue generated by the campaign by the number of visitors assigned to it.
It is important that you calculate these metrics for all your traffic channels to identify the most relevant ones.
Cost per conversion
To calculate the cost per conversion, you must first define what is considered a conversion. This may be the moment when the visitor becomes a lead via form or directed registration, the moment when he downloads some material or even the act of buying something.
After setting your parameter, it is important to work to keep the cost by conversion low. After all, if the value is too high, your company can face difficulties even with a large percentage of conversions.
In a Landing Page, for example, keep an eye on the conversion rate, which is calculated between the number of visitors on the page x leads generated.
Cost per acquisition
Unlike the cost per conversion, the cost per acquisition has only one focus: revenue.
The metric is used to calculate the amount invested for each individual who becomes a paying customer.
In other words, the CPA indicates exactly how much you need to spend to convince someone to invest in your solutions or services.
Net Promoter Score
Net Promoter Score or NPS is a metric widely used to define the degree of loyalty of its customers. It's just a question, which usually appears on the footers of marketing and sales tools or is sent in tracking emails.
The question is: “What is the probability of you recommending this company to a friend or colleague?”
Customers must respond with a value between 0 and 10, is classified into three categories:
- promoters (score 9 to 10): enthusiasts of your brand with great possibility to point it to third parties;
- passive (score from 7 to 8): satisfied with the services offered, but without enthusiasm. They'll leave whenever they see a better opportunity;
- detractors (point 0 to 6): dissatisfied customers that spread negative comments on their brand.
Engagement rate
This is a metric that can be used in more than one channel, but is usually applied in social networking strategies. The objective is to identify the percentage of your total audience that actively engages with the content posted, whether through likes, comments or sharing.
ROI (Return on investment)
It is a final metric, which indicates how much return a certain share brought to your company, compared to the money invested. For example, if you invest R$100 in Facebook/Instagram Ads and generate R$1,000 of sale your ROI is very positive.
Conclusion
By understanding the main metrics of Digital Marketing, you can face your strategy with a more analytical appearance and find space for optimization and improvements.
It is important to define your key performance indicators, your goals in advance, in order to focus on the numbers that really matter for the evaluation of your efforts.
Do not be afraid to redo or test different formats in your campaigns, after all metrics do not lie and it is always possible to find more efficient results.
