Marketing Metrics That Matter

By Hank Hoffmeier

Marketing Metrics That Matter

When you put a lot of time and effort into creating a marketing campaign, you want to know whether or not it performs well. Understanding your campaign ROI can help you gauge the effectiveness of your marketing strategy and gain insight into improvements you might want to make to future campaigns.

The first step is to determine the benchmarks you will use to measure the performance of all your digital campaigns. Here are a few to consider:

Online Metrics:

Conversion Rate. This is perhaps the most important metric and it is defined by the goal of your campaign. Conversions are often, but do not have to be, sales. Think of your call-to-action in your email or landing page – what is the purpose? Do you want people to download a whitepaper, sign up for an event, volunteer to work, or become a new follower on social media? Taking action on any of those calls-to-action is considered a conversion. You need to be able to show that your campaigns are delivering results. Here’s how to calculate your email conversion rate:

Calculating Email Conversion Rate

Landing page conversion is calculated a bit differently:

Calculating Landing Page Conversion Rate

Social Media Reach. Use the free internal tools within the various social media platforms, or in your email service provider (if they offer that feature) to measure how your posts perform. Before a campaign begins, establish what is most important to you — is it clicks, shares, likes, engagement, follower growth, event responses, conversions? It’s important to keep an eye on these numbers for each campaign you run on social media so you can determine what resonates best with your audience.

Paid advertising on Twitter, Facebook and LinkedIn will yield very granular reports for any campaign you run. If you have Google Analytics enabled, you can see referrals, sessions, and conversions for more in-depth knowledge.

Web Traffic.The main datasets to watch on your website fall into one of two categories: sessions or channel.

  • Sessions. Track the total number of sessions, and within that, how many visitors are new, how long the visitor stays on your website, and their bounce rate (the percentage of people who land on one of your web pages, but then leave without clicking anywhere else on your website).
  • Channel. Track where your new visitors originate. Is it organic search? Paid? Social media? Do you work with affiliates? This information indicates where you should allocate more (or less) money based on how each channel wins new traffic and customers.

Email Marketing Metrics

List Growth. Before starting a new email campaign, calculate your monthly list growth so you have a baseline of average gain. Then, as you ramp up your campaign, use this metric as a way to see if you are producing content and promotions interesting enough to increase the rate at which you are growing your list. Here’s how to calculate your list growth rate:

Calculating List Growth Rate

Non-Openers. As a metric, this group is often overlooked, even Go to the full article.

Source:: Business 2 Community

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