Numbers don’t lie.
The year 2019 has yet again proven the data-driven nature of the digital marketing ecosystem. But, as we dive deeper into digital marketing, we tend to find a huge set of metrics that modern-day advertiser have had access to.
Yes, it’s important to use data to your advantage. However, only a few of these metrics are useful to judge the implications of an online campaign.
Well, we are going to expect a more immersive and extensive usage of numbers and data in 2019 and the coming years. Data helps advertisers to make smart, informed analytics decisions that can have major implications on the revenue growth.
Therefore, we have put efforts into understanding and creating a series of articles to create an awareness of metrics that advertisers should consider tracking while pursuing Digital marketing, Content marketing, Search Engine Optimization, and Social media marketing.
In this article, we have listed the most important digital marketing metrics every business should track and measure in 2019. We highly recommend taking these metrics into consideration to take your first step towards a higher revenue generation.
So, let’s cut to the chase, and get the hook of these digital marketing metrics.
1. Pages, Content, and Blog with Most Traffic
There will be many pages on your website. But not all pages will perform as per your expectations. Therefore, it is important to know which landing pages and blog posts are performing the best.
In order to track their performance, you will have to track their views, sessions, or users per month.
So, why are we prioritizing these pages in the first place?
Well, once you know the pages that are performing the most, you can start optimizing them for your business objectives. When you make changes to your highly-trafficked pages, your website will definitely start contributing to the success of your online business.
Knowing such pages and content, you will be able to know your customers better as to what kind of content they prefer to consume on your website.
Use these insights and reciprocate with extensive efforts for the success of your blog or business website.
2. Website’s Conversion Rate
You ought to know how well your website performs to make any potential customer convert. A website conversion rate provides you with the percentage of visitors who completed a desired action on your website, of the people who landed on it.
The point of conversion can be anything from completing a form to subscribing to your newsletter or buying a product from your website.
The conversion rate depends on many factors; largely on factors like niche, website size, target audience, website layout, and more.
3. Conversion Rate Segregation by Source
Digital Marketing involves the application of multiple channels and mediums to generate traffic towards one or many online business portals. These multiple channels can be Organic, Paid, Referral, Direct, or Social Media. Let’s understand more about them.
To improve the visibility and reach of your website, you must be leveraging many online mediums to generate traffic. It involves a lot of effort and your hard-earned money to get the desired business success.
Therefore, it becomes imperative to track the success of such online marketing channels.
You don’t to put your legs in multiple boats, do you? The importance of understanding which sources are working best for your business objectives cannot be underestimated.
Once you know which sources are bringing the best traffic for your website, you can start focusing on them and disregard the other sources you were earlier working hard on.
To be able to harness the most out of your conversion rate optimization campaign, you should consider optimizing the entire user journey initiated from every source you track.
4. New vs. Returning Visitors
When it comes to Google Analytics reports, it is very important to understand the difference between New and Returning Visitors of your website.
New Visitors are the ones that navigate to your website for the very first time using any particular device. What we mean by that is if there’s a user who visits your website first time using a smartphone, and the second he uses a desktop computer, then both these sessions will be regarded as two different visitors.
Returning Visitors, on the other hand, are the online users that visit your website regularly. As a matter of fact, every new visitor has an expiration limit of 2 years. Till then he will remain a returning user for your website’s Google Analytics.
Google Analytics Reports have a separate section for tracking New vs. Returning Visitors. You can access the report by selecting ‘Behavior’ from ‘Audience’ panel and then clicking on ‘New vs. Returning’ tab.
5. Time-on-Site
When a potential visitor lands on your website, you might want to know the level of engagement he has with the website.
Time-on-site metric helps you know exactly that by measuring the time a visitor spent engaging with your website just after he lands on it.
If the user landed but did not spend any time on the website, it is considered as a bounce. You want to keep this number as low as possible.
Most companies in 2019 experience a time-on-site of around 2 to 3 minutes.
This is a very important metric if you want to measure the overall performance of your website.
Other important digital marketing metrics that one should track are:
A. Pages-per-Session
Pages-per-Session provides a measure of different pages a user viewed once they land on your business website.
Coupling this metric with the ones we discussed above can help you generate incredible insights which can eventually lead to better user engagement.
B. Email Open Rate
For businesses that deploy or planning to deploy email marketing campaigns, Email Open Rate will become a go-to metric to track a campaign’s success percentage.
Email Open Rate is the percentage of people who opened the email sent by your business out of the number of people who received it.
C. Email Clickthrough Rate
Opening the email your business sends to the target group and clicking on the link present in the email are two different points you would like to track and optimize.
Email Clickthrough Rate gives you an idea of the customer appeal your email copy has. If the metric show low number, you need to optimize your email copy, and/or the offer your business delivers in it.
Over to You
The modern consumers are becoming smarter by the day. To grab their attention and make the most out of it, your marketing tactics will also have to evolve.
I hope this piece of content brought great value to you, in a way that will help your digital marketing campaigns grow and achieve your business or personal goals.
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