Measuring Digital Marketing Success: The KPIs and Metrics That Matter

  • Thinking of the best online marketing strategies is a daunting task. Companies have been advertising online for years, and thinking of creative ways to gain attention is challenging. Even after determining the right marketing strategy, the job isn’t over yet. Marketers have to track the progress of the campaign. Changes are necessary depending on the interpretation of the metrics. Analyzing them and thinking of new ways to stand out could elevate the company. Therefore, receiving help from a quality digital marketing agency San Francisco is useful. 

Here are some of the metrics and key performance indicators (KPIs) used to determine if the company is heading in the right direction.

Overall web traffic

Since everything happens on the primary website, an increase in traffic is a good thing. There’s an excellent chance that a small percentage of these visitors become customers. While it’s not a guarantee, it’s better than not getting traffic at all. The only issue is that this metric doesn’t give the complete picture. Digging deeper into the traffic category is the next step. 

Traffic according to source

Determining where the traffic came from is also an excellent KPI. It shows which efforts are paying off. If it came from search engines, it means that the best SEO agencies practices are paying off. If the traffic is a result of the social media campaign, the company is doing well in that aspect. Referrals and direct searches are other sources of traffic. Understanding how people find the website allows the business to focus on the strategies that work.

New visitors versus returning visitors 

Both new and returning visitors are of value. New visitors got attracted by the online campaigns, and they decided to view the website. Returning visitors loved what they saw the first time and decided to give it another go. The key to an increase in returning visitors is the regular publication of quality content. They might not yet buy for now, but they have a reason to come back. Eventually, they will find the right reasons to buy. 

Timely sessions 

This metric refers to the number of people visiting the website at a given time. It’s usually updated every thirty minutes. Some marketers don’t pay attention to this metric, but it’s valuable. It tells businesses when to publish new content. Right timing leads to an increase in interaction and engagement. Understanding this indicator will also give the business a peek into the behavior of target users in browsing the website. 

Bounce rate

This metric is about the number of people who decided to visit the page and decided to leave. If the bounce rate is high in the first few seconds, it indicates that the website doesn’t load correctly. Visitors weren’t patient enough to wait until the page opened as expected. Some people stayed for a few minutes before leaving, without taking any action. It means that they didn’t like anything on the website. They might also find the products and services irrelevant. Regardless, a high bounce rate is bad for the business. It takes a lot to convince users to visit the page. If they left within minutes of browsing the page, the company does a terrible job in content creation. Users need to have a reason to keep exploring. However, there’s no reason to freak out if some people left. It doesn’t mean the campaigns didn’t work. Some of them might return to buy the products. They weren’t ready the first time, but they considered patronizing the brand. 

Most visited pages

Analyzing this metric helps determine which page to focus on. The landing pages should be optimized and not only the home page. Some people don’t like going deeper into the website for specific information. They would rather type the keyword and immediately be on the right landing page. The most visited pages are probably the most effective. They cater to the users’ needs and concerns. Keep optimizing these pages. Add more details and publish content that links to the popular landing page. 

Social media reach

Social media is an interesting platform since it is popular. There are also different social media sites to choose from. Successfully running accounts on all these platforms will help boost the business. Tracking the social media reach is vital to find out if the social media strategies are heading in the right direction. Advertising on social media isn’t only about posting updates. It also includes videos, images, and other useful content. Another way to track social media reach is by determining the level of engagement. People should have a reason to come back not only because of the posts but the company’s responsiveness level. 

Cost per conversion

The goal of online marketing is to increase the conversion rate. However, there are times when it’s no longer practical. It’s true, especially if the cost per conversion is too high. It means that the business is spending too much money to entice people to become customers. Sure, it helps the company turn a small profit, but it also costs a lot. There should be changes in the strategy to lower the cost and increase the conversion rate. It’s also another reason to work with experts from a digital marketing agency San Francisco who can help guarantee an increase in conversion rate. 

Thinking of the best ways to stand out online can be challenging. It’s also exhausting to extract creative juices all the time. The good thing is that there are experts who understand how digital marketing works. They know different online campaigns and also understand the metrics in determining the results of the company’s online efforts. With their help, it’s easier to identify the next move. Failure to understand these metrics is like advertising blindly. The company has no direction, and the efforts go to waste. If the metrics are more positive after doing these changes, it’s a good sign. Keep track of all the strategies that work, and try to use them again.