Digital Marketing Metrics

Traffic Generation

  • Number of New Visitors versus Number of Return Visitors

The total number of new sessions will give you an indication of how many visitors to your site are either recurring or new. Return visitors will indicate that your site satisfies their needs. Monitoring this content over months will indicate the effectiveness of your content.

  • Total Visits

Measure your total number of visitors. This will indicate the effect of your campaign. Ideally the number should rise, if it falls you may need to address flaws within your marketing channels.

Conversion

  • Bounce Rate

The bounce rate is the percentage of visitors who leave your website before interacting with it. Eg. An individual clicks on your website the returns to the search results, it can be said that they have “bounced” your website. You would want the bounce rate to be minimal as the more time users spend on your site the higher the chances to convert users to customers.

  • Channel-Specific Traffic

In the acquisition section of Google Analytics, channel-specific metrics can be used to identify: 1. How many people visited the page directly 2. How many used external links from 3rd party sites 3. How many found you after a search 4. How many found you through social media.

  • Lead to Close Ratio
  • Click Through Rates

A click-through rate is the portion of users who use a link to go to a specific site. Users most commonly view a page, email, or advertisement.

  • Cost per Lead

Examine your average monthly cost of your marketing then compare it with your total number of leads generated.

  • Cost to Acquire a Customer

Total Advertising and marketing costs for a period of time divided by the number of new customers that were generated over the period will indicate the cost to acquire a customer.

  • Customer Retention Rate

Customer retention rates can be measured by the amount of renewed subscriptions or regular purchases. A low retention rate would indicate that your product is not satisfying what the customer wants.

  • Customer Value

It assists in determining your overall return on investments. Find the average number of sales your customers will initiate over the course of a year—this is your customer value. Customer value is a challenging metric to measure and is only used as a guide.

  • Interactions per Visit

Examine the variables such as length of time on a page, # of pages visited, and actions performed on the page.

  • Mobile Traffic

The amount of mobile users is increasing rapidly, creating more revenue sources. Ensure you have optimized webpage speeds as slow speeds can deter mobile users.

  • Projected Return on Investment

This factor is integral for any business as it indicates profitability. This can be calculated by comparing your cost per lead against your lead to close ratio, and then that figure against your calculated average customer value.

  • Time on Site

This is similar to interactions per visit. This is a good indicator of how well your site is performing as visitors who stay on your page are most likely finding information relevant to them.

  • Total Conversions

Measures the probability of your business marketing. Conversions are always seen as measurable achievements in the eyes of the business.