Digital marketing is getting more competitive than ever these days. The only way to be sure you’re outpacing your competitors is to keep close tabs on your performance. Every internet marketing company will have certain metrics that they carefully track to ensure they have all the necessary information to update their digital marketing campaigns as needed.
15 Digital Marketing Metrics to Measure
In this article, we explore the metrics that Miami’s best internet marketing companies monitor so closely. We also explain why you should do the same –
The keywords you use on your website will help your target customers find them. Every internet marketing agency in Miami typically monitors the performance/rank of the keywords they’ve used onsite. So, the more often people use a particular keyword, the higher their rank. Plus, the higher the keyword rank, the higher the search engine will push your website up the search rank. So, using the right keywords and in the correct ratio may also land you a SERP – which is great news for your brand marketing and visibility.
Organic search traffic
Related to your keyword ranking is organic search traffic. If the keywords are spot-on, the rate of organic search traffic you generate will be high. The idea is to get more organic visitors who find your website through their search (instead of ads). This is because organic visitors have a greater likelihood of brand engagement and conversion.
Backlinks are really important to establish brand expertise. People will find greater value in the content you create when you have more reputable backlinks. So, having more backlinks to top-performing websites or recent studies can make your site an excellent source of current information. Additionally, another element that marketers need to measure is backlink quality. The more broken links you have, which lead to errors, the more cumbersome your website becomes to customers. This can impact traffic, engagement, and conversion.
Site click-through rate (CTR)
A good site CTR is about 1.91% for search marketing. This indicates that 1.91% of all people searching online for services/products similar to what you offer actively click on your website link when it is displayed in the search results. This indicates that you’ve been creating good quality content, using the right keywords, and making your site accessible to more people.
Domain Authority & Page Authority
Domain and page authority represents how reputable your website is and how valuable the content on your site is. Your DA and PA can tell you how popular your site is and the likelihood of your site outpacing competitors in performance. To maintain high DA, you should have –
- Fast page load speed
- Unbroken links
- Site map
- Meta for each page with alt text for images
- Readable font and format
- Device compatibility
- Compelling content
Content impressions and reach
Impressions tell you how many times your content was displayed. Reach tells you how many of these impressions resulted in someone clicking on your link and browsing your website. Both these metrics need to be measured, as they tell you how targeted your campaign is and whether it’s bringing your brand to the attention of the target customer or not.
Engagement across channels
Continuing from reach, we get to engagement. Which people who clicked on your site/link actively engage with your brand? How many likes do your posts receive on social media? How many comments do you get on your blog posts? How often do people share your content, and to which channels? All of this tells you where your campaign performs the best and where the least.
Time spent on the website & perusal rate
Leads and conversions don’t happen when someone clicks on your link, views your page, and exits. Leads and conversions come from people who actively read through your content, explore other pages, and even fill out forms. You can find out how many people did this, how long someone stayed on your site, which areas of your site are the most/least viewed, and if better formatting can lead to better outcomes. You can then change your site design to make it easily navigable and more compelling to visitors.
Bounce rate is also a critical metric that every internet marketing specialist measures. Bounce rates tell you which pages/links have the highest attrition. They also tell you at what point customers bounce from your site, and you can use this information to discover the problem. Bounce rate is a great indicator that helps you determine where you stand against competitors selling the same products/services.
Number of qualified leads
Any digital marketing campaign aims to bring the highest number of qualified leads that the company can follow up with. But when your campaigns bring you poor quality leads or no leads, you know something is wrong with the campaign. By measuring the level of qualified leads, you can identify problematic campaign sections and change them to become more effective.
As with the leads, the conversion rate can also tell you where your digital marketing campaigns are failing or succeeding in the sales pipeline. Tracking conversion rate also helps you determine if your performance has been improving, has remained the same, or has decreased compared to a previous period. You can then find out and act on sales cycle customer engagement to ensure the prospect converts at the earliest.
Customer lifetime value (CLV)
Numerous real case studies have shown that 80% of your business comes from just 20% of your customers. If customers cannot analyze the lifetime value they’ll receive by investing in a particular customer, they may spend on the 80% who only bring in 20% of the business. Measuring and monitoring CLV can be instrumental to your brand’s long-term success or failure, as it helps you find and pursue the right clients.
Cost per click (CPC)
CPC is a metric that calculates how much a brand spends on digital advertisements in return for clicks, views, leads, and conversions. If the keywords you choose and the targeting filters you’ve added are not right, you may spend a lot of money, very fast, on a non-performing campaign. Additionally, CPCs keep changing as keyword ranking evolves. So, measuring your CPC can let you know if there are changes in keyword ranking and customer buying behaviors, which you need to study more deeply.
Return on ad spend (RAOS)
CPC should also always be measured alongside RAOS. Even if you spend high on CPC, it should be justified in terms of the revenue you earn against this spend. If your RAOS is low and CPC is high, then you’re doing something wrong. The thing is, RAOS can’t be known until you finish your campaign. So, keeping tabs on competitors’ RAOS or considering your past RAOS to inform your digital advertising decisions is important.
Overall return on investment (ROI)
Finally, ROI is one of the most important digital marketing metrics to measure closely. This is the total amount you’ve earned on all that you’ve spent on your digital marketing campaign. Suffice it to say a high ROI is cause for celebration, while a low ROI can be concerning. Comparing ROIs of different periods or campaigns can help determine what campaigns work best in your target market. That way, you can invest in the right Internet marketing solution in Miamith to help implement a smartly-planned campaign that brings you phenomenal results.