By: Team WTI | Date: August 2, 2021
Categories: Digital Marketing,
Team WTI Articles,
Tags:
Advertising,
Digital Marketing,
Metrics,
Online Advertising,
SEO Articles,
Social Media,
After you have a digital marketing strategy in place, you’re all set for success, right? Well, almost. Digital marketing is a strong way to build your business now that so many consumers are online these days. But as your business changes and grows, so should your marketing. After you have your marketing tactics established, it’s important to consistently evaluate your performance based on digital marketing metrics. These metrics can be valuable tools to help you make decisions about what direction your strategies should go. But sometimes the numbers can be a little overwhelming to take in. Here is a guide to some of the most common metrics you might see on a digital marketing report.
Common Digital Marketing Metrics
Website Metrics
When you look at a digital marketing report or Google Analytics, there are dozens and dozens of metrics you can look at to measure the engagement on your website. These are the most basic metrics to give you an overall view of how your website is performing.
- Pageviews: When a page is viewed on your website. This can include views by multiple people or multiple pageviews by just one person.
- Unique Pageviews: The number of pageviews by unique individuals. For example, if one person viewed the same page multiple times in a given period of time, that would only count as one unique page view because you are counting pageviews by each new individual.
- Sessions: A set of actions on a website over a given period of time. These actions can be pageviews, video views, form fills, and so on. For example, when an individual enters your site, that begins their session. They may perform several actions, like view several different pages, but it would all count as one session until they leave your site.
- Average Session Duration: The average amount of time people spent in one session on your site. This is a good indicator of how engaging your site is. If the average session duration is low, that may be a sign to update or add more relevant content.
- % New Sessions: The percentage of sessions that were from new users. This is a good metric to use if your goal is to gain more new customers or to increase brand awareness.
- Pages Per Session: The average amount of pages users visited within a single session.
- Average Time On Page: The average amount of time people spent on a single page. This metric is similar to the average session duration, but it gives insight into how long people are spending time on a particular page.
- Bounce Rate: The percentage of users who enter a site an leave instead of interacting or viewing other pages. This a valuable metric to measure which pages are making people leave your site or do not have enough relevant content to keep people moving on the site.
- Entrances: The number of people who enter a site on a specific page. A lot of times this might be the homepage, but it is always good to see what other pages people are entering your site on to see what kind of content is relevant to your audience.
- Exits: The number of people who exit a site from a specific page.
- Exit Rate: The percentage of users who leave a site from a specific page. This is similar to bounce rate, but the exit rate can refer to users who have visited other pages within a session and then left the website on a specific page. Bounce rate refers to users who enter and exit on the same page without any other engagement.
Ad Metrics
Ads can run on many different platforms, like Facebook, Google, or YouTube. But most of the time the metrics below are some of the most common ones you will see when you evaluate performance.
- Impressions: The number of times an element on a page has been viewed, most often an ad.
- Clicks: The number of times an ad or other page element has been clicked on.
- CTR: Click-Through Rate. The number of times an ad was clicked in relation to the number of impressions the ad received. This metric is calculated by dividing the number of clicks by the number of impressions. This percentage can give you an idea of how enticing the ad was to the user.
- CPC: Cost-per-click. The average amount of ad dollars spent for each click. The lower the CPC, the better value you are getting for your ads. However, a high CPC could simply mean that there is a high competition for the topic you are advertising for, and it may be worth it to spend a little extra per click to bump out the competition.
- CPM: Cost per thousand. This is simply the amount of the ad dollars spent per one thousand impressions.
Social Media Metrics
Whether you are running social media ads or creating organic posts, there are constant metrics that are relevant for social media.
- Reach: The number of unique people your ad or post reached. This is a great way to see how compelling your content is because a large reach usually means your post was shared over and over, or your ad beat out the competition and reached a good chunk of your target audience.
- Engagement: Engagement, or the number of times a user interacted with your content, can sometimes be seen as vanity metrics. But knowing what your audience likes and engages with is a great way to steer your social strategy. The most popular engagement metrics include the following:
- Likes (reactions)
- Comments
- Shares
- Followers
SEO Metrics
SEO, or Search Engine Optimization, is largely influenced by keywords. The goal of SEO is to rank for as many relevant keywords as possible so your site can easily be found through search. There are a few metrics that can indicate how your SEO is doing in relation to those keywords.
- Google/Bing Rankings: The number of keywords your site is ranking for. This means that when people search those keywords, your site will appear in the search results.
- Change: The number of positions your keywords changed. For example, if you had one keyword that moved up in rankings by 10 places and one keyword that moved up by 5 places, the total change would be 15.
- Average Position: The average ranking of your site for a particular keyword. Google and Bing have multiple pages of search results that come up when a user makes a query, so the higher the ranking, the more likely you are to appear on the first page of results.
Team WTI Can Help You Understand Digital Marketing Metrics
No matter what strategies you are using for your digital marketing efforts, metrics will always be an important part of how you analyze success. At Team WTI, we have a dedicated digital marketing team that is not only ready to help you get started, but will also use those metrics and continue to look for more ways to help you grow. Contact us today to amp up your digital marketing journey!
