How to Track and Measure Digital Marketing Campaigns
Digital marketing campaigns are often easier to manage for offline campaigns because you have so much data on your fingerprints. On the other hand, there is so much data available to you that it can be difficult to use. The solution is to keep track of the key metrics and how that information is used to make a difference. How to Track and Measure Digital Marketing Campaigns.
Total site visits
This metric can be the basis of all of your other metrics. It measures how many people are visiting your website. You should monitor this metric so that you can take action if traffic to the site drops. You should also know when people are visiting your website. This information is important if you are running time-based marketing campaigns or simply want to schedule maintenance so that the customer experience is not compromised.
It can be helpful to know what percentage of visitors are new visitors versus returning visitors. If you don’t have returning visitors, you probably don’t have returning customers. You can encourage them to subscribe to your content. On the flip side, moving them to the sales funnel and turning them into happy customers so they come back when they’re ready to buy may be more important than endlessly searching through your listings.
The visitor-to-paying customer conversion rate is arguably the most important metric your digital marketing team could capture. Find out how successful your website is in converting visitors into buyers. It’s also cheaper to increase your conversion rate than attracting more visitors. Whether you’re streamlining the buying process or increasing customer confidence so they can give you their billing information, you’ll increase overall sales with relatively little additional effort. Additionally, these changes won’t change your website’s SEO or require you to pay for additional advertising.
How do you measure the conversion rate? Determine the number of visitors to your website and the number of purchases they make. Having cookies on the website not only allows you to determine what percentage of customers convert at a specific time of day or to a specific traffic source, but also when they get off the sales funnel. This will let you know if you need to change your homepage design to make sales easier or if you need to make changes to the checkout process. You can always experiment with coupons, offers, and personalization to add value to customer lifetime later.
Your digital marketing team should know your website’s traffic sources. Where do the visitors to your homepage or your online shop come from? You can use this information to measure the effectiveness of online ads. After all, it doesn’t matter how many people see the ad, but how many act based on their call to action. Additionally, the traffic source data reveals referrers that you may not know is sending you customers. It could be online discussion forums where people praised your product or an influencer mentioned your brand. It could be a small blog with oversized impact, or it could be a social media website that you don’t put a lot of effort into.
You can capture this information using UTM code. You can use a UTM generator to create a small snippet of code that can be added to the end of a URL to keep track of traffic from that site. It’s less intrusive than cookies and works even when cookies are blocked. UTM is best used to track organic link sharing and intentionally deleted links in emails and online conversations. You get data on organic search results from the search engines themselves.
Your traffic metrics shouldn’t just show where customers are coming from by traffic by sources and channels. What percentage of website traffic is direct visitors and what percentage is recommended by social media? And what role do digital ads play? You may find that digital ads are hardly generating any traffic to your website. You may need to optimize the ads or reduce online ads to get more engagement on social media.
Interactions per visit
There are a number of metrics you can use to monitor customer behavior in the field. Average on-site time shows you how “sticky” your website is. A very low number indicates a high bounce rate and you need to improve your SEO. On the other hand, a high number isn’t necessarily a good thing. After all, someone who spends 30 minutes on your website but never buys will only be of much use if you blog and pay based on the number of ads displayed. See how many people visit your homepage or job advertisements that are relevant to your online shop. You may need to modify your marketing campaign or SEO on these pages to get them in front of paying customers.