What We Mean by Measurable Results
June 9, 2022
The importance of measuring the results of your digital marketing campaigns cannot be overstated. Google Analytics and Search Console provide large amounts of detailed data, but not all of it will be relevant to your situation. Working with digital marketing professionals who know how to track and interpret the right metrics provides the insights you need to make the most of your marketing budget.
Effective measuring starts by defining what you want to achieve through online marketing.
- Increase brand awareness
- Increase ecommerce sales
- Increase online registrations for classes, webinars, etc
- Generate new sales leads
- Improve conversion rate
- Get new subscribers for your newsletter or YouTube channel
- Improve local visibility
- Manage your online reputation
Getting clear on your objective first helps your digital marketing team develop a sound strategy, including the types of tracking needed to measure performance.
Pro tip: Whenever possible, comparing year-over-year data is the gold standard (rather than comparing month-to-month). YOY analysis eliminates fluctuations due to seasonality and helps give a clearer picture of long-term growth. If your website doesn’t have analytics tracking, that’s priority #1.
Examples of metrics used to measure campaign effectiveness:
Website form submissions
How many site visitors filled out a contact form, RFQ or other type of web form
Clicks on a phone number or email link
How many times site visitors clicked on a linked email address or phone number
Clicks on a pricelist or other download
How many time site visitors clicked to view or download a specific PDF
Clicks on a specific CTA or group of CTAs
How many times site visitors click a call-to-action such as a “contact us” button. This type of tracking can be used for A/B testing to measure CTA effectiveness.
Entrances on a page
How many visitors entered the website through a specific page
Landing pages generating conversions
Which pages visitors entered on before sending a form (or performing another tracked action)
Organic keywords getting clicks
What site visitors are typing into a search engine before clicking through to your website
Cost per click for paid advertising
How much you’re paying for each click on a paid ad
How many visitors entered through your Google Business Profile
Local businesses can learn how many site visitors click the link from their listing to enter the site. You can also find out how many search engine users view your profile, click to call or click for directions.
Online review scores
Track your total number of reviews, average score and referral traffic from review sites and/or social media platforms.
You can also analyze user behavior on your website to better understand the type of traffic you’re getting and what your website visitors are looking for. Audience insights can inform content development, messaging and on-page optimization.
Examples of metrics that can provide insight into your audience:
- Where website visitors are located
- What kind of devices & browsers website visitors are using
- How many pages site visitors view, on average
- How much time site visitors spend on each page
- Which web pages converting users visited after entering
- Which other websites are sending traffic to your domain
It’s crucial to make sure your measuring systems are set up correctly and consistently for all your online marketing channels. Being thoughtful, strategic, and implementing deliberate measures at the front end of the campaign provides a solid foundation for meaningful analysis and maximum ROI.
If you’re not getting measurable results from your current marketing campaigns, contact Concorde New Media to book a free initial consultation. We’ll ask the right questions and explain which metrics will provide the most valuable insights to leverage for growth.