So you’ve carefully crafted a digital marketing campaign, drawing on the latest trends and best practices, and you’ve launched it into the online world. Hopefully, your campaign will reach its target audience, appeal to new leads and established customers alike, and boost traffic, conversions, and sales. But how will you be able to tell just how successful (or otherwise) your campaign has been?
The fact is that analyzing and reporting on a digital marketing campaign is just as important, if not more so, as creating the campaign in the first place. Indeed, the popular saying that “you can’t improve what you don’t measure” is at its most relevant in the world of digital marketing.
By carefully examining the efficacy of different campaign strategies and tactics, you’ll develop a better understanding of what worked and why, what needs improvement, and what to get rid of next time. In this way, you can make sure that you’re maximizing the chance of success for future marketing efforts.
When the time comes to analyze and report on your campaign, there are plenty of different metrics you can measure. Some of the most important ones to focus on are:
This is a crucial metric that helps you understand the efficacy of your search engine optimization strategies. As the name implies, this metric measures how many of your site’s pages appear in search engine results (and how highly they are ranked).
The idea here is that each individual page represents a unique opportunity for your audience to discover your site and easily find the content that will be most relevant to them. In other words, you want to make sure you’re not driving traffic only to your homepage and nowhere else.
Ideally, the number of pages ranked should be the majority of your site’s pages. The exceptions are private or firewall-protected pages such as shopping carts on e-commerce pages.
Location of Social Signals
By now, the number of mentions received on various social media platforms is a well-established digital marketing metric. However, digging into these mentions a little deeper can be even more rewarding.
How many social media mentions your campaign or brand receives is important. It can be even more helpful to understand where exactly these mentions are coming from.
It is to your benefit to locate social signals and establish how engaged the users in question are. These can reveal interesting new places where you could fruitfully advertise to and connect with customers, both current and potential.
If you want to get a good sense of the extent to which people are aware of your brand or campaign, branded searches are a must-have metric. The term refers to the number of times and the frequency with which users search for a given brand by name.
Branded searches are perhaps the clearest indicator of your brand’s recognition status and market penetration. This metric is always useful, but it can be particularly helpful for startups or new product launches, where name recognition is a central marketing goal.
Unusual Referral Traffic
When analyzing the origin of traffic, it’s not uncommon for digital marketers to focus on the obvious search engines and paid advertising sites while overlooking this handy metric. But it can be very useful to look at the outliers: that is, referrals that have come from places you didn’t expect. Taking the time to examine unexpected and unplanned talk about your brand can strengthen your future marketing support efforts and bring new ideas for campaigns that go beyond familiar territory.
Yes, you read that right: phone calls can be an extremely important digital marketing metric. It is important to manage your expectation. It can be hard to convince people to pick up the phone and call your brand as a result of a digital marketing campaign .
However, people who are willing to take the time and effort to phone means that they are much more likely to convert than those who are casually browsing and happen to click on a couple of pages on your site. Call-tracking software can help you keep tabs on incoming calls, sources, and value.
Increasingly, the focus of digital marketing is not just about attracting more users, but about deepening the connection and relationship that a brand has with its users. In other words, it’s about quality rather than quantity.
Fortunately, there are a variety of ways to measure user engagement, including pages visited and time spent on your site. Interestingly, these metrics often directly correlate to the number of conversions or leads earned, making them essential to track and understand.
By measuring user engagement in this way, you can further your understanding of the connection types that drive the most engaged users. You can then build future campaigns specifically around those connections.