How do digital agencies evaluate the effectiveness of their campaigns? How can digital marketing metrics be measured to determine success in terms of brand growth? You might immediately think of leads and sales as the key indicators. However, as an expert at a digital marketing in Toronto explains, it’s essential to understand that a successful marketing campaign encompasses more than just these conversions. Other factors also play a crucial role.
Consider the following questions: Do you want to increase organic traffic to your website? Are you aiming for a wider reach on social media? Or perhaps you want to achieve a higher email click-through rate? These are all valid goals supported by analytics data that can be collected over time. As you’ll soon discover, there are several significant digital marketing metrics to monitor and guide your campaigns, both in terms of sales conversion and brand awareness.
The Metrics to Determine the Effectiveness of Your Digital Marketing Efforts:
Overall Site Traffic: Before implementing any new components in your marketing efforts, establish a baseline for overall site traffic. During your campaign, observe if there is an increase in overall traffic to the website. Analyzing this lift in traffic will provide a more comprehensive perspective beyond a simple click-through report.
- New vs. Returning Traffic:Depending on your website goals and the consumer’s purchase cycle, you may aim to increase either new or returning users. At the campaign’s outset, it’s crucial to understand what is most important to you and design a strategy that aligns with that goal. If your objective is to attract new visitors, look for an increase in the percentage of new traffic. In a different scenario, if your usual customer tends to revisit the website several times prior to completing a purchase, it is important to prioritize the development of a campaign that fosters repeat visits and evaluates the proportion of returning visitors.
- Mobile Traffic:A significant majority of digital traffic, over 50%, comes from mobile devices and applications. Therefore, it is crucial to closely monitor the monthly volume of users accessing your website through mobile devices. Evaluate the metrics related to mobile traffic, including the number of mobile users, the duration of their visits, and the depth of their exploration on the site. By comparing these metrics with non-mobile traffic, you can gauge user engagement on mobile devices and utilize this valuable information to improve the overall user experience.
- Traffic Sources:Utilize your traffic sources to understand how users find your site. What keywords do they use? Which websites do they come from? For search traffic, strive to increase the percentage of traffic that arrives via branded or specific keywords emphasized in your marketing efforts that are relevant to your business.
- Average Time Spent per Visit:Evaluate the average time users spend on your site to gauge their engagement with your content. Additionally, consider the average number of pages visited per session to understand content engagement better. The longer users stay and the more pages they explore, the more likely they will find your content enjoyable and have a positive experience on your site.