Every digital marketing tool comes with a wide range of measurable metrics and analytics available in real time to help you track, measure, and ensure the success of your digital marketing campaign. This article contains 14 most important digital marketing metrics that you can’t afford to miss in any of your digital marketing campaign. The digital marketing metrics can be classified into three main categories:
- Traffic Generation
The 1st Category of Digital Marketing Metrics - Traffic Generation Metrics
The traffic generation metrics are very important not only Search Engine Optimization (SEO) but also for Pay-Per-Click (PPC) Advertising campaigns. The traffic generation metrics mainly include:
- Overall Site Traffic
- Traffic Sources
- Mobile Traffic
- Click through Rate
- Cost Per Click
Overall Site Traffic
Don’t just focus on your page views while measuring the traffic of your website. You also need to pay attention to the number of unique visitors that your website gets each week or month.
In order to strategize your digital marketing campaign, you must be aware of your source of traffic besides the keywords that drove them to your website.
It is very important to consider the mobile traffic of your website as more and more people are now accessing the internet through their mobile devices and this give you an additional source of revenue.
Click Through Rate (CTR)
The “impression” is the number of times your PPC ad shown in search results. The Click through Rate (CTR) is a measure of the number of people who actually clicked on your PPC Ad. The higher the CTC of your PPC Ad, the better your quality score and the lower your PPC Ad cost, thanks to the price discount that you get from the Search Engine Marketing Platforms like Google AdWords.
The 2nd Category of Digital Marketing Metrics - Conversion Metrics
The main objective of your digital marketing campaign is to convert your website traffic into leads or sales. The conversion metrics help you in measuring the conversion form your website. The conversion metrics mainly include:
- Conversion Rate (CVR)
- Cost Per Lead (CPL)
- Bounce Rate
- Average Page Views Per Visit
- Average Cost Per Page View
- Average Time on Time
- Rate of Return Visitors
Conversion Rate (CVR)
Whether your goal is to collect important data about your site visitors and potential customers or to convert your visitors into sales, tracking the conversion rate of your website can redefine your digital marketing success.
Cost Per Lead (CPL)
Cost per Lead (CPL) is the lead conversion ratio of your digital marketing campaign and the corresponding cost. The Cost per Lead (CPL) gives your insights about the profitability of your digital marketing campaign.
Bounce rate is the percentage of your site visitors who left or bounced from your website when they didn’t find your website content relevant to their needs.
Average Page Views
The number of page views generated from each visit increases the chances of engagement with your website visitors and eventually influencing them to convert into leads or paying customers.
Average Cost per Page View
For a profitable digital marketing campaign, make sure that your Average Cost per Page View is significantly lower than the revenue generated from that page.
Average Time on Site
It is very important to check which content is relevant and capable to drive results from your website visitors by gaining their trust and influencing them to convert.
Rate of Return Visitors
The popularity of your website is not only defined by the amount of traffic it generates but also by the Rate of Return Visitors that keep coming back to your website to consume the updated content. The Rate of Return Visitors of your website can give you important insights on how can you improve your website content to influence visitors who have not yet converted as your leads or paying customers to do so.
The 3rd Category of Digital Marketing Metrics - Revenue Metrics
The Revenue Metrics let you know whether you digital marketing campaign is profitable or not so that you can adjust your marketing strategy and improve your website content for better customer engagement, higher conversion and more revenues. The Revenue Metrics mainly include:
- Return on Investment (ROI)
- Cost to Acquire A Customer (CAC)
Return on Investment (ROI)
With Return on Investment (ROI), you can identify which area in your digital marketing campaign is driving you sales and revenue and which one has more room for improvement.
Cost to Acquire a Customer (CAC)
The Cost to Acquire a Customer = (total of your marketing and advertising costs for a particular time period)/number of new paying customers generated during the same period.All aforesaid metrics focus on a specific area and stage in your in your digital marketing campaign. You are strongly recommended to use all of them as a whole. By using the data provided by these metrics, you can easily know which area of your digital marketing campaign works and which don’t – so that you can make improvement and start a much better and profitable digital marketing campaign.
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