19 Important Digital Marketing Metrics for Measuring Success

How are digital advertising and marketing metrics successfully measured for achievement with model development? You’re in all probability pondering: leads and gross sales.

But a profitable advertising and marketing marketing campaign could be decided by far more than simply these kinds of conversions!

Ask your self:

Do you need extra natural visitors to your web site?

How a few broader attain on social media?

Or, the next electronic mail click-through price?

These are all legitimate objectives to purpose for and are backed by analytics information you possibly can collect over time. As you’ll quickly be taught, there are a selection of necessary digital advertising and marketing metrics to trace and information your campaigns, each for gross sales conversion and brand awareness.

Digital Marketing Success Metrics Infographic | 19 Important Metrics for Measuring Digital Marketing Success

Source: MDirector and Insight Venture Partners

Branding, in essence, is creating a definite feeling and expertise on your clients.

You could be questioning:

How do I measure one thing so touchy-feely?

Branding is your strategy, and who you’re. It’s advertising and marketing that can execute on that technique, and the way you construct consciousness on your model. Especially by means of digital advertising and marketing, as of late.

And on-line advertising and marketing campaigns can definitely all be tracked with digital metrics. Therefore, so can your branding!

Digital Marketing Metrics Guide FREE CHEAT SHEET
Use our digital advertising and marketing metrics cheat sheet and measurement template to assist observe your success! DOWNLOAD NOW

Depending in your explicit marketing strategy and advertising and marketing efforts, some digital advertising and marketing metrics could also be extra necessary than others. Narrowing down your reporting to incorporate probably the most related key efficiency indicators (KPIs) will replicate what digital advertising and marketing success appears like on your model.

SEE ALSO: How to Create a Digital Brand Strategy for Optimal Growth

This in-depth article will cowl:

  • How to measure digital advertising and marketing success for branding
  • The web site visitors metrics that matter most
  • Other necessary digital advertising and marketing analytics to observe
  • Resources that can assist you enhance your advertising and marketing metrics

You’ll discover out which digital advertising and marketing metric that manufacturers use to find out web site success. And, which of those metrics is particularly necessary to branding campaigns.

Ready to dive in?

Measuring Your Digital Marketing Campaigns

Before you possibly can decide in case your digital advertising and marketing marketing campaign is successful, it is advisable to set goal, achievable goals.

Starting With A Goal

Much of your on-line technique is born out of your objectives.

Goal setting ensures you might have one thing to attempt for. What’s extra, it gives a tenet for the digital advertising and marketing metrics you’ll use to measure the success of a number of campaigns.

I’ll put it one other approach:

You actually can’t measure success with out objectives!

That reality holds true it doesn’t matter what you’re making an attempt to measure. From digital advertising and marketing success to non-public monetary success, with out objectives you’re restricted to 2 primary analyses:

“I seem to be making some progress.”


“This doesn’t look like it’s working.”

Kind of imprecise, huh?

Take a have a look at the pattern under from Sprout Social. It exhibits 5 distinct social media metrics and an in depth plan for a way the corporate intends to realize them.

How to set goals for digital marketing success

Your digital marketing campaign may have greater than only a social media factor. However, this template affords a pleasant overview of how one can set objectives for something—and through any level of your advertising and marketing funnel.

SEE ALSO: 10 Ways to Set Realistic Social Media Goals for Your Business

There are just a few key particulars you’ll wish to embody above and past what you see within the diagram.

I’ll break down precisely how you can set the objectives you should use when measuring digital advertising and marketing KPIs:

Commit to a Time Frame

Accountability is a big, if not the biggest, a part of reaching a aim. Whether you might have 5 days or 5 months, you could embody a concrete timeframe.

Determining the timeframe on your digital advertising and marketing marketing campaign objectives will assist create a way of urgency in addition to accomplishment.

A timeframe may also set parameters for comparability if you run advertising and marketing metrics experiences for month-over-month or year-over-year progress.

Determine Success Factors

Let’s say your aim is to earn 500,00zero impressions from social media campaigns and drive 10,00zero new guests to the web site. Those are two wonderful digital advertising and marketing success elements.

The key to this step is figuring out a quantifiable consequence to realize—actual numbers that could possibly be an informed guess or primarily based on a sample of development.

Keeping a timeframe in thoughts, you’ll want to decide how lengthy it’s a must to attain this milestone. It could be one month or 12 months, relying on the hassle behind the digital advertising and marketing marketing campaign.

Provide Specific Details

When you consider digital advertising and marketing KPIs, there needs to be numbers assigned to them.

Simply saying, “expose target audience to brand content” isn’t sufficient. Set your self up for achievement by offering as a lot element as attainable.

Being particular with particulars will higher put together you to execute your marketing campaign by serving as a roadmap. Furthermore, it helps you pinpoint what works and what doesn’t if you’re able to measure efficacy.

Create a Marketing Measurement Template

Once you might have chosen the digital advertising and marketing metrics on your marketing campaign, placing collectively a advertising and marketing measurement template is simple and gives precious perception.

This doc will function a tenet. It is one thing you should use (and modify as mandatory) with every marketing campaign.

⇨ Download our free metrics measurement template  
A advertising and marketing measurement template would possibly embody issues like:

  • Your preliminary aim(s).
  • An overview of what occurred throughout the marketing campaign (your advertising and marketing metrics will go right here).
  • Things that labored the very best, and what you realized from them.
  • Things that didn’t work so nicely, and what you realized from them.

As a refresher, this graphic from Perdoo explains concisely how you can write SMART objectives for any challenge or marketing campaign:

Digital Marketing Success SMART Goals

Now you’re ready to set objectives earlier than executing a profitable digital advertising and marketing marketing campaign on your model.

Let’s check out the precise advertising and marketing metrics you’ll use to measure the success of these objectives.

19 Digital Marketing Metrics You Need to Track

When it involves measuring digital advertising and marketing success, there are seemingly countless digital advertising and marketing metrics. Below is a compilation of crucial ones you’ll want to think about.

Not all of those digital advertising and marketing KPIs could also be related to your explicit enterprise objectives, however it’s a place to begin on the highway to discovering ROI (return on funding)!

Website Traffic Metrics That Matter for Growth

These first 10 gadgets define the web site visitors metrics that matter most for achievement with digital advertising and marketing. Do you might have Google Analytics put in in your web site? You’ll want it, or one thing comparable in an effort to observe the sort of information.

1. Overall Website Traffic

What do most firms measure to find out the success of their web sites?


Your web site serves as your own home base, and the face of your model. Therefore, your whole digital advertising and marketing efforts will doubtless give attention to driving visitors there. Individual campaigns might give attention to record constructing or growing social media attain, however the final aim of that exercise is to ship extra visitors to your web site over time.

Because of this, measuring website traffic metrics recurrently will offer you various insights corresponding to which campaigns are working and when.

Digital Marketing Success Metrics - Website Traffic

Source: Digital Inspiration

If at any level you see a steady decline in traffic whereas nonetheless conducting constant advertising and marketing efforts, think about troubleshooting your web site. You might discover damaged hyperlinks, a Google Algorithm penalty, or different technical points deterring guests.

Tips for sending extra visitors to your web site:

  • Optimize all pages in your website with related key phrases
  • Consistently publish in-depth content on your blog
  • Promote your content material on social media channels
  • Create focused advertisements to a touchdown web page with a suggestion

More sources that can assist you enhance this web site visitors metrics:

2. Traffic by Source

This helpful web site visitors metric sheds gentle on precisely the place your web site guests are coming from.

With the myriad of selling platforms out there and restricted time to capitalize on all of them, the Traffic By Source metric is one to observe.

Use it to find out which sources are winners, and which of them want a bit extra consideration. Or, use it to slender down the place you’ll spend your precious time creating content material.

Digital Marketing Success Metrics - Traffic Source

Here are the 4 essential web site visitors sources tracked by Google Analytics:

  • Organic Search: These customers clicked a hyperlink on a search engine consequence that introduced them to your web site.
  • Direct Visitors: These customers typed your URL immediately into the search bar, or maybe have it bookmarked and returned to go to.
  • Referrals: These customers have been despatched to your web site once they clicked a hyperlink from one other web site.
  • Social: These customers got here to your web site after discovering your social media profile or content material posts.

three. New Visitors vs. Returning Visitors

The worth of this twin metric is that it helps you establish how related your web site content material is over time. Multiple visits can point out you’re offering info that folks discover so precious, that they hold coming again.

As you launch new content material regularly (assume: blogs), you possibly can assessment your New vs. Returning Visitors advertising and marketing metric to see how any given content material piece is performing.

Digital Marketing Success Metrics - New Visitors vs. Returning Visitors

Source: whatagraph.com

Simply put:

If you’re seeking to drive extra natural visitors to your web site, New Visitors could also be of significance to you.

If you want to measure how many individuals come again to browse and devour information, the Returning Visitors web site visitors metric is necessary to notice.

Tips for growing new and returning guests:

  • Create and publish precious weblog content material that may be discovered organically through serps
  • Use Twitter to advertise weblog posts, and add 1-2 related hashtags
  • Send an electronic mail blast to your subscribers after a brand new piece of content material is revealed

More sources that can assist you improve guests to your website:

four. Sessions

Sessions confer with the variety of visits your web site receives. Google particularly counts this in 30-minute increments, which means it triggers this web site visitors metric solely as soon as each half hour for every particular person consumer.

Think of Amazon, for instance:

Users might set off a session within the morning to buy, after which go to once more later within the day so as to add one thing new to their cart. Each of these are thought of distinctive periods.

5. Average Session Duration

Depending in your web site’s perform (informational, ecommerce, and many others.) or the trade, the time on website metric can fluctuate in its relevance to your campaigns.

A research by Brafton discovered these common session period numbers by trade.

Digital Marketing Success Metrics - Average Session Duration

Average Session Duration is a common indicator of how lengthy guests spend in your website completely. This lets you perceive how your website performs from a consumer expertise (UX) standpoint.

  • Is your web site straightforward to navigate?
  • Are customers discovering what they’re on the lookout for rapidly?
  • Is the content material precious and price reviewing at size?

Average Session Duration (time on website) will help reply these questions and plenty of extra.

Tips for growing a customer’s time on web page:

  • Add a video to your content material
  • Use Bucket Brigades to assist readers keep engaged
  • Increase the readability of your copy (bigger fonts, extra white area)

More sources that can assist you enhance common session period:

6. Page Views

This is the whole variety of pages seen. A consumer who repeatedly visits the identical web page will set off this advertising and marketing metric, so it’s the broadest of all page-related measurements for digital advertising and marketing success.

However, it’s some of the necessary web site visitors metrics.

It’s related to know what number of pages are visited in your web site in a given time interval. This lets you perceive in case your complete website is of worth or if solely sure pages are.

7. Most Visited Pages

To additional decide which areas of your web site are most respected, have a look at this metric. You can discover it within the “Behaviors” part of Google Analytics.

The Most Visited Pages metric uncovers all kinds of details about precisely the place your website’s guests are going and for a way lengthy. For a deeper evaluation, try the Behavior Flow.

Measuring Digital Marketing Success - Behavior Flow

Source: Roadside

eight. Exit Rate

Here’s a advertising and marketing metric that could be very particular and divulges fairly a bit about your web site design and consumer expertise.

If your marketing campaign is supposed to drive new customers to your web site for a extra common “learn more” branding effort, the Exit Rate metric will present you precisely the place they left after they reviewed your content material.

Unlike Bounce Rate which triggers when somebody views just one web page, Exit Rate tells you the place the consumer misplaced curiosity after spending a while exploring.

Make positive they don’t lose curiosity in your model!

Digital Marketing Metrics Guide FREE CHEAT SHEET
Use our digital advertising and marketing metrics cheat sheet and measurement template to assist observe your success! DOWNLOAD NOW

9. Bounce Rate

Different from Exit Rate, the Bounce Rate metric is the proportion of people that depart (bounce away) out of your web site after viewing just one web page.

This metric will help reveal that guests could also be leaving as a result of:

  • The website takes too lengthy to load
  • They didn’t instantly discover what they have been on the lookout for
  • They discovered related content material however weren’t compelled to click on additional
  • An error web page loaded

Unless your web site is ready as much as ship customers to a separate URL for conversion, it’s best to look to the Bounce Rate quantity to find out in case your marketing campaign is efficient.

An overview of common bounce charges for sure environments is famous under, in a chart by Kissmetrics.

Measuring Digital Marketing Success - Bounce Rate

Source: CrazyEgg

If you’re advertising and marketing a brand new product however your hyperlink sends customers to the web site’s Home web page, you’re prone to have a excessive bounce price. Therefore, fight this by sending them to a web page that’s extremely related to the trail you need them on.

Tips for decreasing bounce price in your web site:

  • Decrease your web page load time
  • Add inside hyperlinks to your web page copy
  • Include photographs or different visuals in your content material
  • Use a compelling call-to-action

More sources that can assist you scale back bounce price:

10. Conversion Rate

Google Analytics will help measure the variety of conversions made in your website.

However, conversions might imply various things relying on the marketing campaign.

For instance, they could possibly be:

  • an precise sale,
  • a subscriber,
  • a accomplished obtain,
  • a lead entry,
  • and extra.

Oftentimes, the quantity crunchers solely look to this digital advertising and marketing metric to find out in case your marketing campaign is efficient. However, it’s just one piece of the puzzle and needs to be a part of your total digital advertising and marketing technique.

Resources that can assist you enhance your conversion price:

There you might have the highest ten web site visitors metrics that matter for advertising and marketing. Are you monitoring some, or all of them?

Guess what: there are much more digital advertising and marketing metrics it is advisable to measure!

Below, check out some others associated to your on-line technique corresponding to:

  • Social media metrics
  • Advertising metrics
  • Email advertising and marketing metrics

Other Digital Marketing Metrics That Matter

11. Impressions

Which advertising and marketing metric is very necessary to purchasers who’re operating a branding marketing campaign?


Sometimes confused with attain, an impression is the bigger total variety of views your content material or commercial receives.

Your content material on social media or a pay-per-click advert could also be proven a number of instances to the identical particular person. Each time is counted as a person impression. As a consequence, this quantity will all the time be increased than attain as a result of the attain metric is simply triggered as soon as per consumer.

12. Social Reach

The posts you make in your social media platforms are supposed to attain a large variety of customers. This social media metric tells you precisely how many individuals have been reached (i.e. noticed your content material).

Now, the variety of folks reached is all the time a lot bigger than the quantity who interact.

A benchmark aim is to see 2-5% engagement primarily based in your total attain.

Tips to extend your social media attain:

  • Fully model all of your social media profiles
  • Post curated and unique content material constantly
  • Engage together with your neighborhood

More sources to assist enhance social attain:

13. Social Engagement

Social Engagement displays the whole variety of interactions made on any given social media put up.

This may imply:

  • Clicks
  • Shares
  • Likes
  • Retweets
  • Comments

Engagement is the yardstick by which to measure your whole social media success.

You will pay for all of the others, however engagement is simply earned when a consumer chooses to work together together with your content material. Because of this, you possibly can simply rank your content material varieties primarily based on how a lot engagement they obtain. This helps to information your future content material creation!

More sources to assist enhance this social media metric:

14. Email Open Rate

If you’re record constructing together with your web site (and you ought to be), this is likely one of the most necessary electronic mail advertising and marketing metrics it is advisable to watch.

Your Email Open Rate measures the quantity of people that open your electronic mail marketing campaign as in comparison with the general variety of those that obtained it.

High open charges point out:

  • Properly segmented record
  • Attractive topic line
  • Appropriate ship time

Low open charges let you know no less than one (if not all) of these elements above are missing.

Measuring Digital Marketing Success - Email Open Rate

Source: SuperOffice

Resources that can assist you enhance electronic mail open price:

15. Click-Through Rate

The Click-through Rate (CTR) can be utilized as an electronic mail advertising and marketing metric in addition to a paid promoting metric. Clicks on electronic mail blasts are sometimes a number of the highest conversion-drivers throughout the board.

Your CTR because it pertains to pay-per-click helps to find out your relevance rating and impacts your Cost Per Click.

Resources that can assist you enhance click-through price:

16. Cost Per Click

Cost Per Click (CPC) applies to each pay-per-click advertising and marketing and various social media platforms that supply the clicks-to-site advert kind.

These internet marketing metrics replicate the quantity you pay for every particular person click on a consumer performs. This is related because it immediately pertains to your total advertising and marketing funds on this space. Your funds can solely go up to now; the decrease your CPC, that farther it goes.

17. Cost Per Conversion

Cost Per Conversion relates fully to your particular person enterprise mannequin, and infrequently to your particular person on-line advertising and marketing marketing campaign. As I discussed beforehand, not each metric issues to each marketing campaign. This could be one to go away off should you aren’t changing gross sales immediately on-line.

However, should you’re operating an ecommerce website the place customers can add one thing to a cart and convert there, CPC is a must-track metric. Simply put, these digital advertising and marketing analytics let you know how a lot it prices to transform a website customer right into a sale.

18. Cost Per Acquisition

Your Cost Per Acquisition (CPA) is simply related when you might have returning clients. This doesn’t simply apply to subscription-based companies and even ecommerce websites. Consider how a non-public golf neighborhood calculates CPA realizing that their members pay month-to-month dues.

Understanding the lifetime worth of a buyer helps you again into the correct quantity it’s best to spend to amass a brand new one.

19. Overall ROI

The return on funding advertising and marketing metric ought to come as no shock because it serves as a real baseline for achievement. Basically, ROI equates to how a lot you spent (funding) vs. how a lot you earned (return).

19 Important Metrics for Measuring Digital Marketing Success - Overall ROI

Source: Corporate Finance Institute

It’s straightforward to lose observe of precisely what you’re spending on advertising and marketing as a result of we frequently fail to rely hours of effort. Ensuring you correctly calculate your on-line advertising and marketing marketing campaign’s ROI would be the key to figuring out if it was an total success or not.

Digital Marketing Metrics For The Win

If you’ve made it this far, you at the moment are well-equipped to measure your digital advertising and marketing campaigns through the use of the proper information to trace the success of brand name constructing.

Remember these key elements if you’re able to create, execute and measure the following marketing campaign on your on-line technique.

First and foremost, set objectives on your digital advertising and marketing campaigns.

Then, choose advertising and marketing metrics of worth primarily based on these objectives.

Choose from these:

  1. Overall Website Traffic
  2. Traffic by Source
  3. New Visitors vs. Returning Visitors
  4. Sessions
  5. Average Session Duration
  6. Page Views
  7. Most Visited Pages
  8. Exit Rate
  9. Bounce Rate
  10. Conversion Rate
  11. Impressions
  12. Social Reach
  13. Social Engagement
  14. Email Open Rate
  15. Email Click-Through Rate
  16. Cost Per Click
  17. Your Cost Per Conversion
  18. Cost Per Acquisition
  19. Overall ROI

Finally, all the time use the evaluation of your incoming information to information the following steps.

What different digital advertising and marketing metrics ought to we embody for measuring success with model development? What is your greatest KPI so far?

Share with us within the feedback under!

Digital Marketing Metrics Guide FREE CHEAT SHEET
Use our digital advertising and marketing metrics cheat sheet and measurement template to assist observe your success! DOWNLOAD NOW


FreshSparks is a branding company specializing in model technique, model id, and model advertising and marketing. We will help you with branding your corporation efficiently. Contact us to be taught extra.

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