Key Performance Indicators (KPIs) aid businesses to model the big picture and also measure the effectiveness of their strategies, coming up with key adjustments to improve productivity and conversion. Digital marketing KPIs evaluation is among the core duties of any marketing department.
They are utilized by businesses and companies of varying sizes and operations to measure their online marketing results.
Digital marketing KPIs could be described as quantifiable targets aimed at aiding businesses to monitor and evaluate success.
These KPIs are used to set expectations and show that there are positive impacts of the work input. A lot of people may have the opinion that digital marketing activities can be difficult or impossible to quantify; however, that idea is fallacious.
It is relatively easier to evaluate digital campaign progress than any offline campaign. With digital marketing, almost everything is measurable
There is always a need to measure the performances of your digital campaigns. This is because it helps attain the cost of all online marketing steps and how much ROI. More than any other marketing form, Digital marketing thrives on the critical application of KPIs.
Numerous digital marketers depend on marketing KPIs to analyze market data and arrive at informed decisions. Every digital marketing KPI should be set out for everyone involved to understand.
This is aimed at avoiding varying interpretations of a particular goal. Therefore, every digital marketing KPI must have the following characteristics. It should be SMART
In the vast digital space, there are always challenges arising from where to focus marketing resources and strategies.
There are some important digital marketing KPIs relevant to popular marketing focuses like SEO marketing, Social Media Marketing, Content marketing, and E-mail marketing.
It is important to note that most of these KPIs can be tracked using Google Analytics on your Google dashboard.
- Search Engine Optimization ( SEO )
- Social Media
- Content Marketing
- Final words
Search Engine Optimization ( SEO )
Search engines are the chief drives of online traffic, dictating at least half of the entire it. This has highlighted the need for your website to always be optimized. However, SEO has evolved in recent years as page views and ranks are no longer enough to grasp the full story.
There are presently various SEO KPIs that must be measured to optimize websites and rank higher than competitors on the search engine results pages (SERPs).
This is the measurement of visits earned by your website through search engines like Google and Bing. A session refers to the website visit, undertaken actions by the user, and website exit by the user.
Typically, sessions have a 30 minutes default time out if it is idle. Also, a single user can create multiple website sessions.
The organic traffic can be evaluated directly in Google Analytics or by integrating a reporting tool like Agency Analytics for better cross-referencing with other data.
Organic traffic is the most important KPI as it is in alignment with the core objective of SEO, which is dragging more views to your website.
There are a few causes for organic session growth, which can be derived by surveying your keyword positions and data analytics.
Expected CTR is enhanced by position on result pages of search engines. Moving from page 2 to page I of results for high-volume keywords can result in an organic session spike. You can gain more organic sessions by coming up with a powerful, precise page title and crafting a meta description with a pinpoint and appealing call-to-action.
Keyword rankings are KPIs used to track the position of specific keywords unique to you or your niche in major search engines such as Bing or Google.
Here, the higher the keyword ranks, the better. Websites are ranked based on high-volume keywords, which are frequently searched terms.
Tracking keyword performances and ranking can be done using analytics tools like SE ranking or SEMRush.
Keyword ranking is a very vital KPI as its performance is directly linked with SEO success. To reach other primary market goals like increasing traffic, leads, and sales, keyword ranking should be adequately optimized as it serves as a gateway to other objectives.
Bounce rate is a KPI that measures the number of users that exit the website after just a one-page view. This KPI is significant because it models a user’s journey. If they exist within seconds, then there are things driving them away from the website.
It could be content, design, etc. Go through the data to ascertain what is responsible for the bounce.
The bounce rate can be calculated by getting the quotient of the number of non-interactive users against the total users then multiplied by 100.
Bounce rates are between 40% and 60%. This means that closer to half of the users will exit without any action.
Pages per Session
Pages per Session is a KPI used to evaluate the average pages a user visits during a session. It also takes into consideration the total amount of times a single page is viewed repeatedly.
The strength of pages per session KPI is dependent on the architectural depth of the website and how complex the conversion funnel is.
For example, a one-page website will give one page per session, but in this case, you might want to check the amount of time spent on the site.
However, if your website is content-heavy with lots of information for users, maybe an e-commerce website where users typically visit multiple product pages and multi-step checkout processes, then the average number of pages per session increases.
This metric is as important as any other user behavior tracking KPI because it gives an insight into the value per quality of the website.
Average Session Duration
This metric measures the average length of time a user stays on the website. If the content of your website is in-depth and concise, the longer this duration is expected to be.
The importance of this KPI cannot be understated as it points to your web content quality and how motivated to stay the users are to read and possibly probe deeper into the architecture of the website.
If you notice a decrease in this KPI, then you might want to evaluate the site to know what went wrong. Focus on well-defined and prominent CTAs to convert the captured audience into a lead or customer.
Page Load Time
This is also referred to as page speed. This KPI is as important as any you will find for website optimization.
Website speed and load time have become a factor for rankings on search engines. If a website or page is taking too long to load, users are most likely going to bounce back to the search result pages.
A slow load time means that users experience a decreasing likelihood of going deeper into other pages within the website. This will most likely reduce the number of converts the website will generate as the potential leads are left frustrated at the loading pace.
This KPI depends on content complexity and user patience; however, analysis has shown that more users abandon a website if the load time is more than three seconds. This implies that the bounce rate increases with every added second.
Utilize a tool like GTMetrix to get an overview of your website load time. It also offers optimization recommendations for servers, codes, content, and images to achieve faster load time.
Top Exit Pages
An exit page refers to the last viewed page by a user before terminating a session, searching for newer websites or shutdown tabs, or the browser. An exit page is not negative until applied to some contexts.
If people exit your website from the purchase confirmation page or thank you page, then the user must have gotten the intended satisfaction for their visit.
However, if a larger volume of users exits from pages you do not want their journey to end, you may want to improve the CRO or UX of the website. Use Google Analytics to get these details.
You can also ascertain the exit page rates by dividing a given page’s number of exits by the number of page views.
Web crawlers like Googlebot need to gain full access to your website content to measure its value and relevance. If crawl errors exist on your website, it means Googlebot and other web crawlers are experiencing difficulties assessing your website or reading its contents.
You can check for your website crawl errors using the Google console “fetch as Google” tool.
Crawl errors may exist as server errors – this means Googlebot cannot reach the DNS servers, the website is down, or request timed-out. It could also exist as URL errors – a page does not exist or possess a lengthy redirect chain.
The modern consumer is always seeking to forge a connection with their favorite brands. Businesses now more than ever need to ensure their social media campaigns have the desired impact on the intended target market.
The key is data and data analysis. Social media KPIs give you the confidence that you are making informed business decisions while also aiding campaign adaptations to suit business goals.
There are different categories of social media KPIs. They are:
- Social Media KPIs for Reach
- Social Media KPIs for Engagement
- Social Media KPIs for Conversions
- Social Media KPIs for Customer Loyalty
Social Media KPIs for Reach
In the metric world, Reach is a general word that tells you to what extent your message traveled, the number of people that saw it, and the description of those people.
Here are some social media KPIs to help measure reach
1. Follower Count
A look at your followers or fans on each platform gives you a quick insight into whether you are reaching enough people.
Remember that scores of followers without engagement do your brand no good. But, gaining as many followers and reach is a good way to begin your campaign.
Impressions indicate the number of times your posts appear on a news feed or timeline. A single user can have more than one impression.
They might view a post on their feeds and then view it again when someone they follow shares the same content. It simply shows the number of people that have the potential of connecting with your brand.
3. Web Traffic
This is the amount of traffic your social media is generating for your website. It is a very step ass it indicates the number of people that are interested enough to acquire more information about your business. These individuals are followers converted to potential customers.
Social media campaign with enough reach and engagement but negligible web traffic needs some improvement in the call-to-action.
A lot of conversations begin to revolve around your company or business as brand awareness and recognition grows. This KPI evaluates the vibes around you compared to your competitors’. It deals with measuring how much chatter your campaign is building.
If your brand is not generating conversation, survey your competitor’s campaigns and see how theirs differ compared to yours.
Social Media KPIs for Engagement
The end product of any social media campaign is for the followers to become actual customers. Social media KPIs only evaluate your campaign’s potential.
However, social media KPIs for engagement deal with the social side of social media. It points to your marketing team, which content has more authority and deserves more attention.
People that are generally curious about your brand will click on your links, and if they like what they see and want to associate with your brand, they like it.
Shares signify brand loyalty. It shows that your customers are willing to recommend you. It also comes in the form of retweets.
The whole idea of being active on the social media space is to spark conversations. Your content must be compelling enough to drag comments even though some of them may be critical to your brand. This is a sign you are making the right impressions.
Finally, are mentions, which are another for a recommendation. Statistics show that 96% of people discussing brands on social media do not even follow them. Nonetheless, their opinions do matter and show you are generating good awareness.
Social Media KPIs for Conversions
These are the major ways beyond the likes and shares to measure the success of campaigns on social media. This tells you how many fans on your pages that are will to follow through and buy from you.
Sales revenue gives you an idea of how much conversions are coming from the social media platforms to the website and also the value of every customer.
Your efforts on social media make it easier to earn trust and drive conversions by generating enough social proof for your brand. Lead conversion rate is the ratio of leads that end up buying from you. Google Analytics can help you figure out this parameter.
Conversions are not all monetary. It could be newsletter sign-ups, eBook downloads, or form filling depending on the success you want to achieve.
These are all non-revenue conversions . They help you measure how customers have been prompted to actions by certain social media strategies.
Social Media KPIs for Customer Loyalty
In the empowered customer era, the only way to stay ahead of your competition is to give customers something invaluable and worth coming back to. Social media, when used correctly, can become the ultimate source to build brand loyalty.
These KPIs help you evaluate what impacts your campaigns are making on your customer base.
As we progress into the era of the empowered customer, it’s important to include one more set of social media KPIs to this list. Today, the only way to truly differentiate your company from the countless numbers of other brands in the marketplace is to give your customers something worth coming back to.
Businesses over-reliance on qualified leads means it has become more important to place costing on each one of them. This is referred to as cost per lead . Looking at social media expenses tells you your cost-per-lead.
As social media is about fostering relationships with the audience and authority generation for your brand, cost-per-lead decreases over time.
78% of brand complaints on Twitter expect a response within an hour. Issues resolved promptly and effectively are ways of showing your customers that they are respected. This differentiates your brand from the others as a brand that knows the value of customer service.
The user interface of the tool is designed for easy navigation, and the central screen provides a good overview of Tweet Engagement and Impression. This allows you to further explore all your individual tweets.
Twitter Analytics also allows you to export CSV files from Twitter for a chosen period, and it also serves as the perfect medium to provide statistics for company executives.
With the amazing visual graphs offered by this tracking tool, you can easily spot trends for a 30-day period and do a deeper analysis to help you improve your performance.
The user interface of the tool is designed for easy navigation, and the central screen provides a good overview of Watch time, Views, Subscribers, and Estimated revenue. This allows you to further explore all your individual video uploads.
YouTube Analytics also allows you to export CSV files from YouTube for a chosen period, and it also serves as the perfect medium to provide statistics for company executives.
With the amazing visual graphs offered by this tracking tool, you can easily spot trends for 28 days and do a deeper analysis to help you improve your performance.
In its simplest meaning, content marketing is a bunch of materials filled with text and images for advertising.
Infographics, videos, white papers, blog posts, and podcasts are all part of content marketing. This marketing strategy is a long-term plan for growing a loyal customer base.
General knowledge of web analytics and digital marketing KPIs had evolved since the days when website owners measured “hits” on their site.
Various tools and proprietary systems made by companies have made content marketing easier to report.
Nowadays, you won’t make any headway in content marketing if you fail to understand the major KPIs involved in measuring your performance. Some of the important content marketing KPIs include
In this social media age, almost everything you share online will be subject to different opinions. However, you shouldn’t make the mistake of seeing it as a bad omen – social sharing and commenting are things to embrace.
The best supporters of your products are the users; therefore, if you engage them enough to speak openly about your content, it will be a success.
On the other hand, you must note that the comments may be negative. Although the comments are not what you want you to hear, they can serve as good feedback for you because they help you get a better insight into the pain points of your customers and prospects.
Always respond intelligently when this happens. Every comment reflects the level of value your content is giving.
In the world of content marketing, conversion is the number of visitors who consider you content engaging enough to become a paying customer or sign up to your website. Conversions are mainly tracked with leads and sales.
You can also use secondary conversions such as downloads and e-mail subscriptions. Ensure you track every content to know its conversion rate; it will help you find out your performance and what to improve upon.
This is a Google Analytics tool that calculates how far a visitor scroll. The scroll points are calculated in four percentile categories: 25%, 50%, 75%, and 100%. It sends a Google Analytics event for each one. You can also track the specific parts of the page that are scrolled into.
Scroll depth tracking is a topic that has been on debate for a while. It helps you to simply understand how people engage with your content. Below are a few steps to configure your scroll depth tracking with inbuilt variables and triggers in Google Tag Manager.
Keyword ranking has to do with your web pages position when a particular keyword is inputted in the search query. If a user searches are specific keyword, if it is related to your website or content, your ranking URL will be we page that is displayed for that particular search.
A web page can rank from multiple relevant keywords and key phrase searches.
A user could get varying result results based on what Google deems relevant for a specific search phrase or keyword. In many cases, you will normally come across paid search adverts in the header of the results. Sometimes it also appears at the footer. For those carrying out a local search, Google Maps listing will be seen directly under the paid ad listing.
Just like marketing through snail mail, e-mail marketing is a direct type of marketing . However, e-mail marketing is more efficient and cost-effective since it is digital . Most business owners believe that e-mail marketing is outdated, but that is the exact opposite.
E-mail marketing has been in existence since the inception of the Internet .
Over the years, it has gone through a series of evolution but has retained its high level of efficacy as a marketing tool . The truth is, e-mail marketing is presently more important than it used to be .
Whether you are using e-mail marketing to persuade leads or promote a new product, it is important to track its performance . After that, you can learn the next steps involved in tracking your marketing campaign effectively .
Statistics indicate that 94% of Internet users have access to e-mail . So, using e-mail as a marketing channel allows you to widen your reach to a significant number of users, including those that may not be on social media .
Also, another survey discovered that 75% of adult Internet users indicate that e-mail marketing is their favorite marketing method . You can track everything with the use of e-mail marketing software .
There are tons of reasons why e-mail marketing is an effective marketing tool, and we have mentioned them in the section above . Mentioned below are some important e-mail marketing metrics to track.
Click-Through Rate (CTR)
The click-through rate points out the number of people who clicked on a link in your e-mail. Unlike deliverability and open rate, you will need to dig deeper to find out this figure.
While running campaigns, you need to know the specific links that interested your subscribers as well as where the links were located. Click-through rate evaluates the success of an ad in terms of capturing users’ attention.
In calculating this metric, find out the number of times your ad is clicked on and do a division with the total number of impressions. Then, take that figure and multiply it by 100; this gives you the percentage value, which is the click-through rate as well.
Email CTR is typically the total amount of clicks an e-mail generates for its sender. Marketers pair click-through rates with bounce rates, open rates, and other metrics to measure the efficacy of their campaigns.
E-mail conversions essentially refer to when a recipient takes an action you required of them in the e-mail. For instance, if you wish to have a subscriber sign up on your website, a click-through to the sign-up page is progress. However, when the registration becomes complete, it is a conversion.
E-mail conversion rate refers to the percentage of recipients who carry out a goal action. Of course, this depends on the particular conversion goal. In many cases, the conversion goal will lead the subscriber to buy a product.
To calculate the conversion rate of your campaign, get the number of people who completed the goal action, and divide it by the total number of successful e-mail deliveries. Multiply the figure obtained by 100 to get the percentage value.
This is quite different from the bounce rate discussed earlier. Bounce rates calculate the percentage of how frequently your e-mails are returned to you without delivery. This is because, for some reason, the e-mail cannot get to the intended recipient. In this scenario, it has to be returned to the sender with a bounced status notification.
As it relates to acceptable bounce rates, e-mail marketing KPIs work in a slightly different manner. Unlike click-through rates and conversion rates, most marketers avoid a high bounce rate because it is bad for business—the lower the bounce rate, the better.
Now that you have gotten the scope of some of the most important digital marketing KPIs, you might go ahead and apply them to fully maximize your marketing campaigns.