Hello. My name is Joseph Marc Blumenthal .
Today we'll talk with you about what digital marketing metrics you need to track. It helps to understand the different types of digital marketing metrics and their potential relevance to your business. This is what we will talk about in our article.
In the digital age, light branding that creates a pleasing company image is hardly effective marketing. Companies now apply highly scientific methodologies based on a deep understanding of calculating specific marketing metrics to track and predict trends and business models.
Marketing campaign metrics, also known as KPIs (Key Performance Indicators), play an important role in monitoring and planning marketing activities and how they can be optimized for better results. They form a solid base of knowledge through which marketers and B2B business owners design and implement business solutions. Modern technologies provide the ability to automate most of these functions.
Return on Marketing Investment (ROI)
This metric is one of the most important. Thanks to it, you can find out how effective your advertising investments are.
How to calculate ROI? Subtract all marketing expenses from your total income, and then divide the remainder by those same expenses. Marketing costs include any campaign costs: SMM investments, email marketing, print and digital marketing, etc.
By tracking this metric, management decides how much to spend on current or future marketing campaigns. A negative ROI indicates that the campaign should be revised or completely closed, a positive ROI for its extension or expansion.
A campaign with an ROI of 5: 1 or higher is considered particularly effective. In the marketing department, ROI is a tool for justifying your costs and comparing your performance to competing brands.
Customer Lifetime Value (CLV)
CLV determines the value in terms of purchases a particular customer represents during the entire relationship with your company.
For example, if a customer makes purchases for a total of 350,000 rubles during the entire cooperation with you, and you spend approximately 70,000 rubles on advertising and maintenance costs, then the customer's lifetime value will be equivalent to 280,000 rubles.
This metric is useful because it gives you insight into which customers to focus on to add value, drive sales growth, and maximize your company's bottom line. Instead of looking for customers in hard-to-reach markets, focus more on developing your existing customer base.
Customer Acquisition Cost (CAC)
Through this metric, organizations determine the amount that a new customer or buyer of their goods and services costs them. The metric is determined by dividing the sum of your advertising, sales and marketing costs by the number of new customers for your company.
CAC is important to your business because the low cost of generating leads and subscribers means that your company's costs of acquiring new customers will be low. Thus, you will receive more significant income and profits.
This indicator has appeared recently with the advent of the prevalence of the Internet. Organizations now use a variety of tools to determine where to invest their money.
Click-through rate (CTR)
CTR is one of the most valuable metrics for measuring the effectiveness of an ad campaign in a digital environment. CTR is measured by counting the number of people who clicked on a link in your email or website. For example, if 100 people see your ad, but only ten clicks on it, your CTR would be 10%.
When your CTR is high, your ad or marketing strategy is successful because a large number of people who see your ad are interested in it enough to open it and become your potential customers.
By analyzing the metric, you will determine which ads should be changed and which ones are effective in attracting leads. While CTR is generic, it ranks high on the list of examples of marketing metrics because it shows a favorable picture of your target market's behavior.
Funnel conversion rate
Any useful list of marketing metrics includes conversion funnel rates. Before becoming a full-fledged client, a potential lead goes through certain stages. You can think of these stages as a funnel, because the initial number of people who got to your site is much higher than the number of people who, after going through all the stages, will become your customers.
This ratio is calculated using the following formula: total sales / number of leads * 100. If you initially had 100 clicks, requests / leads, but in the end only 30 people made purchases, your conversion rate will be 30%. This figure is very good for online commerce. At the same time, most companies report ratios of 2-3%.
Sometimes it seems that companies are losing a huge number of potential customers. However, the digital marketing world is adjusting to this reality by expanding its ad reach at the lowest possible cost, so that even with such low conversion rates, it will receive a significant number of new customers. For example, even with a conversion rate of 2%, a company with 10 million leads per month will have 200,000 full-fledged customers. That amount may be more than enough for a good profit.
Cost of Action (CPA)
Metric refers to an affiliate marketing model where payment is made whenever a target user takes a specific action. These activities vary greatly in nature and can include buying, clicking, subscribing, registering for a trial, completing a survey, downloading, and so on.
This model is often referred to as "pay-per-action" (PPA) or "pay-per-performance advertising" because the advertiser only pays when the desired action is completed. For such models to be financially profitable, in most cases, high conversion rates are required.
This is why small and medium businesses use cost-per-click (CPC) or cost-per-impression (CPM). These models, with a low conversion rate, do not prevent you from making a good profit. It is easy through CPA to track how much a company is investing in a particular desired action. Usually the reports are prepared once a month.
Bounce rate
In simple terms, a site's bounce rate is the percentage of sessions during which your site's visitors only viewed one page or made just one interaction with it. Users just go to the page, but don't do anything on it. This is called rejection.
Email marketing metrics include bounce rates, referring to the percentage of emails in the marketing campaign listing that didn't reach the intended recipient because the server rejected them.
Although email marketing campaigns are considered highly profitable advertising methods due to their low cost, high bounce rates will render them ineffective. By examining the bounce rates on your website or landing page, you can understand how attractive those pages are to visitors and also get an idea of what needs to be improved.
Eliminating high bounce rates in order to achieve optimal marketing performance requires detailed analysis and attention. This is the only way to determine what turns people off. To eliminate all the shortcomings, analyze your positioning, prices, website structure and design, the quality of your email newsletter, and so on.
Consumer Loyalty Index (NPC)
NPCs are widely used in marketing. It gives you insight into what customers think of your products and services, and whether they are willing to recommend them to their family, friends and colleagues. In most cases, clients are asked to answer just one question to determine this indicator.
In the course of such a survey, customers need to choose a number from -100 to 100. At the same time, negative numbers indicate a negative attitude towards the company, and positive ones indicate a favorable opinion.
If a customer chooses 100, then they are happy with everything your company does, and vice versa. To obtain reliable data on how customers relate to the company as a whole and whether they are ready to recommend its services and products to others, the average consumer loyalty index is used. Altcraft Platform has its own tool for creating such surveys - Forms.
This marketing dimension is very useful because companies are alerted to customer dissatisfaction with the implementation of changes before they completely abandon products and services.
Conclusion
There are many key marketing metrics that are used to analyze and monitor business initiatives and marketing activities. With the development of data collection technologies and statistical methods, their number continues to grow.
To stay ahead of the competition, you must have a clear understanding of what marketing metrics are and keep abreast of developments in this area. This is especially true if your job is digital marketing.
By tracking your company's social media metrics, as well as consumption, sales, and lead generation metrics, you keep your organization competitive. With our powerful marketing automation tool, you can achieve this easily, efficiently and effectively.