Digital Marketing 101: How to Accurately Assess Your Campaign’s Performance

The digital world has birthed an exciting new landscape for marketers to explore outside of traditional marketing methods. Although the traditional means of advertising remain relevant, it has now become necessary for businesses to include online marketing in their strategies. Digital marketing tactics such as email marketing, social media marketing, search engine optimization (SEO), and pay-per-click (PPC) campaigns hold great potential to help a firm exceed its goals and to stay on top of their competitors. That is if your marketing efforts are being tracked and achieving the digital marketing metrics that indicate a successful campaign.  

You need to determine the right digital marketing metrics or key performance indicators (KPIs) to ensure that your decision to go online is indeed a smart move. However, web marketing is such a big field with various categories. An abundance of data can make it challenging to figure out which metrics are worth interpreting. Read the basic metrics listed below to figure out if your marketing strategy is headed in the right direction.

Number of Visitors/Clicks

Huge traffic and lots of clicks are clear indicators that your online marketing campaigns are doing well. This means that your SEO tactics are raking in a healthy amount of traffic and that your PPC ad is getting the attention you worked so hard for. On social media, one clear sign that you are doing well is if your page and posts are receiving substantial likes. As for email campaigns, a high number of open and click-through rates signal success.

Conversion Rates

Even if your traffic and clicks are impressive, it pays to remember that the ultimate goal of your campaigns is to generate sales and profits. Thus, a conversion metric is another important area to look at. It is essential to check how many people that click your ad or website become actual purchasers or conversions. Many clicks but very few conversions mean you need to adjust and enhance your current strategies.

Cost-efficiency of Channels

You have many options in digital marketing. Allotting time and resources to every social media channel or ad platform can take a toll on your budget. The challenge is to determine the best channel where your business can maximize its marketing budget. Thus, analyze your metrics to calculate the amount you have to spend for each lead you get in various channels. Simply pinpoint the platform where you are getting the most leads at the lowest cost to determine the channel where you should invest more of your effort and budget on.

Best Performing Posts/Ads/Content

Your best content in every online campaign you make is another effective success indicator. For example, on a business website, you want to know the page that is getting the most visits, while in social media you want to see the post that has the most engagement. The metrics behind your best content or ads contain valuable information that you can apply to boost the performance of your less successful content or campaigns.

Stagnant Performance Campaigns

Along with your best content or campaigns, you also need to check ones that failed to reach their goals. Why did a certain cost-per-click (CPC) ad fail to generate conversions? Why does your video content have a low number of views? By checking the metrics behind your worst-performing campaigns, you discover mistakes you need to avoid so your next campaign will do better.

Do you need help interpreting your digital marketing metrics? You can seek expert assistance from a reliable digital marketing agency in Scottsdale, Arizona, Birch River Design Group. Our dedicated team of professionals is adept in handling the digital marketing needs of any business in any industry. We will be glad to offer a no-obligation consultation and discuss how to help your firm enjoy a handsome ROI. Call us today!

Written by Carmela Obar
Mela has a degree in Secondary Education and is a licensed teacher but her passion for words and literature led her to pursue a career in writing. With extensive copywriting experience up her sleeve, she can easily tweak and adapt her writing style to match any genre or industry. Her stints include writing and editing a 100-page published guidebook.
Published on September 23, 2020
Filed Under: Pay-Per-Click