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Aug. 14 2017

Metrics That Matter


When it comes to digital marketing, measuring how well you’re performing is critical—after all, marketing is a science. Unfortunately, many business owners don’t fully appreciate the value of digital marketing because it can be unpredictable and are hesitant to invest in something that may or may not be worth their time and money.

Solid metrics give you the insight you need to overcome this unpredictability and justify continued (or expanding) investment in marketing efforts. There are literally thousands of ways to evaluate success, so when deciding what metrics to track, keep in mind that:

  • Metrics should make sense and be easy to use
  • Metrics should be easy to replicate
  • Metrics should provide information that’s directly connected to specific actions and behaviors

With that said, we’ve broken down the various metrics into categories—keep in mind that the specific metrics you select are going to depend on what tactic you are using, whether you are looking at how your website is performing, the effectiveness of social media, and/or the efficacy of email marketing.

Consumption

Metrics that fall into this category include page views, unique visitors, average time on the page, email opens, email clicks, and downloads. All of these measure how many times your content has been viewed by someone and how it is being consumed. This type of metric will help you determine things, such as what content on your website is performing well, how long people are viewing your content, and when people are opening your emails.

Retention

Metrics in this category include return rate, bounce rate, pages per visit, opt-outs, follower count, and feed subscribers. This category measures whether or not you are keeping viewership. This type of metric helps you determine at what point people exit your website, if they return to your website, if they opt out of updates, or if they choose to subscribe to future content.

Sharing

This category measures whether or not people are sharing your content with their network, and includes metrics such as social media shares and likes, as well as email forwards.

Engagement

This category measures how involved viewers are with your content, and includes metrics such as comments, session duration, and page depth.

Lead

This metric category is all about potential customers and it measures how potential leads come into contact with your content. This category includes new leads generated, existing leads touched, and funnel conversion rate.

Sales

This category measures the total dollar value of all opportunities with metrics that include pipeline generated, pipeline touched, and revenue influenced.

Production/Cost

This set of analytics measure the content production cycle, how quickly readers consume content, and what it costs to produce and distribute content. Metrics in this category include time to publish, content output, content backlog, cost per post, and distribution costs per post.

Need help with your digital strategy? Drop us a line and see what solutions we can offer you.

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