5 Key Metrics for Measuring Digital Campaign Performance
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Measuring digital campaign performanceMeasuring digital campaign performance has come a long way since the days when, as Ad Age notes, nineteenth century merchant John Wanamaker declared,”Half my advertising is wasted; I just don’t know which half.” These days, digital tools exist to give you the information you need to optimize your campaign performance — if you know where to find them.
Users are exposed to an overwhelming amount of information each day, so they have become very selective about what they’ll click on and when. They’ll only pay attention to a message if it’s intrinsically valuable to them. To determine if your message is reaching the right audience, you'll first need to determine your objectives, then marry them to the right metrics. Here are 10 metrics to help you decide
what's working and what needs to be retooled or dropped.
1. Traffic Generation
Measuring the traffic to your main website is an important tool for gauging the effectiveness of your search engine optimization (SEO), but you can get more detailed measurements by looking at landing pages for individual pay-per- click (PPC) campaigns. The number of visits to your site will give you a bird’s-eye view of how well your campaign is driving traffic. If your campaign is healthy, these visits should steadily build. If they don’t, you’ll need to review your individual marketing channels and adjust what’s not working.
2. Who Is Visiting?
Most analytics tools allow you to measure the total number of new sessions, so you can see how many of your visitors are new and how many are returning. This will show your effectiveness in reaching and engaging customers. If you’re not attracting new visitors, you may need to make adjustments to your strategy at the top of the funnel. If your bounce rate is high — meaning that visitors leave without
interacting with your site — you may need to review your relevance to your target customer and adjust your outreach efforts. The longer users stay on your site, the more likely they are to convert.
3. Who Is Coming Back?
Most businesses can measure customer retention rate simply by looking at the number of repeat customers. This metric is affected by elements like how engaging and relevant your site is to your customer; the freshness of your content; and design elements such as ease of navigation, contact information, FAQs and consistent branding. If users travel through your website but don’t return, you may need to look at elements such as overall website design and relevance, keyword use (if the visits were organic) and final sales strategy. The rate of return to your site helps you determine whether you need to improve your content to make it more enticing to users. Engaged users are more likely to return — and convert.
4. Where Are They Coming From?
Google Analytics has an acquisition section that shows you where your visitors are originating from,which is a useful metric for etermining which channels are performing well and which aren’t. High organic results indicate that your SEO is strong because people are visiting your site after performing a search. High social traffic is indicative of your social media advertising and presence. External results will
show you how effectively your brand is being mentioned on third-party sites. Mobile visits will show you how well you’re engaging mobile and smartphone users.
5. Click-Thru Rate
The traditional measurement of key performance indicators (KPI) has been click-thru rates (CTRs), largely from display advertising. But as AdExchanger notes, display ads have a notoriously low CTR. This is understandable. Inherent in banner ads is the expectation that users will stop what they’re doing and click on your link. But a direct response metric doesn’t factor in that exposure may prompt users to search for you later. Therefore, CTR should be used in combination with other metrics for a more accurate determination of banner ad effectiveness.