Measuring Digital Marketing Performance

by | Jul 22, 2022 | General Business


MARKETING PERFORMANCE – Marketing campaigns take much labour. You should plan your strategy, find the right tools, and implement your plan. It’s an ongoing process that needs creating numerous campaigns over time.

Your team dedicates their time and resources to trying to drive success along with your campaigns.

Now, imagine doing all that job and searching for at the highest of your months-long campaign that didn’t get you any closer to your goal — or perhaps that it had been counterproductive! That is the prospect companies run after they skip measuring marketing performance. Without objective measurements, you will not know what’s working and what’s not.

So, you may end up dawdling resources on an ineffective campaign.

When you measure marketing performance, on the other hand, you’ll get a warning if you want to change course. If everything is going well, you’ll believe you’re on the right track. But how do you measure the success of your marketing?

This article will discuss the foremost essential metrics for measuring marketing performance and the thanks to living marketing objectives.


1. Set goals for your marketing campaigns

Before you may measure your marketing performance, you’d wish to line goals, so you’ll be ready to measure your progress correctly. Your goals should be SMART goals. SMART stands for:

  1. Specific: Make your goals sufficiently detailed.
  2. Measurable: Include particular numbers that you can simply measure.
  3. Attainable: Set goals that you just can reasonably achieve.
  4. Relevant: Ensure your goals support your overall business objectives.
  5. Timely: Set a deadline for completing your goals.

For example, “gaining new leads” isn’t a wise goal. A wise version of that goal would be “increase the number of leads gained per month to 100 by the highest of the quarter.” you’d want to appreciate different purposes depending on the character of your business and your broader business objectives. Some plans you will want to line include increasing:


Brand awareness

How familiar are consumers together with your brand and its characteristics?

The number of leads is the number of potential customers who have expressed interest in your products, services, or company.

  1. Sales: the number of sales you shut or the income from those sales.
  2. Net revenue: the amount of income your company received minus expenditures.
  3. Customer acquisition: the number of recent customers you gained.
  4. Engagement: The degree to which customers interact with your brand and the standard of those interactions.
  5. Customer loyalty: How willing customers are to repeatedly do business with your company.

2. Choose your marketing performance metrics

There are many metrics you’ll use for marketing performance measurement. These metrics, or key performance indicators (KPIs), facilitate quantifying your progress toward your goals. The right metrics to trace rely upon your goals and, thus, the tools you have available.

Some of the foremost helpful marketing performance metrics include:

Conversion Rate

The conversion rate is the proportion of consumers that take a selected desired action, like making an acquisition or signing up for an email list — whatever it’s you want users to undertake.

Cost per Lead

This metric measures what quantity it costs to realize a brand-new lead. To calculate this metric, you wish to consider the worth of advertising, software, and other elements contributing to gaining the information.

Customer lifetime value

This metric tells you ways much a customer is worth to your company. First, multiply the standard purchase value by average purchase frequency to urge customer value. Then, multiply customer value by the expected amount of it slow a customer stays along with your company to recommend customer lifetime value.

Return on investment (ROI)

Your ROI is what proportion you earn compared to the quantity you invest. It tells you if your investments were profitable and by what amount. You’ll calculate ROI by dividing your profit by your total investment and multiplying by 100.


3. Founded marketing performance measurement tools

One of the benefits of digital marketing is that measuring marketing performance is way easier than traditional marketing. With traditional marketing mediums, like billboards or magazine ads, you can’t easily track who saw your ad and whether your ad contributed to your goals. Unless you ask customers, who get your store, you’ll never know if your traditional marketing methods worked.

Digital marketing efforts are Internet-based, however, so you’ve access to accurate, detailed information about how your campaigns perform. Here are several tools you will be ready to use to measure your marketing campaign’s performance.


Google Analytics

Google Analytics (GA) is one of the foremost powerful marketing performance measurement tools, and signing up is free. Your company should link up for GA, whether or not you’re also using other means. Once you add the mandatory JavaScript tracking code to your site, GA will track how users interact with your site and ads.

The main types of interactions GA tracks are:

  1. Page hits: whenever a given page loads.
  2. The event hits: every time users perform a specific action on a page, like clicking a button.
  3. Ecommerce hits: whenever a visitor purchases a product.
  4. Social interaction hits: anytime a user clicks a social media widget on your site.

GA allows you to line marketing goals related to the number of users visiting a specific page, the number of visitors taking a particular action, and other factors. Using GA, you’ll access reports about your site’s performance and your goals.

Google Search Console

Another valuable tool from Google is Google Search Console (GSC). This free tool helps track your site’s SEO performance. In GSC, you can ensure that Google has crawled and indexed your sites, which is very important for bringing to light search results.

  1. You can also see data about your site’s performance in search, such as:
  2. Your site’s total numbers of impressions and clicks
  3. Your site’s average click-through rate
  4. Your site’s middle position in search results
  5. Which search results include your site

GSC also provides information about other elements that influence your search rankings, like your site’s mobile friendliness, security issues, and which other sites link to yours.

Other marketing analytics tools

There’s an infinite range of other marketing analytics tools available for you to undertake. Some concentrate on a selected marketing channel, like social media or email, et al., which offer more varied functionality. Here are several of your options:

  1. Ahrefs offers valuable insights related to SEO, including information on the backlink profiles and searches rankings of your site and folks of your competitors.
  2. SEMrush is helpful for the diffusion of tasks, from monitoring website traffic to tracking social media performance.
  3. Crazy Egg gives you data about how users interact with your site, which you’ll use for conversion rate optimization (CRO).
  4. Adobe Analytics allows you to trace your website metrics and data across channels like search engines and social media.


4. Measure your marketing performance

Once you’ve got your marketing goals, metrics, and tools able to go, start tracking your metrics. Evaluate your progress regularly and adjust your strategies as needed. For some projects, like pay-per-click ad campaigns, you’ll only follow performance for the duration of your campaign.

Other efforts, like SEO, would require ongoing tracking. Track the metrics relevant to your campaign and keep track of your progress to improve your strategies continually. Over time, this process will facilitate the grow your company and meet your overall business objectives.