All great marketers know that great marketing is based on customer insights. It’s imperative that you know who your customers are, what drives their buying behaviour, and why they do the things they do. Besides the classical marketing metrics, which include brand awareness, customer satisfaction, profit, and customer value, it’s important to measure your customers’ behaviour on a daily or weekly basis to ensure you are not wasting your marketing dollars.

Marketing Metrics
Are you wasting your marketing dollars?

“What gets measured, gets managed.” – Peter Drucker

Therefore, I’ve provided a list of 35 digital marketing metrics (à la Website, SEO, Social, and Email) that will help you understand your customers’ habits and attitudes and better prepare you to improve your marketing initiatives to reflect these findings.

  1. Total Visits
    • Look at the ‘Big Picture’
    • How many people are visiting your website, micro-site, blog, etc.
  2. New Sessions
    • How many visitors are new and how many are recurring
    • The amount of New Sessions can give you an accurate idea of how many individuals are truly interacting with your website
  3. Unique Visits
    • Count of how many different people access your site in a given amount of time
    • Marketer’s goal should be to increase the number of unique visitors to the site to expand market reach
  4. Return Visits
    • How many unique visitors are returning more than once in a given period of time
    • Returning visitors are a great indicator of engagement and customer value
  5. Time on Site
    • How much time the average user spends on your site
    • An engaged viewer can turn into an engaged customer
  6. Page Views
    • Instance of a page being loaded by a browser.
    • Page Views metric = the total number of pages viewed (repeated views of a single page are also counted)
    • Shows that your site works well enough to allow the viewer to go from one page to the next. And you have content that keeps them engaged.
  7. Channel-specific traffic (direct/ referrals/ organic/ social)
    • Where your web traffic is coming from
    • Direct = directly to website / Referral = from another website/source / Organic = came up in search results / Social = directed from social media channel
  8. Bounce Rate
    • Percentage of visitors who leave a website after viewing only one web page
    • Measures the ineffectiveness of a page or site.
  9. Cost-per-Click (CPC)
    • Specific type of cost-per-action program where advertisers pay for each time a user clicks on an ad, link, or email/image.
  10. Inbound/Back Link
    • Back links are incoming links to a website or web page. Key component in improving one’s website ranking.
    • Focus on number of links coming to your site and from where. A link from high ranked site is worth more than low ranked site
  11. Traffic by Device
    • What devices (PC, Tablet, Mobile, etc.) were used to access a website the most
    • Make sure your content is formatted properly for all prospects
  12. Impressions
    • One view or display of an ad.
    • Impressions are a relative measure of ad effectiveness
  13. Page Rank
    • Google algorithm used by search engines to rank websites in their search engine results
    • Optimize your online presence for optimal ranking
  14. Organic Search
    • Results of viewers that visit your site due to non-paid search results
  15. Total Indexed Pages
    • How many pages on your site are indexed by search engines
    • Allows you to determine which landing pages receive the highest % of visits
  16. Total Conversions | Lead Volume
    • Amount of leads that you are receiving from campaigns
    • Know what programs are the most effective and conduct real-time measurements
  17. Lead to Close Ratio
    • Shows on average how many leads turn into paying customers
    • Know if your sales process works or not
  18. Conversion Rate
    • Percentage of time a website/store visitor turns into a lead or contact
  19. Website Conversions
    • Number of web visitors that took an action that resulted in the conversion you wanted
    • Getting visitors to convert is the true value of the site
  20. Customer Retention Rate
    • How good your customer service is and how quickly you can grow your business
    • ((CE – CN) / CS) x 100
    • CE = # of customers at end of period | CN = # of new customers acquired during period | CS = # of customers at start of period
  21. Customer Lifetime Value
    • Prediction of the net profit attributed to the entire future relationship with a customer
  22. Cost Per Lead
    • Total cost of generating one lead either in total or from a specific lead campaign
    • CPL = Total investment on marketing campaigns / Total Leads generated
  23. Marketing-Qualified Lead
    • A Lead that is more qualified to turn over for sales follow-up because of their activity
    • MQLs help sales prioritize lead follow-up driving more efficient pipeline creation
  24. Marketing-Influenced Sales Pipeline
    • Marketing-sourced measures % of leads in pipeline uniquely created by marketing. Marketing-Influenced is % of leads touched at least once by marketing during the sales process
  25. Acquisition Rate
    • Total participants who accepted an offer on a marketing campaign / the total audience
  26. Drop-Off Rate
    • Number of visitors who left the conversion process without completing it (i.e. abandoned shopping cart)
    • Shows where prospects stop the sales process, often pointing out a weakness in your strategy
  27. Project ROI | Return on Marketing Investment
    • Provides critical performance assessment of marketing campaigns relative to the marketing spend
    • Quick, meaningful measurement of campaign success
  28. Market Share
    • Company’s percentage of an industry or market’s total sales over a time period
    • Validates your position in the market and helps you fine-tune your overall marketing plan
  29. Social Interactions
    • Number of total interactions your social media account received over a specific time period
    • Focus on increasing your social interactions to build rapport with your network
  30. Follower Growth by Channel
    • Change in the number of followers for a given social media account
    • Different channels will grow at different rates – focus your efforts on what is working
  31. Social Reach
    • How far your message reaches across social media
  32. Click-Through-Rate (CTR)
    • Number of click-throughs per ad impression, expressed as percentage
    • Learn what is enticing people to click on your ads, and repeat this success
  33. Open Rate
    • Number of emails that were received and opened pertaining to your campaign
    • Open rate is a measure of relevance, and determines the effectiveness of subject lines
  34. Click-to-Open Rate (CTOR)
    • Number of emails that were clicked / Number of emails that were opened
    • AKA the ‘Effective Rate’
  35. Unsubscribe Rate
    • Number of people that chose not to receive any more updates or alerts from your website or email campaigns
    • It can be good to know what is driving someone away from your content

35 Digital Marketing Metrics
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