Analytics Checklist: Measuring Your Campaign's Success
So your campaign is off and running, and now you are looking to begin measuring your campaign's success. You may be wondering, where do I even begin?
The simple answer is that it doesn't really matter where you start, as long as you start somewhere. Utilizing marketing analytics is a crucial step in every marketing campaign process. Analytics will allow you to match your progress to your marketing goals and make any adjustments that may be necessary to take your campaign to the next level.
Below are 10 common metrics that you can use to see how your campaign is doing. There is no set order or formula for when or how to use these metrics, so do what works best for your business. Measure, adjust, and repeat to ensure your campaign is successful.
10 Metrics for Measuring Your Campaign's Success
1. Website Traffic
Website traffic is one of the most telling metrics in regards to the success of your marketing campaign. By analyzing your website traffic, it will tell you where your visitors are coming from, which pages your visitors view the most, how many unique visitors your site receives, how much referral traffic you’re receiving, and how long visitors are staying on your site. Understanding how visitors find your website will allow you to execute a more targeted campaign moving forward.
2. Popular Posts
The success of your blog is a great indicator of how remarkable your content is.
It’s critical that you’re aware of which content is driving traffic and generating results. Consistently monitor individual blog post views, blog traffic and referral sources, call to action performance, leads generated from your blog, and visitor to lead conversion rates.
3. Number of Qualified Leads
Your total lead volume can sometimes be misleading, as only qualified leads hold any potential. Track and measure the number of qualified leads you generate, and make the necessary adjustments to your marketing.
4. Sources of Traffic, Leads, & Customers
In order for you to target your most qualified leads and customers, it is important to know where your website traffic is coming from. Sources of website traffic include organic search, referrals, social media, email marketing, paid search, direct traffic and other campaigns.
5. Focus Keyword Rankings & Traffic
Keywords create the opportunity for you to get found by more relevant traffic. With closed-loop reporting you can identify which search terms are driving the most qualified traffic, converting your leads into customers. Once you know which keywords are generating the most qualified leads, you can start developing content around those search terms.
6. Conversion Rates
Track your lead conversion rates and visitor-to-lead ratio in order to make any adjustments to your campaign, such as tweaks to your content, landing pages, or CTAs in order to drive more conversions.
7. Email Analytics
Emails should be monitored constantly in order to improved open and click rates. Some other metrics that will help you gain a better understanding of your success include bounce rate, delivery rate, list growth rate, click through rate, conversion rate, and revenue per email sent.
8. A/B Testing
A/B testing allows you to create variations of specifics calls-to-action or landing pages in order to identify which performs better. Implement this into your marketing strategy in order to ensure you’re putting yourself in the best position to succeed.
9. Social Media Engagement
With all the different social media platforms out there, it can be hard to experience an ROI from all of them. Track and measure which sites are driving the most traffic back to your site, as well as which ones generate eventual customers. Reallocate your time and resources accordingly.
10. Return on Investment
The most important metric of them all. In order to ensure your campaign is effective, track and measure your overall revenue from inbound marketing, as well as any changes in your cost-per-lead and cost-per-customer. While revenue should go up, the latter two should go down. Don’t wait to check on this. Monitor on a monthly basis in order to ensure a positive ROI in the requisite timeframe.
Not only have companies seen a significant increase in their traffic, but 92.7% of companies using inbound marketing increased their lead generation anywhere from 25-over 100%.
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Wondering where to begin?