Building Your Brand: Key Internet Marketing Metrics to Measure

Close to 90% of all marketers use internet marketing metrics to track marketing campaigns.

The problem that most marketers face is that they use the wrong metrics. They focus on social media likes and followers. Those aren’t the things that drive revenue.

If you want to know what it takes to track your digital marketing campaigns, keep reading. Find out what the top marketing metrics are.

1. Your Business Goals

Your goals aren’t marketing metrics, but they should dictate which ones that you use. Every business is different, and you need to choose marketing metrics for your business.

For example, if you want to increase revenue, you’d look at conversions and average order value. You might use other metrics like website traffic for your brand awareness strategy.

2. Website Traffic

You should know how many visitors you get and where they come from. That tells you which marketing efforts are successful. Google Analytics is the tool to use for this metric.

Social traffic tells you the percentage of visitors that come from social media sites. Organic search tells you the number of visitors that find you through search engines.

Direct traffic tells you how many people are typing in your domain name and going directly to your site. This is a good sign that people are familiar with your brand. You’re becoming a go-to source for your industry.

You can help your direct traffic by finding the perfect domain name. That makes your URL memorable and easy to type.

3. Email Open Rates

Do you rely on email to entice customers to return to your business? If you do, then you need to make sure they open your emails and see your offer.

Email open rates the percentage of people that view your emails. A low open rate means that you need to scrub your list and write stronger subject lines.

4. Average Order Value

The average order value indicates how much your customers spend with each purchase. A low order value means that you have plenty of opportunities to upsell and add more.

Let’s say that you’re a consultant that has a low-dollar order, such as a course or book. You can upsell consultations. You can end up with a stronger relationship with your customers.

5. Conversion Rates

You want to know what your traffic does when they visit your website. Conversion rates tell you if people take the next step in the customer journey.

There are different types of conversions. You can have someone sign up to your list, schedule an appointment or buy something.

Google Analytics doesn’t track conversions out of the box. You have to set up a goal first. Many people set up thank you pages when someone signs up. You can set up someone reaching that URL as a goal.

A low conversion rate is usually a sign of a bad website experience.