As a digital marketer today, you have access to a lot more data and metrics than ever before. The huge chunks of data that your inbound marketing efforts generate, can be overwhelming. That is why as an online marketer you need to know which metrics you should follow and which ones you can ignore.
The thumb rule which I like to use is “follow the goal-based metrics”. This approach is based on the following steps:
For example, if your objective is to “generate qualified leads”, then you should focus on using Google AdWords and Email as the main channels. First, you need to “acquire” qualified visitors, “capture” their contact details, "nurture" them, and then “convert” them into qualified leads. So, your focus metrics should be the following, for the different stages of the campaign:
In Google AdWords:
In your marketing automation tool (for Email campaigns):
So, the important aspect is to identify the goal-based metrics, and focus on optimizing those metrics with the help of various sets of reports. It is not necessary that vanity metrics need to be written-off completely. In several situations, vanity metrics may prove to be a better gauge of your performance.
For a better understanding, read how to optimize web presence with Google Analytics.
To further structure this piece on which digital marketing metrics matter, I have identified and split the metrics channel-wise and have put them in the following infographic:
PS: If you are unable to read the infographic clearly, please contact me via contact form or leave your email in the comments, and I'll send you the infographic as an attachment.
Do you have any more metrics that are not mentioned here and which may be important to measure the impact of online marketing? Please say so in the comments.
Mridula is an experienced Digital Marketing professional, and loves to write about topics that make a difference in your online marketing strategy.
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