What are metrics in digital marketing?
To synthesize the concept we must stick to the concept of indicators. In other words, they are data that help us understand what is happening in the different areas of a company linked to your digital presence. In this way, the situation in terms of the company’s objectives is summed up very well.
Each company establishes its objectives and depending on its events, it will be close or far from them. Understanding where SMEs stand against goals is important, especially if digital marketing metrics are negative or fall short of what is needed. This means that decisions have to be made.
What are the metrics that should be taken into account? The truth is that there is a great variety, but among the most outstanding we find:
Inbound Marketing
Refers to metrics that reflect data about advertising work. That is, of all the strategies used to attract new customers, for example:
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Conversion rate is an indicator that can be explained in a simple way as the percentage of people who perform an action (for example, a purchase) with respect to the total number of visitors you had on the page where it was made.
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Leads, refers to the number of people who have decided to give you their data for a future contact.
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Traffic sources, to know where the visits to our website come from.
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Cost of customer acquisition, or the money that is invested to convert visits into sales.
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Lifetime Value, this being the return generated by a client.
SEO
If we refer only to SEO, we can find all kinds of metrics related to how we have positioned our company in web search engines. Among the most important we find:
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Indexing, referring to the URLs through which users can enter your domain.
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Organic positioning, rate that reflects the efficiency of the work done to position without investments.
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External links, allowing you to know the relevance of your web page in certain topics.
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Comparison between organic and total traffic, in order to define the effectiveness of the SEO strategy.
Google ads
If something has revolutionized digital marketing, it is Google Ads and its different options for companies. Campaigns through this platform are widely used around the world, generating metrics such as:
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Investment, how much money you have invested in the platform between all or each of your campaigns.
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Click rate. It’s a ratio that shows how often people who see your ad click on them.
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Cost per click, literally being the value paid for each time said action occurs.
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Impressions, indicates how many times your ad was shown.
How to analyze digital marketing metrics?
There are different platforms used to record and analyze. The most used are:
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Google Analytics, being the main platform for this purpose.
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Ahref, used especially to evaluate link data.
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SEMrush, a tool that allows you to evaluate SEO.
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Ubersuggest, special to evaluate the positioning with respect to keywords.
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Google Search Console, to evaluate the URLs of your web domain.
Although it is true that Google Analytics is the most complete tool, it is not the only one. You can accompany it with other platforms to improve your results.
Digital marketing metrics are necessary for SMEs
It is evident that the metrics in digital marketing are essential to obtain visits and later clients. There are many SMEs that forget to define what the success metrics are, that is, what they hope to achieve in the future so that they can later understand if it was achieved or not. With the use of these indicators, you will be able to improve your marketing strategy and obtain a better performance in your company. Increase your sales and the growth of your company with marketing data.
Specialist in Marketing and Digital Transformation.
Source: Ambito
