Many people associate digital marketing with being present on the internet, having a profile on social media, or simply having a website, but to achieve effective results through online platforms, more is needed. It is necessary to create a strategy that guides your actions online and impacts your customer in a real way, and then comes the question: how to know if your strategy is working? Simple, through metrics.
As important as developing a campaign is knowing if it is yielding results, if it reached the expected audience, and if your investment is returning, after all, no one wants to throw money away, which is why metrics are fundamental. It is through data measurement that your company will know if the campaign met expectations, if it is time to increase the budget, or even to take new directions and change the strategy.
Now, discover 7 metrics of digital marketing that will help you find out if your investment is worth it:
Leads
Generating leads is usually the primary goal of any digital marketing strategy, and quantifying them is one of the main ways to know if a campaign is successful or not. Capturing a lead means that the ad had the desired effect, and the person, whether by signing up on a landing page or clicking on the call and submitting their information, showed interest in your offer and is open to receiving a contact from your sales team, or at least entering the lead qualification process.
Engagement
When it comes to social media, engagement is one of the most important metrics because it will determine the level of customer involvement with the page and the posts. To determine engagement, all user interactions with the page are taken into account, such as likes, comments, shares, mentions, etc.
The level of engagement is also one of the simplest data to measure, as the platforms usually provide information in an organized and accessible manner for administrators. However, it is important to remember that although involvement with the page is essential to increase the audience's identification with your brand, it does not mean that these numbers will be converted into immediate sales.
Cost Per Click (CPC)
Cost Per Click is one of the main metrics to consider if you invest in campaigns such as Facebook Lead Ads and Sponsored Links. CPC is used to measure the effectiveness of the action, calculating the average amount paid for each click, helping to evaluate the performance of the chosen keywords, textual and visual language, and targeting, for example.
Return on Investment (ROI)
ROI is responsible for determining the time it will take for your company to recover the investment made in communication. In this calculation, it is necessary to consider not only the average ticket of your product/service but also the time the customer remains active and that you will have to make them profitable. Generally, ROI is the metric that matters most to investors, as it shows whether the money spent on marketing was actually converted into sales and generated profit.
Lifetime Value
Lifetime value is the metric that determines the value of a customer compared to what was spent to attract them. One of the advantages of measuring lifetime value is that by knowing the lifetime value of each customer, it is possible to refine your strategy to generate better long-term results.
Total Traffic
Total traffic serves to track the evolution of your website or blog. It measures the total number of users visiting your website, and it can be measured daily, weekly, yearly, or even over the total lifespan of the page, depending on the period you consider relevant for your strategy.
Sales Conversion Rate
In the end, the conversion rate is what really matters, and the calculation is quite simple: you just need to determine how many of the generated leads actually purchased your product or service. If the number is very low, it is a warning sign, and it may be time to change your strategy, investing more in lead nurturing or changing your sales team's approach, for example. The conversion rate is also important for testing which channel brings more return and which type of campaign is more effective.
If you still have questions about which metrics to consider to know if your campaign is yielding results, talk to us! We are specialists in developing strategies that ensure the best performance for your campaigns.