Although there are some basic measurements that are considered to be useful by convention, ultimately it is you the one who can and will establish the level of success of your own digital campaigns. Like any other type of marketing and advertising campaigns, unless you are fully aware of what is it that you need or want to accomplish through your digital efforts, at the end of the day, you will not be able to determine the degree of your success. Moreover, even though industry standards could serve you as a baseline for your campaigns, once again, success should be defined by your own realistic standards.
Every digital tactic and social channel has its own metrics, thus your main responsibility as a marketer is to create a strong marketing plan with solid Objectives and KPIs (Key Performance Indicators). This will allow you to set forth your own benchmarks and amend your implementation in accordance with your results. Not every campaign is at the same stage of the purchasing process; initially advertisers might want to raise brand awareness for a particular product and, lately in their campaign, they might want to focus their efforts in conversions (without abandoning the awareness portion of the plan).
As mentioned, not every channel is used to accomplish the same goals and not all of these are measure in the same manner. So, what channels are advertisers paying the most attention at the time of implementing their digital campaigns?
The most important objectives for marketing analytics according to marketers worldwide are from acting on data to improve marketing performance, measuring attribution and interactions across channels to gaining executive-level awareness and support. Whether or not your goals fall into these, generally speaking you should be tracking the following data across all channels and in regards to all digital tactics, always keeping in mind that the value of your digital efforts relies on the level of engagement that our brand creates with the users:
- Overall site traffic (website)
- New vs. returning traffic (website)
- Mobile traffic
- Traffic sources (website)
- Average time spent per visit (website)
- Impressions (display, video)
- Clicks (display)
- Conversion rates (display, video)
- Cost-per-click (display)
- Cost-per-view (video)
- Followers (social)
- Likes (social)
- Reach (social)
- Opening rate (email marketing)
Just remember that since every campaign is different, so should be the way you track them and the intelligence you are able to gather from them. Ultimately, we recommend you to pair up your digital insights with your actual business goals and benchmarks in order to determine the true success of your digital marketing efforts.
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