Everyone knows that measuring results is one of the most important parts of a marketing campaign. Without measuring and analyzing the results of your efforts, you can’t say if your campaign was successful or failed.
For example, how do you know if your lead generation campaign generated enough leads if you don’t measure how many leads you generated? Or how do you know if your blog SEO is on point, if you don’t measure how your website performs?
When it comes to measuring a marketing campaign, Wikipedia says:
“Businesses want to measure the return on investment they are getting from their marketing campaigns. One of the best ways to do this is through marketing metrics. Marketing metrics can be:
- “Activity metrics” relate to the number of things done in a process, such as the number of new blog posts or the number of events.
- “Output metrics” relate to the result of a process, such as website traffic, media mentions, or event participants.
- “Operational metrics” relate to the efficiency and effectiveness of a process, such as cost per lead, revenue per customer, revenue per sales representative, cost per customer, or leads per sales representative.
- “Outcome metrics” relate to the consequences of a process’ outcomes, such as revenue, profit, win rate, pipeline contribution, share of preference, share of wallet, or share of market.”
So what should you measure?
First, you need to know what you want to measure. This usually depends on your product and on the campaign itself.
Is it a campaign to build your brand? Or to attract new visitors?
Do you want to take measurements specific to your website or blog? Or to an email campaign? If yes, what are you looking for? Sales? Opens? Clicks?
Below are some marketing metrics you may want to measure. Most are related to a website or email campaign. Why? Because with tools like Google Analytic and other on-line tools, it is much easier to collect and evaluate data from these types of sources than from traditional marketing methods, such as a postal mailer or a print ad.
Leads are people who come into contact with your marketing strategy, and provide you with their contact info. This makes it possible for you to send them different offers – educational or promotional – to guide them on a path toward buying. This type of metric will allow you to track your monthly leads and prospects, and can help you fine tune your campaign so that you generate more qualified leads in the future.
- Unique visitors to your website
Google Analytics offers an easy-to-use tool to measure how many unique visitors you have on your website. This is data that tracks when an individual user first visits your website during a specific period of time, where each visitor is only counted once. The optimal values for this number depend on the size of your company, your industry, and the amount of content you’re producing.
3. Returning visitors
Tracking the number of returning visitors is also useful. You can go as far with this measurement as measuring how many people re-visited your site with a direct link, how many came to it via a link on social media, or how many came from searches.
This represents the number of individual pages that your visitors click on during a specific period of time. If your page views are higher than your unique visitors, that may be an indication that your audience likes your content and are engaged with your site, because they are exploring your site and clicking on multiple pages. This also will help with your bounce rate.
- Click through rate (CTR)
When your marketing efforts rely on a landing page or email campaign, you want to know how many people actually click on the links to get to your website. The click through rate represents the ratio of users who click on a specific link to the total number of people who view a webpage, email, or ad.
- Bounce rate
The bounce rate is compiled data on how many viewers go to one of your web pages, and then leave without visiting any other pages, as opposed to those who actually stay on your site and visit other pages. When using Google Analytics to track your bounce rate, it also provides helpful insights about which inbound links tend to provide the most engaged site visitors. Keep in mind that a high bounce rate may not be a bad sign if the page people are going to has a purpose that may make it an end destination, such as a page that instructs them to call an 800 number.
This metric measures how many pages were viewed. The more times a page was viewed, and the longer people viewed it, can help you measure a marketing campaign’s success even if no action was taken by the visitor. If people are not visiting a page, or visit a page for a very short time, they may not be finding the information they are looking for on that page. A longer page view often indicates a higher level of engagement with the visitor.
- Social media effectiveness
When measuring your social media leverage as a whole, it’s best to monitor traffic, engagement level, post reach, and conversion rates. You’ll also want to track direct mentions or how often your brand or company was talked about on a certain type of social media platform.
This metric simply measures how many e-mails were opened based on how many you sent in your marketing campaign. While you can’t know why recipients didn’t open the email, it can help you recognize that perhaps your subject line just isn’t grabbing readers’ attention, or you may need to clean up your email list.
By measuring SEO marketing practices, you see the number of daily, weekly or monthly new visitors that found your brand through search engines like Google. The number of new leads generated by that search would then indicate the performance measure of your SEO.
There are countless other ways to measure the success of a campaign, but these are ten of the most common. Keep in mind that what are considered “successful” values for different metrics ultimately depends on your goals and the goals of a webpage or campaign, and need to be looked at in context.
For example, a high bounce rate may indicate a serious problem with content, or it may be perfectly normal. A lot of page views on your site might mean that people are engaged with your content and exploring your site, or it could be an indicator that the site is poorly organized and they can’t find the information that they are seeking.
Ultimately, how all these different measurements come together and how the results tie in to your campaign goals, is how you measure success. Having the right tools and knowing how to use them makes it a whole lot easier!