Your website is part of the consumer journey, which means there’s a strong need to measure its efficiency. Digital marketing success relies heavily on a brand’s ability to sell online and maximize return-on-investment (ROI). While clicks do possess some power to provide companies with insight into how their efforts are being recognized in digital advertising, there are many more in-depth metrics that point to digital marketing effectiveness.
By the overall site traffic
While you can measure site traffic in a few ways, Google Analytics is a great free tool that helps business owners to monitor their site’s performance to know which digital marketing efforts are working best for their campaigns. Not only does examining overall traffic to a website give you an idea of how many visitors are stopping by, but Google Analytics also allows you to filter by day, time of day, click-through rates, conversions, session time, the source of the traffic, and even offers you insight into if the users are new or returning. This enables business owners to view a more complete picture of their web traffic allowing them to tweak website goals and the purchase cycle of the consumer. Understanding your campaigns better can also allow conversions, traffic, and sales to grow as you continue to target returning customers and better target the first-time consumer.
By mobile traffic
Much of your website’s digital traffic is likely coming from mobile devices. Because of this modern-day trend, it’s essential that you know the percentage of users accessing your site via mobile and whether or not it demands more attention. Mobile traffic metrics teach business owners how many users are accessing their sites via mobile and can even break down by demographics such as age, location, and gender. You must examine how long each user is active on the site and compare it with your non-mobile traffic to determine where users are most engaged and work towards enhancing those experiences.
By traffic sources
All of your outgoing campaigns should be tagged to allow for easy examination by traffic sources to your site. This means that whether you’re sending an email, leaving a blog live on your website, or posting through your social channels, everything will be trackable back to its source. Things like keywords, what websites users are coming from, and search traffic percentage are all sources that can be highlighted by your marketing efforts, allowing you to know where to allocate future funds for digital marketing strategies.
By time spent per visit
With easy access to viewing the average time that each user spends on a site, businesses can learn more about their content’s engagement. The longer users spend on pages they’re viewing, the more likely they’re to enjoy the content and the experience offered on your website. Ultimately, taking the time to measure this metric will allow you to understand how your campaigns are performing and provide you with a deeper insight into how your digital marketing strategies are co-existing overall.
Are your digital marketing strategies measured by any of the above metrics? Do you know of some other resources that business owners can use? Please drop a comment below and tell us your thoughts.
Alex Wilks has been working as a copywriter and digital marketing strategist since 2018, with added specialties in social media and email marketing. With a Bachelor’s Degree in Journalism and Communication, she is a natural content writer with the ability to connect well with her target audience.