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Key Digital Marketing Metrics To Grow Your Business

How are digital marketing metrics effectively measured for success with regards to brand growth?

It depends on what it is that you really want. Rightly so because a successful marketing campaign can be determined by much more than just leads and sales conversions!

  • Do you want more organic traffic to your website?
  • How about a broader reach on social media?
  • higher email click-through rate?

These are all valid goals to aim for and are backed by analytics data you can gather over time. There are a number of important digital marketing metrics to track and guide your campaigns, both for sales conversion and brand awareness.

Online marketing campaigns can certainly all be tracked with digital metrics. And so can your branding!

Depending on your particular business plan and marketing efforts, some digital marketing metrics may be more important than others. Narrowing down your reporting to include the most relevant key performance indicators (KPIs) will reflect what digital marketing success looks like for your brand.

Branding is your strategy, and who you are. Branding is creating a distinct feeling and experience for your customers. However, It is marketing that will execute on that strategy, and how you build awareness, especially through digital marketing in this case.

Let us look at the following:

  • How to measure marketing success for branding
  • The website traffic metrics that matter most for marketing
  • Other important digital marketing analytics to watch
  • Resources to help you improve your marketing metrics

Key Digital Marketing Metrics To Grow Your Business – Measuring Your Digital Marketing Campaigns 

Before you can determine if your digital marketing campaign is a success, you need to set objective, achievable goals.
Starting With A Goal

Much of your online strategy is born from your goals. Goal setting ensures you have something to strive for. What’s more, it provides a guideline for the digital marketing metrics you’ll use to measure the success of one or more campaigns.

Put differently, You really can’t measure success without goals!

That fact holds true no matter what you’re attempting to measure. From digital marketing success to personal financial success, without goals you are limited to two basic analysis:

“I seem to be making some progress.” Or: “This doesn’t look like it’s working.”

Kind of vague, I guess?

Take a look at the sample below from Sprout Social. It shows five distinct social media metrics and a detailed plan for how the company intends to achieve them.

Your digital campaign will have more than just a social media element. However, this template offers a nice overview of how you can set goals for anything—and during any point of your marketing funnel.

There are a few key details you’ll want to include above and beyond what you see in the diagram.

Key Digital Marketing Metrics To Grow Your Business

Commit to a Time Frame

Accountability is a large, if not the largest, part of reaching a goal. Whether you have 5 days or 5 months, you must include a concrete time frame.

Determining the time frame for your digital marketing campaign goals will help create a sense of urgency as well as accomplishment.

A time frame can also set parameters for comparison when you run marketing metrics reports for month-over-month or year-over-year progress.

Determine Success Factors

Let’s say your goal is to earn 500,000 impressions from social media campaigns and drive 10,000 new visitors to the website. Those are two excellent digital marketing success factors.

The key to this step is determining a quantifiable result to achieve—real numbers that could be an educated guess or based on a pattern of growth.

Keeping a time frame in mind, be sure to determine how long you have to reach this milestone. It can be one month or 12 months, depending on the effort behind the digital marketing campaign.

Provide Specific Details

Simply saying, “expose target audience to brand content” isn’t enough. Set yourself up for success by providing as much detail as possible.

Being specific with details will better prepare you to execute your campaign by serving as a roadmap. Furthermore, it helps you pinpoint what works and what doesn’t when you’re ready to measure efficacy.

Create a Measurement Template

Once you have selected the digital marketing metrics for your campaign, putting together a success measurement template is easy and provides valuable insight.

This document will serve as a guideline. It is something you can use (and modify as necessary) with each campaign.

A success template might include things like:

  • Your initial goal(s).
  • An overview of what happened during the campaign (your marketing metrics will go here).
  • Things that worked the best, and what you learned from them.
  • Things that didn’t work so well, and what you learned from them.

As a refresher, this graphic from Perdoo explains concisely how to write SMART goals for any project or campaign:

Now you’re prepared to set goals before executing a successful digital marketing campaign for your brand.

Let’s take a look at the exact marketing metrics you will use to measure the success of those goals.

Top Digital Marketing Metrics You Need to Track

When it comes to measuring digital marketing success, there are seemingly endless digital marketing metrics. Below is a compilation of the most important ones you’ll need to consider.

Not all of these digital marketing KPIs may be relevant to your particular business goals, but it’s a starting point on the road to finding ROI!