I analyze digital marketing KPIs on a monthly basis. Often times, clients ask me, “What metrics matter to my business” or “How do I know I am growing in the right ways?”. Luckily, we have a wealth of data and tools to help answer those questions. On the other hand, some feel intimidated by all these different metrics and dashboards. Well, no fear! I am here to help break down how you can identify which digital marketing KPIs matter to your business.
The first digital marketing KPIs By using Google Search Console, you can identify your site’s Total Clicks for any given time. In other words, you can see how many times a user clicked through to your site through Google Search Results. Pretty awesome, right? This is an important metric because it shows you how many users and finding and clicking through to your website through an organic medium. Moreover, Search Console also breaks down which queries are leading to conversions and which pages are generating this traffic. If your company employs different SEO tactics, this is a great way to see which terms and blogs are the most profitable for your business.
I tend to check this metric on a monthly basis in order to give new content time to permeate and garner attention on the internet. Checking too frequently can often paint an inaccurate picture of your company’s growth. Another issue individuals can also fall into is not measuring growth over a long period of time. Google Search Console makes it easy by giving you an option to measure 3 months of data over the previous period. Ensure you are using a healthy mix of both perspectives to illustrate an accurate picture of your digital marketing KPIs
To generate more clicks and visibility, your content has to travel across the internet. In the world of analytics, these are referred to as impressions! These differ from clicks because they identify how many times a user saw a link to your website on a search engine results page. This metric should be analyzed separately from clicks as they indicate something very different. Impressions tell us how frequently Google is serving our content to users across a variety of search terms. In other words, it tells us whether or not Google is rewarding your SEO efforts.
Similar to clicks, you can see how many impressions various queries and their corresponding pages generate for your website. This gives you assurance on whether your blogs or backlinking efforts are increasing your relevancy for certain keywords. When you see a jump in impressions for a particular keyword, I recommend checking your ranking for that phrase using an SEO tool. Personally, I prefer Ahrefs as they have the largest third-party database of search queries! Often times, a jump in impressions equals a jump in position on the SERP for that query
Of all the digital marketing KPIs, Organic Search Traffic is the most clean cut. This metric identifies how many users came to your website through an Organic Medium i.e. a search engine. Organic Search is such a powerful medium because it is traffic that you own and don’t have to pay for- unlike PPC or social ads. You can find this, along with a breakdown of all channels, in your Google Analytics.
For those who have conversion tracking set up, Google Analytics also breaks down how many conversions took place through an Organic Medium. With this data, you can break down the ROI of each digital marketing activity and assess their performance. This is a powerful metric that you can include in reports when trying to justify your marketing budget each quarter! In other words, if you don’t have conversion tracking set up, move it to the top of your to-do list
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