Thanks to digital marketing analytics, you can understand what your customers are doing. You can then use this information to create more effective campaigns. But, with so many things to track, it’s hard to know which metrics you should pay attention to. Here at Go Digital WSI, we recommend focusing on the metrics that pertain to your buyer’s journey because they are tied to greater ROI.
Below are five digital marketing analytics that are worth tracking.
1. Traffic
It’s important to understand where your traffic is coming from. By segmenting your traffic sources, you can get a better idea of how people are finding your website and which channels are most lucrative.
We recommend segmenting your traffic based on:
- Organic traffic. Traffic that comes to your site from the search results pages.
- Direct traffic. Users who type in your site’s URL.
- Referral. People who come to your site from another website.
- Social. Traffic that comes to your site from social media.
- Paid. Users who click on a paid ad.
2. Conversions
Conversions are another important metric that tells you how many people are taking action on your site. Most people think of conversions as the big stuff, such as downloading an ebook or filling out a form. However, people convert all along the buyer journey, so you must consider all touchpoints. When you track conversions, identify which actions people take before becoming a customer, as well as points in the funnel where they may be dropping off.
3. Engagement
The key to being a successful marketer is to get your ads seen by the right people – people who have a need for your product or service. This is why engagement is a metric worth looking at. We suggest measuring social media engagement, which refers to the likes, shares and comments your post receives. This tells you how many people are actually interacting with your content.
4. Click-through rate
A high click-through rate (CTR) means that your ad is relevant to your audience, while a low score means the opposite. If you have a low CTR, you’ll need to assess some of the reasons why. For example, does your landing page match the expectations of the ad? Is your offer compelling enough? Does your ad specify a specific audience? Running A/B tests can help you understand what your audience prefers.
5. Site load speed
Google rewards sites that have quick load times because that’s what users want. Run your site through Google PageSpeed Insights to see how fast your site is. If your pages are taking more than a few seconds to load, you will see a significant drop in traffic. Talk to your website developer about solutions such as compressing image sizes, minimizing HTTP requests and using a content delivery network (CDN).
Whether you need help understanding your metrics, or you know that your website could use a few tweaks, give your Go Digital WSI expert a call today. We have fast, affordable solutions that will enhance your site and improve your metrics.
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