Guide to Measure Digital Marketing Campaign

how to measure digital marketing campaign

 

“A business can become a million, but building a brand is a billion-dollar job”

To make a brand- the word of mouth, a major number of organizations, or better say, businesses are following the path of digital marketing. Measuring those digital marketing efforts are equally important just like concluding the amount spent on the practices.

For the old lad in the market, understanding the potential of digital marketing and the results are quite common however, for the newcomers, short of knowledge about digital marketing is quite common.

Thus, not just hooking to the concept of digital marketing, it is also crucial to create a proper and streamlined digital marketing strategy map. A strategic map that showcases what is about to get implemented, what has been done, what has to be done for growing the online presence along with building strong brand awareness.

However, one also needs to understand the fact that nothing is full-proof as trends change, needs change, demands get higher, but understanding the foundation, in the beginning, can surely help to achieve what is planned!

Connecting with the leading digital marketing agency can help you gain an in-depth understanding of how things go.

Moving on, as you have invested and would like to know the result of that investment for the digital marketing campaign, it is mandatory that you be checking the metrics regularly, comparing them, and coming up with a customized solution for tackling the falls and loopholes.

Here in this blog, we will be showing you the top metrics you should definitely consider for measuring the effectiveness of your digital marketing campaign.

Let’s begin-

Sure Shot Ways To Measure Digital Marketing Campaigns

ways to measure digital marketing campaign

Website Traffic

Your website is the face of your brand, it showcases the authenticity of your business and the obvious foundation of all your digital marketing activities. Getting organic traffic is the ultimate goal of your marketing campaigns.

  • email marketing engagement
  • Links to the website
  • Social media platforms followers boost

All these accumulate and rest on the heart of the website. Thus, it is crucial to measure the website metrics on a daily basis in order to fill the space for digital marketing campaign efforts.

Considering the overall traffic of the website helps in figuring out the organic traffic, lead generation, ROI, Conversion rate. Go ahead for timely troubleshooting helps in looking at the broken links, page loading issues, metadata missing, duplication of content, or any other issue.

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Traffic From Sources

Tracking traffic is important, however, understanding where it is coming from is equally important. Knowing the source of traffic helps in gaining an idea of which part of the digital marketing campaign is effective and which part of it is not performing as per the expectation. This further helps in making improvements as per the needs.

Through the monitoring process, you can fit your resources on low-performing campaigns or the ones which are going to yield better results. Also, through the metrics, you can easily make better decisions to see if things will work out as expected or not.

A digital marketing executive can offer you in-depth ways of finding the sources, however, there are four main website traffic sources-

  • Organic searches- They are the users who clicked on the link on a search engine resulting in landing them to your website
  • Direct visitors- They are users who directly write the URL link of your website or might have bookmarked it earlier
  • Referrals- They are those users who must have clicked the link on some other website
  • Social- These users directly come from social media platforms to the website

Visitors

Content is the king and in order to check the success rate of your digital marketing campaign, you need to eye on how your content has influenced visitors. Through this KPI, you will be equipped with dual information- new visitors vs returning visitors to the website. In both ways, you will be getting value.

  • New visitors makes you come up with strategies to boost organic traffic to the website
  • Returning visitors makes you understand the quality of your content provided for getting more information

Sessions

Sessions are directly related to the total time spent by the users on the website. As per the Google algorithms, 30 minutes is the time frame for each session to the website.

For example- if a user is coming to the website at noontime and further comes at night, Google will consider them as separate and unique sessions.

Session Duration

The more time a user spends on the website, the more it shows the health of the website. However, the usefulness of this metric depends upon the type of website, the domain, niche, and functionality of it.

Take for example- e-commerce or service-oriented business will engage users for a particular time period or as & when their requirement ends, which is not the case with an educational website. An educational website will engage users for a longer run.

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Pageviews

How many times a user has seen or viewed your website is one of the top things to measure the health or success of the digital marketing campaign.

Once you are done with the above process and establish a time frame for checking the number of visits to each of the web pages, you will then be gathered with information on whether your website possesses real-time value or if it is only about a few pages on it.

Most Viewed Pages

After finding out the web pages getting more traction from the users, you can then integrate heat maps and other indicators for getting a better understanding of which part of the pages is attracting users.

By getting information about the pages and parts, you can then make efforts for the remaining pages and parts of the website along with mimicking the engaging elements for better page visibility.

Exit Rate

The next metric to keep an eye upon is exit rate. Through the exit rate, you will be able to understand the impression your marketing campaign has made to the visitors regarding the website.

It is the pause that makes you gain an overview of the page users were on before leaving the website. In this way, you will be able to analyze the flaws in the website designing or the metrics.

Bounce Rate

Exit rate showcases the last page a user was on before leaving the website, whereas bounce rate focuses majorly on the users who exit the website instantly.

There are many reasons for users leaving the website instantly, a few among them are-

  • Page loading speed
  • Landing page with no structured information or the information user is looking for
  • Engaging content but no means on it to hook users
  • Loading error

Now, when it comes to businesses that have spent on SEO or paid advertising campaigns, bounce rate is a good way to improve the overall quality of the website and pages. It is the most useful when doing A/B testing new digital marketing campaigns.

Meanwhile, here are some of the quick tips to eliminate the issue of bounce rate to some extent like-

  • Bettering the page loading speed
  • A strategic structured internal linking maps
  • Using UI elements like videos, infographic, images, and others
  • CTAs and their right positioning

Conversion Rate

The aim of the digital marketing campaign is to convert potential users to the permanent customer, it means locking the deal! Thus, the conversion rate is the metric that is important to see the effectiveness of the digital marketing campaign.

What Are The Steps To Measure A Digital Marketing Campaign?

Begin With The Campaign Objective

To make your digital marketing campaign a success, get started by involving each and every person in the organization, be it the top-level management or the employees. Let everyone know about the objective of the campaign.

Though this will be the stage where your campaign idea might look vague or shattered or maybe too broad, however, with things adding or the removal of a few, you will come up with the right objectives and ideas.

Targets For Each Objective
Identifying the business objective that demands you to set goals for each of the objectives identified. This stage of the campaign would require top-level management, researcher, analysts, and the final decision maker, as it is the step where critical thinking will be done for the execution of the digital marketing campaign.

Target Segments For The Strategy

Once you are done identifying the target audience for the digital campaign, you are now made to identify the target segment for the campaign.

Here segments can be a group of people from a particular demographic, organization, businesses, from the same niche.

KPIs For Campaign Success

By following the metrics written above, you will be getting a clear understanding of several things, however, it is still required to establish Key performance indicators for the digital marketing performance.

Through these indicators, you will be able to understand the performance of processes, goals, expectations made earlier.

A Right Analytics Platform

Manually doing all the aforementioned tasks can be done but then manually it will take 10 times more time than doing them through the tool. Thus, you need to take the leverage of applications, tools made for the same, free and paid in order to measure the performance.

Real-Time Solutions

Now when you are done with the information required, data gathered, analytics-ready, you can make changes to the campaign as per the requirements.

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Top Digital Marketing Tools For 2021 & Beyond

SEMrush

SEMrush, one of the most important and top digital marketing tool for managing and improving SEO related activities for the website. It is also called an all-in-one marketing tool.

It helps in assisting with the top-performing keyword research, backlink opportunities tracker, position tracking, and others. Only, if you would like to do an in-depth audit of the website- SEMrush is the tool!

The tool comes in both forms- paid and free membership. With a free membership, one can get access to a limited number of features, however, with a paid membership, one can use any of the tool’s features.

HubSpot

The next digital marketing tool marketers swear by is HubSpot. The tool itself has a range of tools to help businesses grow. In the beginning, there are free tools available, also, one can set up popup forms, web forms, live chat software when it comes to lead capture.

Through it, you can send email marketing campaigns, along with filling up the data to the CRM and further analyzing the behavior of the users. Meanwhile, when one opts for the paid membership, getting more features for the processes can be done.

Begin with social media platforms, content management to tracking emails and connecting with the leads, HubSpot offers all the solutions in one place.

Ahrefs

The SEO friendly tool helps in pushing up the website traffic nicely. Ahref currently has over 150 million keywords in the U.S. alone while carrying more for 150 other countries.

Ahref is considered the best and strongest tool for competitive analysis, making developers check who is linked to the competitors, their top pages, and other related information. Also, the tool provides information related to the weaknesses of the competitors, and their ranking contents, traffic too.

Google Analytics

The top digital marketing tool marketers can skip using is Google analytics. It is the goldmine of all the information one needs to have in order to make their website top-performing.

Google Analytics offers one everything starting from the website overview, to who is coming to the site, from which demographics, gender, age, and everything. As and when required, marketers can also set up their goals and track conversions too.

The tool got a lot of depth showcasing everything one can ask for!

BuzzSumo

For finding & connecting the influencers of the business domain, BuzzSumo is the tool one can look for. It is basically a unique content research tool for the mentioned practices.

Through the tool, one can look for the current and trending contents, in order to at least reach the level of top-performing blogs while aiming at the target audience.

Also, with the help of the tool, users can look at their content’s analytics and social mention and then measure the performance of the piece accordingly.

Hootsuite

Hootsuite is for entrepreneurial level social media management solutions and is quite a popular tool. The tool approves the content in the cloud system which can further be accessed anytime from the team for posting purposes. Also, the tool allows multiple postings that can be scheduled prior to developed tags and keywords.

Through the tool, tracking social media content can also be done easily. It can calculate conversions, ROI while tracking public conversations about the brand or any specific subject.

Buffer

Buffer allows marketers to manage all their social media marketing things in one place. The interface it shares is clean and intuitive for easier flow. The tool offers a plethora of features for processing all the social media jobs one needs to do!

Through the tool, one can get all the social media solutions, plan them, create them, and schedule the same. Once done with them, one can also follow up on post-performance metrics and analytics and engage with the followers from the tool itself.

Frequently Asked Questions

1. What is KPI in digital marketing?

KPI explains as Key Performance Indicators. The indicators showcase the performance metrics of the digital marketing campaign across various platforms.

Cost per acquisition, ROI, Traffic by the channel are a few names under the KPI factor.

2. What is the ROI in digital marketing?

ROI is Return on Investment, it showcases the amount of profit or loss incurred as per the money invested in the process. In a layman’s language, ROI basically showcases whether one is getting the returns as per expectation or not.

3. What is the meaning of digital marketing metrics?

Digital marketing metrics basically offers you information about the health of the website along with the success of the digital campaign executed.

4. How to check the health of the digital marketing campaign?

To check the health of the digital marketing campaign, it is required to first check the goals discussed in the very beginning. If one is making an effort for traffic, it is crucial to look for changes in the traffic, organic traffic, impressions made, shares done, and so on.

If one is looking for direct responses, begin with changes in signups, sales, click-through rates, leads converted, and so on.

Conclusion

Running a business is a task and running a business for the long run is a technique. If you are planning to opt for a digital marketing campaign to attract users, it is essential to keep working in order to improve the performance while eliminating any issue that might occur.

When we are saying, measuring the metrics of the campaign is important, it is also important to connect to the right digital marketing company that can bring you the right results.

If you are willing to move in the same direction, connect with our team of digital marketing executives.

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