Friday, February 24, 2017

18 Essential Metrics to Measure Your Digital Marketing

As we have learned in class, there are so many metrics to consider when trying to measure how a digital marketing campaign has been performing and it can be tough to keep track. While some were specifically called out in the past few class sessions, such as Click Through Rate and Conversion Rate, others delved a bit deeper, such as the Micro-conversion Rate and the Conversion Funnel Rate, which puts a new spin on the way these metrics can be used and the level of detail that should be considered.

A few of the themes found through out include:

- Don't focus too much on the short-sighted metrics and fully explore the drop-off rate at each stage of a converstion
- The reason for a poor metric may have an unexpected root cause, so don't be quite to jump to conclusions
- Understand the difference between new site visitors and returning visitors and how their behaviors may differ
- Formally track each metric, even the less impactful ones (such as click-through) so you can easily identify trends and variances

18 Essential Metrics to Measure Your Digital Marketing

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