Marketing metrics is a quantitative technique to tracking performance and an important marketing measurement tool for establishing a campaign’s effectiveness. For the finest marketing analytics, it’s important to look at how your campaign influences the behavior of your target audience. The most important marketing metrics to track are those that influence your business objectives, which may be sales made for one promotion but incremental reach for another. Marketing analytics assist marketers to optimize current efforts and prepare for future initiatives by allowing them to see how effective their campaigns are.

According to a Google research conducted in collaboration with MIT, 89 percent of top marketers utilize strategic metrics to analyze the efficacy of their efforts, such as gross revenue, market share, or customer lifetime value (CLV). The following are some of the advantages of utilizing these and other metrics:

  • Having data to aid in making well-informed decisions
  • Knowing which channels give the best return on investment
  • Justification of marketing expenditures and budget allocations in general
  • Results that are improving.
  • Getting a better understanding of how and where to increase lead conversions

What are some marketing metrics examples?

There are hundreds of indicators marketing specialists can employ to measure the effectiveness of a campaign—just it is a matter of picking the best one for each approach.

Different metrics provide you with different types of information. Email openings and clicks, for example, can reveal how engaged your audience is, whereas the unsubscribe rate could reveal whether they find your material engaging and relevant. Advertisement impressions and video views may be used to gauge the extent of your campaign’s exposure. Cost-per-action may be used to gauge the success of your marketing strategy.

Consider the channel you are utilizing and who will be your audience who will be looking at the information to make business choices when choosing the correct marketing metrics. The metrics you use for various marketing positions will also change. An SEO expert could be interested in tracking organic web traffic, but a social media marketing specialist might be interested in tracking ad clicks and impressions. Senior managers will want to see a summary of each marketing channel’s data and performance, while managers will want to go a bit deeper to understand performance daily.

Here are some KPIs for different marketing channels that may help marketers make better judgments about how to spend their money:

Digital marketing: impressions, cost-per-action, click-through rate

Social media: impressions, follower count, engagement rate

Email marketing: emails that are opened, forwarded, and unsubscribed from

SEO: organic traffic, keyword average ranking, and search volumes.

What are the benefits of marketing metrics?

Marketing metrics are important because they help firms determine if campaigns are successful and provide data that can be utilized to better future projects. They assist marketers in determining how their efforts are contributing to their business goals and in making decisions on how to improve their promotions and marketing programs.

These data may assist a marketing team to determine whether it has met its objectives in terms of attracting new clients, increasing awareness, increasing engagement, increasing sales, increasing lead creation, and more. These analytics may also be used as an immediate alarm system if marketing efforts are not operating as intended, and they can aid in making informed decisions to change campaigns in real-time.

Ultimately, marketing metrics are the most common approach for marketers to demonstrate the value of marketing and advertising to their firm or organization. These findings are important beyond continuous monitoring and campaign planning since they may inform yearly budgets and headcount.

Here is a list of key phrases, along with definitions and examples for different marketing approaches, that you may utilize to create a high-impact portfolio of bespoke marketing analytics for future campaigns:

Social Media

Companies of all sizes may benefit from social media marketing, which allows them to connect with potential customers and clients. People use social media to find, follow, learn about, and purchase from companies, so if you are not on Facebook, Instagram, or LinkedIn, you are missing out! Great social media marketing may help your company achieve extraordinary success by cultivating loyal brand supporters and even drive leads and sales.

In today’s economy, having a strong social media presence is essential for success. Every day, new tools and tactics emerge, so it is critical to stay on top of the latest developments and know how to track your progress. The list that follows will assist you in keeping track of your social media activities.

Engagement

One of the most important social media metrics. It is discovered by counting how many people have replied to, commented on, or clicked on one of your posts. This is a common and valuable item. All social media platforms are measured by using this metric.

Share of Voice 

Also known as a brand’s or company’s market share. This indicator measures how important your brand is, how much attention your material receives, and what proportion of a topic’s discourse revolves around you or your brand. Here is an example of how to calculate Share of Voice (SOV): If you looked at 200,000 Instagram posts regarding red shoes over the course of a month and found your brand in 15,000 of them, your brand has a 75% SOV on Instagram.

Social Media Platform Reach 

Indicates how many people have seen your ad (organically or paid), regardless of how many times they have viewed it. One of the metrics available in almost all social media platform insights.

Social Media Referral Traffic

This indicator displays the number of users of a specific social media platform who are routed to your page. This measure may be used to evaluate the success of your social media advertising as well as the functionality of your organic postings.

Page Likes

The number of people that have liked your page or profile is shown by this figure. This is a useful metric of engagement since it helps you track the short- and long-term growth of your community. Likes and followers show how eager people are to keep in contact with your business. They could enjoy one or two posts, but what happens if they click the Like or Follow button? They’re curious about what you are up to. 

Why should you monitor Page likes and followers? This measure indicates how keen somebody is in your business. Likes and follows, on the other hand, should not be used as stand-alone measures. When you compare your impressions meter to the Likes metric, you will see how far your articles have progressed.

Followers

The number of users who have opted to follow your page is represented by the number of followers. When a person follows your brand, they will see your updates, postings, and activities in their news feed on a regular basis. How many followers on a specific social media platform currently differs from the number of likes due to recent upgrades. Users do not have to be followers to like your posts. It is crucial to notice this distinction since your followers are far more likely to interact with your posts if you do.

Negative Feedback

Any negative reaction or action taken against your page or material is referred to as negative feedback. This also counts in those who have marked your posts as spam. It is crucial to keep track of negative comments since it might help you figure out what kinds of material your followers despise.

Brand Hashtag Use 

This measure is encountered the most on Instagram. Set a time limit and track the use of a certain hashtag to calculate it. Compare it to another period of time to discover if it has grown or declined. Your hashtags show how much you are spoken about on social media.

Competitor’s Hashtag Use

This will show you how your hashtags have evolved and grown in contrast to your competition. Comparing them might help you figure out what hashtags and content work best. If your rivals “win,” analyze their technique to better your own.

Demographic Data 

Your posts’ demographic data will reveal who your true target audience is. You may utilize this data to determine how old, where, and what are the interests of your most active users. Use this data to see if you are targeting the proper people for your business. Google Analytics, Facebook, and Instagram all have demographic data.

People Talking About This

This measure delves further into user engagement and reveals how many people have taken action on your company’s page. To be deemed ‘people talking about something,’ an activity must produce a narrative that displays that act on a user’s timeline. Users must execute one of the following activities on your page in order for a story to be created: like page, post on wall, like a post, reply on post, sharing a post, Commit to an event, mention page, tag page in a picture, check-in, review, or suggest your page. 

The data from the ‘people talking about this’ section may be studied to offer insight into your company’s overall Facebook presence. Are people actively engaged with your articles, webpage, and any event you may be hosting? The measure ‘people talking about this’ provides you with a weekly glimpse of how your followers are interacting with you, your events, and your postings.

Video

A picture is considered to be worth a thousand words. Increase that number by thousands for a video. That is the foundation of video marketing, a strong kind of marketing that engages your audience successfully as an element of your marketing efforts. Video marketing is the process of promoting products and services via the use of videos. It boosts involvement on your digital and social platforms, educates your audience, and gives you a new way to reach out to them.

In 2016, Facebook evaluated video consumption statistics and discovered that 45 percent of people who watched the opening three seconds of a video watched at least another 30 seconds. According to this study, videos are an efficient approach to “catch” a user. However, counting how many views a video receives is useless information. It is critical to understand who your target audience is and whether or not your video is important to individuals who are watching it. We will go through the most significant video marketing stats for Facebook and YouTube in this part.

Watch Time 

Because this is a time-based indicator of video streaming, it simply refers to how many hours/minutes/seconds (depending on the video platform) have been spent watching a video (or a alliance of content in total, such as a playlists, series, or accounts). Other typical performance measures at a more individual and personal level, such as Average View Duration, Minutes per View, or Minutes per Viewer, may be calculated using Video Watch Time. In addition, one time-based metric may be utilized to compute another. “Minutes Watched” may be calculated by dividing “Seconds Watched” by 60. YouTube is one of the most popular video services that offers a “Video Watch Time” measure. Because YouTube encourages users to spend as much time as necessary on their site, it is commonly known that videos with a higher “Watch Time” score are favored.

Average Duration of Views

This is the total amount of time spent watching your video divided by the number of times it has been seen, including replays. In other words, it calculates how long viewers spent watching your movie on average. This measure is crucial since it identifies the optimal video duration for your target audience. For example, if a 50-second video’s average video duration is 20 seconds, it is strongly advised that you trim future videos by 30 seconds or increase the tempo and value of the videos so that consumers do not stop watching.

Average Completion Rate

This statistic assesses how well a video can hold viewers’ interest. This rate is used by Facebook to categorize videos in users’ News Feeds, so it is vital that your videos on Facebook engage viewers from beginning to end.

Video Retention

This value is the average proportion of the video that people watch. This measure will be graphed on Facebook and YouTube. The proportion of original users who are still viewing the video is shown on one axis, while the percentage of the entire video time they have reached is shown on the other. Declines in the curve will show you when your viewers have stopped viewing the video. If this happens at a certain point in a video, you will need to examine what happened at that time and determine how you might modify it in future videos.

Replay

How many times your audience sees a video or certain sections of it again is referred to as replays. If a large number of people replay a particular segment, which is shown by a certain portion in a graph, they are most likely concerned about the issue that is being discussed at that specific moment.

YouTube CTR

The number of times a user has clicked on a video after viewing its thumbnail, whether in the sidebar with suggested videos or in the search, is measured by YouTube CTR. The greater the CTR, the better, because YouTube will continue to recommend the video.

Click Rate

This metric assesses the video’s ability to persuade viewers to perform a preferred action after seeing it. If the response rate is poor, consider moving the call to action (CTA) to a different position. Because most viewers do not watch the full video, you should place the CTA towards the beginning.

Engagement

The number of shares, likes, and comments on a video, according to social media platforms, are the best measures of how appealing the material is to the general audience. One of the most important variables in increasing your video’s organic reach is engagement: if a portion of your audience likes it, social media platforms assume the rest will as well.

Increased Followers and Subscribers

The YouTube subscriber report will show you which videos gain or lose subscribers, as well as their geographic location and the dates on which people subscribe to or unsubscribe from your channel.

Location and Main Audiences

This Facebook tool helps you to have a better understanding of your customer persona and better target your promoted content. That is, you will be able to identify your most devoted and engaged Facebook audience using this information. If your average audience is 33 to 40 years old and lives in Stockholm, for example, you may target your videos to this demographic.

Number of Live Viewers

The peak watching period during your live video on a social media platform is shown by this indicator. If the peak is quite high at first and then gradually fades, you should make adjustments for the following live broadcast.

Reaction

During live streaming, Facebook or other social media platforms will provide categories of your audience’s reactions. This will aid in determining the emotions elicited by your film.

Comments

Videos may be a fun method to teach an audience about new goods, corporate social responsibility initiatives, events, or even the company’s goal and vision. Depending on the channel and intended audience, videos might differ in terms of substance and duration. Longer videos that are instructive or instructional are more common on video platforms like YouTube, but shorter films with such a call-to-action to a particular question are more common on social networks like Facebook and Instagram. Because they provide an interactive aspect to media, live videos are becoming more popular with viewers. 

Commenting on videos may be used for a variety of reasons, such as conversations, contest participation, and queries or consumer feedback. Measuring the amount of comments on videos may reveal how well the video engages people. It is also necessary to examine the tone of these comments in order to decide the direction of future videos and blogs.

Playback Rate

The total number of users who watch your video on the website where it is hosted is referred to as the playback rate. It is determined by dividing the number of page visits by the number of views. If the page’s playback rate is low, the video is most likely unrelated to the page’s theme.

Who Watches Your Videos

If you can keep track of which videos are viewed by which contacts in your database on your website, you can learn a lot about their problems and how to fix them. Your marketing squad will be able to give them information that is relevant to what they’re watching, and your sales staff will be able to assist them effectively.

Cost Per View

This is the sum of money you spend to have someone see your video. A view on YouTube is counted only if the user watches the video for at least 30 seconds. Cost Per View (CPV) is calculated by dividing the total amount spent on promotion divided by the total number of views.

Muted Video

The number of individuals that viewed your video on mute is represented by this indicator. A video may be muted for a variety of reasons. This statistic can be used to determine whether or not a video option without audio is necessary.

Display Advertising

This is a sort of internet advertising that includes text, photos, and a URL that directs customers to a webpage where they may learn more about or purchase things. There are several ad formats. These advertisements might be static with a single picture or animated with many images, video, or changeable text (also known as rich media advertisements). Some display advertising are aimed to teach about the product, whereas others are designed to amuse and engage via simple games or riddles. Banner advertisements are a kind of display ad that is often used for awareness programs.

Keeping tracking of your display advertising metrics helps you understand how effective your advertisements are and how they are performing. 

Frequency

This is the regular number of times a user has viewed your advertisement. It is calculate by dividing the total number of Impressions by Reach. When you monitor Ad Frequency, you may use this information to adapt your ad campaign depending on its current success. The message is more likely to sink in as the amount of times your advertisement is seen by a unique user increases. In general, increased Ad Frequency may be regarded a benefit for your campaign since continuously watching advertisements might sway indecisive users towards purchasing and further reaffirm and remind consumers with purchase intent. 

The only time you should want a reduced Ad Frequency is if your ad is shown several times to people who have no desire to buy your goods. In such circumstances, you may utilize targeting parameters accessible on most ad networks, like Facebook Ads, to guarantee that your ad is largely seen to viewers who are more likely to buy your product.

Click Through Rate (CTR)

This measure compares the results of your display network advertising to the performance of your competitors on the same page. It is a unique display statistic available in Google Adwords. Relative CTR is calculated by dividing specifically you CTR by the median CTR of all marketers on the same website.

Engagement Rate

Indicates the proportion of interactions per advertising impression. This is true for rich media adverts, which allow the user to engage with the advertisement without leaving the website. Basically, it is calculated by dividing the number of all interactions by the total number af all Impressions.

Revenue Per Page

This is the computation of the money generated by every one of your pages. This is most typically used when selling advertising space. It can be determined by dividing the total advertisement revenue by the number of visits to the page.

Brand Recall

This indicator indicates the proportion of people who can remember your brand. Typically, it is computed by mailing out a questionnaire and analyzing the responses. This can be calculated by dividing the number of poll respondents that properly recognized or recommended your brand by the total number of poll respondendts.


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