If you’ve been a subscriber for very long, you’ve heard me say “follow the data” about a million times. We don’t make marketing decisions by following our hearts or the latest trend – we let the numbers guide our thinking.
However, have you ever been sucked into the rabbit hole of too much information?
Sometimes the question becomes, what metrics matter?
Website SEO Metrics
If you’re investing time in your SEO strategy, these numbers should increase over time.
- Organic search traffic to your site – This is how many people came to your site by clicking on a search result. This can be a great metric to measure the effectiveness of your SEO work.
- # of keywords indexed – When keywords are indexed, that content becomes more likely to show up in search results when people type in those keywords.
- Domain authority – Domain authority is a scale of 1-100 and predicts the likelihood your site will rank in search results. (DA between 30-50 is pretty good!)
- # of quality backlinks – Backlinks are links from another site to content on your site. Backlinks are part of the calculation for domain authority and high-quality backlinks can elevate your ranking.
- On-page SEO score – This is a metric that tells you how the content on your website is configured for search engines.
I also like to make note of which keywords are performing best and check for any errors that need to be fixed.
You may not see huge increases in these metrics month over month, but looking at the trends over time can help you measure the effectiveness of your SEO strategy. It can also show you areas that need more work.
Paid Marketing Metrics
When it comes to paid marketing, the metrics we track depend on our overarching goals and the tactics we use.
For a lead generation campaign, where our goal is to sell a product or service, I recommend using these KPIs to measure performance:
- Number of leads generated per month – Probably an obvious one.
- Cost per lead – In most cases, our goal would be to pay less for the lead than the revenue that lead generates on their first purchase.
- Threshold to profitability – How many purchases does it take for this campaign to be profitable? You want to know this going into the campaign and keep track of your progress toward meeting that threshold each month.
- Performance metrics – You want to know which ad types, platforms, and keyword groups are performing best so you can optimize toward strong performers.
For a brand awareness campaign, the primary metrics would be different. In a brand awareness campaign, you may use tactics that are less focused on conversion – such as digital display ads and streaming audio.
For brand awareness, I recommend using these KPIs to measure performance:
- Impressions – How often was your ad served to your target audience?
- Click through rate – How often did people engage with these ads. (For streaming audio, this number will likely be very low. So you may want to look more toward impressions.)
- Performance metrics – Once again, you want to know which ad types, platforms, and keyword groups are performing best so you can optimize toward strong performers.
Social Media Marketing Metrics
It can be easy to focus on followers and post reach on social media, as well as chasing the illusive viral post. Ultimately though, the question really should be: are people engaging with your content?
Regardless of what platform(s) you’re using, the most important social media marketing metric to track is engagement. And, if you’re selling products or services on social media, are those posts converting into customers?
I use Social Pilot to schedule posts on multiple platforms (there are so many tools like this available). Monthly, I look at what posts had the best engagement and use that data to configure my content calendar for the following month.
You can have 10,000 Instagram followers, but if they aren’t engaged with your content or purchasing your services, you are not getting a return on your investment in that platform.
100 engaged followers who purchase your services are much more valuable to your business!
Overwhelmed by Metrics??
If you’re overwhelmed by all the metrics jargon, or you just don’t know where to start, reach out for a free consultation.👇