If you’re in the process of using digital marketing techniques for your business, you’re probably overwhelmed by a flurry of analytics that comes along with it. Digital marketing analytics have no end — or so it seems.
However, depending on your business’s goals, there are a few analytic choices that matter more than others.
If you want to know which digital marketing analytics you should be tracking, keep reading!
What digital marketing analytics matter most?
Anyone working in the marketing industry knows all about vanity metrics. Unfortunately, it’s easier than ever to think you’re successful when you can’t define the metrics that truly matter.
Of course, it never hurts to get your numbers up no matter what the metric, but if you want overall success, these are the ones you should be paying attention to.
Conversions
If you’re in the business of selling (and who isn’t), conversions are critical. You want people coming to your site to buy things or turn into a hot lead.
It doesn’t matter if they don’t buy as long as you can convert them into the funnel. And to do this, you need to do a couple of things.
- Create compelling content
- Build trust with your customers
- Prove that you solve their problem
- Let them know how you solve their problem.
If you can do all that, you’ll see your conversions go up.
Website Traffic
What’s the point of SEO and PPC if you’re not directing any traffic to your site? There isn’t one.
You need to ensure that while your conversions are ticking up, so are your visitors. Whether it’s from social, organic, or direct — the last thing you need is a stall on traffic. After all, without it, you’re not going to get many more conversions.
Be sure you’re tracking your analytics weekly to keep on top of any trends and changes.
Engagement
This can honestly mean anything from engaging with your followers on social media to creating insightful ads that generate clicks.
Engagement drives traffic, which, as we already talked about, drives conversions. Be sure you’re measuring what’s working and what isn’t. It’s never too late to change up your engagement strategy if you see that it’s dipping below where you want it to be.
Site Speed
This one surprises people. But site speed matters. Studies show that if your site takes more than 3 seconds to load, 40% of users will abandon you.
That’s a lot of people!
Always be on top of your site speed and do what you can to improve it wherever possible.
Click-Throughs
That’s right; your ad needs those click-throughs to get you where you need to be. Paid advertising costs money, and you don’t want to be throwing that away.
If you see a terrible performance with paid ads, there are a few areas you should review:
- The copy you’re using on your ads
- Audiences you’re targeting
- Landing page content
- Your general offer.
With these analytics in mind, you’ll be shocked by how much your performance will improve. Track these as part of your weekly report and make an effort to adjust and change what isn’t working.
