The goal of running any digital marketing campaign is to drive awareness, traffic, leads, and, ultimately, sales through email and online digital channels. There are many useful tools and metrics that exist to help you keep track of things like traffic and conversions on your business’ website, with the following being some of the most common. For more information about Key Performance Indicators (KPIs) and other industry metrics, check out this blog post!
Google Analytics is a website analytics tool that tracks website traffic and presents it as an easy to read report.
Google Analytics can give you information and answers the following questions about your site:
This number is expressed as a percentage, and shows how many clicks your ad or website link received per number of impressions.
Essentially, the more times your ad or website link is clicked on by another user, the higher your CTR will be. A high CTR is an indicator that your ad or website is performing well!
The conversion rate is also expressed as a percentage. This number tells you how many of the visitors to your website completed a desired action (such as buying a product, subscribing to a mailing list, or filling out a form).
Conversion rate is a very good metric to measure the efficacy of your website in driving purchases or gaining subscribers.
A lead is a contact with a potential customer. These are important to keep track of in order to ensure that you are reaching everyone who is interested in your business.
Google Analytics also tracks where your site visitors come from. Additionally, Google Analytics can help find weaknesses in your site by telling you when visitors left. From there, we can draw conclusions to find out what exactly is causing these users to leave. The following metrics are helpful indicators:
Google Analytics can also give you a general overview of how visitors interact with your website. There are several tools within this platform that you can use to gauge user experience:
This is another instance where Conversion Rate is important. If Conversion Rate is low, this means a large number of users are not completing a desired action on your website. Knowing this, you can then use Event Tracking or Exit Rate to find the cause of this problem.
Facebook has also created an analytics platform which allows you to track your Facebook-specific advertising activity (including Instagram, of course). Here are some things Facebook Analytics can help you find out:
The Facebook Analytics platform includes a tool called Audience Insights. Facebook is able to break down the users who have seen or clicked on your ad into specific categories like age, gender, relationship status, education, and job role.
This question can also be answered using the Audience Insights tool. Insights can pinpoint which cities and countries are interacting with your ad the most.
Just like any other analytics platform, Facebook’s is able to track which of your ads result in the most impressions and clicks.
Email Marketing Analytics are programs that allow you to track how users engage with your email marketing campaigns. Although it is not its own platform, email marketing analytics can be found in a multitude of other programs, such as Google Analytics, Mailchimp, Hubspot, and many others. These analytics are crucial to the success of any email marketing campaign, as they can give you insights regarding these topics:
Just like every other analytics software, email analytics programs track how many recipients of your emails actually click on any hyperlinked content within the message. A low CTR can indicate that your calls to action are not obvious enough, or that the emails are too long and may be seen by consumers as spam.
The open rate signifies the percentage of subscribers who have opened an email. This indicator typically varies depending on the content of the email, the audience, and the subject line, but the average open rate for a marketing campaign email is 17.8%.
Differing from the web analytics definition, an email marketing bounce rate tells you how often an email gets “bounced” back to you by a recipient mail server. There are two types of email bounces:
Platforms like these can also show you how many users have unsubscribed from your mailing list. Don’t let this number worry you, since things like this are the exact nature of email marketing. Every time an email is sent out, you run the risk of losing subscribers. In fact, this is more of a matter of how quickly and how often you lose subscribers. For example, you may have the ability to pinpoint which email caused you to lose the most subscribers and keep that in mind for the future.
Blackhawk Digital Marketing helps your business get the most out of your campaigns by maximizing the power of your Analytics with easy to use custom Dashboards.
|Analytics & Tracking Metrics|
|Website & Landing Pages|
|Call Tracking(as needed)|
|Real Time 24/7 Dashboards|
|Access to your dashboards 24/7|
|Real-time data visibility from Google, Facebook, Email, Websites, & Ad Campaigns|
|Clear dashboard overviews of Web Traffic, Channel Sources, Ad Campaigns|
|Connected to Google Search Console|
|Connected to Google Analytics|
|Connected to Google My Business|
|Connected to Google Ads|
|Connected to Facebook Social|
|Connected to Facebook Ads|
|Analytics Technology Setup and Verification|
|Add Google Analytics Script|
|Connect Google Ads to Google Analytics|
|Connect Google Agency Analytics to Google Analytics|
|Connect Google Analytics to Google Search Console|
|Connect Google Analytics to Google Tag Manager|