Depending on where you are in your marketing journey, digital marketing is either a voodoo-like superstition or a teachable science anyone can master. If you’re in the former camp, you’re probably struggling to master your metrics; measuring results is the difference between wishful thinking and actual return on your marketing investment.
To be sure, there are literally hundreds of numbers, statistics, and analytical combinations you could track to give you insight into your marketing efforts and customer behavior, and not every metric is relevant to your marketing plan. That said, there are a few key metrics in three broad categories (traffic, conversions, and revenue) that are universally applicable to judging your digital marketing success. Here are 18 important numbers to watch.
1. Total Site Visits
This is the big-picture number you should monitor and track over time to give you a rough idea of how effective your campaigns are at driving traffic. This number should grow steadily over time; if it drops month to month, it’s time to take a hard look at your marketing channels to identify the problem.
2. Traffic by Sources or Channels
This is useful for segmenting your traffic sources to pinpoint which ones are over and underperforming in your overall marketing campaigns. In general, you should break these down into the following four channels/sources:
- Direct Visitors – These are the ones who come to your website by typing your URL into their browser.
- Organic/Search – These are visitors who arrive at your site based on a search query.
- Referrals – These visitors arrived at your side from a link on another website or blog.
- Social Media – If you have a social media presence (and who doesn’t?), you’ll want to measure the visitors who arrive at your site from your social media platforms. Social traffic also gives you some general insight into the overall effectiveness of your content marketing and other digital campaigns, as well, since social traffic is a good indicator of engagement and awareness.