It is clear that metrics in digital marketing are a very complete system to understand the current situation of a company. Knowing what is happening in the present is very difficult if you do not have data that summarize the events of SMEs. That is why metrics are so important. Kimberly Rosales, an expert in marketing strategies and business optimization, explains how metrics in this area are of utmost importance to improve the business in general.
“If you want to make good decisions about your business, you’d better know the main metrics of online marketing,” Rosales suggests. “These will help you perform comprehensive analyses that will ultimately generate the best actions for the future of the company, and therefore define the success and subsistence of the company.”
To synthesize the concept, it is necessary to stick to the concept of indicators. That is, they are data that help to understand what is happening in the different areas of a company linked to its digital presence. In this way, the situation is summarized very well in terms of the company’s objectives.
Each company establishes its objectives and depending on the company’s performance. It will be close to or far from them. Understanding where SMEs stand with respect to the goals is important, especially if the metrics in digital marketing are negative or not up to what is needed. This means decisions need to be made.
The truth is that there are a wide variety of metrics to analyze, but among the most prominent is inbound marketing. This refers to the metrics that reflect data on the advertising work.
That is, all the strategies used to attract new customers. For example, the conversion rate is an indicator that can be explained simply as the percentage of people who perform an action (such as a purchase) with respect to the total number of visitors you had on the page where the action was performed.
Leads refer to the number of people who have decided to give you their data for future contact. On the other hand, traffic sources are used to know where the visits to your website come from. Customer acquisition translates to the money that is invested to convert visits into sales. And the lifetime value, being the return that a customer has generated.
“If we refer only to SEO, we can find all kinds of metrics referring to how we have positioned our company in web search engines,” asserts Rosales. “Among the most important, we find the Indexation, referring to the URLs through which users can enter your domain. Organic positioning, which gives us the rate that reflects the efficiency of the work done to position without investment and external links, allowing you to know the relevance of your website in certain topics.”
If anything has revolutionized digital marketing, it is Google Ads and its different options for companies. Campaigns through this platform are widely used around the world, generating metrics such as investment and how much money you have invested in the platform between all or each of your campaigns. Click-through rate, which refers to a ratio that shows how often people who see your ad click on them.
There is also the cost per click, which is literally the value paid for each time this action occurs. And finally, the impressions, an indicator of how many times your ad was shown.
There are different platforms used to record and analyze. The most used is Google Analytics, being the main platform for this purpose; Ahref, used especially to evaluate link data; SEMrush, a tool to evaluate SEO; Ubersuggest, especially to evaluate the positioning with respect to keywords; and Google Search Console, to evaluate the URLs of your web domain.
Although it is true that Google Analytics is the most complete tool, it is not the only one. You can accompany it with other platforms to improve your results. It is clear that metrics in digital marketing are essential to obtain visits and, subsequently, customers.
There are many SMEs that forget to define what the success metrics are. In other words, what they expect to achieve in the future in order to understand whether or not they were achieved.
“With the use of these indicators, you will be able to improve your marketing strategy and obtain a better performance in your company. Increase your sales and your company’s growth with marketing data,” Rosales concludes.