When it comes to digital marketing, simply trying random tactics won’t work. It’s like throwing spaghetti at a wall and hoping it sticks. Success requires a well-thought-out strategy, consistent effort and a deep understanding of your audience. You need a way to measure your efforts, see where you’re succeeding and pinpoint where you need to pivot your strategy. Only 23% of marketers believe they are tracking the correct metrics. Do you know which are the most important to track? Let’s look at the ones you need to know and, most importantly, how to measure them. 

Web Traffic 

Your website is like a digital storefront. The more people that walk by (or click, in this case), the better your chances of making a sale or generating a lead. Website traffic is one of the most straightforward KPIs, but it’s more than counting visitors. When measuring your web traffic, Google Analytics is your user-friendly, go-to. Interested in a pro tip? Take a look at traffic sources to understand where exactly your visitors are coming from. This will help identify which channels are driving traffic and where you need to focus more of your marketing efforts. 

Conversion Rate 

While gaining web traffic is great, if those people aren’t converting then it’s like having a packed store with nobody buying. Conversion rate is the percentage of visitors who complete a desired action, whether that’s making a purchase, filling out a form or signing up for an email newsletter. You can find your business’s conversion rate by dividing the number of conversions by the number of total visitors. For example, if 100 people visit your site and 5 buy something, your conversion rate is 5%. 

Engagement Rate 

Your engagement rate is the percentage of people who interact with your content after seeing it. These interactions include likes, comments, shares, saves and clicks on links. Essentially, the engagement rate tells you how much your audience cares about what you’re posting. There are a few ways to calculate engagement rates, but a common formula is: 

Engagement Rate = (Total Engagements/Total Impressions) x 100 

To increase your engagement rate, try using a variety of content types (videos, images, text) to keep things fresh and be interactive by asking your audience questions. 

Impressions 

Impressions are the total number of times your content is displayed, whether it was clicked on, engaged with or neither. Think of impressions as casting a very wide net to see how many people it can reach. Calculating how many impressions your content receives is simple – the platforms do it for you. If you’re getting a lot of impressions but not much engagement, it could mean your content is getting seen but not resonating. Try using relevant hashtags, promoting across different platforms or investing in our SEO services so that we can help optimize your content. 

Click-Through-Rate (CTR) 

So, people are seeing your content, and they’re engaging with it, but are they clicking on it? Click-through rate is one of the most important metrics to be aware of because it tells you how many people are taking that next step and clicking on your link, CTA button or ad. A high CTR means your audience finds your content compelling enough to act. You can measure this metric by taking the total number of clicks and dividing that by the total number of impressions. Once you have that number, multiply it by 100. To increase your CTR, use words like “Now,” “Today,” or “Limited Time” to create a sense of urgency within your CTAs. 

These KPIs aren’t just numbers to look at once a month and forget about. They are actionable insights that can guide your marketing strategy, help you make decisions and, most importantly, drive growth. Contact JSK Marketing today to get started building a strategy that works for you and your goals.