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Online Marketing & Digital Marketing The metrics you should analyze in your online marketing campaign

Posted: Thu Dec 12, 2024 9:42 am
by aklima@3
nalysis is what makes marketing a science rather than a game of chance. For many business owners, online marketing is a superfluous expense, something that is only allocated a budget when all other areas are covered. This is because the outcome and performance of an online marketing campaign are uncertain: it may be a resounding success and bring you new customers, or it may be an apparent failure, wasting time and money.

A regular and thorough analysis of these 12 most relevant online marketing metrics will help you overcome this factor of unpredictability and ensure the success of your campaigns.



On relevant sites
- Total visits: Visits can be measured both on the main website and on any other site relevant to the strategy, such as a blog or landing page. The total number of visits will help you to have a global approach about how the actions that aim to drive traffic are working, as well as detect problems when this value changes drastically in a short period of time.

- New sessions: This metric can be found in Google Analytics and allows you to know how many of the visitors are new and how many are recurring. You will be able to discover if your site has enough engagement or if the outreach efforts are fruitful, as well as detect what effect the changes you make have.

- Specific traffic by channel: Ideal for large venezuela b2b leads campaigns, this metric available in Google Analytics allows you to know which channels bring the most traffic to your site (direct, through referrals, organic or social). Once you detect them, you will be able to allocate more resources to the most relevant channels.

- Bounce rate: This tells you what percentage of users have left the site after visiting only the landing page, that is, without having interacted with the site. It is desirable for this percentage to be low, so if you notice that you have a high bounce rate, you should analyze what improvements to introduce to retain visitors.

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- Total conversions: This is one of the most important metrics to measure the return on investment in marketing. There are different definitions of conversion, so first you must define yours (complete a form? A final purchase?) and set goals. Analyze this data with special attention; a low conversion could be the result of a poorly designed strategy, bad offers, or low quality of website visitors.

- Cost per lead: The CPL is different depending on the type of strategy chosen for each of the channels, so it is a much more specific metric than those mentioned so far. To calculate it, compare the monthly cost of a campaign with the number of potential customers generated in the same period. Make sure you also take into account the “invisible” costs, such as time, start-up and other associated expenses.