Knowing your digital marketing KPIs is critical to campaign success.
“You can’t improve what you don’t measure” – Roger Bryan
The foundation of all successful marketing campaigns is an inherent focus on the ‘numbers’ or KPIs (Key Performance Indicators) they produce. So what are the most important KPIs to consider in a successful Digital Marketing Funnel? We’ve broken them down into four categories with ten total statistics for you to consider
Rank refers to where your keywords rank on Google. The results are assessed primarily using both Google Organic and Google Maps rankings to measure the success of your SEO efforts over time.
Performance indicators come from the Google Search Console. These data points show how the search engine is presenting your site and how users are reacting to that presentation via different types of interactions.
Traffic is actual user engagement with your site. Measuring how many people come to the site and how many pages they view during each visit gives you an idea of your opportunity for conversion, shows you which areas need improvement, and which are already doing what they are meant to do.
Conversion is the number of people that take action on your site after visiting. Conversion rates can be measured by received phone calls, form submissions, chat engagements, or other various points of financial value capture like sales or return customers.
When building a digital marketing campaign, you’ll choose a select group of keywords to work with. The success of your efforts in ranking those keywords is monitored at two levels.
The first is ‘all keywords’ which shows you the overall success of your efforts. The goal is to have an average rank of below 10, meaning all of your keywords are on the first page of Google for either organic position or maps positions.
The second level is the keyword group level. This allows you to measure the success of your efforts around a subset of all keywords typically relating to a specific URL on your site. By measuring at this detailed level, you can find optimization opportunities in both onsite content and offsite link building, as well as further narrow the focus of each campaign to help ensure success.
Your visibility score is the percentage of keywords that rank on the first page of Google. This is similar to average rank, but takes a sightly different point of view. While average rank will show you the overall scope of success, it can be skewed if a select group of keywords are in the top spot (number 1 for organic or maps) while other keywords are ranking 50+ (or not at all). The visibility score is used to get a feel for how many keywords you should be working on vs. which specific keywords (as shown with average rank by URL) are the current focus.
The goal here is for 80% of keywords to rank on the first page. If you’re not reaching that goal, you may want to look at the total number of keywords you’re working on. Doing less now will help you get better results later.
Impressions are the number of times your website is shown within search results. The example shows that this site had 7M impressions over the last 90 days. These results are considered “auditions”, where Google has given web searchers the option to click on your site based on the relevance of your website to the intent of searchers. The goal is to grow your impression count between 10% every 90 days and 25% on an annualized basis.
The click through rate is the percentage of people (impressions) that click on your website when given the chance to do so. The key elements that you can control here are your Page Title and Meta Description.
By looking at each page in Google Search Console, you can find opportunities to improve your titles and descriptions to make them more relevant and engaging to the searching audience. The target here is a 3% CTR.
Pageviews tell us the number of pages that users visited on your site in a given time frame. This gives us an idea of engagement with your content and is the basis for conversion opportunities. A single visitor may visit multiple pages, so we’ll also want to count the total number of users. We specifically want to measure this for organic traffic, as it relates to our goal of growing organic traffic & increasing conversion rates. The goal is to grow your page views between 10% every 90 days and 25% on an annualized basis, same as with impressions.
Time that users spend on site can be an indication as to whether or not the content they are viewing is engaging. When a site like Google ranks pages for relevance, one factor taken into account is the average time that organic traffic users spend looking at a specific page. When this number is high, rankings will improve and provide you with more visibility. While it’s not always necessary to monitor each page individually, using page type categories (landing pages, blog posts, homepage) is helpful. Suggestions for improving this include ensuring that content is compelling, including relevant images and providing more information.
A site’s bounce rate is typically measured in two different ways: by categorizing the number of visitors that exit a site without viewing more than one page, or those that spend a very short amount of time on the site overall. The overall goal is to lower bounce rate – which means retaining site visitors – but the threshold for what indicates a ‘good’ score can differ depending on what type of industry your page is tailored to, as well as to what type of page it is. To improve this score, working on individual page or categorical content is recommended, but it’s important to understand that higher percentages (between 45% and 55%) are considered typical, and can only be improved over time.
Users are defined as “the total number of visitors for the requested time period”. We want to measure this so that we know if we’re growing the number of people that we’re getting to the site -specifically the number visiting our target pages. The goal is to grow your user count between 10% every 90 days and 25% on an annualized basis.
Your conversion rate is the percentage of users that visit your website relative to the number of conversions you have. On a target page level this should be around 3%. It can sometimes be hard to measure this metric site-wide if your site contains a lot of educational content designed for a broad audience to consume. This is most likely to be an issue for local service businesses. By focusing on the target URLs in your campaign that are designed to convert, you can better manage your overall conversion rates in a matter that creates greater business success for your individual needs.
Measuring the number of conversions is no different than checking to see how much money is in your bank account. At the end of the day, all of the other metrics only exist to support this final – and very important – KPI. Conversions can be categorized as all types of monetized engagement like calls, form submissions, a chat session, download into funnel and many more.
Each target page you’re working on should have some type of conversion path or call to action that you can measure and monetize.
We’ll end where we started by saying the following: You can’t improve what you don’t measure. Before you apply any effort into a marketing campaign, you need to have a base of accurate data to work with. Use the above KPIs to take control of your marketing initiatives, and you’ll find that greater ROI is much easier to capture.
A good place to start is to find a group of marketing professionals willing and able to help you create and realize the right goals and objectives. At Enfusen, we can do just that via organizing and helping to improve your data in numerous ways that can – and will – improve campaign performance. We’re alway happy to chat, so Let’s Talk about Digital Marketing.
There is a saying “You can’t improve what you don’t measure”. The key to a successful online marketing campaign is knowing your data. It doesn’t matter if you’re doing your own marketing, working with an agency, or if you’re just curious about where you stand; the Enfusen Local Marketing Dashboard will give you the clarity you need to drive success.
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