As a marketer, tracking the various marketing metrics to understand campaign performance is an indispensable part of the job today. If you want your campaign to succeed, one of the biggest challenges many beginner marketers face is simply “not knowing where to start.” That’s because there are now hundreds, even thousands, of marketing metrics out there, so it’s easy to get lost and end up wasting both time and budget for no good reason.
Of course, getting the most value out of the metrics you use to measure your campaign performance depends on your own marketing strategy. So in this article, we’ll recommend the marketing metrics best suited to each fundamental marketing objective in use today, from Paid Marketing all the way to Email Marketing. Let’s take a look at what they are.
What Are Marketing Metrics?
Marketing metrics are like tools that can track performance and help evaluate the success of a campaign. They are presented as measurable values, such as numbers or percentages. Typically, the tools that display these metrics present them in the form of graphs or charts, available on a monthly, quarterly, or weekly basis, so that marketers can take in the data and apply it going forward.
- Metrics for Paid Marketing
For Paid Marketing campaigns, which many people commonly refer to as PPC (Paid Per Click) marketing, the practice of building campaigns on various platforms such as Google Ads, Bing Ads, Facebook Ads, and others, there are basic metrics every beginner marketer needs to know, as follows:
Conversion Metrics are indicators that tell you how many of the people who viewed your ad turned into an action showing interest in your service or product. The key basic metrics related to Conversion are as follows:
- Conversion Rate
- Click Through Rate (CTR)
- Total Number of Conversion
- ROAS (Return On Ad Spend)
ROAS is a metric that tells you the revenue earned from the budget you invested in an advertising campaign. The benefit of calculating ROAS is that it helps marketers understand how worthwhile the investment in that particular campaign was. Other related metrics include the following:
- Customer Acquisition Cost (CAC)
- Cost Per Lead (CPL)
- Customer Lifetime Value (CLV)
- Metrics for SEO Marketing
SEO, or optimizing a website according to the principles of Search Engines so that the site can rank on the SERPs, has the following basic metrics for marketers who are just starting out with SEO:
- Website Visitors
- Bounce Rate
- Page Views
- Landing Page Performance
- Session Duration
- Retention Rate
- Search Traffic
These metrics help beginner marketers gain a better understanding of the Website Traffic on your site, and they can be tracked using tools such as Google Analytics, Google Search Console, Semrush, Ahrefs, and so on.
- Metrics for Social Media Marketing
To get the maximum effectiveness out of running campaigns on social media platforms, measuring results with a complete set of metrics is essential, as follows:
- Engagement Metrics
Engagement metrics on social media platforms, whether on Facebook, Twitter, or LinkedIn, help marketers track the performance of their campaigns and use the resulting data to shape their marketing strategy going forward. The basic metrics you should know about Engagement Metrics are as follows:
- Engagement Rate
- Likes
- Comments
- Shares
- Subscribers/Follower
- Metrics for Email Marketing
In addition to expanding your customer base and increasing sales, Email Marketing can also grow your website traffic by leaps and bounds, and it’s Organic Traffic that doesn’t cost a single baht to promote. The basic metrics for Email Marketing are as follows:
- Open Rate
Open Rate, or the rate at which emails are opened, is an important figure marketers need to know in order to determine whether the results of this campaign of yours are effective enough. There are 2 important metrics, as follows:
- Open Rate
- Number of Email Open
- Bounce Rate
- Click Through Rate
- Unsubscribe Rate
- New Subscriber
And all of the above are the basic metrics that every beginner marketer should know, so that you can measure your campaign performance on target, understand which areas you should choose to focus on first, keep your budget from spiraling out of control, and get the most worthwhile results in return.
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Relevant Audience is a company that provides services as a Digital Performance Marketing Agency, with the main goal of delivering digital marketing services that help businesses reach their target audiences who are looking for products or services at the right time, place, and device, through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), all the way to Influencer Marketing, and we are also part of the Google Partners program.
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