As digital marketing professionals, we’re often asked the best way to quantify the performance of digital marketing campaigns and how to track your return on your investment (ROI). While there is no solution when it comes to tracking the success of any digital campaign, there are things you can do to monitor performance.

They are:

 

Set your objectives early. Is your goal to increase brand awareness? If so, you’re probably less focused on metrics such as Click Through Rate (CTR) and more focused on reaching as many people as possible (impressions). On the other hand, if your goal is to convert as many clicks into leads as possible, then you have some more strategizing to do. Make sure your site, or the landing page you’re using for your campaigns, is optimized for conversion tracking. Implement as many lead capture opportunities as possible without creating a poor user experience (think simple calls to action with enticing lead capture forms). Make sure you have a Google Analytics Tag installed on your site, and, if necessary, a conversion pixel implemented and tracked on your chosen marketing platform.

 

Aside from conversions, you must understand other important performance indicators to understand the effectiveness of your campaigns. Here are a few to consider:

 

  1. Traffic to your site. The age-old rule quality over quantity still applies here, but your site traffic can play a role in understanding your marketing efforts. If your traffic increases 20 percent; that’s great! Now, harness that traffic and establish a strategy for capturing leads once your visitors land on your site. Pay attention to which pages are driving your traffic to increase—if they are campaign related, chances are your digital marketing efforts are paying off.
  2. Average time on site/ bounce rate. If you’re driving more traffic to your site, your goal is to keep them there as long as possible. Pay attention to the number of clicks your campaigns receive, the page users land on and how long they stay there. If the bounce rate is high, chances are visitors are landing on a page that does not accurately reflect information for which they were looking.
  3. Monitor the traffic sources to your site. Mobile is taking over as the No. 1 device used when browsing the web. However, this may not be true for certain sites or even specific pages on your site. If you are driving traffic to a page that is not optimized for mobile and your campaign traffic is primarily mobile, you have a problem.

 

The age-old metrics are still important. Make sure you understand the numbers generated from your campaigns. Metrics such as CTR and Impressions are still important and need to be evaluated. Display campaigns will generally have a lower CTR than search, so do your research before jumping to conclusions when evaluating campaign reports.