Metrics in digital marketing: the importance for your business

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Metrics are the main indicators for measuring the results of your online strategies . They help you understand your audience's behavior and help you define new actions for your digital campaigns.

Digital marketing metrics are used by brands to develop their plans, actions and strategies . In addition to measuring the success or failure of a campaign, they allow you to monitor the team's performance and guide the next stages of planning.

They are represented by indicators that provide a series of reliable information about the actions carried out by brands. Knowing how to use them individually is crucial, however, cross-referencing data can provide accurate insights for future strategies .

There are so many numbers and analyses that sometimes it can seem difficult to understand the relationship between each one and its importance. But don't worry, once you understand how they work for digital marketing , everything becomes easier.

What are the objectives of digital marketing metrics?
Metrics need to be analyzed throughout all stages costa rica mobile phone number of planning, not just at the beginning and end of a campaign. This may seem difficult in the routine of many digital agencies , but this vision is essential to prevent unsatisfactory results and plan new strategies .

Do you know why this monitoring is important? Just look at the main functions of digital marketing metrics :
analyze users’ demographic and behavioral data;
monitor positive and negative aspects of campaigns;
identify ROI (return on investment) safely;
measure campaign performance and target audience feedback.
Now that you understand the importance of analyzing your results in depth, we have separated some of the main digital marketing metrics that you need to monitor!

What are the fundamental metrics for digital marketing?
There are several digital products available in marketing, and each one has specific analysis metrics . Here at Prod, we work with different products and strategic campaigns , so it is essential that we have a sensitive eye for our clients' objectives.

Check out the main metrics for each digital product:
Website: monitoring mainly considers user access and interaction with content, providing information necessary for SEO optimization .
Traffic: This is the total number of visits that the website receives during the analysis period. When there is a drop in the number of visits, it may be a sign that you need to reconsider your strategies and understand why users are no longer interested in your content.
Origin/Medium: The origin indicates the source of the traffic, that is, where the visitor came from, such as Google, social networks or email marketing . The medium is an indication used in the user's access. Tracking the origin of visitors is important to map the main relationship channels that can be explored with your target audience.
Bounce rate: This is the percentage of users who left the site without interacting with the content. On a scale of 1 to 100%, this metric is a thermometer that indicates that something may be wrong if the result is high.
Dwell time: refers to the average time a visitor spends on a page. This metric is directly related to user experience . If people spend more time on your website , it is a sign that the content is relevant and the navigation is good.
Social networks: social metrics are those in which the objectives set by the brand are reflected in the strategies on social networks . Each social network has its own particularities, but there are related analysis areas that make it easier to monitor the performance of campaigns.
Reach: represents the number of users who came into contact with the publication. For example, the same person, even if they saw a post four times, will be counted as a unique user.
Impressions: reflects the number of times the content was displayed on the timeline. In the case of impressions, all the times the posts were displayed to the user are counted.
Engagement: is the sum of all user interactions – comments, likes, shares, clicks on posts or video views.
Followers: This is the number of users who express an interest in following a brand’s publications. However, having a lot of followers does not mean that everyone will see your content.
Email marketing: Immediately after being sent, emails generate data related to the destination, recipient engagement and other parameters. In general, some insights can be mapped using email marketing metrics .
Clickthough Rate (CTR): This is one of the most important metrics in email marketing , as it measures the clickthrough rate in relation to the number of emails sent. In short, CTR is able to evaluate the contact base by measuring user engagement.
Conversion rate: represents users who opened the marketing email , clicked on the CTA (call to action), were directed to a landing page and completed the intended action.
Open rate: measures how many users opened the email in relation to the number of messages sent.
Unsubscribe rate: shows how many users have chosen to leave your contact base. Ideally, the unsubscribe rate should be less than 1% of the total list.
Podcast : There is no doubt that podcasts have gained the attention of many users and, today, they are the bet of brands in various segments.
Followers: number of users subscribed to the channel. Basically, it is a great indication that your podcast is growing.
Starts: Represents how many times episodes were listened to or downloaded.
Retention: This is the percentage of users who have listened to the episode up to a certain point – extremely useful for evaluating the episode’s performance and engagement.
For digital video products, the key metrics are similar to podcast analytics . Videos are promising formats and should be measured on the following parameters: views, retention, playback rate, and engagement.

Now that you know the objectives and main digital marketing metrics , it is essential to know the analysis platforms.

What tools are available for analyzing results in digital marketing?
Some platforms offer dozens of pieces of information for monitoring the performance of indicators. This facilitates the process of joint analysis, making it possible to cross-reference data and extract insights.

The main tool used in this process is Google Analytics. With it, you can monitor indicators such as conversions, sales, bounce rate, dwell time, traffic source, and many others. Social networks offer platforms that allow you to generate complete reports on campaign performance.

Another way to extract results is by using UTM parameters, also called tracking links. They work as extensions added to links to identify the origin of that traffic. This means that, when publishing new content on social media , whatever it may be, it will be possible to identify which action brought the most qualified leads.

In any digital strategy that involves sharing links, UTM parameters can be used.

Metrics: the path to success
You might be wondering how all this happens in practice. So, let's go!

Here at Prod, we work with major brands and produce a variety of digital products. As such, our focus is on the metrics of each product, project or campaign.