As a business owner, it is important to put together a digital marketing strategy for your company. This can be to achieve a specific goal. This can include to boost brand awareness, level-up lead acquisition, or even enter a new market. Whatever your goal is, consistently monitoring and tracking your campaign’s performance is equally important to ensure you are not investing your resources in the wrong direction. In this article, I will share some tips on how to track your digital marketing campaign.
This is one of the easiest ways to check how well your digital marketing campaign is doing and is simple to implement. You can do this using a web analytics platform such as Google Analytics. All you need to do is paste a small snippet of code on your website, and you will instantly be able to see which of your digital campaigns are driving the highest sales.
Leads from web forms
Most websites have web forms in place that visitors can use to book appointments, enquire about services, schedule personalized demos, get free downloads and so on. Many of the visitors who fill up your form could later convert into customers if they are approached promptly and nurtured right. Another good way to track digital campaign success, therefore, is to track on Google Analytics which campaigns bring in the most web form submissions.
Live chat is a great way to engage website visitors who want immediate answers to their questions. Once you have a chat tool in place on your site, you can use the built-in tracking programme or integrate Google Analytics into the tool so that you can keep track of which digital campaigns are driving the most live chat conversations.
Email open rate
Email marketing should be an important part of your digital marketing campaign if it is not already. Your email open rate is the number of people who opened your email as a fraction of the number of people who received it. Ways to increase your open rates include properly segmenting your email list, sending emails at appropriate times and having an eye-catching subject line. A/B test your emails as much as you can so that you can achieve higher open rates over time.
Phone call leads
If you have an official business number that potential customers may call for inquiries or to place orders, you will need to track the leads and sales from these calls too. Set up dynamic number insertion (DNI) so that different visitors see different phone numbers depending on how they arrived at your website. Then, you can look at your phone logs to see which campaigns brought in the most calls.
Number of site visits
While website visits don’t necessarily lead to conversions or even a further enquiry, it is an important metric to track. This is especially when it comes to viewing traffic trends over a period of time. For instance, measuring site visits from organic SEO is a good way to see how well your site is doing on its own. It also helps you identify and correct potential problems if there is a drop in organic SEO traffic.
The main criterion to measure any digital marketing campaign’s success is your engagement rate. While social reach is always higher than the number of people who engage with your posts, you should aim for an engagement rate of at least 2-5%. Likes, Shares, Retweets, Clicks and Comments all count as forms of engagement. Based on which of your posts garner the most engagement, you can adapt your content strategy to give your followers what they want and thus encourage them to engage even more.
Pageviews per visit
While website visits are important to measure, they are not necessarily indicative of interest, particularly if the visitor leaves at once without exploring any of the product or service pages. Another metric to keep an eye on, therefore, is the number of page views per visit. Google Analytics gives you insights on how people click through your website, including which pages they visit most often. This can help you promote the product pages or the blog posts that are performing especially well.
Average time spent per visit
Analytics can help you track how much time people are spending on your website. While this is not a direct sales metric, people who spend longer browsing your pages are likelier to buy from you later. A related metric in this regard is the bounce rate. This is how many people hit the back button the moment they reach your website.
A high bounce rate could be indicative of a disconnect between your digital marketing campaign and your landing page content and could also lead to SEO penalties if Google flags your website as spam. Tracking your bounce rate, therefore, will help you spot problem areas and rectify them quickly.
Customer relationship management (CRM) tools are primarily used to track your sales processes and prospecting activities. However, they can also be useful when it comes to tracking your digital marketing campaigns. For instance, you can filter the prospects in your CRM by campaign or lead source to track in real-time whether your marketing efforts are working for them.
Tracking the social reach for the posts you share helps you see how many people actually saw what you posted. Ways to increase your reach include branding all your social pages consistently, having a regular schedule of high-quality content posting and engaging with your social community.
Tracking KPIs can be a time-consuming process and if your resources are tight. So, you don’t want your marketing team to invest a lot of time making reports. You would rather want them to focus on running the digital marketing camping itself. This is why it is important for you to decide when you want to report – weekly, monthly or quarterly basis. Moreover, tracking is an overwhelming process for those companies or teams if they are running a full-fledged campaign for the first time.
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