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Digital Advertising Metrics
They say Google only loves you when everyone else loves you first. Well, this is both: a funny statement and a harsh reality. Everyone intends to boost their sales conversion or enhance their brand awareness but intentions are not important, impact is. And this impact is measured with the help of Digital Advertising Metrics. These metrics track and guide your campaigns, and look out for what you intended to achieve and how much you have actually achieved.
Here are some of the most important digital marketing metrics to look for-
- Total site visits
This is the bigger picture and it gives you an idea about the number of visitors visiting your site. This is something you must watch and track regularly to understand the effectiveness of your campaigns. The core of these campaigns is driving traffic. The increase in the number of visitors signifies the success of campaigns. On the other hand, a decrease indicates a problem either in the strategy or in the marketing channel.
- Click-through rate (CTR)
You drive the customers through the sales funnel by tempting them to click on your ad. This is a very basic yet vital requirement. CTR tells you the percentage of people that clicked on your ad, in contrast to the percentage of people that only saw it. Hence, this metric serves you in recognizing the effectiveness of your ad. This way you can create a more effective and appropriate ad.
Reach describes how many people saw your ad. You must understand that visibility is the key. Everything else comes next.
Impressions mean the number of times your ad was viewed. This metric involves multiple views from the same person. The objective behind multiple views is to reinforce the message communicated via the ad. If someone viewed your ad five times, then those five views would count as five impressions.
To know the number of clicks on your ad. It tells you whether your ad was attractive enough or not for catching the viewer's eye and stimulating them to click.
- Cost-per-click (CPC)
In online marketing, you are supposed to pay each time someone clicks on your ad. CPC indicates how much your business is paying, on average, with each click. CPC can be estimated using a CPC calculator, or you can utilize ad platforms, like Google Ads, that helps in calculating this cost.
- Cost-per acquisition (CPA)
As the name suggests, the CPA is the average cost of acquiring a new customer. It tells you how many paying customers you have gained. The method of calculating the CPA is either using a calculator or manually by dividing the total ad campaign costs by the number of conversions for earning a new customer.
- Cost-per-thousand impressions (CPM)
CPM signifies the amount your company is spending on getting 1000 views or impressions of your ad.
- Total Conversions
It reflects the number of anonymous site visitors who are now digital records in your marketing database, either because of purchasing from you, or downloading your app or subscribing/agreeing to your service.
These metrics help get an accurate view of how well you’re performing, which channels are most fruitful in generating revenue, and what is working in your favor. Additionally, you also get an idea about where you are lacking and where your efforts require correction.
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