How to Evaluate Digital Marketing Performance

Businesses regularly execute marketing campaigns to increase leads or boost sales. So, it’s vital to follow the implementation stage with Digital Marketing Performance Evaluation. Marketers must know how to evaluate Digital Marketing Performance Data to examine their previous advertising strategies.

Nowadays, “55% of marketing is digital,” surpassing traditional marketing. Thus, every company needs to assess its online marketing performance in a continuously changing environment. As a result, they can use their resources and the most up-to-date strategies to maximize their success.

This outcome is a top priority for various companies, but how do we evaluate digital marketing success?

Start Your Digital Marketing Campaigns Right

It’s essential to determine how to measure or evaluate your Digital Marketing Performance effectively. Thus, your marketing team should rely on Key Performance Indicators (KPIs).

After all, a digital marketing plan can help you attract potential customers that are sure to convert. For instance, you can utilize a variety of channels to convert interested site visitors, such as your website and social media. However, if you can’t ensure its effectiveness, your marketing plan becomes unsustainable and won’t help you in the long run.

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Over the years, marketers refined the best practices for campaign evaluations, which are instrumental for online success. With the help of campaign data, you can review past and current strategies to develop better future plans. 

For instance, your SEO Marketing Plan allows you to rank better on search results pages. An excellent Digital Marketing Performance Evaluation can provide the insights you need to exponentially increase success.

How to Evaluate Digital Marketing Performance:

Here are initial steps that you can take to start measuring the success of your Digital Marketing campaign:

Step 1. Identify and Set Business Objectives.

Before executing your campaign, you must first set your goals or business objectives. After all, your campaign is directionless without any endgames to achieve! Finding desired objectives can help narrow down your metrics or KPIs. 

You must set targets for actionable items to create a thorough plan. As a result, you’ll have a smoother Digital Marketing Performance Evaluation.

Step 2. Set a Timeframe or Timeline.

Since you already have goals in mind, the next step is to establish a realistic timeframe for achieving them. This timeframe contributes to the evaluation process, as you can see how well your plan has worked within a specific period.

So consider scheduling regular (weekly or monthly) meetings with your team. Monitoring progress is crucial to success, so you must set aside some time to review campaign data. 

Step 3. Identify Focus Target Segments.

When creating your marketing campaigns, consider the audience you’re marketing to. Thus, after setting up goals and a timeframe, you must set up your target market.

“74% of consumers feel frustrated” when website content isn’t personalized. To get results, you have to engage with potential customers. So focus on getting the attention of qualified traffic, or people interested in your brand. The data you collect from that traffic can then be used to improve your campaign.

Step 4. Establish Your Key Performance Indicators.

It’s critical to figure out the following:

• What you’re trying to measure, as it feeds into your final results; 
• How your KPIs relate to the goals you set during Step 1; and
• Lastly, how you can achieve them in the timeframe you set.

Keep in mind that the metrics you’re measuring should be related to your intended users’ experience. After all, human behavior is the thing driving your Return on Investment (ROI).

Step 5. Create a Metric Map to Evaluate Digital Marketing Efforts.

Once you’ve found your digital marketing metrics, the next step is to create a metric map or template. This tool can be modified and scaled to your needs while providing valuable insights. For instance, it can include an overview of campaign events and what worked and didn’t. Thus, you must set specific targets that relate to your KPIs to guide your efforts effectively. 

Step 6. Use a Good Analytics Platform. 

Part of Digital Marketing Performance Evaluation is having the right tools for the job. To effectively analyze data across various metrics, you must utilize an analytics platform that streamlines data collection. Fortunately, there are plenty of analytics platforms to choose from, such as Google Analytics, Semrush, Hubspot, etc.

These tools usually have data collection capabilities for websites, SEO, and social networks. For example, through analytics, you may find that you have little to no engagement on your social media accounts. It’s one of the many Digital Marketing Challenge businesses currently face.

Step 7. Make Improvements Based on Results.

Once you’ve formulated the perfect digital marketing strategy for your brand, you must put it in motion. 

The essential thing about Digital Marketing is that you keep improving with every iteration of your campaigns. So, of course, you need to rely on your Digital Marketing Performance and its evaluations to find out what you can improve.

Map Out Your Digital Marketing Metrics

Key Performance Indicators can be tracked with various tools, as mentioned earlier. But such indicators can be spread across multiple channels. 

First off, to evaluate Digital Marketing Performance, you must monitor your overall traffic and total ROI. For the latter, whether it’s for your site or social accounts, your ROI equates to how much you spent (investment) vs. how much you earned (return).

Overall, KPIs can help you monitor your campaign progress towards particular goals. But, naturally, you’ve got to cater to the human experience or UX. So while measuring data, you still have to consider the people who make up your traffic.

There are many digital marketing KPIs that your competitors are also looking into.

Source: Fit Small Businesses.

Website KPIs that You Should be Monitoring

Many businesses set up a dedicated website to attract traffic. Here are the metrics you must examine:

• Traffic by Source — Monitors where your site visitors come from, whether it’s search engines, advertisements, etc.
• Mobile Traffic — This KPI shows how many mobile users accessed your site.
• Page Views — The total number of pages that a website visitor viewed.
• Most Visited Pages — The most valuable areas of your website.
• New vs. Returning — This shows how relevant your website content is over time. Thus, multiple visits can indicate you’re offering content that people find so valuable that they keep coming back.
• Sessions — How many visits your website receives, in 30-minute increments as counted by Google.
• Average Session Duration — This KPI shows the average time a visitor has spent on site.
• Exit Rate — Reveals something about your website design and user experience.
• Bounce Rate — The percentage of website visitors who leave right after viewing only one webpage.
• Conversion Rate  — This could be an actual sale, or just a new subscriber, a completed download, a lead entry, etc. Also, this metric depends on what strategy you have executed for your campaign.

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SEO KPIs for Digital Marketing Performance Evaluation

Search Engine Optimization is critical to your success, so you must also check these metrics:

• Conversion Rate — Indicates how many people landed on your page, completed a goal, started a trial, or bought a product. 
• Organic Traffic or Sessions — How many visitors or sessions came from a search engine.
• Click-Through Rate (CTR) — The ratio of searchers who clicked on your SERP results vs. the total users who only saw it.
• Bounce Rates — The percentage of visitors who “bounce away” without doing a particular action like clicking a link.
• Load Time — This metric refers to how long it takes for your website to appear.
• Keyword/Search Rankings — You can use this KPI to track keywords that your pages can rank with. It’s key to finding the position of your website on SERPs.
• Domain Authority (DA) — It can indicate a website’s ranking.  
• Backlinks — The number of backlinks or external pages or domains that link to your site.
• Pageviews — The total number of pages a website visitor views, which can indicate engagement.
• Average Session Duration — This metric tells you how long organic visitors stay on your site.

Social Media KPIs To Evaluate

Here are common KPIs to evaluate digital marketing activities for social media or social networks:

• Social Reach — This metric tells you exactly how many people saw your content.
• Social Engagement — The total number of interactions made on any given post.
• Impressions — This is important for clients who are running a branding campaign. For example, ads may be shown multiple times to the same person, and each time counts as an individual impression.
• Email Open Rate — The rate of people who open your email campaign compared to the overall number of those who received it. Thus, this metric shows the following: properly segmented list, attractive subject line, appropriate send time, etc.
• Click-Through Rate — Determines your relevance score.
• Cost Per Click (CPC) — Reflects the amount you pay for each click a user performs.
• Cost Per Conversion — Tells you how much it costs to convert a site visitor into a sale.
• Cost Per Acquisition or CPA — Helps you back into the proper amount you should spend to acquire a new one, in case of returning customers.

Evaluate Your Digital Marketing Performance Now!

A decent digital marketing plan will help you on the road to success. So, never start campaigns without an evaluation plan and understand how to assess your digital marketing strategies’ performance. Afterward, you can correct or stop activities that don’t give value and improve campaigns.

Consider hiring a Digital Marketing Agency in the Philippines to get you on the right track.

About Jalou Batilong

Most every great writer is a voracious reader, and no word describes Jalou better. Jalou enjoys a good read whenever she has the time to sit down and open a book or browse for interesting articles. It's through reading that she is able to digest information so easily, and write her own unique piece of information to share to everyone else.

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