To find all of the key performance indicators for online marketing (KPIs), you don't need to spend too much time on the internet. But are such lists really useful?
Lists listing dozens upon lists of marketing KPIs are excessive and unnecessary. To understand the performance of a campaign in the context of your marketing strategy, you don't need (or can't) measure all possible metrics.
Generic lists can't tell you which KPIs make sense for your clients, or what campaigns your Denver marketing agency is running.
They are not able to help you select the most relevant metrics to evaluate your marketing efforts for each campaign.
Based on our experience working alongside 1,400+ agencies, it seems more helpful to share the top 3 marketing KPIs of each of the main types of marketing campaigns: brand awareness and acquisition and conversion. Engagement is also a good option.
What Campaign Types Matter?
With the many available tracking tools, it's obvious that can measure numerous campaign metrics. can but shouldn't. Not every KPI provides valuable insight for every campaign.
You can't go wrong with web traffic page view views as a simple example of a metric that's both often tracked and often meaningless. Website traffic KPIs are necessary if your campaign is to increase conversions. Traffic is one of the easiest marketing metrics to track, but it cannot tell you how effective a conversion program is.
This is why it's so important to tailor your KPIs for each type of campaign that you run, so you can ensure they provide meaningful insight into campaign performance.
Brand Awareness KPIS
The most difficult thing about brand awareness campaigns is how do you measure them? This is why it's so important to select the right KPIs. We recommend these KPIs to gauge the effectiveness of brand awareness campaigns.
- Organic search rankings and click-throughs
- Media and social media mentions
Search Rankings & Serp Click-Through Rates (Ctr)
Marketers know that increasing brand awareness is about getting your client's brand out there to more people. Ranking high on popular searches is one-way marketers can do that. Because it gives you an indication of how many people are looking for your brand, we recommend that you track SEO rankings for unbranded keywords.
CTR in search results can reveal more than just how effective meta-information is. It is also an indicator of how well-respected and trusted the brand or domain name is.
Paid ads can be tracked across a variety of metrics, regardless if they are on a platform. Ad impressions are the most important indicator of a great brand awareness campaign. How many people have seen the ad?
Facebook, Google, and Instagram will all show you impressions, in part because this is the best way to see how many eyeballs you have bought with your advertising budget.
Mentions Media And Social Media
A well-designed brand awareness campaign not only gets people thinking more about your client's brands but also gets them talking more about it. Referrals on social media and other media can have a big impact on brand recognition and familiarity. It is why we recommend that you track mentions, particularly on social media.
Tracking media mentions can help you keep an eye on brand sentiment so you can ensure your awareness campaigns are achieving the results you desire.
Engagement In Social Media
Social media is the place where brands engage with their customers, regardless of whether they are running campaigns there or not. Therefore it is important to measure this engagement. This will allow you to see how people are engaging with your client's brand on social media.