Not everything should or needs to be measured. It is necessary to define, according to the company's digital marketing strategic planning , which metrics are most relevant and aligned with the business objectives. Those that make a difference in the results are transformed into KPIs, which are key performance indicators. The most commonly used are:
Conversion rates (in sales, subscriptions, downloads, registrations, etc.);
ROI (Return on Investment);
CAC (Customer Acquisition Cost);
CAL (Cost of lead acquisition);
Impressions and page views;
Dwell time and bounce rate;
There are also several others. Some are not as important, they are known as “vanity metrics”. Like likes and views, for example. Despite this, they serve as aids to achieve other goals and can also be evaluated. However, the company undoubtedly values metrics related to sales, generating opportunities or reducing costs much more.
It is difficult?
AdoveMany companies have difficulty visualizing these belize whatsapp data marketing results . Sometimes, because they do not have a well-defined strategic plan – and therefore do not know what their goals are. Other times, because they waste energy on very simple analyses, which are not capable of revealing what is going right or wrong. And still others, because they are unable to share the necessary data between the marketing team and other areas of the company. Marketing professionals need to have access to data beyond marketing data in order to be able to make the calculations, as we will see below.
Many managers in the area ignore the immense potential of measurement in digital marketing. It is important to remember that, when used well, digital marketing metrics can be a gold mine! They show where the company is going wrong, point out new directions and reveal valuable opportunities. Learn a little more about the most important ones:
ROI Calculation
Calculating ROI is one of the most important metrics, if not the most, for measuring a company's results. ROI stands for Return on Investment. ROI is not a metric exclusive to digital marketing. It can – and should – be used to calculate the result of any investment made, whether in the online environment or not.
Using ROI, you can find out how much revenue a given campaign has generated for your company. This way, you can define your company's sources of profit, the most effective communication channels, which source is delivering the best results, etc.
To perform the calculation, you need to add up all the sales and cash generated by the strategy and subtract the amount invested in digital marketing actions. To do this, the marketing team needs to know the sales figures and the company's total investments (marketing, sales, etc.). Want to learn more about calculating ROI? Read our exclusive article on the subject by clicking here .