Free Guide! The 8 Key Ingredients for Effective Email Marketing
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Digital marketing analytics… the phrase alone makes a lot of people scrunch their nose and say, “Analytics are confusing.”
I can totally relate. When I began my career in digital marketing, I would track various digital marketing metrics… and by that, I mean I would enter a bunch of numbers into a spreadsheet every month and give it to my boss. I didn’t really know what I was looking at, or why it mattered, let alone if the numbers I was inputting were actually any good.
But once my boss started teaching me why we tracked certain digital marketing analytics and what they meant in the grand scheme of things, I started to understand the importance of data (thanks Kit!). I now love digging into metrics to get a bigger picture of what’s working and what’s not for Maribloom and our clients. Having an understanding of our metrics helps us decide where to focus our efforts, if we’re progressing towards our goals, or if we need to pivot.
You probably get that digital marketing analytics of any kind are important to your business’s success. But what metrics are important when it comes to your digital strategy? How do you know what’s considered “good” and when you need to change gears to improve?
Over the years, we’ve discovered there are five key metrics we almost always use as an indicator of overall success: return on investment, conversion rate, click-through rate, engagement rate, and time spent on page.
Below, we’re sharing why these five metrics are important. We’ll also share the KPI (key performance indicator) you should be aiming for with each metric, and what to do if you’re not hitting those numbers.
As you navigate the digital world and build your business, understanding these five fundamental metrics will b. These metrics aren’t just data points—think of them as core indicators of if your digital strategy is working or not.
Return on investment is the queen of all metrics, reflecting the profitability and effectiveness of your campaigns so you can make every penny count. Knowing your ROI helps you identify which marketing channels are driving real results, allowing you to allocate resources wisely. Basically, ROI ensures you’re not just spinning your wheels or wasting time on a channel that’s not converting for you.
ROI KPI to Aim For: An ROI of at least 5:1, meaning for every dollar spent, you generate five dollars in return.
Think of conversion rate as your business’s charm – it measures the percentage of visitors who take the desired action, whether that’s making a purchase, signing up for your weekly blog, or booking a call. A high conversion rate indicates that your messaging is convincing and user-friendly, turning visitors into leads and leads into customers.
Conversion Rate KPI to Aim For: Strive for a conversion rate of at least 3%. This might vary based on your industry, so monitor your competitors for a benchmark.
Click-through rate is an excellent indicator of if your message resonated with your audience—it’s basically a user’s way of saying, “I want to know more!” CTR reflects the interest and relevance of your content. A higher CTR means your audience finds your message intriguing and is willing to take the next step with your business.
Click-Through Rate KPI to Aim For: Aim for a CTR of 2-5% across your digital channels.
Your engagement rate is the measure of how well your audience interacts with your content on social media platforms, reflecting likes, comments, and shares. Engagement is the heartbeat of your online community. It builds brand loyalty, trust, and amplifies your reach organically.
Engagement KPI to Aim For: Aim for an engagement rate of 1-3% on social media platforms. (And if you want to support Maribloom’s engagement goals, follow us on Instagram and comment!)
Time on Page measures the average time users spend on your website. It’s a key indicator of content quality and user engagement. The longer visitors stay on your site, the more likely they are to convert. It signifies that your content is captivating and relevant to their needs.
Time on Page KPI to Aim For: Aim for an average time on page of 2-3 minutes.
While these five digital marketing analytics aren’t the only metrics you’ll want to pay attention to, they’re the main five that we use at Maribloom to determine the success of our digital ecosystem. What digital marketing analytics have helped you reach your digital goals?
Nicole is the CEO & founder of Maribloom Digital Studio. When she’s not nerding out over digital strategy, you can find her reading, traveling, doing pilates, or hanging with her husband and corgi.
Hey there! I'm Nicole—founder of Maribloom, digital strategist, and your business's new biggest fan...
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Read more about me
I'm Nicole, digital strategist and your business's new biggest fan...
sign up to receive our digital tips, tricks, and advice
sign up and get our best digital tips, tricks, and advice
THANKS!