Top 10 Marketing Metrics –

Marketing campaigns are presented based on strategies that measure their level of success through different metrics. In this case, the marketing metrics are the ones that will be in charge of showing which are the objectives of the strategy that have been adequately fulfilled.

Every strategy requires these metrics in order to understand how they work and if they are having the desired impact. Since marketing offers results based on each of the metrics that currently exist.

However, the real dilemma lies in knowing which of all the metrics are essential when establishing a strategy. Considering the large number of options that you can find and the different objectives that they can contribute to the strategy that you create.

For this reason, we have made an article that explains what metrics are in digital marketing and how they work. Also, You can find the main options to choose from when creating your own marketing strategy.

What are marketing metrics?

As in any other situation, metrics in online marketing are nothing more than means to record the level of success of a strategy. Thanks to these important measurements, it is possible to establish the effectiveness of a strategy or not. So that it can be adapted as best as possible to make it much more efficient.

Each metric is adapted to a platform, so it is possible to find a wide variety of versions. Everything will depend on what you want to measure or the options that this tool offers when implementing a specific marketing strategy.

Although there are so many metrics in marketing, it is possible to choose the most important ones in order to have greater efficiency. So that negative results are identified and you can invest in a marketing strategy that avoids them.

Why are metrics important in online marketing?

Now that you know what metrics are in marketing, you need to know their level of importance. Considering that, thanks to it, most digital marketers can create a large number of successful strategies.

This means that without the help of marketing metrics it would be impossible to measure the success or failure of a campaign. Since they offer a result that helps analyze the response of the public based on a campaign, ad or strategy in general. In addition, they also allow knowing the level of income or losses caused by a campaign.

It can even be said that marketing metrics offer a number of benefits, such as:

• Data that is essential to make decisions that improve planning.
• Know the channels that help to have a higher ROI.
• Define the investment and budget of any campaign.
• Achieve increased positive results in each measured aspect of a strategy.
• Perfect each of the media and invest more in those that generate the highest number of conversions from the target audience.

Top 10 Online Marketing Metrics

Once the metrics are considered as the basis for the creation of any successful marketing strategy, it is necessary to choose them. It all depends on the objective that a company or business has through its strategy, since each one offers different results. And the best thing is to keep it consistent with the result you seek to obtain.

Focus is one of the key steps when choosing between metrics in marketing. For that reason, we have created a list of the main metrics that you can choose to create a strategy. So that you know their approach and define which one is best for you.

• Cost per acquisition (CPA)

When we talk about CPA we refer to the cost of getting a new client, clearly depending on other aspects. Among them are the type of channel used, the time in which it is carried out and the campaign itself.

This metric is one of the most essential to create a strategy, since they offer the opportunity to know which are the most efficient segments. Which, in turn, guarantee access to information to a greater profitability for a business and allow to generate a greater investment in key points.

In addition, it provides measurement of the success of the investment in marketing and allows the budget to be better directed to the most profitable channels. Once the data of the expenses and the sales made by the company have been acquired, the CPA can be measured in the following way:

• CPA = Campaign investment / Number of conversions obtained.

• Cost per lead (CPL)

Another of the most important metrics is CPL, considered as the cost given to attracting each potential customer. This metric offers a balance of the cost that each new client has according to the campaign or the channel that is used to measure.

Thanks to this type of metric, it is possible to create more precise objectives as part of a digital marketing strategy. In addition to helping the advertising investment budget to be better used based on objective results and the most effective points. Generally, the CPL budget involves the paid ads and other platforms.

To measure it you need the following:

• CPL = Amount of money invested in marketing / Amount of leads obtained in a time.

This type of results is necessary to have them every three months to ensure the effectiveness of each investment. And the most important thing is to record where each potential user is coming from so that you can make the most of each channel according to its potential.

• Return on Marketing Investment (ROIM)

To calculate the rate of return on marketing investment, it is necessary to follow either of the two methods mentioned below:

• Amount of money spent on marketing overall / revenue earned: This way you can understand the amount of profit you have obtained with each marketing strategy.
• Amount invested in marketing / LTV: It allows to know what are the investments that will be made in the future and that marketing is much more efficient.

• Customer lifetime value (LTV)

In the case of this metric, its result is more than necessary by offering long-term value from the clients that a company has. With the help of it it is possible to calculate the general ROI of all the strategies that have been established to make your business successful.

In order to calculate LTV as one of the marketing metrics, you need to understand the amount of money a customer spends on each purchase. As well as the frequency of your investments and the time that you are loyal as a customer. For this it is necessary to use the following formulas:

• Average Purchase Value: One year’s income is divided by the number of purchases that were made during that time.
• Average purchase frequency: It requires dividing the number of purchases made by the number of customers who purchased individually.
• Customer value: The amount obtained as average purchase value is multiplied by the average purchase frequency.
• Lifetime of a client: Number of years that the client makes purchases or has negotiations with the company.
• LTV: It is calculated by the Value of the customer multiplied by the average useful life of the customer.

That an ad is displayed is very different from that the potential customer decides to click on it to learn more about what it offers. However, it is necessary to use another of the marketing metrics to know the effectiveness of an ad based on the clicks received.

It is clear that not all users who see an ad are going to click on it, so the percentage tends to be high with only 4%. Since the ad works in the right way and gets enough attention from potential users.

To be able to calculate it manually, all you need is:

• CTR = Number of clicks obtained on an ad / Number of impressions obtained.

In we have free online tools for your day to day, simple and easy to use, such as .

Bounce rate is known as one of the marketing metrics that measure the number of users who leave a web page. This metric focuses on making known how many users feel dissatisfied with the experience provided and leave the process before a conversion. What can indicate a great loss of traffic obtained.

If a user who can become a potential customer enters a website and decides to leave before completing the purchase, it is a bounce. And this bounce can be detrimental to a company, so knowing its percentage is quite necessary.

Considering that it can publicize the effectiveness of marketing, it is necessary to take into account the bounce rate in any strategy. And to calculate it, you can use different tools that measure the rate by themselves.

• Customer retention rate

Instead of measuring the number of customers who choose your competition over your business, retention rate measures loyal customers. Or rather, those that the company has been able to retain for a period of time.

This metric is the basis for the success of any strategy, because it can mention the impact that this strategy has for the budget. And it also expresses the profitability that any marketing decision has, proving to be essential to know the effectiveness of any decision.

If you have a web page that offers information to users through a newsletter, it is likely that you need to measure the number of subscriptions. That is why there is the subscription fee and allows you to know the number of subscribers you have obtained after a purchase or promotion.

• Lead conversion rate

Once you get a lot of traffic, you need to calculate the conversion rate of those leads. So that it is possible to know which strategies are more effective to obtain profits for the company and thus invest more in them.

The conversion rate is used for all kinds of digital marketing strategies, because it is applicable to any website that wants to measure its success. And for this you need to use the following formula:

• Amount of traffic to a web page / Amount of conversions obtained = Conversion rate of potential customers.

When measuring the influence that marketing has on a strategy, it is essential to know the potential customers. In this case, they can be divided into two:

• MQL or Marketing Qualified: This potential customer is the one most likely to be a customer of the company. Since they perform actions that are the target for marketing metrics that are key to any business. Such actions include a query or downloads.
• SQL or Sales Qualified: This option locks in all customers who are most likely to make a purchase. Such leads are ideal for those businesses looking for a sale.

Now that they both know each other, a clear relationship can be established because it is about…