🎉We are really happy to host this amazing guest post about the best digital marketing KPIs agencies need to track, written by Marie Lamonde content marketing specialist at DashThis.
Nowadays, there are so many digital marketing platforms, for so many different marketing strategies, from SEO to PPC and from email marketing to social media, that it’s virtually impossible to track all this data, unless you have days to compile and analyze them all.
The good thing is, you really don’t have to track everything, you just have to track the right KPIs for each of your clients. Make sure you’re tracking only the best metrics for your client’s reports with this digital marketing KPI guide.
Why is it so important to choose the right KPIs?
KPIs are the only way for you to showcase how your campaigns are performing to your clients. But you need to make sure you’re tracking all the right digital marketing KPIs so that you save time and have a clear overview of your marketing performance. With a clear and concise report, you can easily optimize your marketing strategies every single day, in no time.
Marketing reports are also the best means of communication between you and your client, so you need to make sure your reports are easy-to-understand for your clients, and filled with only the most important KPIs.
How to choose the best KPIs?
The best metrics and KPIs are, in fact, unique to every single client, which is why there is no ideal list of KPIs; there is no such thing as a one-size-fits-all. However, there are a couple of little tricks you can use to make sure you’re choosing the right ones.
First, you need to go back to your client’s goals. What are they looking for? What are you trying to achieve with your marketing strategy?
Then, ask yourself; which metrics would enlighten my client the most on how we are progressing towards these goals?
With those answers in mind, you can already figure out a couple of metrics and KPIs, but there are so many out there, that you have to be careful.
Watch out for vanity metrics
Vanity metrics are basically the plague of digital marketing reports. Not only do they bring nothing to the table, but adding them to your report would only confuse your clients, or at best give them a false sense of how things are going.
For example, if you’re currently working on an SEO strategy, and that you add social media data to your report, make sure it’s only the relevant data for your SEO strategies, like organic traffic from social channels, not their number of followers on Instagram, which has no impact whatsoever. If you add this type of data, your clients might see the report and whether these numbers are good or bad, they might think that this reflects on their strategies while in fact, we all know it has nothing to do with it.
The difficult part is that sometimes, clients themselves will ask for those metrics: “How many likes did we get on Facebook this month?” You can, of course, answer them, but be sure to let them know that these metrics are of no significance towards their goals. Unless you’re trying to raise brand awareness by getting 10k Instagram followers or Facebook likes, there’s no reason for you to track these metrics.
Some of the best KPIs for each strategy
Now that you know which KPIs are best for your clients’ goals, and which ones aren’t, let’s take a look at some KPI examples that you could use for each type of marketing strategy.
I’ve compiled a shortlist of all the best KPIs for each marketing strategy so that you can pick and choose those that fit your client’s goals.
Overall Digital Marketing KPIs
No matter what your campaigns are about, every client needs to know if your marketing efforts are bringing them more revenues. So these are some of the most crucial digital marketing KPIs you need to track no matter the strategy and campaign:
- Customer Lifetime Value (CLV)
- Customer Acquisition Cost
- Return on Investment (ROI)
- Conversion Rate
Customer Service KPIs You Should Be Tracking
There’s also customer service related data that needs to be tracked in order for you to figure out what your clients are thinking of your business, their overall satisfaction.
- Net Promoter Score
- Customer Effort Score
- Customer Satisfaction Score.
SEO KPIs are all about organic traffic, bounce rate, keywords and search data. You can gather most of this information with a Google Analytics dashboard, or with SEO tools such as Moz, SEMrush, or Ahrefs. Here are some of the most popular metrics and KPIs you could track:
There’s no search engine optimization without website metrics and KPIs. Track everything about your new website visits with these KPIs:
- Organic search visits
- Bounce rate
- Average page load time
- Pages per visit from organic
- Visit by channel
- Visits by device
- New vs. returning visitors
Now that you know more about your website visitors, you need to know how many of them converted into customers or leads with these KPIs:
- Organic conversions
- Revenues from organic
- Transaction from organic
SEO would be a lot more difficult to do without KPIs on your best performing keywords:
- Best performing keywords by clicks
- Best performing keywords by impressions
- Best performing keywords by CTR
- Best performing keywords by average position
Social Media KPIs
Social media is all about brand awareness, it’s to get people to see you, like you, and ultimately, follow you. You can track almost every social media out there (Facebook, Instagram, Twitter, Linkedin…) with a social media reporting tool. Here are the social media KPIs you should be on the lookout for:
Likes & Followers
Make sure to track how many people are liking and following your page or account with these KPIs:
- Page likes
- New likes
- Follower growth
These KPIs will help you have a better idea of the overall reach you have, how many people heard of your brand, saw your posts and ads, and how many times:
Not only should your audience see your posts, they should engage with it, with posts likes, shares, comments, and more.
- Social share
- Video views
- Engagement rate
- Post Likes
Paid Marketing KPIs
Google Ads, Facebook Ads, all your paid marketing efforts need to be tracked closely to make sure you get your money’s worth. Here’s the data you should track to keep an eye on everything:
Clicks and cost data
The first thing you need to know is how many people clicked on your ads, and how much it costs:
- Cost Per Click (CPC)
- Click-Through Rate (CTR)
- Cost per acquisition (CPA)
Learn more about your conversions, how many are there, their value, etc.
- Assisted conversion
- Conversion rate
- Conversion value
Your client will probably want to keep a close eye on this metric. Make sure to let them know their total investment, and how much revenues it brought.
- Return On Ad Spend (ROAS)
- Return on investment (ROI)
- Revenue Share (RPC)
- Quality Score
Email Marketing KPIs
Last but not least, your email marketing also deserves to be tracked properly. You need to know if your emails were received, opened up, clicked on, and if new people subscribed (or unsubscribed) to your email list. Here is some of the KPIs you’ll need to get started:
- Signup Rate
- Open Rate
- Click-Through Rate (CTR)
- Email sent
- Bounce Rate
Time to track the best KPIs
Of course, these are just a couple of the most popular digital marketing KPIs out there, but there are multiple others that you could track if need be. It all depends on your clients’ goals, your strategies, and how you need to present everything so that your client understands at a glance.
To help you present all the data efficiently, there are marketing reporting tools available, as well as ready-to-use marketing report templates which can save you some time, or you can use presentation tools such as Excel or PowerPoint, the choice is yours.