What Advertising Metrics Should You Be Focused On?

Measuring your marketing campaign is imperative to determining success. Are you aware of the metrics that a marketing team should focus on to determine the success of the advertising campaign? In this article, we’ll discuss the advertising metrics you should focus on for the greatest overall impact.

Traffic Sources
At this time in digital communication, it’s crucial to know where your traffic is coming from so that it can help you fine tune the content being delivered to specific groups of people. When you measure site traffic, you can also gauge which keywords were most effective overall. If something isn’t working, you have to know it in order to be able to change it. Measuring traffic sources will help you do just that and have the opportunity to recalibrate if needed.

Click Through Rate (CTR)
The Click Through Rate (CTR) measures how many people actually click on your ads versus how many people simply view them. An “impression” is made when the ad is viewed, but the CTR is what ultimately decides how much your ad is worth. If an ad isn’t reaching the intended market, the CTR will be lower and, in turn, ad dollars will likely suffer. Utilizing Search Engine Marketing platforms like Google Adwords is one method to try reaching new customers through targeted ads.

Conversion Rate (CVR)
While many websites will obtain a fair amount of visitors, not all of them will have increased profit. Unless a visit turns into a sale, the ad is stagnant. Instead of letting this happen, gather valuable information about your website visitors and potential customers and convert leads into sales by understanding your audience. Monitoring CVR will provide the insight needed to deliver a compelling digital campaign.

Bounce Rate
When a person visits your digital campaign or website and leaves as quickly as they arrived, that’s called a bounce. It’s anticipated that not everyone will convert to a lead or new customer, but the bounce rate shouldn’t be high. Bounces usually occur when the content is irrelevant to the person viewing it. Understanding your bounce rate can help you obtain insights needed to customize your content and convert visitors into leads, prospects and new clients.

Average Pay Views Per Visit
Does your digital marketing campaign have what it takes to entice visitors to sit down and stay awhile? One way to find out is to measure the Average Page Views Per Visit. If the content is relevant to your visitor, they will click through the pages and put their feet up. If it’s not, they will leave as quickly as they arrived, or bounce. Get them to digest your content by encouraging participation. The more page views you can generate per visit, the more engagement possibilities will come to fruition. Engagement will eventually lead to opportunities and paying customers.

Average Time on the Site
Measure how effectively you are engaging with your targeted audience by studying their Average Time on the Site. This process is imperative if you wish to gauge what content is relevant and for whom. Gaining trust, loyalty and respect from your visitors will pay off in the long-term. The longer a lead stays, the more potential there will be for revenue.

Rate of Return Visitors
Traffic aside, there is a more distinct way to manage website popularity and that is by measuring the metric involving Rate of Return Visitors. The more people come back, the more they want to see, right? That’s why it’s important to understand how many visitors leave – and actually return. These contacts are in the running to convert to paying customers – so market directly to their needs for the best outcome.

Gen George