50

MARKETING
DIGITAL
METRICS
For CMOs, CDOs, CIOs and CFOs
@ValaAfshar
Lead-to-Customer
Conversion Rate
Know if your sales process works or not.
A ratio that shows on average how many leads turn
into paying customers.
Your Companys advertising for a given
product/Total industry advertising for a
given product.
Share of Voice
The proportion of the total
audience commanded by a
media group or a brand across
its full range of media activities.
Share of Voice shows where
you rank compared to your
competitors when people talk
about your industry.
CPL
Cost-per-Lead
Generating leads needs to be as
efcient as possible.
Total cost of generating one lead either in total
or from a specifc lead generation campaign.
Total investment on marketing campaigns /
total leads generated.
Social Interactions
The number of total interactions your social media
account received over a specifc time period.
Focus on increasing your social interactions
to build rapport with your network.
Social Media Page Views
Focusing on social media led page views
enables you to understand what content
truly resonates with your audience.
The number of times a web page is
viewed as a result of being directed
from a social media channel.
Number of leads generated / number of contacts made
Amplifcation
Rate
The rate at which your
followers take your
content and share it
through their network.
Higher the amplifcation
rate, the further the content
will reach.
Lead Volume
Know what programs are the
most efective and conduct
real-time measurements.
Amount of leads that you are receiving
from campaigns.
Lead Origination
The frst contact point for a new lead.
Understand what activities
infuence your pipeline.
Follower
Growth
by Channel
Change in the number of followers
for a given social media account.
Diferent channels will grow at
diferent rates. Focus your
eforts on what is working.
Return on
Marketing
Investment
Provides critical performance assessment
of marketing campaigns relative to the
marketing spend.
Quick, meaningful measurement
of campaign success.
Validates your position in the market
and helps you fne-tune your overall
marketing plan.
Market Share
Market share is your companys
percentage of an industry or markets
total sales over a specifed time period.
CPC
Cost-per-Click
A specifc type of cost-per-action program
where advertisers pay for each time a user
clicks on an ad or link.
How valuable is each online ad
you post?
CPM (Cost per 1,000 impressions) / (1000 Click Through Rate)
PageRank
PageRank is an algorithm used by the
Google web search engine to rank web-
sites in their search engine results. 80%
of trafc to your sites is organic. Optimize
your online presence for optimal ranking.
Do you have the most
relevant content when a
prospect looks for
information?
Organic Search
Results of viewers that visit your
site due to non-paid search results.
Search Engine Optimization (SEO) drives
better organic search results.
Unique
Visits
A count of how many diferent
people access your web site
in a given amount of time.
Marketers goal should be
to increase the number of
unique visitors to the site
to expand market reach.
Time on Site
How much time the average user
spends on your site.
An engaged viewer can turn into an
engaged customer.
PageViews
A pageview is an instance of a page being
loaded by a browser. The Pageviews metric is
the total number of pages viewed; repeated
views of a single page are also counted.
Pageviews shows that your site
works well enough to allow the
viewer to go from one page to the
next. And you have content that
keeps them engaged.
Funnel Visualization
Helps track the movement of prospects
through diferent stages (new, engaged,
marketing qualifed, sales accepted, sales
rejected, closed won) in the funnel.
Funnel visualization shows strengths and
weaknesses in the marketing/sales process.
Return Visits
How many unique visitors are returning
more than once in a given time period.
Returning visitors are a great
indicator of engagement.
Bounce Rate
A measurement of the number of users
who leave a web site after viewing only
one web page.
Bounce rate measures the
inefectiveness of a page or site.
Quality Score
A score assigned by Google to each
keyword marketed that is calculated
from an ads click-through rate, keyword
relevance per keyword group and the
relevance of the landing page, which
Google accesses over 200 factors.
Those who achieve higher quality
scores are rewarded with top
placement and lower bid cost.
CVR
Conversion Rate
The percentage of time a website visit turns into
a lead or contact.
Is your site efective? Yes or No?
Referral
Trafc Growth
This metric cover changes in referral trafc and
referral trafc sources.
Referral trafc growth tells you where to refocus your eforts.
Learn what is enticing people to click
on your ads, and repeat this success.
The number of click-throughs per ad impression,
expressed as a percentage.
CTR
Click-Through Rate
Always focus on number of links coming to your
site and from where. A link from high ranked site
is worth more than low ranked site.
Back links, also known as incoming links,
inbound links, inlinks, and inward links, are
incoming links to a website or web page.
They are a key component in improving
ones website ranking.
Inbound Link
Social Media
Publishing
Volume
People want content from you
on a regular basis. Too much
and they tune you out, too little
and they forget you exist.
Metric shows, on average, how often
you post a tweet or status update to a
certain network.
Know what pages your visitors are
going to, and make sure those pages
lead to conversion.
The pages on your website that receive the
most web trafc.
Highest
Trafcked Pages
Web pages look diferent on diferent devices. Make sure your
content is formatted properly for all prospects.
What devices (PC, Tablet, Mobile etc.) were used
to access a web page or site the most.
Trafc by Device
Getting visitors to convert is the true value of the site.
The number of web visitors that took an action
that resulted in the conversion you wanted.
Total Website
Conversions
What efect are marketing campaigns having
on driving/infuencing customer acquisition?
Directly shows what portion of overall customer
acquisition originated in Marketing and where
Marketing touched and nurtured the lead at any
point during the sales process.
Marketing-Originated
Campaign Infuence
Open rate is a measure of
relevance, and determines the
efectiveness of subject lines.
The number of emails that were received
and opened pertaining to your campaign.
Email Campaign
Open Rate
Social Reach
Demonstrates level of content viewership.
How far your message reaches across
social media.
You never want to lose a viewer, but it
can be good to know what is driving
someone away from your content.
The number of people that chose not to receive
anymore updates or alerts from your website or
email campaigns.
Unsubscribe Rate
Total Indexed
Pages
This metric tells you how many pages on your site
are indexed by search engines.
Total indexed pages allows you to determine which landing
pages receive the highest percentage of visits.
Impressions
One view or display of an ad. Ad reports list total
impressions per ad, which tells you the number
of times your ad was served by the search engine
when searchers entered your keywords (or viewed
a content page containing your keywords).
Impressions are a relative measure
of ad efectiveness.
Referring URLs
Any link received by a web page from
another web page.
Referring URLs enhances
your share of voice.
The more media pick-ups,
the more viewers will see
your news.
The number of media outlets that
discuss, report or critique your
company news in a given time period.
Media Coverage
Click by Channel
The number of clicks on a specifc link
that came from each individual social
media channel (Facebook, Twitter,
LinkedIn etc.).
Knowing how your visitors get
to your content tells you which
channels you should focus on.
Average Interactions
per Post
The average number of external interactions one
social media post receives.
Measuring interactions allow you shape theme and
direction of future content.
Advertising Value
Equivalency (AVE)
What your editorial coverage would cost if it were
advertising space (or time).
Although it appears to be evaluative, the dollar-denominated
calculations have nothing to do with proftability, and can confuse
senior managers who are not familiar with marketing metrics.
Marketing-Qualifed Lead
A lead that is more qualifed to turn over for
sales follow-up because of their activity.
MQLs help sales prioritize lead
follow-up driving more efcient
pipeline creation.
Formula
Keyword Ranking
by Position
The position of your content in the search
results with the specifc keyword youre
searching for on a search engine.
Allows you to see where your content with
specifc keywords ranks compared to
other content. A lower ranking indicates a
need for better SEO.
Drop-Of Rate
The number of visitors or attendees who left
the conversion process without completing it.
Drop-of rate shows you where
prospects stop the sales process,
often pointing out a weakness in
your strategy.
Customer
Sentiment
Tells in what tone or context (positive, negative
or neutral) people are discussing your brand in.
By ignoring negative or even positive
sentiment, youre missing key opportu-
nities to engage consumers and build
brand advocates.
Subscribers
These people have let you
know that they want to receive
your content.
People who receive regular automatic updates to
your blog, website or mailing list.
Number of closed deals that marketing touched once /
total number of closed deals.
Media Tone
The tone (positive, neutral or negative)
of your media coverage.
Most media coverage can be expected
to be neutral, but you should try and
minimize any negative coverage.
Data Quality
Poor data quality is one of the key contributors to
marketing campaign efectiveness.
Data quality management is not only critical
for the success of marketing automation, its
also a key for customer satisfaction.
Visitor Demographics
Tells you the country,
city, language and other
demographic information
that pertains to your
website visitors.
Visitor demographics can help you curate content specifc to a
certain area or language if youre seeing high viewership rates.
Lets you understand whos reading your content from where.
How efective are marketing campaigns at
infuencing pipeline.
Marketing-sourced measures % of leads in pipeline uniquely
created by marketing. Marketing-infuenced is % of leads
touched at least once by marketing during the sales process.
Marketing-Infuenced
Sales Pipeline
Acquisition
Rate
The total participants who accepted an
ofer on a marketing campaign divided
by the total audience.
How efective was your ofer
or messaging?