5 Best Digital Marketing Analytics that Actually Matters

If you have dived into the field of digital marketing analytics, you might have been seen numerous analytics and got yourself all confused. There are several things to track and it is hard to determine which one of these is integral to keep your business running successfully.

The key is to focus on the analytics that helps you with the return on investment. Moreover, it is easy for a company to go downstream, trying to chase every number in the book.

While it isn’t a problem to check all of your numbers and see if they are up, it is extremely hard and requires a lot of effort, without giving much in return. Therefore, here are the 5 best digital marketing analytics that coincides with your goal and provides fruitful insight to your business.

1. Traffic

To be honest, on the surface, traffic does not really play a significant role in your business. However, broken down, it can be valuable for making your marketing strategy.

Digital Marketing Analytics
Digital Traffic

First of all, let us find out about the different types of traffic channels.

  • Organic: The users who have come to your site through a search engine results page.
  • Direct: The users that typed your site’s URL to visit your website.
  • Referral: Those who have come to your site through a link from another site.
  • Paid: Those who have come through a paid content or a promoted ad.
  • Social: Those who have come through your sites social media.

The most important traffic for a company is organic traffic, hence, they focus on Search Engine Optimization (SEO). However, segregating the total traffic of your site helps to find newer possibilities and opportunities for your company.

It can help you determine whether you need more social media engagement or increase your brand awareness.

So, in order to break down your website traffic, you will need the help of Content Management Systems. Furthermore, Google Analytics also provides this information.

You will also have to loon into the information like how much time did the users spend on your website, whether they were returning or new user and also how many pages they visited.

It is so because you will then be able to determine the content that drives the most traffic and their interactions. Thus, it gives you the opportunity to make the journey of your users optimum.

2. Engagement

Only getting traffic to your website is not enough because some of the users only visit to your website because of an ad or a link, while others might have totally missed it. Therefore, a better measure of digital marketing analytics can be done through engagement.

Engagement refers to the interactions that the users do with your content, for example, like, share, comment and review. Visitor’s engagement is important because the visitors that engage with your content are more likely to become your customers.

Therefore, keeping track of your traffic and engagement can give you a clear picture of your presence in the potential market and gives you ideas on whether to increase your presence and how.

3. Conversions

Conversions are the things that we wish the users of our website would do, like subscribe, buy products, download or fill out a contact form. This is also an important digital marketing analytics because it helps to get the user to get into your contact.

From here, the goal is to make them a regular customer. And, here is how you can do it.

The basics of gaining a customer are following these steps; Attract, Convert, Close and Delight. However, I will break it down to you to make it more effective and relatable.

This is how you can establish a relationship with your potential customer:

  • Creating content that is helpful and engages the potential customers.
  • Establishing expertise and trust.
  • Helping the potential customers identify their needs and problems.
  • Providing them a solution.

You will recognize the actions visitors usually take once you start tracking conversions. Once you understand this, you can identify the common themes and develop content accordingly.

4. Site Load Speed

I know you all have been frustrated at some point in your life when you visit a site and wait and wait for it to load. And, I bet many of you have given up and left the site without having a look.

Statistically speaking, if a site takes more than 3 seconds to load, more than 40% of people abandon the site. Honestly, that is an awful lot of audience to lose.

Website Load Speed
Website Load Speed

If you want to check the loading time of your site, Google PageSpeed Insight can help. While this page helps you to find the load speed of your website, it is up to you to improve it if necessary.

Don’t worry, there are ways in which you can speed up load time. Here are some basic yet effective ways to do that:

  • Image Sizes: There are ways by which you can compress the image size while still keeping it crisp and clean. So, you can compress the images according to the size that it will be displayed on the site.
  • Content Distribution Networks: Be sure that you are using Content Distribution Networks or CDNs because they house your content closer to the end user, reducing the time the server takes to load the requested data.
  • Site Code: Try to minimize the HTTP requests and keep your code compact. One way to do this is by combining your CSS as well as JavaScript files into one.

5. Click Through Rate

Your business’s customers want to feel like you understand them. One of the ways to make them feel like it is by doing targeted paid campaigns.

It will increase your brand awareness as well as the click through rate gives an important indication of relevance.