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the
Reward
guide:
to tracking
Digital
Marketing
Performance
In today’s digitally driven world, it precious time. However, knowing
is possible to track nearly every which parameters are important
aspect of your business, but enough to monitor can be tricky.
knowing where to start can If you track the key performance
be a real struggle. indicators (KPIs) for each area of
your online marketing strategy, then
When it comes to online marketing, you will be on the right track, but
there are hundreds of various knowing what these KPIs are for
metrics that you could be your marketing isn’t always obvious.
monitoring, and if you find yourself With 96% of the UK population
lost in a sea of Google Analytics now using the internet, and the
jargon and social media buzzwords average Brit spending nearly six
then don’t panic, you are not alone. hours online every single day, it is
more important than ever to have
Making sense of the vast amount your online marketing strategy up
of data that is generated from your to scratch. This guide will take a
various online marketing channels look at some of the most vital KPIs
is no easy task. Trying to track every for tracking your digital marketing
metric available to you will become performance, including website,
a full-time job that is a waste of your social, search and email.
What does
analytics mean?
The number of buzzwords Metrics might display a total
surrounding digital marketing number, such as the number
is huge, and it seems there is of visitors to your site, or an
something new to keep up with average such as the average
almost every day. One of the most time users spend on one page
important words that you will of your website. These metrics
come across when tracking your can change depending on what
digital marketing performance analytics you choose to gather and
is ‘analytics’. As long as you can monitor, and they are so powerful
understand this, you will be well on because they give us a definitive
your way to becoming a master of figure that can be used to gain
online metric tracking. invaluable insights into your digital
performance.
Analytics refers to the process of
collecting and analysing data and These metrics allow you to work
using this data to look for trends, out shortfalls on your website
patterns and connections that and other online channels, which
can provide some insights into can be utilised to help improve
your online performance. Web the customer journey and sales
analytics, for example, will collect process. 78% of UK and US
and examine the information and eCommerce decision-makers
data from your website including do not understand the reasons
system performance, user why customers struggle with their
behaviour and much, much more. websites, and this could all be
All web analytics are tracked using avoided by reviewing the
metrics, which are basically the website analytics.
measurements used to provide the
information we need.
Why is tracking
digital marketing
performance
important?
As a digital marketer, it is important and should be functioning in the
to know that better information best possible way that is intuitive
means better results. Having to your customers.
relevant and accurate data will
allow you to make more informed, Discovering how users are
interacting with your website,
reliable decisions in your marketing
strategy. A Forbes Insight and understanding what makes
report indicates that only 22% of them spend more with you, is an
marketers are using the metrics extremely powerful insight. We live
and analytics available to them to in a world that is driven by digital
make data-driven initiatives. technologies, millennials now
make 54% of all their purchases
That is a lot of marketers not online, and that number is only
making the most of the information set to rise, so without an effective
that is readily available about website, you stand to be left behind.
their own marketing activities.
Companies are investing more Tracking your digital marketing
and more into digital marketing, performance across all platforms
but how will you even know you allows you to fully understand
are investing in the right areas your customers’ needs and
if you aren’t measuring and behaviours, and in turn, make their
analysing your current digital buying journey easier than ever.
marketing activities? Analytics and digital tracking give
your organisation the insights and
Understanding your brand’s information needed to improve
website using analytics is so your overall marketing strategy,
crucial as it is a massive part of drive revenue, increase retention
your business’ online presence and enhance brand reputation.
16 digital marketing
metrics you should
be tracking and
how to track them
The chances are, your digital The various digital marketing In order to choose which digital
marketing campaign is made up analytics that you choose to marketing metrics you should
of a range of various channels and monitor will ultimately depend on be tracking, you first need to
platforms, and each has a vast your business goals, and what you know what’s out there and what
variety of metrics that you can want to achieve from your online you can monitor for each of your
track. Deciding which to monitor marketing strategy. You know online channels. Here are the top
can be confusing, and it is difficult better than anyone what you want 16 digital marketing KPIs for any
to know what data is going to be to gain from your digital marketing successful online business.
most important to your business. If and getting overwhelmed with
you find yourself wondering which metrics that aren’t relevant to your (We have broken this list down
metrics are best to choose, then specific goals can end up hindering into the top four online channels to
read on to find out a bit more about your performance. But, how can make it super easy for you
some of the most important KPIs to you possibly choose which metrics to understand!)
digital marketers. are important to your business until
you understand what metrics are From there, we have analysed
available and what they mean? some of the top tracking tools for
each online channel so you know
what to use and when.Website Traffic your online traffic should be coming marketers saying that blog content
Your business website is the from new visitors; however, it is creation is their top inbound
online hub for your customers to essential to have a good base of marketing priority, having the ability
access your products or services. loyal, returning customers as well. to understand your audience’s
It is vital that your site makes your favourite content is invaluable.
customer’s journey as easy as 3. Referral Traffic
possible, as well as boosts your Another KPI that you should track 5. Conversion Rate
online sales and conversions. is your website’s referral traffic. This Following on from your website
eCommerce is growing by 23% gives you vital information on where visitors, the next most important
year on year, which means more your visitors are coming from and website metric to track is your
and more people are looking to how they are ending up on your conversion rate. You could have
spend their money online than site. Tracking your referral traffic is an excellent marketing strategy
ever before. an excellent way of measuring how driving huge amounts of traffic to
your digital marketing activities are your site, but if those visitors aren’t
The purpose of your website doing, for example, you can see converting then what is the point?
should be to convert as many what percentage of visitors find you Conversions can be broken down
visitors as possible into leads or from search engines, social media, into two trackable measures. The
sales, and tracking the following or paid online advertisements. first is goal conversion, which
digital marketing metrics can help With Google being responsible relates to goals that you have
you to determine how effective for 92% of total organic traffic, predetermined for your visitors.
your website is, as well as highlight you should always expect to This goal could be completing a
any areas for improvement. see Google as one of your top contact form or downloading a
referrers; if you don’t, it could brochure, and your goal conversion
What To Track For indicate that your SEO is lacking. rate will show what percentage of
Website Traffic If you are paying for any online your web visitors complete one of
1. Daily Visitors advertisements, then monitoring these actions.
When it comes to web traffic, the your referrals is an excellent way to
most important thing to measure determine if they are valuable or not. The second measure is your
is how many daily visitors you are eCommerce conversion rate. This
getting and whether this number 4. Average Time On Page shows how many of your visitors
is growing. One of your main goals /Page Views made a purchase on your website
for your brand website should be to Monitoring which pages on your and it is vital to track if you sell
increase the number of daily visitors site receive the most visitors, and products or services online. The
as much as possible through which pages your visitors stay on average eCommerce conversion
various digital marketing activities. for longer can give you invaluable rate is 1% - 4%, so you should
insight into what content is working expect yours to sit around this
2. New vs Returning Visitors best for you. You can quickly benchmark. You can combine
As well as tracking how many tell what kind of content is most your conversion tracking with
visitors your website is getting on popular with your audience, and other metrics for a more detailed
a daily basis, you should also be what isn’t working so well for you. view of where your revenue is
tracking how many of these visitors With content marketing bringing in really coming from.
are new and how many have visited three times more leads than paid
your site before. The majority of search advertising, and 55% ofHow To Track Website Traffic B. Clicky D. SEMrush
A. Google Analytics/ Google Clicky offers useful heatmaps so With a similar pricing structure
Search Console you can understand the traffic by to Moz Pro, SEMrush is similar in
For most marketers, Google page, visitors of the segment. The the fact it is an all-in-one toolkit.
Analytics is the go-to tool for benefit of Clicky comes from the However, it is perhaps better
tracking web traffic. It is powerful real-time analysis which enables designed for SEO professionals
and sophisticated enough for the you to react instantly if you need rather than businesses looking to
biggest of websites. For those in to. The onsite analytics are easy to manage their own SEO. Even so,
the know, the dashboard is fairly use while the reports have a high SEMrush does offer some good
intuitive and logical. However, level of detail. Furthermore, Clicky advantages such as in-depth
for first-time users, it can be is free for one website that has up analysis which you can easily
overwhelming. Fortunately, there to 3,000 daily page views. use to improve your digital
are plenty of tutorials available to marketing strategy.
help users to navigate through C. Moz Pro
the tool and have a better Another favourite for marketing E. Statcounter
understanding of the customer professionals is Moz Pro as it is For pure simplicity, Statcounter is
experience of your website. Similar considered an all-in-one solution a web traffic monitoring tool that
to Google Analytics is Google for SEO, monitoring and analysis. utilises visuals to provide feedback
Search Console, which lets you While Moz Pro is reasonably on your site. Statcounter tracks
easily monitor your website’s costly compared to other tools, it bounce rate and visitor paths as well
traffic through search engines (i.e. does simplify SEO considerably as visits, leaves and returns. The
Google) and your website’s SEO and comes with attractive tools benefit of Statcounter is that it offers
and technical performance. such as customised reports and a 30-day free trial, so you can see if
detailed insight to help you receive it’s the right tracking tool for you.
quality traffic.
Reward Organic Case Study
Working alongside Australia-
based, plant-based dinnerware
brand EcoCubs, we help to grow
their organic traffic into new areas,
including the US and EU. After
completing a full SEO audit, keyword
research, on-page optimisation
and off-page optimisation project,
EcoCubs started to see the rewards
from their expanding success. We
achieved a 41.51% increase in goal
completions and a 36.98% increase
in session duration for EcoCubs from
organic search channels.Social Media
Social Media now takes up over
30% of the time that the average
user spends online, making it an
essential digital marketing channel
for any business. If you are investing
time and money into advertising
on social media channels, it is vital
that you can effectively track your
performance and use the results to
further your success.
What To Track For 8. Brand Mentions all of your social media sites from
Social Media If people are talking about your one platform. Hootsuite makes it
6. Engagement brand on the web, you should be easy not only to schedule content
Every social media channel is built sure that you know about it and but also to manage your accounts
around the concept of engaging track it! You can monitor how many and give you detailed reports on
and conversing with other users. mentions your business gets on your social media content and
You should be tracking the rate social media. It is important to not how it’s performing.
of engagement for every social only track the numbers but also
media platform you are using. stay involved in the conversation. H. Later
This includes the number of likes, Facebook accounts for more than Similar to its competition, Later
comments and shares your posts 50% of total social media referrals is another social media tracking
are getting. You can then easily to websites and a further 64% of tool that allows for scheduling,
identify what types of posts are social revenue, so if your brand is feed management and strategy
most popular to improve your being mentioned you want to make planning. This platform is well-
strategy going forward. Live the most of it! known for pairing detailed visuals
videos, pre-recorded videos with easy-to-use features to help
and images are the three most How To Track streamline your social media
engaging content types across For Social Media marketing strategy. They are well
social media currently, so keep an F. Agorapulse known for their capabilities for
eye on your engagement levels on Agorapulse is a popular social scheduling Instagram posts, stories
these types of posts. media tracking tool, helps you and Link-In bios, with a free account
to work out when to schedule available for 1 social media platform,
7. Followers posts and monitor your social 1 user and 10 posts per profile.
Your followers are vital to your media performance so you can
online marketing strategy as adapt your strategy accordingly. I. Iconosquare
these are people that are actively Agorapulse offers a 15-day free While this will put some people
interested in your brand. The trial period with the starting off, Iconosquare is solely for
number of followers each of memberships allowing for 10 social Instagram tracking. However, it is
your social accounts have is an media profiles and up to 2 users. the leading tracking tool for the
important metric to track and This is ideal for small teams, but site and can help you to unleash
can indicate whether or not your there are options available for your full Instagram potential. The
posting strategy is working or not. unlimited social media growth and tool allows you to manage all of
You should always see a steady flexibility for growth. your conversations while also
and constant increase in followers, moderating all comments easily
and any sudden drops should be G. Hootsuite from the touch of your phone. It
an indicator that something isn’t up Another popular tracking tool delivers key metrics which can help
to scratch. for social media is Hootsuite. to shape your Instagram strategy.
Hootsuite has a great user-friendly See if it works for you with a free
dashboard, and you can manage 14-day trial.Reward Social social presence online to raise
Media Case Study awareness of their brand in
Leading sustainable investment wealth management and investor
group Keystone Impact’s (Ki) communities. Focusing on three
mission is to show how capital can social media apps, we successfully
be used to address sustainability achieved 243% increase in users
and generate positive outcomes reached on LinkedIn, 300%
for people and the planet with increase in engagement on Twitter
investments. They approached and 44% increase in engagement
Reward in order to establish a on Instagram.
Search Engine
Performance
What To Track For Search advertising elsewhere and then Facebook Ads and other keyword
Engine Performance followed up by finding you online. data sites. The tool conducts
9. Organic Traffic regular audits of your site by
Around 53% of website traffic 11. Keyword Tracking crawling for keywords, page speed
comes from organic search, The keywords you choose to and user experience.
which means that it is important target are important to your
that you are tracking your organic digital marketing performance K. Sisense
traffic and using the data to and should be closely monitored Sisense provides detailed
improve your SEO strategy. You and tracked to ensure they are insights from SEO analytics. The
should monitor how many first-time working well for your company. dashboard allows a business
visitors are reaching your website Track the number of visitors overview but can also drill down
through SERPs. If the number is that are reaching your website into the numbers for detailed
particularly low (less than 40%) or from each of your chosen insights from complex data. With
dropping over time, then it is clear keywords; if you have some that Sisense, the tool will offer advice
to see that more needs to be done are performing poorly, it can be a for optimal campaign performance
to improve your ranking. clue that you need to modify your while also drawing conclusions
keyword strategy. 69% of search from a large volume of data.
10. Branded Search Terms queries are four words or longer,
Track the number of visitors so consider this when choosing L. HubSpot
that reach your website using your keywords. HubSpot has a range of tools
branded keywords in search to track your digital marketing
engines. This could be the name How To Track For Search performance. However, with a
of your business, your products Engine Performance high focus on data, it makes it the
or services, and by tracking J. Raven Tools ideal solution for tracking search
how many people are finding Raven Tools is a comprehensive engine performance. It works by
you through these, you can gain tracking platform that can manage monitoring the whole marketing
insights into the reach of your your search engine performance. funnel so that you know what stage
company. They are likely to be It works by providing customised needs your efforts. HubSpot also
people that have interacted with marketing reports based on data offers a site performance analysis
your brand before or seen your accessed from Google AdWords, using key website metrics.Email Marketing
Over 319.6 billion emails are sent
every single day, and this figure is
expected to increase to over 330
billion in 2022. Making the most of
email within your digital marketing
strategy is essential, and the best
way to do this is to track your
current performance and
use the insights to improve your
email campaigns.
What To Track For Email unsubscribe rates to ensure your N. MailChimp
Marketing email marketing strategy is still Another popular tool for tracking
12. Open Rates working for your customers. email marketing is MailChimp.
If a customer never even opens As well as creating campaigns,
your email communication, how 15. Conversion Rates MailChimp drills down into the
can you expect them to convert It is one thing to have a great email number to check the unsubscribe
into a paying customer? If you that is opened and clicked on by rates, bounce rates and conversion
aren’t tracking your open rates, loads of customers, but if those rates. MailChimp can show you
you could be missing out on a huge customers aren’t converting then how best to connect with your
number of click-throughs and has it really been a successful audience and how financially
conversions and not even know it. campaign? You should track effective your email campaigns are.
A higher open rate is usually thanks your eCommerce conversion
to more effective subject lines and rate for every email you send, by O. Pardot
relevant topics. monitoring how many of those Pardot is a smart and
people that clicked on your email straightforward email marketing
13. Bounce Rates then went on to become a paying tracking tool that collects the data
Bounce rate refers to the number customer on your website. you need to know such as open
of emails that were undelivered, and click rates, landing page data
and if you send too many emails How To Track For and the number of emails sent.
that bounce it can negatively Email Marketing It will analyse your performance
impact the quality of your mailing M. Campaign Monitor for a variety of content needs
list. Most email marketing service Campaign Monitor makes it easy to while offering adjustment ideas to
providers will remove invalid email create email marketing campaigns improve engagement.
addresses on your behalf, but it is through a drag and drop system.
still important to keep track of this Furthermore, there are plenty of P. AWeber
number to ensure your campaigns templates to choose from. Once As well as automating your email
are the best they can be. you have your professional email campaigns, AWeber helps you to
ready to send, Campaign Monitor craft campaigns that align with
14. Unsubscribe Rates ensures that customers won’t your business goals. AWeber
A high unsubscribe rate can be a miss your email. After you send the has a vast amount of templates
result of a poorly kept mailing list campaign out, Campaign Monitor to choose from as well as offers
with too many irrelevant contacts tracks performance with hyper- essential analytic tools to track
or a clue that you are sending your targeted segments, so you know your digital marketing performance
database too many emails. 78% who your ideal audience is and with engagement statistics, sales
of consumers have unsubscribed how to tailor your next campaign. figures and the number of bounces
because a business was sending and complaints.
too many emails. Always track theShopify eCommerce
There are more than 1 million channel business approach. This
businesses who are currently strategy allows for businesses
using Shopify worldwide, in to acknowledge their customers
which following the pandemic, experience at various touchpoints,
more and more businesses are which can only be achieved
flocking to eCommerce websites, through tracking and insights
such as Shopify, for an omni- provided by Shopify.
What To Track For Shopify Returning Customer Rate which have a higher conversion
eCommerce A high returning customer rate is rate than others, which can help in
Total Sales always positive as it means that SEO planning.
This correlates to the total you have developed a percentage
revenue that your store has of customers who purchase Average Order Value
generated over a specific time from your website more than The average order value is
period, minus costs such as once, across different sessions. calculated by taking your total
shipping and taxes. With this, you Customers who return to your order revenue and dividing it by the
can track your progress towards website are valuable to any number of orders. This helps you
goals, prepare for future growth eCommerce business as it shows to evaluate your online marketing
and identify any strategic issues. loyalty and a higher customer efforts and pricing strategy, giving
lifetime value (the revenue a you metrics to measure the long-
Online Store Sessions specific customer generates from term value of individual customers.
This refers to the total number of a business over the period of the
customers who visited your site whole relationship). How To Track For Shopify
during a date range, including eCommerce
any repeat visits by customers. Online Store Conversion Rate Q. Shopify Dashboard
Tracking this metric is fairly Simply put, the online store The Shopify Dashboard has a
straightforward and allows you to conversion rate tracks the backlog of data, combining the
better understand what content number of visits on a website total sales, online store conversion
is sought after by your audience, that have led to a purchase. rates, online store sessions
enabling you to adjust your online This metric is important for and average order value. This
store to focus on the future. eCommerce businesses to have dashboard allows you to track
an understanding as to how many online store sessions by traffic
customers convert after visiting source, as well as track your top
the website. A deeper analysis products by units sold and top
of this can show specific pages referrers by sessions.R. Shopify Insights S. Shopify Reports T. Shopify Live View
The Insights in the Shopify backend Shopify Reports provide an An interesting feature in the
are powered by data fro your online overview of various aspects of Shopify backend is the ‘Live View’
store, giving you suggestions and the website, including marketing, feature, which allows store owners
ideas as to how you can further sales and customers. These to view the total number of visitors
improve your website, as well as individual reports allow you to see active on the website at the current
which areas of the site to optimise. an overview of each area of your point in time and the total sales
These showcase details about business through the performance so far during the day. But the best
your product range that show of your online store. As well, you can feature is the ability to see where
high potential (products that don’t create custom reports which are in the world (on a virtual globe)
get much traffic but sell well), tailored to dimensions and metrics website visitors are as they are on
trending and top-selling products. that you have chosen, which can the store’s website. This gives you
It also provides shop owners with be used to further understand your insight into when visitors are most
insights into product ranges that store’s data. For example, a ‘Taxes active on the website during the
can be improved, for example, the Report’ for each day. time of day, where in the world your
products that receive a high volume traffic is coming from and which
of traffic but have a low (or zero) visitors turn into a successful order.
conversion rate, and ones that are
often added to shopping carts but
are not purchased in the end.
Grow Your Brand Sustainably “They’re bloody good. They’re partner with direct to consumer
So, there you have it, 16 of the extremely responsive and quick to businesses to create successful
most important aspects to track reply when we reach out. They are marketing campaigns and
and 15 ways to track them to well organised and have exceeded strategies, using data and insights
ensure your digital marketing our expectations in delivering on gathered across multiple channels.
performance is a success! their promises. They don’t over- As a sustainable marketing agency,
promise and they always deliver. we work with brands that are
As a sustainable marketing agency, We’ve not been disappointed with ethical, sustainable and exist for
we believe that collecting a diverse this team, unlike our experiences more than just profit. If you are
range of data and insights from the with other agencies failing to deliver.” looking for a sustainable marketing
various marketing channels helps Samantha Goodburn, Marketing agency that aligns with your core
to shape marketing campaigns and Manager beliefs and brand identity, then
projects. That is why we diversify book a call with us today.
in the way we collect, record and If you would prefer to outsource
utilise the data we find using not your marketing to save time
one, not two, but multiple metrics. and effort, whilst enlisting the
This has delivered data-driven knowledge and experience
success for our partners, one of of experts in the field, then we
them being Gibsons Games. are here to help. At Reward, wewww.rewardagency.co.uk mitchel@rewardagency.co.uk 0161 533 0760
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