DIGITAL MARKETING CONCEPTS

The following can show 14 of these metrics that proved to be most important for
your digital marketing campaign. These metrics are categorized into three groups,
according to the simplified flow of any digital marketing campaign.

Visits, or sessions, is a metric used to measure the total number of times a user navigates
to a website. Visits are an important digital marketing metric that is used in tandem
with conversion rate to gauge the performance of an online store.

Visitors refers to the number of distinct individuals requesting pages from the website
during a given period, regardless of how often they visit. Visits refer to the number of
times a site is visited, no matter how many visitors make up those visits.

Cost Per Click (CPC) refers to the actual price you pay for each click in your pay-per-
click (PPC) marketing campaigns. In this lesson you'll learn: A more thorough definition
of cost per click. Why CPC is important to you and your PPC campaigns.

 Overall Site Traffic

Significant changes in how traffic flows to your site can give you an insight on how effective
a particular digital marketing technique initiated is effective or not. When measuring site
traffic, don’t just focus or rely on page views or the number of hits your website gets but also
on how many unique visitors your website get per week or per month. The more unique
visitors your website receives, the greater the chances of getting potential customers.

 Traffic Sources

Knowing where your site traffic is coming from and what particular sets of keywords brought
them there can give you an insight as to what keywords or keyword phrases you should focus
more on your digital marketing campaigns. Search engines still proved to be the primary
source of website traffic according to various studies, but you can also leverage on other
traffic sources that may prove beneficial for your business.

 Mobile Traffic

Mobile internet is proving to be a strong digital marketing arena as more and more people
across the globe access the internet through their smartphones and other internet-capable
mobile devices. This deserves much more attention from digital marketers as these can open
new doors for greater and more diverse revenue sources. This metric can also provide and
insight on how business owners can effectively structure and plan their content – resulting in
better engagement with both mobile and non-mobile website visitors.

 Click Through Rate (CTR)

Pay-Per-Click (PPC) are viable sources for targeted traffic and can be measured effectively
by the figuring out the number of clicks your PPC ads receive based on the total number of
impressions. Each time your ad is viewed an “impression” is made and Click Through Rates
(CTR) measure how many people actually clicked on your Ads. The higher the CTR, the
better your Quality Scores will be, allowing you to lower your PPC costs by receiving pricing
discounts from Search Engine Marketing platforms like Google AdWords.

Conversion Metrics
As discussed in earlier Digital Marketing Philippines articles, converting website traffic into
business leads or outright sales is the primary purpose for your digital marketing campaign.
This goal should be at the core of your digital marketing efforts, with the following providing
insights as to what particular metrics are important during conversion.

 Conversion Rate (CVR)

Measuring how many website visitors actually gets converted into leads or sale is a valuable
and tangible metric that defines your digital marketing success. Whether your goal is to
gather valuable information about your website visitors and potential customers, or convert
site visits into sales, monitoring your Conversion Rates can give you a great insight as to
what particular aspects in your digital marketing campaign will deliver the best results.

 Cost Per Lead (CPL)

The success of a digital marketing campaign depends on how well your website and content
convert website traffic into leads or paying customers at minimal possible costs. Cost Per
Lead (CPL) is a metric that defines the lead conversion ratio of a particular campaign and
corresponding cost, giving insights to the business owner or marketer on how profitable their
campaign is or not.

 Bounce Rate

Not all website traffic to your site can be converted into leads or sales or stay longer
immersed in your web pages and partaking of your website content. On some of these visits,
site visitors immediately leave or “bounce” as fast as they arrive – should they find your
content irrelevant to their needs. Knowing bounce rates can provide you insights on how you
could better improve or optimize your content.

 Average Page Views per Visit

Driving good traffic to your website is one of the most important and foremost components in
your digital marketing campaign, and how well you can entice them to stay longer on your
web pages and digest your content. The more page views generated from each visit the more
chances for engagement with website visitors, eventually influencing them to get converted
into leads or paying customers.

 Average Cost per Page View

The amount of investment poured into a paid digital marketing channel like PPC can be
controlled by knowing the average cost per page view and the amount of revenue you can
generate from a particular page. Your cost per page view should be significantly lower than
the revenue you can generate from the page in order to gain profit from your campaigns.

 Average Time on Site

You can measure how well you are engaging with your targeted website visitors by how long
their average times during each visit to your site is. This is important for gauging what
content is relevant and would drive results from site visitors, gaining their valuable trust, and
eventually increase these levels of trust into something that would finally entice them to
convert.

 Rate of Return Visitors

Website popularity is not only defined by the amount of traffic your site is generating, but
also by the rate of return visitors that keep coming back to partake more of what you can
showcase with your content. Knowing your Rate of Return Visitors can give you an insight
on how you can improve your content to entice site visitors who have not converted yet as
leads or paying customers – to finally do so.

Revenue Metrics
Ultimately, the success of your digital marketing campaign can be measured properly by
revenue metrics. These will tell you if a particular campaign is profitable or not so you can
make adjustments on how you can improve your content for better engagement, higher
conversion and bigger revenues.

 Return on Investment (ROI)

The Return on Investment (ROI) can be aptly measured by website traffic that are eventually
converted into new paying customers. This metric will also help you identify which area in
your digital marketing campaign is driving sales and revenue, and which areas should be
given more room for improvement.

 Cost to Acquire a Customer (CAC)

ROI is measured by the number of new paying customers for a given time period. The cost
for acquiring these new customers on the other hand is defined by getting the total of your
marketing and advertising costs for a particular time period divided by how many new paying
customers were generated during that same period. Although calculations may not be that
perfect, CAC can give you with good insight on how effective and successful your digital
marketing campaigns can be.