Reviewing Your Analytics: Which Metrics Matter?

Do you look at your analytics after launching a marketing campaign? Lots of people look at them but they aren’t sure which ones are important or what they mean.

Which metrics really matter? We’re about to tell you.

Let’s start with a little “decoding” of the metric language. Here are some of the most important terms:

Conversions: The number of people who followed through to your objective. This could be making a purchase, signing up for something, completing a form – whatever the goal of your campaign was.

Leads: Potential conversions. People who show interest in your product or service.

Engagement: The total number of likes, shares, and comments.

Reach: How many people saw the promotion.

Impressions: How many times the promotion was seen.

Visits/Views: Every visit to your site or view of your landing page.

Unique Visits: Unique visits count people only once (not each time they visit).

Bounce Rate: The percentage of people who land on your page and immediately leave.

Average Engagement Rate: Individual post engagements as a percentage of overall followers.  

Click-Through Rate: A percentage of how many people click the link in your ad.

Funnels: Paths that users take toward conversion.

These are just a few of the terms you should understand.  If you are interested in learning more, here are 61 Key Social Media Metrics, Defined.


Which Metrics Should You Pay Attention To?

This depends on the objective of your marketing campaign Ask yourself: does the information in this metric help me make a decision? If it doesn’t, then it’s most likely just a “vanity metric.” Your reach and impressions can be considered vanity metrics if they’re not resulting in audience growth and leads. It’s great if you have a piece of content that reaches a lot of people, but if you’re not reaching your target market, your campaign is falling on deaf ears.

Engagement is a great way of telling whether your content is effective. If people are liking, commenting on, and sharing your content – not just viewing it passively – then you are on the right path. You should look at the percentage of your followers who are engaging with your content. If this number is low, you’re not communicating effectively with your audience. Ask yourself what you can do to spark a conversation with your fans.

Leads are another important metric because leads can be turned into conversions. If a marketing campaign didn’t convert as many sales as you’d hoped, but it got you a lot of new followers who are interested in what you have to offer, it might still be considered a success.

Conversions is the number one way to measure action. Most marketing campaign objectives are to make a sale or to get people to sign up for a program or a mailing list. Conversions are how you measure the result of that objective.

Knowing how to review your analytics and base new action on that information can bring your marketing from average to amazing. Contact The Light Digital for a Free Marketing Consultation to get started on a digital marketing campaign custom-crafted to achieve your goals.