Every campaign needs good planning and execution, but it doesn’t end there. A campaign should include key metrics and goals attached to whatever reporting method is being employed. And if your campaign has digital facets, it's all the more important to include an effective and informative reporting method to maximize your tangible results.
Here are four such metrics to consider in your digital tracking.
"Traffic sources" refers to the location from where your traffic is coming. This is particularly useful to evaluate if your digital campaigns have been effective at increasing traffic to your website. If you're running digital ads or pumping out fresh website content, look for movement from paid channels or organic search, respectively. Google Analytics has all of this information stored under its "Acquisition" tab in the overview section.
You can also look at what other websites have been sending traffic to your destination. If you've been trying to encourage other sites to share your content, you'll want to keep an eye on this source. You can break it down a step further in analytics using the "landing page" as a secondary dimension—this will show which of your pages those sites are directing people toward.
This is the number visitors you're turning into leads via your digital content. You can look at this site-wide or narrow it down to the rate for your website's blog, specific articles, landing pages or other site pages. If you're running a lead-generation campaign, it's going to be especially important that you examine how effectively your content can turn a visitor into a lead. Even if the number isn't great, you can use that as a reason to make adjustments.
What's the best way to get visitors converted into leads? Provide valuable content on your site that aligns with users' intentions. If a user entered your website on a guide about the ins and outs of a particular app, make sure that content is focused on providing all the answers someone would need to know about that app. Then ask for a little something in return at the end. Keep it simple—just ask for a name and email. Then follow up with more valuable, intent-focused content.
Inbound links are links from external websites that direct users to your website. These are particularly important if you're creating content and trying to:
Getting inbound links is especially important if you're attempting to improve how search engines view your site. When other high-quality, reputable sites (these could be publications or other sites relevant to your industry) link back to your site, this acts a signal to search engines that your content is authoritative and trustworthy. Getting other sites to link back to yours can also help increase your audience and get your brand in front of more people.
The best way to get external sites to link back to yours is by creating quality content other people want to share. A little bit of outreach can go a long way, as well. If you find a website that shares content similar to yours, see if you can arrange for guest blogging, or share some of their content and vice versa. It can be a lot of upfront work, but the long-term payoff is worthwhile.
CTA performance ties into the visitor-to-lead conversion rate. The more effective your CTAs are, the better your visitor-to-lead rate will be. Look at CTAs across your site, and see which are performing best. Are there any trends? Maybe certain visuals or copy work better than others? Include these in your reporting, and use the insights to make adjustments. As your CTAs improve, so will your conversion rates.
With each of these metrics, you should be setting goals. Give your team something to aim for, and set expectations with your clients or internal stakeholders. Shoot for something attainable but not lacking ambition.