Cost Per Click
The cost per click is the amount you pay to get someone to click on your ad. You can use it to compare different ads and landing pages. If your cost per click is higher than everyone else’s, you should change your ad or landing page.
Cost Per Conversion
When you’re thinking about your marketing strategy, cost per conversion is a good indicator of how much each conversion costs you. A lower cost per conversion means that your ads are performing well and converting at a high rate.
A higher cost per conversion can indicate several things:
- The market for the product or service in question is competitive, so it takes more money to win over potential customers than it would in other markets.
- The ad or campaign had low click rates and therefore struggled to reach enough people to get any conversions from them (i.e., people didn’t see the ad).
- You need more traffic or engagement from current campaigns before they start producing results (i.e., less-than-stellar targeting).
Other Important Metrics to Know
Another way to measure your digital marketing success is by tracking your organic traffic. Organic visitors are those who find you from search engines and other sources, such as links from other websites, social media, blogs, etc. This type of traffic is free, so keeping track of it can help you determine whether or not your efforts are working.
If you want to know how many organic visitors visit your site each month and/or year, take note of the number at the end of a given period (like day, week, or month) in Google Analytics. You can also use HubSpot’s free analytics tool.
Leads Per Channel (organic search, paid search, social media, email, etc.)
Using Google Analytics, you can track leads generated from each channel. For example, you could look at how many people came from organic search versus paid search campaigns to your website.
Next, calculate the number of leads that each channel generated by dividing the number of leads by your total visits:
Organic search (1/5) = 20%
Paid search (2/5) = 40%
Social media (3/5) = 60%
Finally, compare these numbers to determine which channels are performing best. If social media performs better than organic search and paid advertising combined, you can focus resources on building up your social media presence or raising bids on paid advertisements, so they get more exposure.
Leads Per Source (website, landing page, form fill, etc.)
A lead is a person who has interacted with your brand. It could be someone who filled out a web form, visited your website or landing page, or even downloaded an ebook.
When you have more leads coming in, it means that more people are interested in what you have to offer. When you track the number of leads per source on a regular basis and compare those numbers over time, this can help inform your decision-making process about where to focus your marketing efforts.
If you find specific sources that generate better quality leads for you (meaning they convert at higher rates), then those should receive more of your attention and an increased budget than others. If there are sources that aren’t performing well (with low conversion rates), analyze to ensure that they are well optimized. If they are optimized and not effective, then consider spending less of your time and reducing the budget.
Referral Traffic Sources
It’s possible to track referral traffic in Google Analytics, but there are other tools that can help as well. The first thing to note is that referral traffic sources aren’t just limited to websites. They can also include email campaigns or social media posts.
So, what is referral traffic? Referral traffic is when a visitor comes from another website (or one of your own) rather than directly from a search engine result or an ad click on your site. Why does this matter? Because it indicates that the visitor found something appealing enough elsewhere on the internet to take action and eventually end up at your site—and because those visitors tend to stick around longer than others, they have more potential for becoming loyal customers or repeat buyers too!
Traffic Source Quality
Traffic source quality is a metric that measures the quality of your traffic by comparing the number of visitors from each traffic source to their share of total visits.
- A higher traffic source quality percentage means that more users visiting your site are interested in what they’re seeing and are more likely to stick around longer than those who arrive via less-targeted channels, increasing time spent per session.
- Visitors coming from high-quality sources are more likely to convert, which means fewer wasted impressions on unqualified leads or prospects who aren’t ready to buy right now—and better ROI for every ad dollar spent!