Digital marketing has made it easy for business owners to reach their intended audience using popular Display Networks and social channels, predict behavior and use an algorithm to attract new customers.


All of this is great, but you must quantify the performance of digital marketing campaigns to track your return on investment (ROI). Good news, there are a few things you can do to monitor performance.


Above all, set your objectives early. Is your goal to increase brand awareness? If so, you’re probably less focused on metrics such as Click Through Rate (CTR) and more focused on reaching as many people as possible (impressions). On the other hand, if your goal is to convert clicks into leads, then you must do more strategizing. At the very least, the landing page you’re using for campaigns should be optimized for conversion tracking.


Implement numerous capture opportunities without creating a poor user experience. Think simple calls to action with enticing lead capture forms. Make sure you have a Google Analytics Tag installed on your site and, if necessary, a conversion pixel implemented and tracked on your chosen marketing platform.


Aside from conversions, it’s important to understand other performance indicators:


  1. Traffic to your site. The rule quality over quantity applies here, but your site traffic will help you understand your marketing efforts. If your traffic increases 20 percent, that’s great! Now, establish a strategy for capturing leads once your visitors land on your site. Pay attention to which pages are driving the increase in traffic. If those pages are campaign-related, chances are your digital marketing efforts are paying off.
  2. Average time on site/bounce rate. If you’re driving more traffic to your site, your goal is to keep them there. Pay attention to the number of clicks your campaigns receive, the page users land on and how long they stay there. If the bounce rate is high, visitors are probably landing on a page that doesn’t accurately reflect information they were expecting.
  3. Monitor the traffic sources to your site. Smartphones are taking over as the No. 1 device used when browsing the web. However, this may not be true for certain sites or even specific pages on your site. If you’re driving traffic to a page that isn’t optimized for mobile, but your campaign traffic is primarily mobile, then you have a problem.


All metrics are important. So, understand the numbers generated from your campaigns. Metrics such as CTR and impressions are still important and must be evaluated. Understand the averages for your market or industry, as well as campaign type. Display campaigns will generally have a lower CTR than search, so do your research before jumping to conclusions when evaluating campaign reports.