Even though it seems hard to believe, there are still entrepreneurs who believe that marketing investment is not an investment but a waste. Like anything else, it can be a waste when executed haphazardly and incorrectly, especially when not measured. Fortunately, today online indicators are very easy to follow.

What are the most important marketing indicators?

Google Analytics or Google Trends are the most popular means you can rely on in your measurements. These indicators show website traffic and the sources that bring you visitors or analysis of conversions (purchases completed), all in real time. This allows you to correct and improve the actions of your online promotion, all in a very short time.

Online indicators are divided into the 3 categories below.

  1. Traffic indicators
  2. Conversion Indicators
  3. Indicators for email campaigns

Traffic indicators

  1. Total site traffic – meaning how many unique visitors you had to your site in a time frame
  2. Number of organic searches – visitors who arrived at the site following keyword searches (SEO performance) or the most searched words at a given time.
  3. Social Media – how many visitors came from social media (posts and campaigns).
  4. Unique visitors vs recurring visitors - this way you can see how many people have returned to the site vs. how many there are on the first visit.
  5. Time spent on site – the average time your visitors spend on certain pages on the site.
  6. Traffic sources – so you can see which sources work best for your business.

Conversion Indicators

  1. Bounce rate – represents the bounce rate, i.e. how many visitors arrived at the site and left without accessing other pages. A high bounce rate shows you that the site needs improvement.
  2. Conversion rate – is determined by relating the total number of sales to the total number of visits on your website. Conversion refers to how many of the website's visitors turn into leads (potential customers), and later into customers.
  3. Cost per lead (potential customer) – how much it costs to get a lead vs how much your marketing campaigns cost.
  4. Cost per conversion – like the cost per lead, it shows you the ratio between financial investments and the rate of the number of customers who bought.
  5. Average order value – can help you identify opportunities to opt out, sell or promote special offers. To get this value, divide the amount of revenue generated by the total number of orders.
  6. Abandoned cart rate – how many visitors leave the online store without buying, after adding products to the cart.

Indicators for email campaigns

  1. Delivery rate – the total number of emails that arrived in the subscribers' inbox. The total number of emails sent, excluding those that did not reach the recipient's inbox due to invalid addresses (hard
    bounce) or because their inbox was full (soft bounce).
  2. Open rate – the number of people who open your emails.
  3. Click rate - how many subscribers clicked on the links in the email.
  4. Conversion rate – the number of people who not only clicked on the buttons inserted in the e-mail, but also bought the respective product or service, or downloaded an e-book, for example.
  5. Unsubscribe rate – how many people opt out of receiving emails from you.

Every entrepreneur and marketing team should measure their online marketing efforts. Fortunately, there are techniques and metrics that can be used to validate the strategies chosen for promotion, thus preventing the waste of time and money resources in the campaigns carried out. Choose to focus on those strategies that can be supported with numbers and evidence and that ultimately contribute to the development the business. We are here to help you with your online marketing and do not hesitate to us contact.





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