November 18, 2015
Topics: Analytics, Inbound Marketing, Lead Generation, Social Media Marketing, Lead Conversion, Conversion Rate Optimization
November 18, 2015
By Tony Adragna
Your company decided to run a marketing campaign, and now that it's coming to an end, perhaps you're wondering what metrics you should be looking at to decide if your campaign was a success or not.
Let's back up a bit. If your company deided to run a marketing campaign, hopefully it wasn't something that was just thrown together without goals, because goals are an important aspect of defining campaign success or not. You should define what you want to accomplish. Do you want more sales? Do you want to build a large database of contacts? Perhaps you just want to build awareness?
For the metrics we list below, set goals for each of them before your campaign begins so that you can see if your campaign is performing how you had hoped along the way, which in turn, can help determine if your campaign was successful or not.
If your website traffic from your campaign is low, chances are your campaign probably wasn't successful. Stating the obvious here, but people have to visit your website in order to convert, and with low website traffic, that isn't the case. However, there's more to website traffic. You should be measuring:
Traffic is a metric that can help prove campaign success if your campaign's goal is to raise awareness about your brand, but typically high traffic isn't the end goal around a campaign. Sample goals for traffic may be:
Leads are important to measure throughout your campaign because they represent someone who willingly gave you their information. The two types of leads you should be tracking are:
If leads are the core measurement of success for your campaign, some sample goals may be:
Conversion rates are what tie our last two points together. It is the ratio of how many people converted to how many people visited throughout the course of the campaign. A couple different types of conversion rates to track are:
For many campaigns, the end goal is to generate revenue, so a good customer conversion rate is highly valued. A sample goal may be something like: Have a lead conversion rate of 5 percent throughout the campaign.
Maybe the goal of your campaign is focused around social media. Some metrics to look at to determine social media success are:
If social media is the focus of your campaign, some sample goals may be:
All in all, there are several marketing metrics your company may want to track to render a campaign successful or not, but the metrics highlighted above are a good start. Remember, setting goals is paramount when it comes to defining a campaign's success.
What other marketing metrics does your company use to help prove campaign success?
About the author
Tony Adragna was formerly an Associate Consultant for SmartBug Media. Using his project management and digital marketing background, Tony helps implement their inbound marketing strategies. Read more articles by Tony Adragna.