Digital Marketing: A Guide to Analytics

Successful brands employ measurable tracking and analytics to readily interpret data surrounding their digital marketing campaigns. This analysis is integral to understanding the elements that drive your success, and which components need optimization. By properly measuring the right data and making the adequate adjustments, your business can stay on top of relevant industry trends and avoid unpredictable setbacks. Data analysis in digital marketing today is typically broken down into marketing metrics, conversion metrics, and business metrics. 

Retention and Engagement Metrics

An effective digital marketing campaign is reliant on the visitors’ engagement or actions. Visitors and customers who return to your business’s site and regularly engage with your brand’s page can be a reflection of the success of a marketing campaign and the effectiveness of your content. 

First Visit Metric

Understanding the how and why behind a first-time visitor’s initial click on a website allows businesses to analyze if their marketing strategy is successfully drawing in its target audience. This analytic specifically measures the engagement of first-time visitors by evaluating the time spent on a business’s site and how many pages they clicked through during their visit. By analyzing first visit metrics, it can be determined which traffic sources are successfully promoting high-quality traffic and which need to be reevaluated. 

Returning Visitor Metric

A successful business can build and retain its online audience by optimizing their marketing strategy, specifically their web content. The number of return visitors directly reflects the strengths and weaknesses in a campaign and its overall effectiveness. 

Bounce Rate

To best understand the audience a business is attracting, it is crucial to determine its bounce rate, a percentile that reflects the number of visitors that leave the website after viewing the first page. This metric demonstrates not only the effectiveness of the web content, but it also reveals the interest level of its audience.

Our digital marketing experts develop a strategy catered to your business’s every need. We work with you to understand your marketing goals and carefully track and analyze your website’s data to ensure we are reaching your target audience and optimizing your content to the fullest extent. Our talented team works with you every step of the way to engage and retain your visitors, take visitors further down the sales funnel, and enhance your business’s overall success.



Social Media Metrics

Today, consumers are spending more time than ever on social media forums. Effective digital marketing campaigns utilize these platforms to promote brand awareness and to reach their target audiences. These metrics track the performance of your business’s social media strategy and help your marketing team assess and optimize your business’s campaign.  

Social Media Shares and Likes

Studying the success of a business’s social media engagement reveals overall brand awareness and the extent of its reach across various audiences. A business’s ability to form meaningful audience and customer relationships is the foundation for long-term success. This success can be tracked by measuring social media shares and likes on forums such as Facebook, Twitter, Instagram, Medium, and LinkedIn while providing data needed to understand current visitors and campaign success.

Brand Awareness Metric

Today’s market is heavily reliant on social media presence. The overall success of a marketing campaign can be tracked by studying a business’s performance on social media through Likes, Shares, and Followers. Following brand awareness analytics on a month-by-month basis, reveals the development of a business’s social media presence and allows for comparison to show a business’s reach and which components of a social media campaign are providing the most significant results.

Follower Growth

Digital marketing utilizes a business’s social media following to monitor brand visibility and expand brand awareness. Tracking social media growth over time provides data on visitor behavior patterns, the brand’s reach and areas of strength and weakness in the campaign.

We work with our clients to develop and strengthen their brand, reach their target audiences, and fine-tune their overall marketing campaign. Our team specializes in brand creation and growth that we achieve through extensive research, strong content development, and comprehensive analysis to ensure we meet your marketing goals. We collaborate with creativity and innovation to enhance your business’s success. Our brand development processes utilize a number of social media forums such as Facebook, Twitter, Instagram, LinkedIn, Pinterest, and Medium to develop your brand’s personality, promote brand awareness, further your brand’s reach, and enhance audience engagement.

Lead Metrics

A successful digital marketing campaign encourages cost-effective lead generation. Lead metrics help your marketing strategy to stay within budget while utilizing every available resource. The way users react to your campaign provides greater insight into the best methods to optimize your marketing strategy. 

Cost-Per-Lead (CPL)

A lead is an individual that expresses interest in your business’s product or services. Determining the cost-effectiveness of a marketing campaign can be measured by comparing the cost of employed methods to generate leads by the total number of leads acquired. A cost-per-lead metric additionally provides critical data needed to track your return on investment (ROI) calculation and to monitor individual marketing efforts.

Lead Conversion Rate

The lead conversion rate provides insight as to how well your strategy is converting leads to purchases. A conversion rate is calculated by comparing the number of leads translated into sales by the total number of leads in a monthly report. After several months of reports have accrued, it is essential to then establish an average conversion rate for your business as a standard for comparison. 

Click-Through Rate

Keyword rankings determine the placement of pages on a SERP (search engine results page), whereas click-through rates determine how useful a page is to SERP users. Digital marketing analytics use this metric to measure performance by tracking how often users are clicking on the business’s page, advertisement, link, or call-to-action. The click-through rate reflects if the current campaign needs to be optimized by implementing changes such as new web copy, new imagery, or new target audiences.

We utilize lead metrics to put a tangible price tag on gaining new customers to best optimize our strategy within our client’s budget. We use a strategy of SEO, paid advertising, social media, and original content to provide your company with quality leads. We employ data and analytics to report the effects of our strategies on your business and use these results to fine tune our approach to maximize results.



Conversion Metrics

The goal of a digital marketing campaign is to move potential customers down the sales funnel. Conversion metrics ensure that your strategy is doing so successfully and remaining within your budget. 

Conversion Rate

Determining the number of web visitors that follow through the sales funnel and purchase a product or service from the business’s website reflects the success of the marketing strategy. The higher the conversion rate, the greater the sales or revenue. One way to achieve a higher conversion rate is to create several different landing pages for a variety of segments and optimize for conversion.

Cost-Per-Conversion (CPC)

Digital marketing campaigns utilize paid search such as Google AdWords, Display Ads, or Remarketing Campaigns to drive web traffic to the business’s page for faster results than what organic methods are capable of. A cost-per-conversion is a measurement of the cost of an advertisement divided by the number of users converted into customers. 

Revenue-Per-Lead (RPL)

Revenue-per-lead is a measurement of sales divided by the number of leads over a specific timeframe. To effectively calculate this metric, a system must be in place to track both the number of leads and the revenue associated with specific leads. A revenue-per-lead metric assesses the effectiveness and efficiency of a marketing campaign by reporting on the progression from lead to revenue.

Through extensive campaign monitoring, we determine the effectiveness of our strategies and improve any areas needing optimization.



Business Metrics

Business metrics play a critical role in ensuring your marketing campaign is driving sales to the best of its ability. Analyzing data on your business’s return and investment can help to maintain costs within your budget and ensure a successful engagement. 

Return-on-Marketing-Investment (ROI)

A digital marketing campaign offers measurable results through the collection and in-depth analysis of critical data. These analytics offer insight into the success of a campaign through a number of metrics that determine the client’s return or gain from their investment.

Customer-Acquisition-Cost (CAC)

Customer-acquisition-cost measures sales divided by total marketing expenses related to that sale. This formula is used to determine the cost of a new customer for the company. Reporting these numbers on a monthly basis reveals patterns, trends, areas of success, and areas needing further optimization.


Our goal is to maximize results, increase web traffic, and drive sales. Our marketing strategies use business metrics to enhance your business’s campaign through real-time data analysis. We work closely with our customers to determine how to get the greatest results for their business within their specific budget. 


Analytics play a crucial role in measuring the success of your current digital marketing strategy and optimizing your campaigns. We work closely with our clients to establish the marketing metrics, conversion metrics, and business metrics that will identify areas of strength and areas that need to be optimized in the marketing strategy.

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