The importance of marketing metrics in digital advertising
15 April 2021
Marketing metrics measure the success of marketing campaigns and show how well campaigns are tracking toward key performance indicators (KPIs). They are one of the most important elements of any campaign, and without them, marketing teams wouldn’t have a clear picture of whether their marketing strategy is a success. Here, we’ll explore the basics of marketing metrics and KPIs, share helpful metrics for digital marketers, and discuss which Amazon Ads solutions can help measure campaigns most effectively.
What are marketing metrics?
Marketing metrics are a quantifiable way to track performance and are an important marketing measurement tool for gauging a campaign’s effectiveness. The most appropriate marketing metrics vary greatly from one campaign to the next, but in general they measure the effects of your campaign on audience actions. The right marketing metrics to measure will be the ones that ultimately have the most impact on your business goals, which may be sales generated for one campaign but incremental reach for another. By helping you understand how effective your campaigns are, marketing metrics help marketers optimise their current campaigns and plan for future campaigns.
What are some examples of marketing metrics?
There are hundreds of metrics marketers can use to determine a campaign’s success – it’s a matter of choosing the right one for each particular strategy.
Different metrics give you different insights. For example, email opens and clicks can show engagement level, while the unsubscribe rate can indicate if audiences find your content interesting and relevant. Ad impressions and video views help measure your campaign reach. Cost-per-action can help you track the efficiency of your campaign.
Here are examples of metrics for various marketing channels that can help marketers make informed decisions about how to best optimise their budgets.
- Email marketing: as email opens, email forwards and unsubscribes
- Digital marketing: click-through rate, cost-per-action (CPA) and impressions
- Social media: follower count, impressions or reach and engagement rate
- Website: total traffic, bounce rate, new customers, returning customers, time spent on site and traffic sources, as well as conversions
- Content marketing: blog traffic, amount of content shared, content downloads and qualified leads through lead generation form fills
- Video and streaming TV ads: impressions and total viewing time
- Sales: sales team response time, sales call volume and sales call reviews
- Revenue: how much revenue each channel is generating
- SEO: keyword average rankings, keyword search volume and organic traffic
- Quality: Quality Score, Net Promoter Score, reviews and monthly recurring revenue
Why are marketing metrics important?
Marketing metrics are critically important because they help brands determine whether campaigns are successful, and provide insights to adjust future campaigns accordingly. They help marketers understand how their campaigns are driving towards their business goals, and inform decisions for optimising their campaigns and marketing channels.
These insights help a marketing team understand if it has achieved its goals in terms of reaching new customers, awareness, engagement, sales, lead generation and more. These digital analytics also serve as an early warning system if marketing campaigns aren’t performing as expected, and can help with effective decision making to adjust campaigns in real time.
Finally, marketing metrics are the primary way marketers can show the impact that marketing and advertising is making for their company or organisation. This can inform annual budgets and headcount, making these insights essential beyond ongoing measurement and campaign planning.
Which marketing metrics and KPIs are most important for digital advertising?
1. Lead generation
2. Return on investment
3. Impression share
Impression share is the measure of how well a brand is performing on a certain channel in comparison to its total potential audience – for example, how many times your display ad was viewed as a percentage of the total number of potential eligible impressions. An increase in impression share can mean that a brand appears more frequently and has the potential to drive an increase in sales.