Marketing analytics entails monitoring the actions that leads and customers take within your marketing campaigns. With data gathered from marketing analytics, you can discover which ads, landing pages, emails and other marketing assets your audience is clicking on, as well as what actions they take from there. Tracking and analytic information is gathered from unique identifiers or codes on a person’s computer or web browser that are communicated to your marketing tracking system.
Depending on the goals of your business, there are a number of important marketing metrics that you should be paying attention to.
Examples include: click-through rate, cost per click, average time on page, ROI, first-click attribution, last-click attribution, number of sales opportunities, impressions, cost per acquisition, bounce/spam rates, number of email unsubscribes, repeat customer score, and purchasing frequency.
Use this guide to see what metrics you should be looking at for each stage of your marketing campaign.
Depending on your company’s unique priorities, you’ll want to track different metrics, and a good place to start is with the customer lifecycle. When you break up your KPIs into these five separate stages — attract, convert, fulfill, delight and refer — you’ll have a framework to better manage the data and use it to nurture leads and customers from one stage to the next.
For example, in the “awareness” stage you’ll want to track click-through rates (CTR), cost per click (CPC), average time on page, and first-click attribution. In the “convert” stage, you’ll want to track stats such as number of conversions and opportunities, impressions and cost per acquisition (CPA). Check out this article to learn which stats to track for the other stages of the customer lifecycle.