It’s the night before your campaign launches. You spent hours on end preparing the marketing materials, writing and rewriting the copy you’ll be using on your site and social channels, going through the calendar, and making sure all your loose ends are tied. What are you forgetting?
The only way to really know how well your campaign is working is by measuring them to see how they performed, and to do that, you’ll need KPIs (key performance indicators). Your spreadsheet doesn’t need a complicated set of algorithms and equations to tell you what worked and what didn’t. And to prove it to you, here’s a list of 6 metrics to get you started.
1. Number of Unique Visitors
There’s a bigger story behind the pageviews on your site. Take a look at the actual number of people who visit your site. Although it’s good to know that your visitors are coming back to a specific page over and over again, it may be just as important, if not more, to know the actual size of your audience. You’ll be able to better measure the growth of your base by knowing the number of people that actually arrived on your site.
2. Total Clicks or Pageviews
Impressions can be one way of measuring the reach of your pages, but the quality of your content can be better judged by the number of clicks each page received. If one Tweet brought more traffic to a page than another, or if a higher placement of a link in your newsletter brought more/less traffic than a lower placement, you’ll have a better indication of how your audience interacts with your content. Explore the Bounce Rate and Pageviews Per Visit to get an indication of how long your visitors stick around.
3. Traffic Sources
It’s great to know where/how people clicked, but you also want to know where they’re coming from. For example, you might be putting a lot of effort into bringing traffic from your social networks, but analytics might tell you that your newsletter is driving the largest amount of traffic to your blog. In this case, you may decide to invest more into your newsletter and revisit your social media strategy.
If you’ve created content compelling enough to be shared by your audience, you’ve achieved a big win. Since there are so many different ways people share, and you’ll want to understand how your audience prefers to share. Facebook may be at the top of your sharing options, but if you see a good group of Redditors sharing, you probably just discovered a network of fans you may have been neglecting. And don’t forget one of the most common ways people share––by copying and pasting URLs into emails. You can track that too, you know. :)
5. Other Engagement
Comments, RTs, Likes––these are all engagement actions you’ll also want to track. You can use the analytics that come with the different tools and social networks you use to help gauge the effectiveness of your content. You can supplement this with AddThis Analytics and even integrate it into your Google Analytics dashboard.
This is the crème de la crème. Conversions are those who went through the hoops you laid out, and bought your product, signed up for your newsletter, or took whatever action you asked them to take. This is your ROI, and you can track this in Google Analytics.
Take Advantage of the Resources Available!
There are free tools available that’ll give you actionable metrics, like Google Analytics and AddThis Analytics, so take advantage of them and get a hold of your site’s performance so you have a better chance to make an informed, data-driven decision on your strategy.
Now it’s your turn. What other ways have you measured the performance of your site?