It’s reckless to create marketing campaigns on a whim without considering your channel metrics.
Not only does this careless approach risk wasting valuable time, but it also eats up your productivity and profit margin. And yet, many marketers still rely on these “spray and pray” marketing tactics to target their prospective customers.
Today, let’s look at the 4 main types of channel metrics you should measure and how you can track them with a few clicks of the button.
KPIs, which refer to key performance indicators, are a set of channel metrics that determine the performance of your marketing strategy (e.g., how many leads generated for a new service, how far along you are at hitting the email marketing benchmarks in your industry)
There are primarily two ways to track your channel marketing metrics:
In this guide, we'll focus on the latter.
Here’s a stunning Google Analytics report created on an automated marketing reporting tool called DashThis.
Grab this Google Analytics report template with your own data!
Notice how it shows the numerous channel KPIs that played a significant role in revenue growth.
Grab this SEO report template with your own data!
SEO remains a popular content marketing channel despite the colossal time and resources it requires.
Fortunately, visibility, traffic, and brand loyalty make up for it big time.
Note the SEO report above that breaks down a website’s DA score, number of external links acquired, and most successful campaigns (i.e., top referral sources) according to the number of sessions and number of times visitors completed an action.
Focus on these channel metrics to ensure that you’re heading in the right direction.
Grab this social media report template with your own data!
Marketing campaigns are incomplete without social media.
This powerful form of community promotion gets your content in front of your target audience without doing the legwork yourself.
Above, you’ll see a social media dashboard that combines Facebook, Twitter, Instagram, LinkedIn, and YouTube data. Instead of individual reports, it conveys all essential social media engagement metrics in one place.
Common channel metrics for social media include:
Grab this PPC report template with your own data!
Drive traffic to your site right away with paid ads.
Unlike SEO, paid channels get results in a shorter time. Use it together with SEO for a well-rounded marketing strategy.
Whether it’s attracting sales directly from your content or prospective customers in a lead generation funnel, these key metrics will get you started:
Grab this digital marketing report with your own data!
In marketing, memorability takes precedence.
The longer time users spend on your website, the higher the odds of them becoming customers.
The digital marketing report from above, which marries organic and paid traffic, helps you gauge how users engage with your brand and the ROI of your overall marketing strategy.
Check to see if visitors are interacting with your site with these channel metrics:
For better results, pair the channel KPIs above with sales metrics.
For example, if you want to measure the effectiveness of your sales enablement content or onboarding experience, measure the churn rate and number of leads acquired.
At the end of the day, it’s dangerous to create marketing campaigns without digging deep into your channel performance metrics.
Select your KPIs with SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bound) in mind.
Instead of a vague goal (e.g., “Grow client’s presence on Instagram”), a SMART goal reinforces business objectives and drives action.
Here's what we mean:
“Grow client’s Instagram followers by 30% (measurable) by 2022 (time-bound) as it’s the best-performing platform to attract direct sales for our F&B product (specific). We will do this by collaborating with micro-influencers under a budget of $100K (achievable). If done right, this exposure will tap into a wider audience and increase our followers (relevant).”
Using this actionable goal, you could decide on channel metrics such as CPC, CPA, conversion rate, mentions count, and engagement rate.
Next, start tracking these metrics on an automated reporting tool:
Sit back while our reporting tool grabs the metrics you chose automatically.
Drag and drop them as you desire. Here’s how your dashboard might look when you connect Facebook Insights, LinkedIn Pages, and Twitter in a single report (see above).
By gathering data from multiple data sources into one place, you get a holistic view of your marketing strategy.
Other benefits of using DashThis include:
Busy marketers use DashThis to create multi-channel reports, gain back time, and create more value for clients.
Try it for free. It’s yours for 15 days.
Updated on May 2022. The original article was written by Sean Martin, marketing manager at Directive Consulting.
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