How to effectively measure the success of your inbound marketing campaigns using your analytics data.
Your analytics tell a story, a story about your customer’s journey to your website and how they interact with your brand. It also tells a story about your marketing campaigns and whether or not they’re producing the results you were hoping for.
There’s certainly no shortage of tools and data that will give you access to these stories. The trouble that many marketers run into though is knowing which metrics are the most important when it comes to measuring the success of their inbound marketing campaigns.
In order to make smarter campaign optimisation decisions more quickly, it helps to know exactly what data to look at instead of spending hours sifting through data that isn’t relevant.
Top inbound marketing campaign metrics
Below are the most important metrics that every marketer should be focusing on when it comes to analysing their inbound marketing campaigns using their analytics data:
- Organic Website Traffic: One of the main goals of inbound marketing is to drive more organic traffic to your website. A strong SEO strategy will help increase your organic website traffic so if SEO is an important part of your overall marketing strategy, be sure to keep a close eye on your organic traffic numbers as this will tell you how well you are ranking in search engine results.
- Referral Website Traffic: By keeping track of the amount of traffic that your brand is receiving from external websites and social media platforms, you can gain a better understanding of where you should be focusing more of your online and content marketing efforts going forward. It will also give your team an idea of the type of content that is driving the most engagement and traffic.
- Bounce Rate: A good bounce rate is generally anything under 40%. If your bounce rate is higher than that, it could be down to a few issues. Firstly, there could be a problem with your SEO and the keywords that you’re currently ranking for. If people are reaching your website via keywords that are unrelated to what you do or what your content is about, they will very likely leave your site right away. If your website is badly designed, cluttered or slow, users won’t want to stick around either. Lastly, if a visitor is coming to your website to engage with a piece of content but they leave within a few seconds, chances are your content isn’t delivering on their expectations. Bounce rate is an incredibly powerful metric and shouldn’t be ignored.
- Lead Conversion: In order to track how well your landing pages are performing, it’s important to look at your lead conversion rates. According to Smart Insights, a good average conversion rate is anything between 2.8% – 6%. The percentage of people who click on your calls to action or complete your forms make up your lead conversion rate. By looking at the flow of your website visitors and their behaviour, you will be able to see where they’re coming from, where they may be dropping off and how many of them are converting, giving you the data you need to optimise the customer journey.
- Inbound Links: Tracking your inbound links will help you build an even stronger SEO strategy and give you an idea of whether your content could be improved or not. The more links that point to your site from authoritative websites, the more signals you send to search engines that your website offers valuable, insightful content. Some research even suggests that inbound links have far more weight with search engines such as Google than on-page SEO does.
- Mobile Traffic: According to Statista, over 52% of global web traffic originated from mobile devices in 2018. The reality is that if your website is not performing well on mobile, you’re potentially losing out on a large percentage of leads and conversion opportunities. Keep track of how much traffic you’re receiving from mobile devices and also whether you’re seeing high bounce rates. This will give you an idea of whether you should be relooking at the entire mobile customer experience.
- Email Unsubscribe Rates: If email marketing is a part of your overall marketing strategy, your unsubscribe rates will tell you a lot about your performance and approach. High unsubscribe rates are never a good sign and could end up damaging your brand in the long run. High unsubscribe rates could mean that your content is missing the mark or that you’re reaching users at the wrong times or even too often.
- Email Click-Through Rates: Getting users to open your emails is one thing but getting them to actually click-through to your website is another. If you’re seeing low email click-through rates you need to re-evaluate your content as well as your calls to action. If people are clicking through to your website but you’re not seeing high conversion rates, it could indicate a problem with your landing page.
- Engagement Rates: How are website visitors reacting to your content? Are they commenting on articles? Are they sharing your posts on social media? Paying attention to how users are engaging with your content will give you valuable information that can be used to optimise your content as well as your social media strategies.
- Pages Visited: Which pages are your visitors spending the most time on and where are most visitors dropping off? Look at the content and SEO behind the pages that are working really well and find ways to implement those learnings across the pages that aren’t seeing the same results.
- ROI: Once you have an idea of where most of your traffic is coming from and what your conversion rates are, you can start getting an idea of the platforms and marketing efforts that are bringing you the highest return on investment. This will ensure that your team knows where to focus most of their marketing efforts in the future in order to keep growing revenue levels.
The main idea behind tracking your inbound marketing campaign metrics is to identify your winning areas and to spend more time focusing on those areas. Fortunately, most analytics and social media platforms give you access to detailed reports, with most allowing you to setup custom and even automated reports that make data analysis even easier. Armed with an understanding of the metrics that matter the most, it’s as simple as setting up the reports you need and running those reports on a regular basis.
How are you currently tracking the results of your inbound marketing campaigns?