Page 72 - PR COMMUNICATION AGE July - December 2020

8 digital marketing KPIs you can't

ignore

A s the digital age has made it inbound link building drives traffic pages and eventually take your

to your website from other
possible to track practically
desired actions.
every bit of information your
customers generate along websites. Regularly use tools to If most of your users spend a very
determine how many inbound
short time on your page, Google
their journey to purchase, it can be links currently exist, and engage in may assume your page doesn't
tempting to analyze it all. However, ethical campaigns to increase your provide its users the information
sifting through this mountain of data numbers. Actively improving both or services they expect and
is a daunting task. As the number of the number and quality level of downgrade your page rank. Take
potential key performance indicators your inbound links not only serves the time to analyze this KPI for
(KPIs) grows parallel to your business, to direct users back to your site your homepage and your blog
it becomes more important to focus on but boosts your site's authority in posts, product categories and
your performance's most relevant the process. other landing pages.
indicators.
3. Visits per channel. Your inbound 5. Conversion rate. One of the most
Here are eight KPIs that link building efforts, social media defining KPIs of any sales-based

warrant the attention of outreach, and PPC campaigns digital marketing campaign, the
conversion rate is calculated by
share one overarching goal-to
savvy communicators and drive consumer traffic to your site. dividing your conversions by the
marketers: That's why inbound visits per number of overall visitors to your
site. While heavy page traffic can
1. Website traffic. Perhaps the most channel are such an important make your campaign appear
basic of all KPIs, measuring your KPI. You need to know where your successful on the surface, a large
website traffic helps you discover traffic is coming from, so you can number of website visitors doesn't
whether your website serves its determine which campaigns are mean much if relatively few of
primary purpose as a 24/7/365 most effective, worth further them ever convert into paying
ambassador for your brand. View investment, and which could use customers. Calculating conversion
trends in your site's monthly more attention. Track your traffic rate can help you focus on the
traffic volume to determine how as it arrives from organic search audience most likely to convert
effective your overall marketing and referral links (most link and target more users just like
efforts are. Then, focus on building campaigns), social, email, them.
noteworthy details like "visitors display ads, paid search and more.
per page," "visitors per product 6. Cost per action (CPA). Cost per
category," or "visitors by price" to 4. Average time on page. Of course, action helps you determine the
identify areas for improvement. simply driving traffic to your site overall cost of driving a customer
isn't enough. You also need to keep to take a predefined action, such
2. Inbound link building. As a visitors there long enough to as completing a sale, clicking on an
critical part of your SEO efforts, navigate to your most important email link, registering for a

72 PR COMMUNICATION AGE July - December 2020