As an expert in the marketing industry, you already know the importance that metrics and analytics have on the content and strategies that you implement. However, there are so many different kinds of metrics you can track, and only so many hours in the day.
If you want to maximize your reach, engagement, conversion rates, and overall success, you need to be proactive in checking the user action metrics that are right for you. Today, we’re going to explore seven of the most important user actions you should be tracking, providing you with all the information you need for success.
#1 – Conversion
This is perhaps one of the most important analytics you need to be looking at. If you’re taking the time to create content that’s not being attracting conversions then you have to fix something. Likewise, monitoring the conversions coming from your most successful pieces can help you get an idea on what your readers like and respond best to and, therefore, the type of content you should be creating in the future.
#2 – CPA – Cost Per Acquisition
Cost per acquisition varies strongly across channels, specifically because some channels are free but some are paid. More appropriately, you should be looking at the Blended CPA to best understand the true cost of your acquisitions and the efficiency of different channels.
“Cost per acquisition is one of the most important metrics to track. You need to understand what an average acquisition will cost you. CPA is essential in making business decisions that can make your brand successful”, – says Nine Harper, a marketing strategist for Oxessays and Stateofwriting.
#3 – Click-Through Rates
Another highly important metric you should be tracking is the click-through rate on your calls to action. Your content might be performing really well, but if nobody is clicking through to your products or services, the content or your CTA is not performing to the best of its ability.
A low-click through rate may mean you need to adjust your content or the text on your CTA. Again, check to see your highest performing CTAs can give you an idea of what works best.
#4 – Lead Close Rate
What level of quality are the leads that you’re attracting to your product pages and your website? This is a figure you should be checking on a monthly basis at least, and it will show your conversion rates and how well you’re actually making money.
“You might be having millions of leads come to your website, but if 1% of them are making a purchase and ‘closing,’ something in your customer journey is not doing its job properly. You might even be attracting the wrong kind of people to your business” explains Sarah Coombes, a data analyst for Ukwritings and Boomessays.
#5 – Your Traffic Sources
On your website or your social media pages, it’s vital that you check to see where your internet traffic is coming from and how people are finding you. If more people are finding you through Yahoo, yet you’re marketing on Google, perhaps you’re spending your investment in the wrong places. What’s more, managing this metric can help you identify areas where you need to improve your marketing strategy, and even where you should be focusing your attention to maximize your traffic flow.
#6 – Paid vs. Organic Traffic
While you may consider that paid and organic traffic are two separate analytics and should be treated as such, comparing the two is a vital process you need to undertake. Of course, organic traffic is traffic that you don’t have to pay for minus the initial setup costs.
“Paid traffic, on the other hand, is cutting into your budget, and comparing the two analytics can be a great way to see where you are and what you need to be focusing on. Enhancing your organic traffic and lowering your paid traffic is one of the best moves a marketing specialist can make”, – shares Jake Lawrence, a marketing manager for Revieweal.
#7 – Searched Keywords
As a marketer, SEO is one of the best tools in your toolbox, and you’ll already spend so much time researching and implementing keywords into the content you’re posting. However, after you’ve posted the content, how often are you checking the effectiveness of the keywords that people are searching for.
It’s important that you keep your keyword list up to date in order to stay relevant and to keep your content discoverable and ahead of the trends. Being able to update and edit existing content can also help to stay relevant and will bring increased amounts of traffic to your website.
In the digital age of the internet, it’s easy to get lost in the sea of metrics, simply because there’s so many out there to choose from. However, being able to master the basics and track the metrics that matter to your business is one of the best ways to maximize your success as a marketer and will help to improve the output and performance of your business dramatically.