The term digital marketing is certainly familiar to digital business owners
both on a micro and macro scale. One of the fundamental differences between
Traditional Marketing vs Digital Marketing is that there are metrics used to
measure campaign success.
In Traditional Marketing, the process of measuring
the success of promotion is only done manually without metric guidelines. Whereas in the world of digital marketing, there is the term "metrics" which
is used as a reference in digital promotion strategies.
Digital Marketing
Metrics are a set of values that serve as a benchmark for measuring the
success of a digital marketing effort. Usually "Google Analytics" tools are
needed to be able to measure Digital Marketing Metrics.
A little about Google Analytics, this tool is used to monitor traffic from
websites. Google Analytics stores a lot of metrics that represent the
results of the marketing strategies implemented on the website. Metrics in
Google Analytics are grouped into four types, namely Website Traffic Metric,
Audience Metric, Acquisition Metric, Engagement Metric, and Conversion
Metric.
The four types of metrics above are called Digital Marketing Metrics and we
will discuss them in depth in this article. Happy reading!
What are metrics in digital marketing?
The four types of Digital Marketing Metrics as previously mentioned will be
subdivided into several derived metrics. The ultimate goal of monitoring
metrics in Google Analytics is to measure campaign success.
1. Website Traffic Metrics
Website traffic focuses more on observing the performance of visitor traffic
that is currently happening on the website, both in real time and not.
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Location |
Monitor the location with the highest number of visitors on our website. |
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Screens |
Monitor website pages that are being or most opened by users. |
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Overall Traffic |
Observing the successful performance of digital marketing that is implemented. |
a. Locations
The Digital Marketing Metric that will be discussed for the first time is
"Locations". The “Locations” metric is in the Realtime menu. This metric
shows the location from which most of the visitors who visit the website
come from.
Apart from displaying the country of origin of website visitors, you can
also see a list of cities with the most visitors in the particular country
you choose. For example, in the image below we observe that from the data
obtained through the "Locations" metric, the largest number of visitors to a
site comes from Indonesia, specifically the cities of Depok and Jakarta.
By knowing where most of the visitors come from, it will be easier for
companies to determine strategies for business expansion or promotion in the
future. Such as holding special offline events for Jabodetabek residents
(because more users come from Depok and Jakarta) with the lure of product
discount coupons for those who take part.
In addition, the "Location" metric can also help the web scraping process
for businesses in conducting market and competitor research.
b. Screens
The next Digital Marketing Metric is "Screens". The "Screens" metric in
Google Analytics shows the number of users who are currently actively
visiting the website in real time. In addition, information is also provided
about which reading pages, features, or widgets are being visited by users
in the "Active Screen Name" section.
c. Overall Traffic
Overall Traffic is used to observe traffic acquisition from a website.
“Traffic Acquisition” refers to the source from which site visitors come. Do
visitors come from the Google search engine, links from social media,
directly typing the site name into the browser, or something else.
In general, traffic acquisition comes from three main sources, namely
Organic Search, Direct and Referral. Erzedka Friends will get a more
in-depth explanation of the three sources in the next section.
You can see Overall Traffic on Google Analytics on the "Acquisition
Overview" menu. In addition to knowing the traffic source of website
visitors, this metric can also observe the number of active users every day.
2. Audience Metrics
"Audience Metric" is very useful in helping company owners to segment users
and determine the target audience. Apart from that, this metric is also very
useful for knowing how to build a good digital marketing strategy so that
the target market of a business can be targeted right on target.
Demographic Metric | Measuring the percentage of age and gender of website users. |
Behaviour Metric | Measuring the percentage of age and gender of website users. |
Devices and Network | Know the types of electronic devices used by most users who visit the website. |
a. Demographic Metrics
Demographic Audience Metric consists of two parameters, namely Age and Gender. Through this metric, Erzedka Friends will find out whether your website visitors are dominated by women or men and their age. This is very useful for determining the target market.
b. Behavior Metrics
The “Behavior” metric is further divided into two metrics, namely New vs. Returning User and Exit Rate.
- New vs. Returning User
In fact, website visitors are divided into two types, namely New Users and Returning Users. New Users are new visitors who have never visited your website before. Meanwhile, Returning Users are visitors who have visited the website before, then they visit again.
Returning Users can be a very interesting metric because it can be used as an indication of the success of campaign and content marketing strategies. If the products sold and content published regularly are able to persuade and attract visitors, it is certain that the number of Returning Users can increase.
Apart from content marketing, another type of digital marketing that can be applied to increase returning users is email marketing. The benefits of email marketing are very diverse, starting from increasing brand awareness, lead generation, user engagement, and making brands become experts on the content they present.
However, please note that the Returning User metric has values that are not always accurate. This is because when a user clears the cache on their browser, automatically when the user visits the website again, it will be counted as a New User. Even though the user should be categorized as a Returning User.
- Exit Rate
Exit Rate is one of the most important digital marketing metrics. This metric serves to show the frequency of users opening page after page on the website, before finally leaving the website. Exit Rate is calculated by dividing the Exit by Pageviews.
Exit Rate = (Exits / Pageviews) x 100%
Exit represents the number of visitors who immediately leave the website when they visit a particular page. Meanwhile, pageviews represent the number of visitors who stay and explore the website further when they visit certain pages. In Google Analytics, the Exit Rate metric has the configuration ga:exitRate.
For example, there are 50 users in one month who visit the login page of a website and they immediately close the website after visiting the login page. While there are a total of 100 users who visit the login page in one month. Then the Exit Rate from the login page is 50% (50/100 x 100%).
c. Devices and Networks
The advantage of Google Analytics is being able to find out the type of electronic device used by most users who visit your website. This can be useful for auditing the speed, appearance, and load of the website.
For example, based on the type of smartphone device used by most users, it turns out that low-end devices dominate the most. So that website owners need to increase the speed and bandwidth capacity of the website so that the site remains stable and not slow even though it is used on devices with low memory and RAM.
3. Acquisition Metrics
Acquisition Metric describes the traffic coming to the website from various sources or any channels. Acquisition Metrics are divided into Search Organic, Direct, Paid Search, Display, Social Search and Referrals.
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Search Organic |
Monitor the number of users who enter the website through search engines on the internet. |
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Direct |
Monitor the number of users who enter the website by typing the URL directly into the browser or via Google Discover. |
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Display |
Monitor the number of users who enter the website from display advertisements installed on Google or social media. |
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Social Search |
Monitor the traffic that enters the website through social media channels. |
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Referral |
Grouping all website traffic originating from partner sites on our website, such as UCNews, Babe, Toutiao, Googleapis, Google News, and Yahoo. |
a. Search Organic
Organic search is the most common traffic source on every website. Search Organic comes from internet visitors who enter certain keywords in search engines and then end up visiting a website that is most relevant to the keywords they entered.
Search Organic is obtained through the search engine results of Google, Bing, DuckDuckGo, Ask, Yandex, and others. In Google Analytics, Organic Search has a channelGrouping==Organic Search configuration.
b. Direct
Direct is website traffic that comes from users who directly type the website URL in the browser. But besides that, Direct can also come from Google Discover. In Google Analytics, Direct has a channelGrouping==Direct configuration.
c. Paid Search
Paid Search is traffic that enters a website via CPC, PPC, or others. An example of Paid Search is Google Ads. In Google Analytics, Paid Search has a channelGrouping==Paid configuration.
d. Displays
Display is website traffic that comes from ad displays installed on Google or social media.
e. Social Search
In essence, Social Search is traffic that enters a website through social media channels. Social Search is further divided into two types, namely Social Organic and Social Paid.
f. Social Organic
Social Organic signifies all website traffic originating from social platforms, starting from Facebook, Twitter, Instagram, Line, and WhatsApp. Usually companies use UTM (Urchin Traffic Monitor) attached to the website URL address to track exactly where the traffic is coming from.
g. Social Paid
While Social Paid is website traffic that comes from social media ads, such as Facebook Ads, Instagram Ads, TikTok Ads, to Facebook Freelancers.
h. Referrals
The last type of Acquisition Metric is Referral. Referrals classify all website traffic originating from partner sites on our website, such as UCNews, Babe, Toutiao, Googleapis, Google News, and Yahoo. In Google Analytics, Referral has sourceMedium==Digital Marketing / Partnership configuration.
4. Engagement Metrics
Several digital marketing metrics related to engagement, namely Bounce Rate, Avg. Session Duration, and Pages / Sessions. Engagement metrics are very useful for knowing the level of interaction between users or audiences with the digital marketing strategy being implemented.
Bounce Rate | Monitor how many pages are accessed by users but then abandoned. |
Avg. Session Duration | Measures the average duration of users when visiting the website in the entire session.. |
Pages / Session | Measures the number of pages accessed by users while they are on the website. |
a. Bounce Rate
Bounce Rate is the percentage of users who immediately leave the website page without exploring or doing anything. A high bounce rate indicates that the user does not feel comfortable lingering on the website. This can be because the content of the website does not match user expectations, the UI/UX of the website is not user-friendly, the website load speed is very slow, and so on.
If the Bounce Rate is too high, the Leads acquisition process will be low. So that it can have an impact on small sales conversions. Therefore, monitoring the Bounce Rate performance on website pages is very important.
b. Avg. Session Duration
Avg. Session Duration represents the total duration of users exploring the website in all sessions (counted in seconds) divided by the total number of sessions detected.
The following will give an example of how to calculate Avg. Session Duration to make it easier for Erzedka Friends to understand. For example, user Anna visits the website and enters the homepage at 07.00. Then he was interested in entering the login page at 07.01. After the login page, he visited the testimonial page at 07.05. And finally, he entered the product storefront page at 07.06 and left the website.
So the session duration for user Anna is 07.06 – 07.00, which is 6 minutes or 360 seconds. Of course the session duration generated by each user is different. Therefore, Avg. Session Duration is calculated from the average session duration generated by all users within a certain period of time. For a business website, Avg. A good Session Duration is more than 2 minutes or 120 seconds.
c. Pages / Sessions
Pages / Session is one of the digital marketing metrics that shows the number of pages accessed by users in each of their visits to the website. Simply put, Pages / Session represents the total pages that are opened by users every time they visit the website.
For example, user A in one session visiting the website has visited five pages, namely the homepage, login, testimonials, contact, and finally the video page.
While user B in one visit to the website visited three pages, namely the homepage, product showcase, and testimonials. So, the resulting Pages / Session is calculated by [(5 pages + 3 pages) / 2 sessions] and the result is 4 Pages / Session.
5. Conversion Metrics
Conversion Metric is divided into two main metrics in digital marketing, namely Click Through Rate (CTR) and Cost Per Click (CPC).
Click Through Rate (CTR) | Monitor how many pages are accessed by users but then abandoned. |
Click Per Click (CPC) | Measures the average duration o |
a. Click Through Rate (CTR)
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Click Through Rate (CTR) measures the ratio between the number of clicks on the impression of the website page that is used as a sales target.
CTR calculation formula: (Total Clicks / Impressions) x 100%
The following is an example to make it easier for Erzedka Friends to understand CTR. For example, an e-commerce website is running a blog campaign with keywords in the content "buy cheap shoes". Apparently, the campaign content has been seen by 200 people with a total of 15 people clicking on the content link. So, the CTR obtained is 7.5%.
So, in the CTR example from Google Analytics above, the average CTR value is 8.71%. For an e-commerce website, this CTR figure is already very high. Because based on data from SimilarWeb, the average CTR for Ads on e-commerce is 1.66%.
Through the explanation above, of course Erzedka Friends has understood that CTR is one of the important digital marketing metrics to monitor. Because a high CTR shows that the campaign strategy being implemented has been successful.
But you also need to know that digital marketing mistakes can cause a decrease in CTR. Therefore, digital marketers should carry out various keyword and competitor research processes before running a campaign.
b. Cost Per Click (CPC)
Cost Per Click (CPC) is a digital marketing metric that functions to calculate the total costs that must be incurred by the company for each ad click that occurs.
CPC calculation formula: (Cost / Total Clicks) x $ 1
CPC is calculated based on the number of clicks that occur on the ad. The more the number of clicks, the greater the cost, so the CPC will increase.
Conclusion
Digital marketing campaign metrics are broadly grouped into four main types, namely Website Traffic Metric, Audience Metric, Acquisition Metric, and Engagement Metric. The four metric groups play an equally important role in increasing sales conversions, brand engagement, user retention, and Lead Generation.
So, that's enough discussion this time about digital marketing metrics. Hopefully this will be useful for Erzedka Friends, OK!