9 Digital Marketing Metrics Successful Businesses Should Monitor

October 28, 2022


To find the perfect formula for a digital marketing campaign, you have to analyze the campaign regularly to see what works and what doesn’t. But what are the KPIs (key performance indicators)? What can show whether you’re hitting your goals?

Wise tracking and data usage can turn any regular campaign into a gold-digging machine. You have to find the points of influence on your audience and give them what they need. This will result in greater engagement and more purchases from your business.

We got you covered! In this piece, we’ll recall what digital marketing metrics are, why they are important, and which ones you should continuously monitor.


What Are Digital Marketing Metrics?

Digital metrics are values marketers use to track and assess the performance of their campaigns. There are a lot of metrics, as well as digital tools, that can gather and analyze data for you. They allow for quick and easy monitoring of your pages’ traffic, engagement, conversion, ROI (return on investment), and more.

Monitoring these metrics manually is very difficult, and there’s no guarantee you’ll get 100% accurate information. That’s why choosing several tools that will encompass all the KPIs you need is much more effective.


Benefits of Tracking and Monitoring Metrics of Digital Marketing

You can track anything these days, making it fairly easy to see which marketing channels work and which ones should be avoided. It’s always best to relocate funds to the most effective approaches, magnifying your results. Hiring a trusted digital marketing agency to do a digital analytics audit, or to manage your campaigns, is a good option that can save you a lot of time and energy. While it may cost more upfront, it’s worth the investment if you want to maximize your ROI.

So, the benefits of analyzing your key metrics for digital marketing are:

  • You get a clear picture of your marketing strategy and how it works (or doesn’t).
  • You’re one of the first to know the trends of your niche and hop on them to gain more traffic.
  • You help improve employee performance by arming your marketing team with digital tools for proper analysis.

Speaking of tools, there are plenty of them to help you with the analysis of your conversion rates, website traffic, audience engagement, revenue, and other vital metrics. The solutions include:

  • Google Analytics – see your website statistics, conversion monitoring, goal-setting, etc. You get real-time data and can analyze how well people interact with your site. The GA4, which is the newest update, gathers data from your site and app to get insight into the customer journey.
  • Google Tag Manager – adding, deleting, and updating your tags (pieces of code you can use on your website to integrate marketing, analytics, and support solutions). The tool allows you to track conversion and website analytics by tracking activity or “events” on your website and application, and you can utilize the data for remarketing whenever needed.
  • Google Data Studio – another Google tool that can turn your data into customizable dashboards for teams and customers.
  • Google Search Console – an essentially free service by Google that helps you monitor and improve your website’s performance in search. The tool allows you to make sure the search engine crawls your pages, views traffic data, addresses indexing problems, and more.
  • SE Ranking SEO Report Generator – a more encompassing tool that helps you visualize data from different sources simultaneously and make data-driven decisions and effectively communicate the information to the team and clients. The tool helps you see what works and what doesn’t in your strategy, get insight into what competitors are doing and how you can do it better, identify trends and use them on time, and improve employee performance.



The metrics you track depend on your marketers’ choice, but we have 9 options that are universal for all businesses.

9 Digital Metrics Worth Tracking in Your Marketing Campaigns

Here is the list of metrics of digital marketing campaigns that are always worth looking into.

1. Web Traffic by Sources

The number of leads and customers you acquire depends, above all, on the volume of traffic your website gets. You should monitor and track all sources of traffic:

  • Organic – free traffic that accesses your website through unpaid sources, e.g., organic search results.
  • Direct – visitors landing on your website directly, without being referred from elsewhere.
  • Referral – people accessing your site by clicking links on other sites instead of finding you on Google or another search engine.
  • Social media – those visiting your site from social media links.

This shows you which channels get the most attention and are worth dropping. To drive more traffic, you can improve and diversify your content, optimize or re-optimize it, showcase your products, and utilize paid ads and social media marketing (depending on the channel you want to focus on).


2. Number of New vs. Returning Visitors

One of the most critical metrics of digital marketing is new and returning visitors. While bringing new people to your website, products, and services is important, you should also focus on getting the existing ones back.

Think about it like retaining a customer. It’s much cheaper than acquiring a new one and often more valuable as a returning buyer may become an advocate for your brand.

A user coming to your website often, especially from search results, has a higher chance of eventually buying from you. Remember that when analyzing your campaign.


3. Interactions per Visit

Interactions per visit is a metric showing every action users take on your site. It includes button clicks, form completion, purchases, etc. By analyzing what users do on your pages, you can understand their customer journeys better. This allows you to properly place content, media, CTAs, best sellers, etc.

This KPI is especially significant if you want to increase your conversion rate. If people don’t convert during their first visit, then what are they doing? Where can you place CTAs to encourage them to take the focus action?

Interactions per visit will help you figure it out.


4. Pageviews

The pageviews metric shows you how many times a page was loaded. It doesn’t refer to unique individuals accessing the page; it means all loadings, including organic and paid.

While you can filter the new and returning visitors, the metric is still pretty broad, aimed at giving you a quick understanding of how your pages are doing.


5. Cost per Lead

CPL shows you how much you pay for each lead on board. Regarding the marketing campaign, this is the amount of money you spend on it divided by the number of leads you’ve generated.

By using attribution modeling, you can find out exactly what marketing channel is responsible for the most leads. You can then relocate your funds and efforts there for the next campaign and/or get insight into the effectiveness of your techniques, optimizing them later.

Cost per lead can briefly show you what’s up with your ROI, although there’s another metric for getting the big picture on your marketing financial successes or failures.


6. Customer Acquisition Cost

Another example of digital marketing key metrics is customer acquisition cost. It’s similar to CPL but focuses on generating customers, i.e., actual sales. This KPI looks deeper into your sales funnel, as many leads may be stuck before making a purchase.

People go as far as adding products into carts and then abandoning them. The rate for this is 73.84% as of September 2022.



So, almost ¾ of your leads aren’t converting into sales. That’s why tracking CPA (cost per acquisition) and understanding how well your sales funnel is built is important. It will also show you what marketing channels work best for customer acquisition.


7. Conversion Rate

This is one of the key metrics for digital marketing, especially if you’re analyzing your landing pages. It shows the ratio of people who took the focus action to overall page visitors. You will see how many people become leads by tracking the conversion rate. You can find out where those pages need improvement in combination with other KPIs from your analysis.

The smallest things, like CTA placement and style, as well as the quality of your copy, can influence the dynamic.


8. Click-Through Rate

You can use CTR to see how well your keywords, ads, and offers perform. It shows the ratio of people who clicked on the link with your asset to the total number of impressions.

Click-through rate depends on many factors, including what you’re promoting, your industry, etc. A high rate means your offer is relevant and valuable to your target audience.

To achieve a decent CTR, you should be really careful when choosing focus keywords for your ads. Consider working on them, try a different type of content on the pages you advertise, work on the power of your offers, write better CTAs, etc.


9. Return on Investment

This metric is one of the most important as it assesses all of your marketing efforts. Return on investment is the KPI showing whether your campaigns are worth it.

To calculate it, you need to subtract the money you’ve spent on the campaign from the amount you’ve gained, then divide the number by the sum you’ve spent. Then multiply the number by 100 to get the percentage.

The metric is very general, so to find out the details of your return on investment, always look into CPL, CPA, and conversion rate.



Tracking digital marketing key metrics can help you stay updated on the latest niche trends, spy on your competitors to ensure you remain on top, and adjust your marketing strategy whenever needed.

There are dozens of metrics, but your KPIs depend on your business marketing goals. The tool pool is also vast, and your choice depends on what you need to track. A decent report builder is also essential since you or your marketers must share the data with the team and/or customers.

While the final metric list depends on your goals, there are nine universal metrics that are always relevant. The metrics include website traffic and its sources, customer acquisition cost, click-through rate, ROI, conversion rate, and others.

Include these KPIs in your next report to see the big picture of your marketing campaign.



Submit a Comment

Your email address will not be published. Required fields are marked *

Is Your Business Being Found Online?

Laptop Metrics Colorado

Free Digital Marketing Report ($150 Value)

marketing module lineWant to know how your business stacks up against the competition?

Read more articles about Marketing.

History of YouTube Explained – From the Beginning to Now

YouTube has revolutionized the way we consume digital video content and upload videos, emerging as a cornerstone of modern internet culture. Since its inception, the platform has evolved from a simple video-sharing website to a global powerhouse influencing media,...

Avoid FUD and Build Trust in Your Cybersecurity Content Marketing

The Dangers of FUD in Cybersecurity Marketing     Fear, Uncertainty, and Doubt (FUD) are tactics often used in cybersecurity content marketing to create a sense of urgency. By highlighting potential threats and dangers, FUD aims to capture attention quickly....

How to Use Heatmaps to Increase Your Website’s Conversions

Have you ever wondered what truly happens when a visitor lands on your website? What catches their eye first? Where do they click? How far do they scroll before losing interest?     You don’t have to guess! You can use heatmaps.   Heatmaps provide a...

Integrating Google Ads with Social Media Strategies

Cross-platform marketing is a strategic approach where businesses leverage multiple channels to reach a broader audience more effectively. In today's digital age, integrating Google Ads with social media strategies is a powerful method for enhancing brand visibility...

33+ Imagery Examples of the 7 Main Types

Imagine you're flipping through the pages of a book, and suddenly, you’re not just reading – you’re right there in the story. The secret? Imagery, my friends. It’s a literary device that writers have up their sleeves to transport us to worlds beyond our imagination....

Promotional Products for Small Businesses to Enhance Brand Visibility

In today's competitive market, small businesses need every advantage they can get to stand out. One of the most effective strategies is using promotional products. These items not only serve as practical tools for customers but also keep your brand top of mind.  ...

Roofing SEO Marketing: 6 Tips on Choosing the Right Company

Modern businesses rely heavily on digital marketing, and it is absolutely no wonder. Anyone who wants to succeed in today’s market has to invest in various online marketing strategies, including search engine optimization. This goes for businesses operating in any...

The Complete Guide to Managed IT Services: Unlocking Growth and Efficiency for Your Business

As companies increasingly rely on complex technology frameworks bolstering operations, dedicating scarce budget and focus to simultaneously optimizing infrastructure while pushing strategic initiatives becomes untenable.     Managed IT services help bridge...

Read more articles about business.

Exploring the Benefits of a Singapore Dedicated Server

Exploring the Benefits of a Singapore Dedicated Server

In the world of digital infrastructure, businesses are continually seeking reliable and efficient solutions to meet their growing needs. One of the most robust options available today is the use of a dedicated server.     Specifically, this hosting can offer...

VAT in Ireland

VAT in Ireland

Value added tax (VAT) is a common sales tax applicable in most European Union countries, including Ireland. This is a tax charged at every stage of the supply chain, from production to retail. The purpose of VAT is to tax added value at every stage of the production...

Enhancing Corporate Events With Innovative Photo Booth Experiences

Enhancing Corporate Events With Innovative Photo Booth Experiences

When aiming to elevate your corporate event, the inclusion of photo booths has become a crucial element, providing attendees with a delightful and interactive experience. With various options available, ranging from virtual photo booths to green screen setups, the...

How to Improve Your Med Spa Business

How to Improve Your Med Spa Business

Med spas are becoming increasingly popular for individuals seeking aesthetic enhancements and wellness treatments. In 2019, the medical spa global market was valued at around $14 billion and is forecasted to increase to over $47 billion by 2030. To stand out and...

Share This