Getting lost in the numbers is easy when it comes to website and email metrics. Sometimes these stats can lead to more confusion than clarification. Today, I’m breaking down three of the most important metrics by explaining what they mean and why they’re important to your bottom line.
1) Impressions: How many prospects were exposed to your brand message?
Impressions are the number of times your advertisement is actually seen (1 view = 1 impression). Arguably, this is the most important stat when measuring the effectiveness of your campaign––the more times your ad is seen by qualified prospects, the better. The number of impressions you have is relative to your total web traffic and open rate, but it isn’t always the same thing. Impressions are vital for brand awareness and brand equity.
Suggestion: The more places your brand message can be found, the higher your impressions will be because you’re creating more opportunities for your prospects to see your message. This is why cross-channel advertising is so important.
2) Clicks: How many people are clicking on your campaign?
This metric is crucial because it means people are taking your call-to-action seriously and demonstrating interest in what you have to offer. This is where ad creative really comes into play. Whether it’s a banner ad, email message or social media post, if clicks are your goal, we highly encourage including a strong call-to-action and incentive to click, such as a promo code. Clicks indicate small victories – even if that person doesn’t make a purchase, they’re actively engaging with your brand and moving through the sales pipeline
Suggestion: If clicks are your goal, try A/B testing your call-to-action to see what generates more conversions. The difference in your A/B can be anything from the wording to the color of the button.
3) Click Thru Rate: How many people that saw your ad actually clicked?
Getting prospects to visit your website or open an email is only part of the marketing puzzle. People actually performing a desired action such as clicking on your banner ads, email links, product images, etc. is the next step in the process. That’s where the click-thru-rate (CTR) comes in. The CTR shows the number of people who click on the campaign compared to the total number of impressions (the number of times your ad was seen).
Regardless of results, it’s useful to look at these campaign metrics. If something performed well, you can determine what about it might have resonated with the audience (and on the flip side, if it didn’t perform well, you try to determine where it fell flat and adjust future campaigns accordingly).
The most important thing to keep in mind when analyzing metrics is the primary goal of the campaign. At WFB, we track metrics for all digital campaigns and are happy to walk through your analytics together. Don’t hesitate to reach out to discuss!
Contact Kendra to hear how WFB can help provide solutions to help your brand succeed:
22 E. Mifflin St., Suite 910
Madison, WI 53703