Media Intelligence: How to Measure Marketing KPIs? Part-2

Editorial

KPIs for Digital Marketing

These individuals, which include marketing operations, SEOs, conversion rate optimisers (or occasionally acquisition managers), and others, are likely to be more data-driven, to begin with. Their ultimate goal is to track the number of reservations related to marketing.

 

Manager of Marketing Operations

 

  • Raw inquiries

Raw enquiries are when someone raises their hand and expresses interest in what you do—blog subscriptions, e-book downloads, webinar registrations, and so on.

 

  • MQLs

MQLs (marketing qualified leads) are leads that are suitable for sending to the sales team.

 

  • SALs

SALs (sales accepted leads) are leads that the sales team has received as ready to be followed upon.

 

  • SQLs

Sales qualified leads (SQLs) are leads that have been identified as genuine opportunities, allowing them to progress from the top of the sales funnel into the sales cycle.

 

  • The conversion rate between stages

The percentage of persons in each level above who move on to the next stage, including SALs to bookings, is called the conversion rate between stages.

 

Web marketer

 

  • Total visits 

The total number of times a person sees the site in a given time period; if a person visits twice, it counts as two visits.

 

  • Visitors who are unique

A total number of persons who visited the site in a certain time period; if someone views the site twice, it counts as one visit.

 

  • Visits per channel

The number of visitors who came from a given source, such as a referral, paid search (PPC), social media, or email.

 

 

  • Conversions on the website

The number of raw enquiries received from the website over a given time period, split down by acquisition channel.

 

  • CPC

Cost per conversion (CPC) is a PPC metric that measures the average cost per conversion over a set period of time.

 

  • Engagement

Every article on a website should be given a visible engagement score. Content owners, like marketers, need to understand how it was calculated. Engagement should ideally be measured using three key criteria (to start). The average time, average page scroll, and CTR are the three. Why did you choose those three indicators in particular? Because they are the first and most important indicators of a visitor’s involvement with your website. The amount of time people spend on a page, how far down the page they scroll, and whether or not they click across to another page on your site define how engaged they are with that piece of information.

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