Measuring the success of digital marketing activities is a very familiar problem for marketers and businesses, with a vast array of measurement platforms and analytics software available it can be challenging to ascertain the most effective measurement option for your business. In this article, I will outline the common measurement platforms and explain how you can use them effectively.
What Is Digital Marketing Measurement?
Digital marketing measurement is an activity that allows you to understand and evaluate the success of digital marketing campaigns. The activity is often used to make improvements to a campaign as it progresses or evaluate a campaign that has operated over a fixed time scale. In both cases the principal aim of the activity is to maximise the ROI of a campaign.
Why Should You Care About Digital Marketing Measurement?
If you are able to understand your digital marketing campaigns, it will be far easier to maximise the level of return that you are able to gain from them. By carrying out measurement activities you are often able to glean key insights into what is working and what is not working within your campaign. This allows you to maximise the impact of what is working and minimise the impact of what is not working. For example, you may find that one of your adverts in your Google AdWords campaign is more appealing to potential customers; in which case you would want to maximise the exposure that this advert has. Ultimately, if you want to maximise your ROI and make meaningful gains through your campaigns, you should care about digital marketing measurement.
How To Measure The Success Of Digital Marketing Campaigns
In Platform Measurement Tools
Fortunately, in most cases it is easier to measure the success of your digital marketing campaigns than you may think. Many of the main platforms have their own measurement tools which provide some insights. For example, Twitter Analytics is a great free tool that you can use to better understand your Twitter impact. Sections such as the 28 day summary provide an at-a-glance view of your progress. In this view you can use Profile visits, Mentions and Followers to evaluate the level of engagement that you have attained. You can also use the Top Tweet and Top Mention to identify tweets that resonated well with your target audience and influencers that have helped fuel your Twitter growth.
Twitter Analytics is a popular in-platform measurement tool, but there are many other in-platform measurement tools that you may be familiar with such as Facebook Insights and Google AdWords (which integrates campaign measurement features within its core service).
Cross Platform Measurement Tools
Alongside the in-platform tools, there are cross-platform measurement tools that provide broader insights into your digital marketing campaigns. Cross-platform tools are particularly useful for identifying the contribution of one marketing channel such as social media to your total marketing effort. Google Analytics in particular can be useful in this regard, as you can find out which marketing channel drove the most traffic to your website and which channel facilitated the highest number of conversions.
Many other effective cross platform measurement tools exist, including SEMrush; which provides strong measurement tools for SEO campaigns with features such as a rankings overview (this measures the position of your website within search results for keywords that you set) and rankings distribution (this compares your websites search engine visibility and estimated level of traffic to that of your competitors).
Overall, the most effective digital marketing measurement efforts draw insights from in-platform and cross-platforms tools, with the former providing the detail-rich insights while the later provides a bigger picture review.
BOOK A FREE DIGITAL MARKETING CONSULTATION
If you would like help with measuring the success of your digital marketing campaigns, you can book a free digital marketing consultation with one of our digital marketing experts.