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Metrics in online marketing

The Real Metrics to Measure in Online Marketing

While you are working on online marketing for your business it should not lack a focus. Otherwise, it is just a song and dance. Thus, such a chaotic strategy is not a solution. To solve this gap start with a simple question: What type of metrics should interest you for your website and online marketing? 

Conversion Rates

Starting from conversions from visitors to leads and finishing on any meetings booking from chat, your conversion rates of business mainly depend on the service level agreement (SLA) and business model that everyone in your company has agreed on. However, the following conversion rates will help you measure and scale your efforts in online marketing in the best way. 

Landing Pages

This metric is crucial for lead generation efforts. Usually, a landing page conversion metric is interpreted as lead conversion or the number of visitors that see your website who later convert into contact by filling in a certain form on your landing page. Later, the conversion rates resolve how many leads are going to be generated through your marketing campaigns. 

Calls to Action

Calls to Action
Calls to Action

If we talking about inbound online marketing, you need your visitors to take the next step. Usually, that step is clicking a CTA. Thus you should have marketing software that will help you fully analyze your call-to-action performance. 

To properly measure the performance of your CTA, check your click-through rates of CTA, or the percentage of visitors or users who clicked on your CTA. If you see that one of your CTA does perform too well, try A/B test and change the placement or the language and check if it helps. 


Starting from simple response time, ending in customer happiness, you have a lot of things to measure in your business chat.  All in all, if you play the cards right, you make achieve certain goals with the help of chat. 

Start with measuring your first question conversion. It is a crucial point when you implement certain conversational marketing strategy. In case your first question is poor, you will not achieve your goals. However, if you use a strong first question, you will have an opportunity to find a connection with your audience. 

Let’s imagine your company provides IT services and you plan to implement chat. You should have a clear idea if he or she is a customer who is learning for support or a new prospect who is looking for new solutions. Based on this, you should decide which first question is going to be in your chat. 

According to Drift, chat metrics should have a certain look: Sent should be more in 2-3% that Conversation.  Your messages should be at a certain level of engagement. 

Moreover, you should except that only 15% of all people with whom your bot has conversations will provide their email. Ultimately, when you want to measure your attribution for chat strategy, go further than net new contacts and calculating touches conjointly. 

Some Visitor > Lead > MQL > SQL > Closed Won Client

One of the most effective solutions to keep your marketing clear is to do a constant conversion report. Thus, the most effective conversion report will open a lot of data. 

As the rule, companies have questions like: how many visitors to the digital assets become leads, then a marketing qualified lead, then sales qualified lead and finally closed-won client? How can you make a profit on the conversion rate? At first, we offer you to measure your business journey through these conversion rates.

Of course, every step you have to divide the amount of contact in the first number by the number of users who truly completed the step. 

Email Click-Through Rates

Email Click-Through Rates
Email Click-Through Rates

If you have a lot of metrics to decide from with your email marketing, you should pay your main attention to weekly metrics. It is a amount of people who clicked on a link in your email and made the next move. 

As a rule, such a metric is defined as the email click-through rate. This metric is one of the most important ones because with the help of it you will understand which emails generally engaged and what types of content.  Hereafter, you can access the use of CTAs, your email marketing language, and systematize preferences for each of the email lists types.

Cost Per Lead Per Channel

Cost per lead per channel is useful for discovering how much money you overspend on a certain online marketing channel to attract leads. 

Why do you need that? It is always important to know the number of costs to generate your leads. With the calculating cost per lead per channel, you can find out which channels are the most useful lead generators for your possible campaigns and make according to investments in them.

For instance, you have decided to generate thousands of leads on your Instagram. However, the profit is not worth investing money.  If you try to do the same campaign on LinkedIn it will probably cost less.  You might opt to leave certain channels and make investments into the one that will work the best for your business. In the long run, calculating cost per leads can become one of the most essential metrics you can provide to your CMO or CEO so he or she can directly examine the return on investment (ROI).

Cost Per Acquisition

Cost per acquisition or CPA  is the point around which a company and its marketing efforts revolve. Moreover, CPA can tell you how your company is doing in terms of profit. Whenever you have a customer who is ready to pay, this metric adjusts and shows you how much you should invest to convert a prospect into a client who is ready to pay for your products or services.

Regardless of the type of paid campaign you work with, you still will have to control your CPA, even if you are purchasing cheaper traffic (by paying less per click), you will not develop your company until or unless you have to pay customers. 

Each paid and used marketing channel can be worth its money only if it lowers your CPA. In a nutshell, when you concentrate on cost per acquisition, you are going to receive a full picture of your campaign’s performance. 

Average Time Per Visit

If users stay for more than one visit it is a good metric. Moreover, if these users enjoy using your website and the content on it, they will show their appreciation by investing more of their time in your business.  Statistics show that the average time per visit on your site will tell how and if users think your website is useful and if they think the experience on it is worth their time. 

Of course, the time of your site is related only to your brand.  You can not compare your business with Netflix of Buzzfeed. However, if you notice that more and more people are spending less their time on your site, you should worry. If users spend at least several minutes on your website that will be great for your business. Thus, always remember that a website that has weak content or low value will have difficulties with keeping users from leaving the website within a few seconds.

Bounce Rate

Bounce Rate
Bounce Rate

If you see that visitors spend not time on your website and jump from one page to another, this is not good.  Imagine, that you are looking for a phrase like “how to change a tire on 2005 Nissan” and coming upon an article that sells you winter tires without any kind of tutorial. Probably you are going to close this website. Moreover, there are search engines that study such behaviors. If many visitors leave, your website’s bounce rate rises. 

Essentially, you have usually had two types of visitors: the first one visits your website and learn more about it by going from one page to another. The second type is a visitor who leaves your sites as soon as he or she sees only one page. 

Considering that every page of your websites varies, the bounce rate also differs from page to page.  Your product or service page may have a bigger bounce rate than your homepage.  Of course, this metric can be relative, it still can provide you a picture of how your website is doing in terms of offering visitors an up-to-date content, or if it is providing a worthy experience for them. 

Now there is a warning. When one pf pages have a higher bounce rate, it does not always mean a bad thing. Sometimes it means that your visitor has found what he or she has been looking for at once on the first page. However, in other cases, users just close the window tab because they had certain problems with the website’s usability or design. These problems can be solved at any time. 

The bounce rate is one more crucial marketing metric that you should take into consideration. Mainly because it can help you discover main issues with website pages that repel your target audience. 

Avoiding Paralysis by Analysis

The point is, you can measure every aspect of your websites with the proper software.  The issues in marketing and sales do not arise from a lack of information but a stroke by analysis. big amount of data can scare marketers from properly performing. 

Choose what is truly crucial to you and your business. It can be revenue. Then measure the metrics related to this topic, overcome your fear, and be ready to act.

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