Does your mobile website have a lower conversion rate than your desktop version? As some people are spending up to 70% of their time on mobile, imagine how much additional revenue you could gain if the conversion rate levels were the same.
A recent report showed that mobile conversion rates are 47 percent of the levels achieved on desktop. As more and more of your customers are using mobile devices, you need to ensure your mobile conversion rate is keeping up, and maintain your revenue.
One way you can monitor your mobile website performance is by reviewing your Relative Mobile Conversion Rate (Rel mCvR), which is calculated by dividing the mobile conversion rate with the desktop conversion rate.
Mobile and desktop conversion rates are influenced by two main parameters. The first is traffic influencers—this can be things like channel mix, marketing campaign, seasonality. The second is the performance of the website, for example UX and site speed. Any of these can cause your mobile or desktop conversion rate to go up or down.
The benefit of using Rel mCvR to evaluate your mobile performance is that traffic influencers tend to not impact the metric. Why? Because the same campaigns and seasonalities will reach both mobile and desktop versions of your website, a good marketing campaign will make both the mobile and desktop conversion rate go up but leave Rel mCvR stable. When you evaluate the metric over time, it will show us if we have improved our mobile website.
Things to keep in mind when evaluating Rel mCvR:
Always keep an eye on your desktop conversion rate. If Rel mCvR has an abnormal peak, check if it’s due to the desktop having a technical problem that made the desktop conversion rate decrease.
Track your Rel mCvR weekly. Because the metric is based on your entire website’s performance, driving improvement will take time. Reviewing your data daily can be too volatile, look for the large movements over time instead.
Be mindful of that companies with physical stores may never reach 100 percent in Rel mCvR, as mobile is often used for doing research before or while visiting a store. 70 percent is a good target to start with.
How to improve your mobile site and Rel mCvR
A better user experience on your mobile site leads to increased revenue and better Rel mCvR. To get there, I recommend you start A/B testing on your mobile site to improve your mobile conversion rate. It’s through A/B tests that you become guided by your customers and provide what they need.
Start with these three steps:
Review the process of conversion optimization in the Optimize Resource Hub.
Get inspired by what other companies have done.
Set up your first test–for free–in Google Optimize.
When you’re focused on improving your mobile site with conversion optimization and A/B tests—your Rel mCvR will start to show your progress.
With so many people around the world turning to online shopping this year, advertisers need to measure how effective their digital campaigns are at driving online sales. What’s more, data-protection authorities in Europe may now require many businesses to obtain consent from users on their digital properties for activities related to advertising and/or analytics—impacting advertisers’ understanding of how users are converting on their sites.
Last month, we shared that we’ve integrated our ads systems with the IAB Europe’s Transparency and Consent Framework (TCF) v2.0. For businesses that choose to use this method to gather user consent, Google’s ad systems will read and respect the Transparency and Consent String, so businesses can comply with applicable regulations.
For advertisers who choose not to use TCF v2.0, we’re introducing a new solution to offer more flexibility in how they use Google tags alongside their user consent tools. Consent Mode introduces two new tag settings that manage cookies for advertising and analytics purposes for advertisers using the global site tag or Google Tag Manager. These two settings can be used to customize how Google tags behave before and after users make their consent decisions – helping advertisers more effectively measure conversions, while respecting user consent choices for ads cookies and analytics cookies.
Using Consent Mode with Google’s ad platforms
Attributing conversions to the campaign that drove them is a key priority for advertisers. It helps them better optimize campaign bids and reallocate budget towards the best performers. With Consent Mode, advertisers can achieve greater insight into conversion data while also making sure that the Google tags helping them measure conversions are reflecting users’ consent choices for ads cookies.
With Consent Mode, campaigns running on Google Ads, Campaign Manager, Display & Video 360, and Search Ads 360 will be able to continue reporting conversions – while respecting users’ consent choices for ads cookies. And because you’re able to retain conversion measurement in your campaign reporting, you’ll be able to continue attributing conversions to the right campaign and optimize your campaign bidding efficiently.
Using Consent Mode with Google Analytics
Consent Mode also works with Google Analytics. This means that Analytics will be able to understand and respect user consent for ads cookies. For example, when the “ad_storage” tag setting is disabled for unconsented users, Analytics will not read or write ads cookies, meaning that optional features that rely on Google signals, like remarketing, will be disabled.
In addition to the “ad_storage” tag setting, Consent Mode provides advertisers with a new tag setting, “analytics_storage,” which controls analytics cookie usage. Let’s say you would like to request consent for both analytics and ads cookies from users on your website. You can use Consent Mode to update Google tag behavior based on the user selection for each type of cookie. Analytics will adjust data collection based on user consent for each of the “ad_storage” and “analytics_storage” settings. For example, if a user does not provide consent for ads cookies (and therefore advertising purposes are disabled), but does provide consent for analytics cookies, advertisers will still be able to measure site behavior and conversions in Analytics as the “analytics_storage” setting will be enabled.
Consent Mode is available in beta to a limited number of advertisers that operate in Europe and already use the global site tag or Tag Manager. To learn more about the feature, visit our Help Center here.
If you’re interested in getting started with Consent Mode, please reach out to your Google account team. Implementing Consent Mode requires adding a few lines of code above your global site tag or Tag Manager container. To help with this process, we have partnered closely with several Consent Management Platforms. A few are already integrated with Consent Mode and are ready to help.
Changes designed to improve user privacy are continuing to impact the digital advertising ecosystem, and we’re committed to helping your business navigate this new environment. To learn more about steps you can take, download our privacy playbook. And stay tuned for more new capabilities to help you manage and respect user consent choices for ads and analytics cookies across platforms.
- Mobile applications have become essential for human life, It has managed to reach every corner of the world, it is used for all kinds of things.
- There are more than two million mobile apps available in app stores but all of them are not equally successful.
- App Store Optimization (ASO) is one of the techniques that app owners and developers used to optimize their mobile for keywords.
- After that, you need to measure campaign success by monitoring some of the KPI.
- Today we will discuss what KPI you should keep monitor to measure the success of your app optimization campaign.
Across two major app marketplaces, there are already more than two million mobile apps and still counting. Mobile apps have made inroads across all nooks and corners of our daily lives and enterprise operations. But despite all these, not all mobile apps are equally successful, and there is a multitude of apps that struggle to survive as businesses. Perhaps, App Store Optimization (ASO) is something that app creators must consider.
Naturally, app publishers and marketers worldwide consider it extremely important to monitor several metrics concerning user engagement, user retention, and business conversion. Here we will explain the five leading metrics that you need to track for measuring the success of your app in app stores.
1. Discoverability in App Stores
The most important thing for any app to get traction in app marketplaces is to become easily discoverable and visible to the target audience. Whether coming into search results or getting featured or hitting top charts, in one way or the other, your app needs to be discoverable and visible to the audience. This is also the principal objective of App Store Optimization (ASO).
Some metrics to keep track of discoverability of the app include the following.
Where in the search result, your app appears against a target keyword refers to your search ranking.
Top charts ranking
The ranking of your app in various top charts by categories or by parameters such as Free, Premium, and others.
Where your app in the respective category ranks refers to the category ranking.
Whether the app is listed among the top apps featured by the App Store or Play Store.
All these metrics that can easily be tracked can reveal your app’s discoverability in the app marketplaces.
2. Active users
This is one of the most important metrics to measure the traction and engagement of a mobile app. The number of active users for a mobile app directly shows the audience engagement and how it evolves. When this metric shows growth, that means the app is getting more traction. The active user metrics can further be categorized into four metrics as per audience engagement in different time spans.
Daily Active Users (DAU)
This metric refers to the number of users using the app on a particular day.
Average Daily Active Users (ADAU)
The number of users using the app in a single month is divided by the number of days in a month.
Weekly Active Users (WAU)
The number of users using the app in a single week.
Monthly Active Users (MAU)
The number of users using the app in a particular month.
3. Lifetime Value (LTV)
Whether calculated on a monthly, daily, or weekly basis, the number of users hardly gives an idea of the business conversion or the kind of revenue they generate for the app. The Lifetime Value or LTV is the metric that helps measure the gross revenue generated by a user over a period of time. This metric is more closely related to the bottom line of an app and hence is very important.
Though you can easily track user session time on a weekly, daily, or monthly basis and track their CTR and impressions, measuring the business conversion remains difficult. This is where this metric comes as handy as it allows evaluating the total sum outcome of the entire app marketing efforts.
4. User acquisition cost
Another important metric closely related to the bottom line and revenue is the user acquisition cost. Your total marketing budget spent on user acquisition can be divided by the total number of users to get an idea of the cost of acquisition. The metric further can be divided on a monthly and yearly basis and can be seen whether the cost of acquisition is growing or decreasing.
5. Conversion rate
Your app is easily visible and discoverable as per the various visibility metrics we have discussed. Now the question is, does this visibility convert into app downloads. After discovering your app downloads the app, how many of the visitors is a crucial metric to measure the success of your App Store Optimization and app marketing?
Some of the key methods to boost App Store Optimization and conversion include using great app title, engaging app description powered by screenshots, images and video content, app reviews, and app ratings.
App market conversion can be tracked through the important measurement metric called Click-through rate (CTR). The proportion of people who, after landing on your app marketplace snippet clicks to go into the product page, is expressed in percentage, and it is called the conversion rate. It is an unmistakable part of the conversion funnel that app marketers need to monitor on a regular basis.
To improve the conversion rate, fortunately, you have an array of sophisticated A/B testing tools that helps you to evaluate the impact of various aspects of your app listing and accordingly fees helpful suggestions to improve conversion rate.
While these metrics are already well known and are regularly tracked by the app marketers around the world, you need to make sure to use a good analytics engine to track your audience engagement and business conversion more accurately.
Juned Ghanchi is Co-founder of IndianAppDevelopers, a mobile app development company builds iOS and Android mobile apps for startups to big brands. Juned has over a decade of experience across Software consulting, App solutions, and App development.
The post App store optimization success: Top five KPIs you must measure appeared first on Search Engine Watch.
- Content marketing is a tactic 91% of B2B companies use to generate more leads, build customer loyalty, create a subscriber base, and boost sales revenue.
- For most B2B marketers, this strategy helps them achieve top-of-funnel marketing goals.
- Let’s face it, developing and distributing white papers, blog articles, videos, and other kinds of content costs time and money.
- Statistics show that only 43% of B2B companies measure content marketing ROI.
- A shocking 27% of B2B marketers say they do not know how to measure ROI while 21% feel the process consumes too much of their time.
- This article takes you through a simplified yet super effective list of important metrics that your company can use to measure ROI and show you how they work.
Whether you are conscious about it or not, content marketing is the first strategy that comes to mind any time you think of B2B digital marketing.
It is popular among B2B companies. 91% of them use it to generate more leads, build customer loyalty, create a subscriber base, and boost sales revenue.
For most B2B marketers, this strategy helps them achieve top-of-funnel marketing goals.
Content marketing is broad. It is a strategy that encompasses everything B2B companies do to attract and nurture leads. From white papers, email newsletters, videos, ebooks, webinars to stories, tweets, guides, and even case studies – the list goes on and on.
See how content marketing spans all stages of a buyer’s journey in the image below:
Source: The Marketing Eye
In a nutshell – it is a strategic way of marketing that involves creating and distributing valuable, consistent, and relevant content to a target audience.
Content marketing has a two-pronged goal:
- To attract and retain a well-defined audience and
- To encourage customer actions that are profitable to the company.
Any company that uses this strategy invests a significant amount of money.
Let’s face it – it costs time and money to develop and distribute white papers, blog articles, videos, and other kinds of content.
As a matter of fact, about 82% of B2B companies that used content marketing in 2019 had a budget for it.
Since companies invest resources in content marketing, you would expect them to keep tabs of their return on investment (ROI).
But this is not the case.
Statistics show that only 43% of B2B companies measure content marketing ROI.
So, how can B2B companies measure content marketing ROI? What metrics can they use to determine whether their efforts are paying off?
In this article, I’ll take you through important metrics that your company can use to measure ROI and show you how they work.
But before we do that, let’s take a quick look at what content marketing ROI is.
Defining content marketing ROI
In very basic terms, content marketing ROI is the revenue your company generates from content marketing activities compared to the amount it spends.
Expressed as a percentage, ROI is considered an important measure of marketing success since it is directly linked to revenue.
Seven important metrics to measure content marketing ROI
To measure ROI, there are seven key metrics you need to monitor. These are:
1. Web traffic
This is a volume metric that is the easiest to measure.
It involves looking at the flow of traffic on every page of your website. Monitoring web traffic enables you to know which content is popular among your audience. The easiest way to measure this metric is through the use of analytics software.
Google Analytics is preferred by most people, but you can explore other options. In measuring web traffic, analytics software provides data that enables you to evaluate varying traffic aspects. These include:
- Overall web traffic
- Source of traffic (communication channels)
- Views per page
- Average time spent on page
- Referral traffic
- Popular landing pages
- Unique sessions
This information is invaluable when it comes to making content promotion decisions. For instance, if your site’s overall traffic is low, it means you need to focus more on promoting your content.
To effectively do this, use the source of traffic data to identify communication channels that drive the highest traffic to the site. Use those channels in future content promotion campaigns.
While web traffic can show you how successful your content marketing efforts are, it has its own limitations. For instance, traffic to your site can fluctuate because of variables like changes in SEO trends, site updates, promotional offers, and holidays.
2. Qualified leads
The main reason B2B companies engage in content marketing is to generate more leads.
The success of content marketing efforts can, therefore, be determined by looking at the number of qualified leads generated.
But, why measure leads? Am glad you asked.
Remember the content marketing goal we discussed earlier?
B2B companies engage in content marketing to attract and retain prospects. After that, they encourage those leads to take actions that result in sales.
The sole purpose of measuring leads is to answer two key questions – are we attracting prospects? And, are those prospects likely to buy from us?
When you craft your content marketing strategy around lead generation, you can generate three times more leads at 60% less cost.
When measuring ROI, your focus should be on qualified leads. These are prospects that show interest in making a purchase.
So, how do you measure qualified leads?
There are three main ways to do this:
- Keep taps of call-to-action (CTAs). For instance, looking at the number of white paper request forms completed
- Track the number of content downloads
- Look at the purchases completed
3. Sales volume
Once your content marketing efforts generate more leads, the next thing you need to measure is sales.
The sales volume metric is at the heart of your content marketing goal because ultimately, you want to turn your prospects into customers.
Once you have your leads captured, nurture them by sharing the right content. In the end, you should have some of them make a purchase.
You will definitely need to optimize the sales pages on your site to drive conversions if you own an ecommerce site.
So, how do you measure ROI using the sales volume metric?
You need to look at several sales aspects of your analytics software to do this successfully. These include:
- Page Value: This is sales performance data that shows which pages on your website contribute the highest revenue
- Transactions: This is the number of purchases that are completed at any given time.
- Conversion rates: This shows the percentage of website visitors that actually make a purchase
- Time to Purchase: This shows you how many days visitors take to complete a purchase
If you own an ecommerce site, you can easily get this data on each of these aspects by enabling ecommerce on your Google Analytics. This way, you can tell how much sales revenue is generated directly from your site at any given time.
4. Click-through-rate (CTR)
If you are driving traffic to your content pages, you expect your visitors to take action.
You can tell whether they are doing this or not by tracking your click-through-rates (CTR). The CTR metric shows you the number of visitors who click on specific links out of all those who visited your website, advert, or email.
You can use CTR to measure ROI for advertising campaigns that you run on emails, social media, or websites.
Calculating CTR is pretty easy, let’s look at an example.
If you are running an online advert on Facebook and you establish that 5,000 saw it, but only 500 clicked it.
CTR = 5,000 / 500 = 10
You can say your CTR is 10%.
5. Social media shares
Want to know whether the content you are creating and distributing is of high quality?
Check whether it is attracting social shares.
Social media has become a major communication platform for both companies and customers. Measuring social shares gives you an idea of which content resonates well with your target audience.
To measure social media engagement, you can track:
- Content shares
- Views for video campaigns
- Increase in followers
Interestingly, each of these social media elements has its place.
Content shares expose your brand and content more to your audience. Likes and followers show you how popular your content is. Comments tell you how well your audience is interacting with the content
Are people sharing your content on social media? See what motivates social shares in the image below.
Social media engagement is easy to measure – most platforms come with inbuilt analytic systems. For instance, Instagram and Facebook use the Business Manager system to generate analytics for users.
Even so, there are other options out there that can help you generate detailed analytics for your content marketing campaigns.
For instance, BuzzSumo can help you find articles and topics that get shared more on social media platforms. Leverage this information to boost your content for more shares.
6. Search engine optimization (SEO)
This is certainly the most important measure of content marketing success – but it’s not that easy to nail.
If you decide to measure ROI using SEO – the first thing you’ll need to do is conduct a technical audit on your site. This will show you which keywords are already being ranked and others that will be great to rank.
There are three key aspects you need to pay attention to when measuring ROI with SEO:
1. Site authority
This involves looking at improvements in your site’s domain authority. Some pointers to this could be:
- Increments in the time that people spend on your site
- People linking back to your site
- Improved page scores
2. Keyword ranking
This requires you to look at your site’s keyword performance. Ideally, your content marketing efforts should convert on certain keywords, long-tail phrases, and brand keywords for your SEO performance to improve.
The best way to target keywords for your site is to find a tool that gives insights on keyword data like volume, CPC, and clicks. There is a host of free tools to choose from including:
- Google Trends
- Search Console
- Google Keyword Planner
You can also use paid tools like SEMrush and Ahrefs to boost your efforts.
These are a huge deal in SEO tracking because they help you stamp authority in your industry. Though they may not generate conversions for you, it pays off to find out which inbound links are connecting to your content.
7. Onsite engagement
To succeed in content marketing, you need to keep your audience engaged.
This metric enables you to measure engagement by transcending web traffic and beginning to look at how your visitors are interacting with your content.
There are two aspects that you can use to track onsite engagement – bounce rate and time on page.
The bounce rate shows how long your visitors stay on your site or how often they come back to it.
A low bounce rate is good – it means people are taking time to explore your site and are even returning to it.
It also tells you that your content strategy is working. With this kind of bounce rate, you should be able to generate more leads and ultimately, sales from the content you produce.
For “Time on Page”, the focus is on the duration visitors spend on specific pages. It allows you to identify pages that are not generating the attention you wanted and improve them.
The easiest way to track onsite engagements is to pay attention to engagement data that your analytics software generates. On Google Analytics, you will find this data on the ‘Audience Overview’ section.
The only way to know how profitable and effective your content marketing efforts truly are is measuring ROI.
Though your marketing campaigns may be generating high web traffic, it does not necessarily mean they are generating revenue. You need to look beyond the traffic and evaluate metrics like on-page engagements, quality of leads, and sales to know whether the campaigns are effective.
There are many other metrics you can look at. But, the seven metrics discussed above are most important when you want to know how well your campaigns are generating revenue for your company.
The post Seven important metrics to measure content marketing ROI appeared first on Search Engine Watch.
- Brand health is an umbrella term for metrics that shows you how well your brand is doing.
- These metrics include – Net promoter score, share of voice, brand reputation, unprompted brand recall, prompted brand recall, purchase intent, and brand equity.
- Founder and CMO at SEO PowerSuite and Awario, Aleh Barysevich, walks you through the calculations for each of the metrics.
- There are three common ways to measure brand health – focus groups, questionnaires, and social listening tools.
Brand health is a collection of metrics that shows how much your branding contributes to achieving your goals. It applies equally to multinational corporations and tiny new Instagram businesses: no matter the size of your company, your clients are either affected by your branding, or they aren’t, or they are affected to some extent. Knowing the details of your brand health will help you see the strengths and weaknesses of your branding, and help you decide on the future actions regarding it.
In this article, we’ll go through the metrics that determine brand health.
Each of the metrics is important in its own way and reveals a different aspect of brand health. It may be that your brand awareness is superb, but the purchase intent is suffering. It might be that your customers love your brand, but the overall brand reputation is not that good (perhaps, there was a reputation crisis some time ago). Unless you look at each metric closely and calculate the numbers behind the vague concepts such as “brand awareness” and “brand reputation”, you’ll never know what’s hurting and what’s benefiting your sales when it comes to branding.
So let’s dive into calculations.
1. Net promoter score (NPS)
Net Promoter Score is calculated based on your customers’ responses to the following question:
How likely is it that you would recommend our company/product/service to a friend or colleague?
The scoring is most often based on a 0 to 10 scale. The responders are then grouped into three categories:
- Promoters (score 9-10) are loyal customers that spread the word about your brand.
- Passives (score 7-8) are satisfied customers that don’t promote your brand and are vulnerable to competitive offerings.
- Detractors (score 0-6) are unhappy customers who can damage your brand reputation.
To calculate your NPS, subtract the percentage of detractors from the percentage of promoters.
The results could be from -100 (if every customer is a “Detractor”) to +100 (if every customer is a “Promoter”), therefore, a positive NPS is considered a good result. However, the score should be 50 and more to clearly show that the word of mouth is working for you.
Companies are also encouraged to ask follow-up questions to reveal the reasons behind the scores they get.
2. Share of voice
One important brand health metric is brand awareness. To know if your branding is working, you have to discover how much people talk about your brand, if at all. However, the number is ambiguous on its own. You might discover that people talk very little about your brand of toilet paper. Is it due to the unpopularity of your brand, or is it because people generally don’t talk about toilet paper? It’s hard to tell. That’s why you need to factor in a share of voice metrics.
Share of voice shows how much your brand is dominating the conversation compared to other brands in your niche.
To calculate the share of voice, all you need is a good social listening tool like Awario or Brandwatch (full disclosure these are my tools). Once you create an alert for your brand and your competitors, a social listening tool will go through conversations on social media networks, news sites, blogs, forums, review sites, and the web and calculate the percentage of conversation that’s dominated by your brand. As the tool will also calculate the percentage of conversation dominated by each of your competitors, you can then dig deeper to analyze what the successful competitors are doing better in terms of branding.
3. Brand reputation
While we’re on the subject of social listening tools, let’s talk about the third most important metric – brand reputation. While it’s important that people talk about the brand and that the customers are satisfied and willing to recommend your product, it’s also vital to know how the audience perceives your brand in general.
In our age of instant information, the news about brands travels fast and far, building the reputation and creating problems that the company could not be aware of.
Social listening tools usually have a built-in feature. To perform sentiment analysis, create an alert for your brand. The tool will analyze band mentions on social media networks, news sites, blogs, forums, review sites, and the web to discover brand sentiment: the percentage of good, bad, and neutral mentions around the brand over time.
You can look at spikes of negative mentions to spot reputation crises (and attend to issues that have caused it), and look through positive mentions to get positive user feedback.
For the overall idea of brand health, you might want to calculate a sentiment score. To do that, exclude neutral mentions altogether, and calculate the percentage of positive mentions.
Alternatively, you can calculate the net sentiment score. Simply exclude neutral mentions and use the formula:
Net Sentiment = (% of Positive Mentions – % of Negative Mentions) / (% of Positive Mentions + % of Negative Mentions).
4. Unprompted brand recall
Unprompted brand recall is a measure of how many people think about your brand when asked to think about your industry.
Unprompted brand recall is a metric that usually works well for the most popular brands. However, it’s worth striving for unprompted brand recall, even if you’re far off at the moment.
To calculate the metric, ask participants the following question:
“Thinking about [industry], what’s the first brand that comes to mind?”
Then sum up all participants who named your brand. Divide this number by the total number of people asked and multiply it by 100 to get a percentage score.
5. Prompted brand recall
While big brands will probably be more successful in the first category, this one gives the opportunity for smaller brands to once again assess their brand awareness and/or purchase intent. It also includes a single question that can change depending on whether you’re interested in further metrics on brand awareness or purchase intent:
Please tick all the [industry] brands that you’ve heard of / Please tick all the [industry] brands you would consider buying from.
Then, you list your brand along with your competitors’ brands and see which ones the participants will pick. A low score on this metric is definitely a bad sign.
6. Purchase intent
Purchase intent shows how likely are people to go from knowing your brand to buying your products. As many other metrics in this article, this one requires a place in a questionnaire.
The calculation is very straightforward, ask participants the following question:
“Based on what you know about [brand], how likely are you to buy from them?”
Measure the results on a Likert scale. Sum up the number of people who answered “very likely” and divide it by the total number of people asked to get a Purchase Intent score.
7. Brand equity
Brand equity is the result of combining two metrics from this list. When looking at the overall brand health, brand equity is something that companies pay the most attention to.
First, you calculate what’s known as Brand Strength. This is a measure that combines the net promoter score and purchase intent.
The formula looks like that:
Brand Strength = (Purchase Intent + NPS) x 100.
The result is then multiplied by the figure of the Unprompted Brand Recall:
Brand Equity = (Brand Strength x Unprompted Recall) x 100.
Organize your results
Use a good old Excel sheet to organize your data. Look at the low numbers and dig deeper into the areas of your branding that are falling behind. Turn to competitor research when you’re out of your own ideas for improvement. Or maybe before you get to that state.
Let’s sum up what you’ll need for measuring brand health metrics.
- Focus groups
- A social listening tool
This is a shortlist for measuring something as huge and as important as brand health. Don’t put this off – the sooner you start measuring your results, the sooner you’ll know how to improve your branding and increase sales.
Aleh Barysevich is Founder and CMO at SEO PowerSuite and Awario.
The post Seven brand health metrics and how to measure them appeared first on Search Engine Watch.
A strategy outline advertisers can employ to isolate and measure the value of brand advertisements: geo exclusions.
Read more at PPCHero.com
- Regardless of your industry, the marketing strategy you are currently executing is completely different from the marketing strategy you had in place just six months ago.
- The situation that has unfolded over the last few months has thrown “business as usual” out of the window.
- Budgets are tight, events are canceled, and your buyers’ needs have dramatically changed in the last few months.
- Credly’s VP of Marketing, Adam Masur shares three of the most critical marketing metrics to measure in these unique circumstances.
When it comes to your marketing efforts, there are specific numbers you should be constantly tracking and working to improve. Yet, regardless of your industry, the marketing strategy you are currently executing is completely different from the marketing strategy you had in place just six months ago.
The situation that has unfolded over the last few months has left marketing teams in every industry at a loss for the best way to move forward. It is no longer “business as usual”. What works today may not work tomorrow, so marketers must be prepared to pivot quickly during this time of uncertainty. And we don’t expect that to change any time soon. Even when the pandemic is over and things start returning to “normal,” everyone is going to have to adapt to what the new “new world of work” looks like.
As you start to navigate a new way of marketing your product or services following the COVID-19 outbreak, you must reevaluate your strategies and develop a new plan of action. Budgets are tight, events are canceled and your buyers’ needs have dramatically changed in the last few months. Given the unique circumstances, here are three of the most critical metrics to measure right now.
Metric one: Cost per acquisition
Familiarizing an audience with your product or service and converting them to a paying customer comes at a price. Even in the best of times, I may argue that cost-per-acquisition (CPA), which measures the aggregate cost to acquire just one paying customer, is the most important metric. When it comes to how you’re spending your precious marketing dollars during this time, your CPA has to be top of mind.
These days, it’s possible that you’re encountering prospects with different risk tolerances, at different stages of product knowledge and purchase intent. It’s a great time to rethink ad copy and realign landing pages with more focused, more compelling, and more relevant content. It’s also a great time to look for the emergence of new keywords that have suddenly become more important in your customers’ minds. The best way to optimize your CPA is by addressing your audiences’ immediate concerns directly, and continuing the dialog until they’re ready to take the next step. Your quality scores will thank you for it.
Marketers have chased vanity marketing metrics like ad clicks from the beginning of time. But, most marketing teams can’t rely on metrics with empty promises. If you haven’t seen any of your numbers moving lately, maybe you aren’t looking hard enough. Maybe it’s bounce rates, session length, pages viewed, or the number or site visits before filling out a form–there’s something to be learned. Now is the time to test your hypotheses to figure out what’s changing in your customers’ worlds, and address these topics directly. You’ll get a better picture of the true health of your business rather than a false sense of success.
Metric two: Social media engagement
It’s always been hard for marketing teams to truly measure social media interactions, but social media is a critical avenue for establishing and developing organic relationships with your audience in today’s digital world. With billions of active users, social media provides modern marketers with more exposure, improved traffic, and increased brand loyalty.
Engagement on social media platforms can present itself in various ways: shares, likes, comments, and reposts are all the digital marketing metrics used to gauge your audience’s level of engagement. By tracking social media engagement, you have a better idea of your content’s reach and if it’s landing in front of the right people.
You can’t just rely on hard numbers. The sentiment, intent, objections, and accolades are all there for you to learn from, but you have to invest the time to dive in beyond a high-level engagement graph. Understanding how your audience is interacting with that content allows you to readjust your message as needed and create valuable interactions that continue to push your brand forward.
Focusing on your social media strategy right now helps your brand maximize limited resources. With tight budgets, authentically engaging in social media can help your team meet your audience where they are, provide valuable information, and generate meaningful relationships.
Metric three: Website traffic
Regardless of what the business landscape looks like, one goal every marketer has is to drive traffic back to their company’s website. While every marketing channel–inbound, outbound, events, social, content–brings in new leads and new prospects, it’s unlikely that anyone becomes a customer without visiting your website.
That’s why it’s not enough to drive traffic to your home page. You want to see that those people are visiting multiple pages, engaging with your content, and finding what they need to make the decision that’s right for them. Only then will they take the step to try, buy, or fill out the form that connects them with your sales team.
While marketers are working with limited resources and under unprecedented circumstances right now, we have to remember that so are our buyers. Marketers have to lean into actionable metrics from their website traffic, including bounce rate, average session duration, and pages per session. Are pages that used to get 100 visits a month, now getting 100 visits a day or vise versa? It could be a sign of your buyers’ shifting needs or priorities.
Spend the effort to get a clear understanding of your buyers’ current situation. Rely on data and analytics, and check your work by engaging and actively listening. Evaluating how these important marketing metrics are faring provides insight into how your overall strategy is doing and helps you allocate resources while still connecting with your audience in a meaningful way.
When it comes to marketing your product or service in the current climate, you have to be proactive. Marketers who are able to pivot, use data and analytics to guide their efforts, and tap into the new needs of their buyers will continue to be successful as we enter the new world of work.
Adam Masur, Vice President of Marketing at Credly, is driven by a passion for optimizing the way marketing teams and technology work together to grow businesses.
The post The three most critical marketing metrics to measure right now appeared first on Search Engine Watch.
Google Analytics (GA) is one of the most popular traffic analytics tools for websites, but it can have serious drawbacks for anyone looking to measure content performance.
The problem is systemic: Analytics was built to track traffic for ecommerce and content sites, with the structure of its reports built around pageviews. It can provide some sophisticated data around those views – what kinds of audience members are behind them, how they might have arrived, what they did next, and other such questions – but today’s content marketers need the ability to measure and understand much more than that.
How do people interact with your content when they’re viewing an individual landing page? How do they feel about your brand after having been exposed to it on other media channels? Where are they running into conversion roadblocks? What are the content assets across touchpoints that people are consuming most on their paths to conversion? What assets are most compelling to your most qualified individual leads?
GA can hint at some of the answers to these types of questions, but to truly understand these aspects of your content marketing performance, you’ll need to turn elsewhere.
Here are a few of the biggest ways that Google Analytics can’t measure your content performance properly, along with some tips for overcoming these shortcomings.
1. On-page behavior
Google Analytics only tracks page views and movement within your site. Unless you manually add layers of event tracking, it can’t reveal what people do within specific pages. You’ll never know if visitors get two lines into your content and then get distracted by an interesting link.
This is the value of heatmaps, which are remarkably effective at showing user behavior. They map out which areas of the page get the most view time and the most clicks, and where the mouse rests.
A heatmap shows areas that get the most attention in red, shading to blue for those that get the least. It reveals whether the visitor engaged and interacted with the page, or left it open and unread for hours. With a heatmap, you can discover the most popular parts of your pages, the navigation links people click on most, and whether key elements below the fold are going unseen.
To get started experimenting with heatmaps, you can try using Hotjar, Lucky Orange or CrazyEgg.
2. Brand sentiment lift
Google Analytics is limited to tracking page views on your own website. It can’t tell you anything about the impact of your content on earned or shared media channels, where you don’t have the ability to install its tracking pixel. And even if you could use it track content views on all channels, you still wouldn’t know much about the impact that the content has on brand sentiment, or your share of voice in the general market.
Instead, use a social listening tool to track what people think about your brand. Social listening tools track social media shares, comments, reactions and mentions. This information has many key use cases, one of which is gaining a holistic view of brand sentiment.
The better platforms track far more than the number of brand mentions on social media, using semantic text analysis to reveal the emotions behind the posts and comparing these signals to those of your competitors. Merge these trends with your timeline of content marketing achievements, and correlations will start to emerge.
To get started experimenting with social listening for brand sentiment tracking, you can try using Awario, Mention or Talkwalker.
3. Friction points on forms
If a visitor tries to complete an online form and gives up in frustration, Google Analytics will never let you know. The best it can do is to show you how much time all visitors spent on the page. (Even this information can be extremely misleading since GA measures page view durations starting from the moment given page loads to the moment the next internal page loads. If your visitor stays for 10 minutes, reads your article from top to bottom, shares it, and then closes the tab without browsing any further within your site, GA will register ‘zero’ time on page.)
When it comes to lead capture forms, contact forms, and sales checkout forms, it can be hard to tell how many fields you’re best off including. The fewer fields your forms have, the lesser friction people will have opting in, which makes for more conversions.
On the other hand, the more fields you include, the more data you’ll have to work with when people do complete and submit forms, which is useful for identifying personas when executing segmented nurture sequences. You’ll also learn more about your audience, and you’ll be in the best possible position for determining the relevance of your leads. And there’s something to be said for asking a lot of your audience, as it helps to filter out people who are “just curious” about your lead magnet and will never actually do business with you.
To really understand the extent to which form fields are serving as roadblocks on the path to conversion, turn to your form builder tool’s analytics. The better platforms will reveal partial submissions, and how far a user gets through a form before abandoning it, so you can see if any single field is too long or question too confusing.
To get started experimenting with form conversion optimization, I recommend Formstack, Formismo or Jotform.
4. The identity of every visitor
One of GA’s biggest weaknesses is its inability to give context to visitor behavior. It can’t show you much about the identity of your visitors – at best, you can segment data about your entire pool of visitors according to their physical locations, devices, referrers, rough demographics and points of entry to your site.
What’s more, Google Analytics only uses a sample of your visitors, so that even if you tinker with your report settings to reveal the IP addresses of individual sessions, you can’t rely on this information as a comprehensive source of individual user insights.
Instead of GA, use audience intelligence tools that provide information about the interests, behavior, personal data (in a GDPR-compliant manner, of course.) and historic activity of every user, so that you can gain a deeper understanding of your visitors. This allows you to fine-tune your content to appeal to your audience, and it also reveals opportunities for account-based marketing.
To get started with audience intelligence, try Albacross, LinkedIn Website Demographics or Visitor Queue.
5. Funnel analytics
It is possible to use Google Analytics to track users through your funnel and measure its effectiveness. However, setting this all up can be highly complicated. You have to build a confusing series of filters and a dedicated URL structure that allows GA to correlate content pages with each stage of the funnel.
It’s much better to use a single tool that follows users through your funnel. Pick one that logs abandonment points and the cumulative impact of your various key funnel touchpoints. You’ll also need a good way to track the activity of returning visitors, which is another weak point for GA, thanks to uncertainty about cookies, lack of reliability when tracking visitors across devices, and the aforementioned notorious data sampling issue.
And if you integrate a funnel analytics tool with your CRM, logging each lead’s engagement activity on your website, you’ll be in great shape to set up a smart lead scoring system for identifying sales-readiness levels.
To get started with funnel analytics, check out Kissmetrics, Woopra or Yandex Metrica.
6. Off-site interactions
Google Analytics only measures interactions with the content on your own site. It’s not something you can use to measure the impact of content on shared, paid or earned media. So that guest post you recently published on someone else’s blog, or your LinkedIn Publisher articles, for example, will be blind spots for you.
GA can show you information about some of the visits you acquired via clickthroughs from these media presences, but that’s about it.
You’ll get better results from a multi-channel dashboard tool that pulls together user analytics from all channels, including email marketing, advertising tools, and social media. This type of solution can’t show you how people found your content on these properties, nor where they went next if they didn’t end up on your website, but it will help you consolidate all your metrics into one centralized dashboard for a more holistic analysis.
What’s more, if you combine data relating to engagement on all touchpoints into one timeline, you’ll start to see correlations between spikes on certain channels and website conversions, which can point you in the right direction for further drill-downs
To get started with multi-channel dashboards, try Klipfolio, Databox or Geckoboard.
Google Analytics isn’t a magic button
Google Analytics is hugely popular, but it can’t do everything, especially if you’re concerned about content performance. Fortunately, there are other tools that fill the gaps GA leaves behind, giving you a much clearer understanding of your content marketing success.
The post Six key content performance aspects that Google Analytics can’t measure appeared first on Search Engine Watch.
Today’s customers have incredibly high expectations for personalized and relevant experiences from brands. That’s why Google Analytics keeps working to better measure the full customer journey in all its complexity.
Let’s look at four new Analytics features that are all about helping businesses understand users so they can deliver more personalized site experiences.
Focus on your users in reporting
Analytics standard reports have been updated to focus on your users. User metrics are an essential way to understand engagement with your customers, especially those who may have multiple sessions across multiple days.
With our updated standard reporting, you can see immediately, for instance, how many users are coming to your site from paid search ― in addition to seeing the number of sessions.
To enable this update, sign in to your account and go to Admin > Property Settings and then choose the toggle switch labeled Enable Users In Reporting.
For other ways to analyze by user, try existing reports like Active Users, Cohort Analysis, and Lifetime Value. In case you’re wondering, session metrics will continue to be available in standard reporting ― that’s not changing. Learn more about audience reports.
Measure lifetime metrics and dimensions for every user
Another tool that marketers can use to analyze visitors on an individual level is User Explorer. And now we’ve added something new: lifetime metrics and dimensions for individual users (based on the lifetime of their cookie). These new metrics and dimensions will give Analytics users a much more detailed way to measure visitors and customers.
For example, you can look back and see the total amount of time an individual user has spent or the total number of transactions an individual user has made on your website. You’ll also see new dimensions that show data such as when a user made their first visit to your site and which channel acquired them.
The new lifetime metrics and dimensions are already available in your Analytics account. Learn more about User Explorer.
Audiences in reporting
For marketers who live and breathe audiences ― which is most of us ― the breathing just got easier. We’ve added the option to publish any audience to a new report in Analytics that should help make every audience easier to understand.
You can now go to the new Audiences report and see a cross-channel view of the audiences you’ve created in Analytics. This is a change from the past, where you could create audiences in Analytics and export those audiences to other products like AdWords, but you weren’t able to publish audiences to Analytics for reporting.
For instance, you might decide to publish an audience to Analytics so that you can see all users who have purchased within the last 12 months but not during the last 2.
You can find the new Audience report in your Analytics account. Learn more about Audiences in reporting.
Reach users most likely to convert
Meet our newest metric: Conversion Probability. It takes user-based metrics one step further to show you just what the name suggests: the probability that a given user will convert in the future. The calculation is based on a machine learning model that learns from users who have made transactions in the past.
The advantages are clear: Marketers can create remarketing lists that target users who have a high likelihood to purchase and then reach those users through either advertising campaigns in AdWords and DoubleClick or site experiments in Optimize.
We are also adding a new Conversion Probability report. This report will show you the Conversion Probability for all your users, including across important dimensions such as channel.
This new feature from Analytics Intelligence is the first forward-looking estimate of how likely a conversion is for individual users. It’s rolling out in beta to all Analytics accounts over the next few months. Learn more about Conversion Probability.
These four new enhancements will help you better understand your users and what they are doing on your site, so that you can create better experiences for them. If you — like those 90% of marketing executives — are working hard to understand your users’ journeys, we hope you’ll find these features useful.
1“The Customer Experience is Written in Data.” Econsultancy and Google, May 2017.
Posted by Gene Chan, Product Manager, Google Analytics
Whether you’re a data analyst, marketer, or e-commerce specialist, keeping on top of your data and making informed choices can make significant impact on your business. With that in mind, the Google Analytics team has introduced a new video series on YouTube: Measure Matters. Hosted by Analytics Advocates Krista Seiden and Louis Gray, the series covers best practices on leveraging our suite of products, rounds up highlights from the larger measurement community, and reviews recent product updates – so you never miss a thing, even with your busy schedule.
Measure Matters kicked off in May with a deep dive into Machine Learning, where we talked about automatic insights within Google Analytics, and whether the machines were coming for our jobs. (Spoiler alert: they’re not)
Our second episode covered finding your North Star, being sure to try new approaches and take risks, but to make choices based on data, rather than hacking your way through without a clear plan.
The third episode focused on how app developers can literally change the game through mobile app analytics, leveraging Google Analytics for Firebase.
What’s Coming Next
Measure Matters is scheduled to stream live every two weeks, with most events taking place at 10 a.m. Pacific time on Wednesday. Our next event will take place on Wednesday, June 27th, with the topic of Hearts, Charts and Shopping Carts — how you can evolve your marketing measurement with data. See our playlist for upcoming and past episodes.
How You Can Participate
Measure Matters is not a one-way broadcast. Krista and Louis regularly stream live on YouTube and answer questions taken via YouTube or on Twitter, using the hashtag #measurematters. So send us your questions, ideas, or content you think belongs on our show, and it just may make our next episode.
Posted by Krista Seiden and Louis Gray, Analytics Advocates
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