As a digital marketing agency, Page One Digital knows that measuring the performance of digital content can be overwhelming due to the many tools and many approaches available. Digital measurement—also known as data, analytics, insights, or KPIs—uses technology to assess how your digital content is performing. The question is, with so many options available, which metrics are worth paying attention to? Don’t worry! We’ve got some data measurement tips to help you measure digital content performance with confidence.
MEASURE YOUR DATA BY PILLARS
Broad measurement can be the crux of misinterpreting data. When it comes to digital content performance, you need to hone in on specifics. In terms of data measurement, you’ll want to look at how your content performs from the SEO, social media, and paid advertising perspectives. If it’s applicable to your digital marketing efforts, you ought to be paying attention to it.
SEO, social media, and paid advertising are among the most common marketing efforts, and properly measuring them will help you get your bearings to improve your content efforts. Think of data measurement as pillars that help hold up your business. Let’s take a look at the eight pillars and how they allow you to measure digital content performance.
8 PILLARS OF DATA MEASUREMENT
SEO
Track Average Position for Target Keywords
When it comes to SEO metrics, it's important to track your average position to check whether the position of your keywords has changed. Anything beyond page 3 of search results is unlikely to bring in traffic. You can do this for free via Google Search Console.
Track Website Impressions
It's also important to track the number of people who saw your website in search results—especially for the keywords that matter to you. Your average position can be the cause of an increase or decrease in your impressions. It is important to understand how these metrics influence one another—digital marketing is holistic, and everything is connected.
Track Click-Through Rate
Be sure to review the percentage of searchers who visit your site after they see you in search results. If your click-through rate is lower than expected, you may need to adjust your page’s metadata or content.
Social Media
Unique Views Per Post
For social media metrics, it's important to track the number of unique views a post receives. Stack this up against what is average for your posts. If something is performing under your typical average, consider how you can improve it if you were to post something similar again. If something is performing above average, consider reposting or repurposing since your audience is responding to it. Most social media platforms offer this data in-platform for free.
Engagement Per Post
Engagement data—your likes, comments, and shares—is key to measuring digital content performance because it lets you see how your audience is responding. Get a baseline for your average post engagement level, then look at posts with above-average and below-average engagement rates. This will help you see where you are excelling and where there’s room for improvement.
Paid Advertising Via Google
Click-Through Rate
Be sure to review the percentage of searchers who visit your site after they see you in sponsored results. If your click-through rate is lower than expected, you may need to adjust your ad copy.
Conversion Rate
Be sure to review the conversion rate for your campaigns. You’ll want to look at conversion rate benchmarks for your industry to understand how you stack up compared to average results. If you are underperforming, you may need to reconfigure your ads.
Cost Per Conversion
Your ads may be converting, but you might be paying more per conversion than you’d like. This is an important metric to keep an eye on, and your wallet will thank you.
PAGE ONE DIGITAL CAN HELP BOOST DIGITAL CONTENT PERFORMANCE
Once you've gathered your data, it's time to decide what your ultimate objectives are and how the data can help you achieve them. You can use tools like Looker Studio to pipe data from a variety of sources into a dashboard. At KP Kreative Page One Digital, we review and use this kind of data monthly to help our clients improve their digital presence and reach their goals. If you’re interested in support from a world-class digital marketing agency, get in touch.
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