The Basics of Tracking Key Marketing Metrics

by Kara McGaharan, Director, Program Strategy

Marketing Strategy

Marketing metrics all tie to one common goal – customer and prospect interaction. How your current and potential buyers interact with your campaigns tells you how successful your marketing efforts are and where you have room for improvement.

1. Website Performance

When analyzing your website traffic, here are a few metrics to watch:

Number of visitors
Pages viewed
Amount of time spent on each page
Bounce rate

Keep in mind, multiple page views and high bounce rates can indicate that visitors aren’t finding the information they need, which creates a frustrating experience for them. Your goal is to provide useful, concise information that encourages visitors to stay on the site because they like what they see.

2. Email Open and Click Rates

A low open rate could stem from dull subject lines and boring or no preview text. Keep your subject lines concise and interesting, but make sure they don’t over-promise. Use preview text to pique your recipients’ interest.

Higher click rates are driven by high-quality content. A poor click rate tells you that people aren’t finding value in your message, which means they’re more likely to unsubscribe. To encourage clicks, strategically place calls-to-action throughout your email.

3. Sources of Qualified Leads

A lead is anyone who has shown interest in your company. A qualified lead is someone who fits your typical customer demographic and is closer to the bottom of the sales funnel.

Leads come from a variety of sources, from tradeshows to Google Ads. For each channel you use, it’s important to track:

The number of leads coming in
The quality of those leads
Your return on investment (ROI)

If you’re spending lots of money but not attracting qualified leads, then it’s time to re-evaluate your campaigns and channels.

4. Conversion Rates

Conversion is the process of translating your qualified leads into customers. A low conversion rate could mean your sales funnel needs streamlining. Analyze your buying cycle and remove any hurdles so you can enhance your prospect’s experience from lead to conversion.

Ready to take your marketing campaigns to the next level? Let’s talk about it.

"We have been working with April for about 4 months, since taking over following a client management transition. Whenever a change occurs when working closely with a company like MadAve, there is always uncertainty around how smoothly things will go. April quickly stepped into the role and handled our account like she had been working with us for months. She has great attention to detail and — most importantly — a unique ability to hold us accountable to providing the MadAve team what they need, when they need it. April has proven herself to be extremely organized and phenomenal when it comes to follow up. She is a tremendous asset for us."

- Ben Tassin, Partner Ambassador, DWM Holdings

"April has become an important member of our team. She brings our marketing plans to life, coordinating resources from diverse groups, both internal and external, keeping everyone organized and on-track. As the pace of our work becomes increasingly demanding, she never misses a beat - a true demonstration of her commitment to the American Frame brand."

- Laura Jajko, President, American Frame

"Over the past 9 years, MadAveGroup has actively engaged with us to understand our members, products and philosophy. Their due diligence delivers impressive digital campaign results month-over-month. Our organic search and paid search results have never been better! I am thankful for their expertise and recommendations as we work together to continue to boost our presence in the always-evolving world of search engines."

Heather Gilchrist, Marketing Director, VacationLand Federal Credit Union

"We've worked with MadAveGroup since 1996 in many different facets. In 2017, we implemented Pay-Per-Click and Search Engine Optimization programs, which have been instrumental in our ability to grow an average of 5.5 new customers per day for several years. Their client managers are friendly and bright and keep us updated with monthly reports. They are always there to help, answering phone calls and replying to emails almost instantly. I cannot say enough good things about MadAveGroup."

Sharon Tipping, Marketing Manager, Parker Steel

"I am most impressed with Brian and Jessica (and the team) for their abilities to be flexible and patient to come up with something that works best for our company and not just push us into something we would not be comfortable with just to get the money. This approach tells me they value the long-term relationship and not just the immediate win. Thank you all!"

Christine Gorey, Marketing Manager, Columbia Chemical

"Shaun always updates us on our quarterly changes and explains the process every time. This is a new program that I have taken over and he has been very patient and has done a great job explaining the process and the difference in scripts and messages and how Ziebart can utilize the program better."

Carly Jacobi, Field Marketing Specialist, Ziebart International Corporation

"Kara takes her role seriously and does her best to accommodate busy schedules. She is easy to work with and quick to respond. She helps keep them on track and lets them know when there is a problem before they discover it."

Kim Hoch, Vice President of Operations, Novus Clinic

The Basics of Tracking Key Marketing Metrics

Marketing Strategy

1. Website Performance

2. Email Open and Click Rates

3. Sources of Qualified Leads

4. Conversion Rates

The change you want. The results you need.

Connect with us

The change you want.
The results you need.