Discover the most important digital marketing metrics . The 130 you shouldn't lose sight of! Click here and download the most complete ebook.
Metrics in Inbound Marketing discover the most important ones
How to decide which inbound marketing metrics to use?
The most appropriate inbound marketing metrics will depend on the objectives of your strategy. Inbound marketing should serve to contribute to the objectives of the overall marketing plan, and these in turn need to be in line with the business objectives of the entire company.
We must also keep in mind that the most relevant metrics vary depending on the phase of the conversion funnel in which potential customers are:
In the attraction phase , our main objective is to generate quality traffic to our brand's website. Therefore, the most important metrics will be related to visits: unique visitors, page views, traffic sources, bounce rate…
In the consideration phase , we try to convert these visitors into leads or potential customers. Therefore, we will look at metrics such as the performance of our landing pages, the number and quality of leads generated or the click rate on calls to action.
Finally, in the conversion phase , the star metric is sales. Here we will have to analyze metrics such as the conversion rate of leads to sales, the average order amount or the attribution of conversions.
Once you've decided which metrics are most important to you, it's critical to be consistent in measuring them. Define the measurement tools and methods you're going to use and set up regular check-ins to keep track.
The 15 most important metrics in inbound marketing
Website visits . This metric gives us a general idea of the attractiveness of our content. According to Mike Lieberman, CEO of Square2Marketing, the ideal is for visits to increase by 10% each month.
Unique and repeat visitors . This metric lets us know if bolivia phone number resource users are visiting our site multiple times over a given period of time. If we find that many visitors are not repeat visitors, we can create a remarketing list to stay in touch with them.
Average time on page . This metric, closely related to the bounce rate, helps us assess the user experience of our website and the relevance of the content for visitors. If we detect that the permanence on the website is very low, it is a good idea to carry out an audit to detect possible usability problems.
Visits by traffic source . With this metric we can know which channels are the most effective when it comes to attracting visitors and which ones we should work on better.
Keyword ranking . SEO is a basic ingredient of inbound marketing, as it allows us to attract a continuous flow of visitors over the long term. Therefore, we must monitor which keywords we are positioned for and keep track of the competition.
Inbound links . Generating links from other quality sites in our sector is key to improving search engine positioning. This metric allows us to measure whether we are achieving this and take action if necessary.
