One of the keys to a successful inbound marketing campaign is measuring everything. The most important measurements are what are called “key performance indicators” or KPIs. While the majority of data you collect from Google Analytics will be supporting data, the information that backs up your conclusions, the KPIs are the immediate indicators of how successful your marketing is.
But what are your KPIs? What should you be looking at to know what’s working? Unsurprisingly, it’s different for everyone. Every company wants something different out of their website, and even out of each distinct inbound marketing campaign. An ecommerce website looking to increase their sales will have different KPIs from a financial advisor’s lead-generation website.
Even the campaign’s marketing channel will take different measurements. The types of engagement you’re seeking from a post to a LinkedIn group will be different from a pin on one of your company’s Pinterest boards, which will again be different from an email newsletter.
So What Are Your KPIs?
As mentioned already, the key performance indicators for are different for every website, every campaign, and every channel. But here is a non-exhaustive list of some of the basic KPIs that will almost always be looked at:
- Sales – broken down into hourly, daily, weekly, monthly, quarterly, and annual sales
- Average order size
- Shopping cart abandonment rate
- New versus returning customers
Lead Generation Websites
- Site traffic
- Unique versus returning visitors
- Time on site
- Leads generated
- Fans / Likes
- People Talking About This
- Average visit duration
- Delivery rate
- Open rate
- Growth rate
Once you know your KPIs, monitoring them should become an every day exercise. “You can’t manage what you don’t measure” applies to your inbound marketing efforts as in other areas of your business. Most importantly, performance should inform business decisions, and you should use KPIs to drive actions. Sudymo Web Services can help you determine the goals and KPIs for your inbound marketing campaigns.
What key performance indicators do you measure? Share your thoughts in the comments.