Surely you've heard of KPIs but you don't know what they mean or what they can be used for in our digital marketing strategy. If this happens to you too, stay and read this post. We'll tell you all about it!
Theterm KPI refers to a series of metrics that are used to synthesise information about the effectiveness and productivity of the actions carried out in a business in order to make decisions and determine those that have been most effective in meeting the objectives set in a particular process or project. KPIs are also known as quality indicators or key business indicators that could be very useful in digital marketing. Therefore, KPIs can allow us to measure the performance of a process or present a value related to a goal that has been previously established.
As far as digital marketing is concerned, KPIs are the values that our business can use to measure the performance of the marketing campaigns we are carrying out and if they are really working. In this way, KPIs allow us to analyse the tools we are using in our online marketing strategy and the effectiveness of each one of them. In this way and thanks to them we can measure more easily both the effectiveness of the measures and the results we are getting from them.
Once we know what a KPI is and what it can be used for in our company, we must establish and set our own KPIs to help us measure the achievements of our digital marketing campaign. When setting a KPI there are three key aspects:
Finally, don't forget that,in order to set good KPIs, it is good practice to try to follow the SMART philosophy. This philosophy is about adhering to the following principles in your KPIs:
Having too many KPIs can make the team lose focus, while making it difficult to track the progress of the different indicators. The most common is to have a single main KPI and, at most, a secondary and a tertiary one. This way, we will focus on what we really want to measure and leave aside everything that does not contribute anything to our online marketing strategy .
There are dozens of possible indicators with which to measure your campaigns. Some of them depend on the specific channel through which you establish the relationship with users. The important thing is that for digital marketing KPIs to be effective, they must be accompanied by a value. Only if you know what you want to achieve can you analyse the appropriate ways to achieve it.
Some of the most commonly used KPIs that you should take into account are:
CTR is one of the basic digital marketing KPIs to evaluate the performance of a campaign in any of the digital marketing channels.
In summary, these are some of the KPIs you can take into account to track your marketing campaign. However, there are some more. The important thing is that you know what you want to measure with each of them and take advantage of the tool to know the relevance of your online marketing campaign.