There are many statistics, and analytical combinations you could track to give you insights into your marketing strategy. There are a few key metrics in three broad categories (traffic, conversions, and revenue) that are very important for your digital marketing success.

1. Site Visits

This is the big-picture number you should monitor and track overtime to give you an idea of how effective your campaigns are at driving traffic. This number should grow steadily over time. If it drops it’s time to take a look at your marketing channels to identify the problem.

2. Traffic by Sources or Channels

This is useful for segmenting your traffic sources to understand which ones are over and underperforming.

3. Number of New Visitors and Number of Return Visitors

Return visitors give you an indication of the usefulness and quality of your content (it’s “sticky” enough to attract multiple visits). Tracking this ratio week over week and month over a month shows you how your new content is performing.

4. Interactions Per Visit

This is a more detailed analysis of your website traffic. You need to look at variables such as how many pages a user visits, how long they stay on individual pages, and what they do on each page.

Don’t confuse interactions with conversions, although the ultimate goal is to have your interactions lead to more conversions such as downloads, subscriptions, purchases, etc.

An analysis of your interactions per visit allows you to discover which activities and behaviors are keeping visitors on your site and what you can do to encourage more of them.

Time on Site

This is a corollary to interactions per visit and gives you insight into the level of interest and engagement of your website visitors. This is a good all-purpose indicator of how well your site is performing since visitors who spend a lot of time on your site are finding useful content.

5. Bounce Rate

The bounce rate is the number of people who visit your site and leave right away. A high bounce rate can point to several flaws in your digital marketing: Poor campaign targeting, irrelevant traffic sources, etc.

6. Mobile Traffic

With the rise of mobile traffic, it’s very important to track your mobile visitor metrics so you can understand your mobile customers and increase your conversions.

7. Click-Through Rates

Measuring click-through rates (CTR) is essential for email marketing and paid ad campaigns. For PPC campaigns, a higher than average CTR can dramatically decrease your cost per click.

These days it’s a necessity to track your marketing strategy. You need to know what’s work, what’s not, and how to improve your strategy.

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