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7 basic yet important KPIs to evaluate Digital Marketing

1. Website engagement
Your website is your face to users. And there are people who could be turnt  into your potential customers. All of the information about who these people are, where they are from and what they did after they arrive at your website can help you determine the most important information: what they want from you. Measures of website engagement may include:
* Number of unique site visitors: How many first-time prospects are discovering your website? Modify your digital marketing plan to increase brand visibility.
* Return visits to website: How often do your prospects come back to your site? Increase return visits by providing valuable information and updating it regularly.
* Time spent on website: How long do the prospects stay on your site? Ensure your pages load quickly and be interesting so they will stay longer.
* Popular pages and navigation paths: Applications such as Google Analytics can track visitor traffic habits and tell you which page is most popular.
* Bounce rate: This shows you what percentage of visitors leaves your website before further exploring your website.

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2. Traffic Sources
Understanding the traffic sources driving visitors to your website helps you define which source brings you potential customers. 
The three main traffic sources are direct, referral, and search ones as below: 
* Direct traffic: Visitors that visit your site by directly typing your URL into their browser, or through an undefined channels.
* Referral traffic: Visitors that visit your site by clicking on a URL on another website, usually through display network or PR.
* Organic traffic (search): Visitors that discover your website by entering the keywords in a search engine (Google, Coccoc, Bing, Yahoo). 
* Campaign traffic: Visitors that visit your website through a dedicated campaign or clicking on a link with certain tracking parameters.

3. Online Campaigns – CPM, CPC, CTR, CPA
These are efficiency metrics that measures the performance of  your online campaign
* CPM (Cost Per Mille): indicates how much advertiser pays for a million views of customer. For  online advertising, this view is called an impression. CPM is the most common form of purchase. This is a good option for brand awareness in key ad positions, especially helping you to save greatly when your CTR (click through rate, explained below) is high.
* CPC (Cost Per Click): Or Pay-per-click (PPC) is a buying model in which advertisers pay the publisher only when the ad is clicked. This method is most popular with search-engine advertising (Google, Yahoo & Bing). The cost paid is either an agreed on a  flat-rate or bid-based, meaning advertisers have to compete against each others for the ad space.
* CTR (Click Through Rate): CTR is the ratio between the number of clicks an ad receives versus the number of impressions delivered. The higher the click-through-rate is, the more engaging and relevant the ad is. (CTR = No. click/no. impression)
* CPA (Cost Per Action): Also known as Pay Per Action (PPA), indicate how much an advertiser pays for a specified action. This may be an online purchase, a form submission or a game interaction. This buy type is less risky for the advertiser however the environments available to run this activity are generally less targeted can be of lower quality and costs can be high.

4. Social Interactions
This measures the engagement levels of your social media campaigns
Social media is a good pool of customers as it enables us to reach specific user groups regarded to ages, locations or interests. Hence, it is essential to make sure that you are utilizing the full potential of social media as well as nourishing the right type of interactions.
Both Facebook and Twitter have built tracking and analysis tools that help you to dig deep into the insight of consumers and to check whether the campaigns run well. 

5. Landing Page Conversion Rates
If the landing pages on your website are not attracting people in and converting them into potential consumers, your website is certainly dead.
A great way to tell whether your landing pages are well converting visitors is to observe how many people are visiting each landing page, and identify how many of those read your first headlines. This depends on your content structure to interest visitors. 
Another way to increase conversions is to optimize your landing pages and call-to-actions by performing A/B tests.

    6. Organic Searches
What percentage of your traffic is from organic searches?
The traffic to your site generated by organic searches is directly correlated with your SEO strategy. Some great metrics to help you identify where your organic search traffic is coming from, including:
*      Number of lead/customer conversions assisted by organic search
*      Percentage of traffic associated with branded/unbranded keywords

7. Mobile Traffic
Customers are increasingly willing to spend more time on mobiles rather than on desktop (2.8 hours on mobile compared with 2.4 hours on desktop in 2015). The number of users who prefer to use mobile only is rising. 
Therefore it is  crucial  to make sure your website be effectively optimized for mobile devices, through following metrics:
*      Number of lead conversions
*      Bounce rates
*      Conversion rates from mobile optimized landing pages

Source
The 16 Marketing KPIs you should be measuring (but probaly aren’t) – Vital
The 7 Most Important Digital Marketing KPI’s to Track – Rameshwar Thakur – https://www.linkedin.com/pulse/7-most-important-digital-marketing-kpis-track-rameshwar-thakur

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