Take 5

What digital marketing metrics do you track and how are they used?

We recently started tracking our keyword ranking for terms in which we currently rank and also those for which we aspire to rank. Monthly, we review to see how content we’ve produced has impacted our ranking, knowing that competitors are concurrently targeting similar terms. We use this data to inform our content development strategy in both the short and long term. I’ve also recently started tracking our domain authority score so we can analyze contributing factors that impact our overall score, all while ensuring we increase over time.

Korby Boswell, marketing & growth manager, Adams Brown

That’s a trick question because what you track should depend on what you will do with it. This varies per stakeholder. For example, marketers may focus on engagement and conversion rates they can test and optimize, while executives care about ROI and customer acquisition costs to confirm strategy and direct investments. Benchmarking frames data. While vanity metrics can be “motivational,” we focus on what drives wins, then improve outcomes by identifying ways to influence the buyer and remove barriers to conversion. I preach the “1% better rule” to my team, as digital success is iterative. In long sales cycles, consistency itself can be an important measure.

Raissa Evans, marketing senior manager, Weaver

Growth for our clients and our firm is always what guides us. Some of the critical metrics we’re watching, along with revenue-centric dashboards, include domain authority, site health, conversion rates, time on site, site bounce rates over time, number of pages visited over time, podcast listens & completions by platform, and social media engagements over time. Our data tells us what content is engaging, influencing and attributing to our website authority, digital presence, SEO performance and improving our buyer’s journey. Accelerating buying cycles with a focus on lifecycle marketing will continue to be our focus in the coming years.

Kendall Jones, marketing manager, digital & design, Whitley Penn LLP

We track metrics like page views, top performing web pages and keywords to help us identify what website content is performing well, or what needs improvement. Additionally, this data provides us with valuable insights into the topics that should be included in our content calendar and guides us on how to optimize our landing pages effectively. This is our first year developing targeted landing pages for our service lines, so having this kind of data helps us make sure we are heading in the right direction. Tracking metrics and analyzing data is an on-going process!

Anna Reyes, marketing manager, KRD, Ltd.

We track website traffic, conversion rate, click-through rate (CTR), cost per acquisition (CPA), return on investment (ROI) and customer lifetime value (CLV). Website traffic helps us understand our audience's behavior and engagement. Conversion rate and CTR help us evaluate campaign performance and optimize for better results. CPA and ROI enable us assess cost-effectiveness and allocate resources efficiently. CLV helps us determine long-term value and tailor our strategies. With these metrics, we make data-driven decisions, identify improvements, refine targeting strategies and optimize marketing campaigns.

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Interviews by Growth Strategies staff