• Tina Sendin

6 key metrics for your organization

Want to have a clear understanding of how successful your marketing efforts actually are? Marketing metrics and Key Performance Indicators (KPIs) provide a glimpse into how your website, email marketing, and other digital marketing activities are tracking against your goals. These metrics can be used to measure performance and provide clear insights into the areas that need improvement.

Not sure where to start? Here are 6 key metrics for your organization.

1. Email subscribers

Email marketing is one of the best ways to build an audience and to keep engaging with them. Smart marketers know that it is one of the most effective (and cost-effective) marketing tools. To see just how successful your email marketing is, take a look at the number of email subscribers you have and how often they engage with your emails.

Email marketing tools can give you a deeper understanding of what kinds of content your audience is interested in, what makes them take action, and how engaged they are with your brand.

While keeping track of the overall growth of your email list and subscribers is important, there are lots more options that can help you drill down even further.

· Email list stats- the number of active subscribers, those who have unsubscribed, or emails that bounced

· New (active) subscribers in the last 30 days- growth performance over the last 30 days

· Email subscriber stats- metrics that show which of your subscribers are active, engaged, have taken action or visited pages on your website

2. Email Open Rate

Email open rate is the percentage of your email subscribers that open your emails. Each campaign will have a different open rate, but according to Campaign Monitor, the average campaign open rate is about 18%.

A catchy subject line, a trusted brand relationship, and valuable content will win the email game every time. If your email open rates are low, it probably means that you need to spend more time fine-tuning and testing your subject lines, audience segments, and content.

3. Bounce rate

If you want to better understand the behavior of your website visitors, one place to start is your bounce rate. A high bounce rate means that a large percentage of visitors are coming to your site but are leaving after viewing only one page. This can happen because the site takes too long to load or because your visitors didn’t find what they were looking for. The flip side could be true, though, too. Maybe your visitors find exactly the answer they are looking for, but you are missing an opportunity to lead them to another resource or page on your site.

A good bounce rate is hard to define because it depends on your audience, your website, and the strategies you’re focused on. But it’s important to keep your bounce rate in mind any time you publish a piece of content or make website updates.

4. Referral traffic

Visitors who click through to your site from social media or another website are tracked in google analytics as ‘referral traffic.’ Having steady referral traffic coming in from other places on the web may mean you’re on the right track with your marketing efforts. Guest blogging, working with influencers, and posting on social media are all key factors in attracting audiences across a variety of channels.

According to studies, 89% of marketers say social media is the top driver of their referral traffic. Smart marketers cross-post their web content, blogs, and videos across Facebook, Instagram, Twitter, and LinkedIn to increase traffic to their site.

5. Most visited pages

This metric lets you see which of your pages are getting the most traffic. Reviewing your most visited pages can help you understand what your visitors are looking for and which pages are providing the most value for your prospects.

To find your most visited pages, go to Google Analytics. Under “Behaviors,” look for “Site Content,” then “Landing Pages.”

You will find a list of your landing pages, ranked based on popularity, and information on the number of sessions, bounce rate, new users, session duration, and more. You can use this info to optimize your landing pages:

· Look for common themes among your popular pages. What does that tell you about what your visitors are specifically looking for?

· Think about ways to update your less popular pages, so they address your visitors’ needs and interests more.

· Consider whether your current calls-to-action (CTAs) are catching the attention of your visitors

6. Web traffic

Some marketers refer to web traffic as a vanity metric. But the truth is, your website is the digital “home” for your brand. Almost any marketing tactic you employ will likely focus on driving more visitors to your site. Fill the top of your marketing funnel by generating traffic to your website, and then you can work on keeping there or converting them into a lead.


These key metrics are important in helping you understand what’s working and what isn’t and how to boost your business growth. Questions on how to improve these metrics and others? Chat with us about how to boost your digital marketing efforts.