How to Measure the ROI of Your Marketing Strategies

Discover which metrics you should be tracking for digital and traditional marketing campaigns.
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There are a myriad of different ways to market your organization, and all of them require time and money. As a result, when time and money are being utilized, you’ll need to be able to show a return on your organization’s investment for both traditional and digital marketing. One of the best ways to analyze whether or not your organization’s online and offline campaigns are a success is to determine which metrics align with the goals of each campaign and then track them from the campaign’s start to finish. This can be a bit trickier for more traditional means of marketing, but there are ways to track specific metrics to determine success.

Curious to learn which metrics you should be tracking for digital and traditional marketing campaigns? Check out our recommendations below! 

Online Marketing

Digital marketing metrics are a lot easier to track because everything is being measured during the course of the campaign—and the best part is that most platforms like Facebook, Google, TikTok and even your email platform (MailChimp, Constant Contact, etc.) are doing all the tracking for you. While each platform may provide different various metrics, as each one is uniquely distinct, you are still able to track the metrics that fit your campaign goals.

Registrations/Conversions

This particular metric will apply to most digital campaigns where you lead the audience to a page where they have to submit information (personal and/or payment). According to WebFX, the average conversion rate is between 2% and 5% for all advertisers. A good conversion rate is above 10%.

Opens

When it comes to emails, opens are important—this metric helps determine whether or not your subject line is connecting with your audience, as well as if you are sending your email to the right segment. The average open rate across all industries is 20.94%, says Hubspot.

Link Clicks

Whether you’re sending an email that includes links or you’re running a campaign on Google and Facebook, link clicks help you determine how many times people have clicked to view a landing or registration page. This does not include if they’ve converted or not within that page. The difference between link clicks and unique link clicks is that link clicks include the number of times the link has been clicked, and unique clicks are the number of unique users that click on the link.

Engagement

This metric is extremely important on social media because it gives you insight on if your marketing is connecting with your audience. Engagement includes likes, comments and shares, and the more engagement you have on your campaigns, the more likely more people will see them.

Website Traffic

If your campaign has a link and you have access to Google Analytics, you can see how much traffic your website (or a particular page) is receiving from the campaign. You will need to create a UTM to track this attribution. 

Tip: The best way to track and show attribution for digital campaigns, especially if you’re leading your audience to a specific webpage, is to create a UTM. UTM stands for Urchin Tracking Model and are small bits of text added to a link that communicates to Google Analytics (and other analytics platforms) information about each link. This helps you determine where your campaign traffic is coming from. So when you do create a UTM, you definitely want to include that in the link. For example, if you are running an email, your UTM would look like this:

www.activenetwork.comlanding-page?utm_source_=google&utm_medium=email&utm_campaign_December2021

Buffer has a helpful and comprehensive guide to UTMs if you want to learn more and implement them into your digital marketing strategy.

Traditional Marketing

Tracking metrics for traditional marketing can be a bit more difficult, but it’s possible if you utilize the right methods. 

The best way to track how well your traditional ads are doing is to include a specific promo code or landing page in the copy. Remember to lead your audience to an easy-to-remember landing page like example.com/promo or include a fun promo code they won’t quickly forget. By utilizing a specific landing page or promo code per medium, you can then efficiently track how well the page or code is doing on the backend. This works well with radio/podcast ads, newspaper ads, flyers and billboards.

ACTIVE Can Help Make Your Digital Marketing Campaigns Successful

‍‍ACTIVE’s digital marketing services can get your organization’s digital marketing running and optimized quickly and effectively, making your life easier in the process. Our digital marketing services team can assist you with creation, implementation and optimization of a digital marketing strategy that’s sure to see a return on investment. Connect with us today to see how ACTIVE can help take your organization’s digital marketing to the next level.

Jessica Harp
Marketing Specialist, B2B
March 9, 2022
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