Digital Marketing Metrics to Track

In research from Ascend2, 93% of firms expressed their intention to increase their digital marketing spend. However, how do you measure the success of your marketing? This is a vital question because only 39% say that their marketing is effective.

As a marketer, you know it is vital to evaluate your ROI. However, this only gives you part of the picture. You should also be monitoring your Digital Metrics.

Reporting metrics differ from the ROI because they gauge the short-term impact of your campaigns. And for marketers, there are some key digital marketing metrics to track to stay on target.

Digital Marketing Metrics

Consumer Behavior

Tracking the metrics of digital marketing from customer behavior should be a priority for marketers. Measuring these analytics will give you a much better idea of how to personalize your follow-ups and optimize campaigns.

Additionally, stats like a high bounce rate might illustrate that your content or offers are not compelling enough and require revisions. Once you have got a customer to your page, how do they act? Do they:

  • Click through onto other pages on your website?
  • Show an interest in a specific product?
  • Open your follow-up emails?
  • Have a preferred channel? (Mobile, social media, etc.)


  • Are they a new or a repeat visitor?
  • Are they signing up for newsletters, blog content or free offers?

Once you have this information, you can market to your visitors more effectively.

Measuring Traffic

Regardless of the type of marketing, you need to identify what is resonating with your audience and what gets the most shares. Be sure to measure the digital reporting metrics of your:

  • Web pages
  • Blogs
  • Landing pages
  • Newsletter content
  • Video, email and social media marketing
  • Any other forms of content you use

Conversion Rate

Conversions do not just relate to the sale. Conversions also include signing up for a newsletter or downloading content like a whitepaper, eBook or other promotional material.

When analyzing your marketing, measure conversions from:

  • Sales funnels
  • Omnichannel
  • Mobile and tablet
  • Conversion rates from cart abandonment prompts
  • Special occasions/key sales times
  • Locations
  • Platforms

Remember, the average eCommerce rate in the United States is only 2.63%. You can use reporting metrics to improve your conversion rate by:

  • Using data analytics
  • Refining your offers
  • Personalizing content
  • Optimizing pages and content
  • Updating and optimizing poorly performing content

Web Conversion Rate and Sources

To enhance your marketing campaigns, you need to know which sources bring you the highest conversion rates. For a fuller picture of web conversion rate, measure:

  • Social media
  • Google Ads
  • Organic traffic
  • Newsletter/email content
  • Any other traffic sources

Email Open Rate

Your email open rate is one of the most important markers of your email campaigns. In 2018, the average open rate was nearly 25%.

If you find your open rates are falling, there are a few things you can do:

  • Use A/B testing to test open rates
  • Use segmentation and personalize your emails
  • Offer incentives like discounts and flash sales
  • Make emails mobile-friendly

Reporting Metrics for Return on Ad Spend (ROAS)

The ROAS is the ROI of your ad spend. When you analyze your ROAS, you will know which of your marketing efforts are working and which are less profitable.

According to Nielsen, the average ROAS spend is 2.87:1. However, there will be some variables in reporting metrics depending on the sector you are in and the marketing channels you use.


You will only know what is working if you track your marketing metrics. Key e-marketing performance metrics such as email open rates, web conversions and return on advertising tell you how well your marketing is performing. Once you know what works for your business, you can then craft more effective campaigns that appeal to your audience.

Measure your reporting metrics, see what is working and establish areas for improvement with SharpSpring.

To find out more about our marketing automation product or to request a demo, visit SharpSpring today.

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