When making business decisions, it’s all about analyzing the data. Every company steering a marketing strategy must generate marketing reports with specific data to help navigate what’s working and what’s not.
And according to HubSpot, not all metrics should be treated equally. In fact, there are some metrics that should be tracked daily. Others should be analyzed weekly, and still, others demand monthly consultation and calibration.
But there’s a ton of data out there. So, where do you start? Here are five key metrics you should include in your monthly marketing analytics reports.
Website Traffic Sources
Not only is it key to knowing who came to your website, but it’s also important to know how they found you. If you’re using a marketing automation platform like HubSpot, getting this insight is a breeze through marketing reports to see if any of the following are sending traffic to your website, which leads to understanding which marketing campaigns have the greatest ROI.
- Organic search
- Direct traffic
- Social campaigns
- Email marketing campaigns
- Or Referrals
By determining your strongest marketing channels, you can see if you’re putting the right amount of effort into each channel. If your returns aren’t high enough, switch up your tactics for the next month.
Blog Post Use
Tracking the number of views that the different posts on your blog generate is important to identify what’s working. Look at your blog posts that had the most views and consider the following:
- Call to action
- SEO keywords
- Campaign tactics created to promote it
If you have too many variables, try to isolate what you can and maybe test the remaining variables as you publish more blog posts. Be strategic in including, excluding, and augmenting the variables in question to zero in on what’s working, and then do more of what’s working in your blogging.
Social Media Exposure
Tracking Social Media performance is critical in understanding marketing ROI. Keep in mind that it is more important to create messages that yield valuable interactions over sheer posting quantity. Try focusing on the number of clicks per message and compare that to the previous month’s data. This can indicate your social media performance and which social media platforms you should focus on.
Marketing solutions like HubSpot, for example, can show the following:
- Total number of messages published
- Click per message rate
- Overall interaction over a month
Take two clicks per message as a benchmark to work toward. This can indicate your social media performance and which social media platforms you should focus on. If you reach that metric, then aim for three clicks per message next. Once you’ve found your secret recipe for a successful social media post that yields engagement, replicate it and refine it each month.
Email Click-through Rates
Most marketers agree that when you send an email to a list, the email open rate is less important than the number of clicks your email receives.
When looking at emails that perform the best in terms of click-through rates, find out why. Like blog posts, look at the tone, language, and body of the email.
- What were you promoting?
- Did it differ greatly from previous emails sent?
- Was your call to action visible and understandable?
Leads and Prospects Generated
This is one of the most important metrics for marketers after launching an inbound marketing campaign.
Of course, you want to see which visitors turned into leads. This conversion often happens on landing pages with your created forms where visitors exchange their information for a valuable offer. By looking at the conversion rates of landing pages, you can see which pages have the highest performance rates. Ask yourself:
- What content did I use?
- Where did I promote this landing page?
- Is it personalized for my audience?
These answers are the first step in analyzing what makes one landing page more successful than others.
If you’re unsure how to measure your marketing efforts, or if you would like to learn more about HubSpot for marketing, connect with Gate 39 Media and let’s start a conversation.
You Might Also Like: