Create the Digital Marketing KPIS 2019 (Includes Template)
There are essentially 9 Kpis of Digital Marketing to measure the effectiveness of the campaigns and executions of the business plan.
Do not confuse KPIS with Marketing Objectives, which are:
1 reach
China Email List
- Interaction
- Acquisition
KPIS Strategic Digital Marketing
There are 3 steps to design the Digital Marketing KPIS 360:
NPI (New Product Introduction)
Strategies and metrics for product launches in digital channels
GTM (Go To Market)
Strategies and metrics for product marketing in digital channels
MOT (Momment of Truth)
Strategies and metrics for the management of digital clients
Thinking that the strategies must be taken to a detailed level that allows to expand to the Digital Marketing 360 scenario, it is necessary to know the 3 objectives of the CCP:
Once the strategic plan has been identified, we can start to build the CCP Marketing model that will apply.
In the template you must replace each of the spaces and in this way establish your own marketing definitions and KPIS.
Here is an example of how the CCP plan for Digital Marketing or your E-commerce plan would look like:
Rate of clicks | CTR
The CTR is a digital advertising metric that is calculated by dividing the total number of clicks an ad receives by the total number of impressions and then multiplying it by 100.
This gives us the percentage of total clicks in relation to the number of times an ad was shown.
Unlike CPM (cost per thousand impressions), CTR tells you how much impact the ad has had on potential customers (since it would not be very useful to have thousands of impressions of an ad that users do not click on).
Remember that each click means a visit and visits become potential customers that you can convert into customers.
Cost per click | CPC
The cost per click is the amount charged by digital advertising platforms, such as Google AdWords or Facebook, each time a user clicks on an ad.
You can calculate it by dividing the total spend of the campaign by the total number of clicks.
This metric is useful to discover which digital media offer the most convenient CPC-CAC (the client’s cost of acquisition ratio), which also ensures a good return on investment.
Cost per action | CPA
This metric is increasingly important for advertisers looking for a model that allows them to pay only certain shares.
These actions could be conversions, registrations, completed forms or even purchases.
So, when we talk about CPA, we are referring to the total average cost of a desired action that we would like the user to perform.
The way to calculate it is by dividing the total cost of the campaign by the number of shares completed.
Keep in mind that although the CPA is usually more expensive than a CPC model, it focuses on profits, so the ROI can be more favorable with this model.
Quality and quantity of prospects acquired monthly
This metric is crucial because potential customers are the ones that keep your business running.
As you may know, the sales funnel in digital marketing works like this:
Attract traffic or visitors to your landing page, website or blog, etc.
Then it will convert those visitors into potential customers and a fraction of them will become new customers.
Conversion rate
The conversion rate is a fundamental digital marketing and advertising metric.
It tells you how many of the potential customers generated by your advertising or digital marketing strategy became current customers.
It is quite easy to calculate: you need to divide the total number of prospects generated by the number of clients you obtained from that same prospective database, then multiply that by 100.
You can also calculate your prospective visitor conversion rate. This tells you how many of the visitors that came to your website became contacts or prospects for your business.
For e-commerce, you could even calculate the percentage of visitors who made an online purchase (customers).
So, as you can see, the conversion rate is based on the variables you want to measure.
Knowing your conversion rate helps you know if the traffic and prospects you generate using your marketing or digital advertising campaigns are qualified or not.
It also tells you if you are segmenting well or not, having an impact on your target audience, on the correct media platform, etc.
These are all the things you can adjust.
My advice is to find out which sources of traffic attract the most visitors who perform conversions at a higher rate, so you can spend most of your budget to generate more of that traffic.
Create the Digital Marketing KPIS 2019 (Includes Template)
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