Read about these metrics
that gives that “makes-sense-to-me” in the thought bubble. I can
go over the post a few times and nod with satisfaction. The post
from Hubspot discusses being critical of which metrics are
measuring your marketing campaigns performance vis-a-vis your
marketing goals and which ones are just cake toppers. Actionable
is the keyword.
We are all familiar with social media followers, page views, and
subscribers. At first glance, they make your performance look
promising, but whether they are giving you the real deal is what
you are yet to find out. These metrics are what termed as “vanity
metrics.” They make you look good but aren’t really moving the
needle when it comes to the context of your business goals;
neither do they have a bearing on your marketing decisions.
Marketers should not be blinded by their glossy surface but
instead, focus their resources on working on and measuring
metrics that are actionable.
Janet rounds up the five vanity metrics that should be avoided and the actionable
metrics that should be tracked and measured instead.
Facebook Fans – There has been a decline of 20% on the
engagement rates for branded Facebook Pages in the last year. This
can be attributed to the saturation of companies who’ve posted on
Facebook that share the space on users’ newsfeeds. This results in
fewer instances that users see or read content from one company.
For all we know, there may be other intent for clicking “Like”, and there
is a likelihood that they never return to the Page or read the content
on their newsfeed.
A more actionable metric is to measure the
Engagement Rate by using Facebook Insights. This free
analytics tool analyses which posts have the highest
engagement (shares and comments) and impressions.
A high engagement level is indicative of a high
EdgeRank score (EdgeRank is equivalent to SEO for
Facebook newsfeeds.) Once you have identified your
high-performing posts, then you can replicate it with
Twitter Followers – This time, we debunk the saying, “There is strength in numbers”
because it doesn’t mean anything, regardless how many followers you have. People follow
you even if they do not know you. They may have other reasons other than being interested
in your business, or they just want to be followed back. Janet shared the following tips:
By adding a “+” to the end of any bit.ly link or using WhoTweetedMe.com, you can see who
retweets your content and identify influential followers. You can also check out their most
shared links by using Cadmus.
A more actionable metric is to check who are your
competitor’s followers. By comparing followers of your
competitor with yours, you can see who aren’t
following you yet and check which type of content they
are following. Also, don’t be left out, follow and
participate in conversations within your industry.
Lastly, you can tap competitor followers and show
them what value following you can benefit them.
Blog Page Views – Without knowing what happens after a visitor lands on site, blog
page views do not really mean anything, especially if your campaign goal is conversion.
A more actionable metric is determined by bounce rate and social shares. Bounce rate
is the percentage of people who enter your site, made no clicks, impression or
engagement of whatsoever and leaves. If you have a high bounce rate, that is bad for
your site. On the one hand, you need to be careful what behaviour should be considered
as bounce rate. For example, a visitor lands on your site and the content satisfies what
she’s is looking for; she may leave the site without having to visit another page on the
Be reminded that our main focus is to get conversions. In
Google Analytics, you can use the segment “Sessions
with Conversion” and “Sessions with Transactions” to
effectively measure how close we are to that target. By
focusing on keeping readers’ attention, having a good
call-to-action and linking your content to other pages in
your site, you can decrease your bounce rate. Search
engines consider social shares in ranking pages, so it also
makes sense to track social shares of your content by
sent – Bounces. The open rate measures the effectivity of
subject and the timing of the email. However, some email
client requires that images be loaded to count as an open,
and some users have images turned off by default. So this
measure may not be as accurate as you expect it to be.
It is rather more actionable to focus on your call-to-action
(CTA) in your email and measure the click-through rates
(CTR) of the links in your email. It may be a CTA to download
something or subscribe to your newsletter. High open rates
are indicative of high lead generation potential.
people who have accepted a free trial or agreed to subscribe to
newsletter does not equate to actual conversion. Emails may sit
unread on inboxes and people may not be actually using free demos
until they have expired.
A more actionable approach is to track how much active users you
have. There are metrics such as visitor loyalty or recency in Google
Analytics that are more indicative of conversion than the volume of
free trials or subscriptions. Repeat customers and retention numbers
are metrics that will effectively measure conversion rates in e-
have converted and the actions that these leads had taken in
their buying journey before they became customers provides a
clear picture of what works for your business.
One way to extract data is by adding tracking links to your CTAs so you can see how
your lead moved from one point to another as they travel their journey before they
made a purchase. Repeat this process until you have refined the best CTAs that bring
you more conversions, and ultimately more revenue.
Before transitioning your metrics, it is ideal to review your goals and define them well
and that your team have agreed as to which data to use in measuring if your strategy is
performing to achieve your goals.