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You’re ready to take your digital marketing to the next level, but it’s hard to know which metrics you should be watching to gauge your success. In the age of data, it’s easy to become overwhelmed with all the information you can collect. It’s even easier to track the wrong metrics, unbeknownst to yourself.

So we’ve gathered the most important digital metrics you need to know in order to take control of your marketing and achieve your best results yet.

Below, you’ll find the digital marketing metrics you’ve never heard of and why you should incorporate them into your marketing strategy:

Digital marketing metrics you've never heard of infographic

Digital marketing metrics you’ve never heard of

Tracking the right digital marketing metrics keeps you ahead of constantly shifting trends and algorithms. But all the data available to marketers can be overwhelming and paralyzing.

So here are the most important marketing metrics you’ve never heard of that will change the way you think of your digital marketing campaigns.

Why bother tracking?

Tracking metrics will warn you when certain trends begin to fade…

For example, anywhere from 34% to 63% of millennials block ads, making this once-lucrative channel less effective. (MediaPost)

…And will help you decide where to invest your marketing budget.

Social media ad revenue is expected to grow by 42.9% in 2018 but is expected to grow as little as 13% by 2022. (Statista)

Start tracking these top digital marketing metrics:

1. Top landing pages

This digital marketing metric will show which pages are the most visible across the web, especially in search.

Marketers are expected to spend $45.39 billion on paid search in 2019. (Statista)

2. Channel-specific traffic

This digital marketing metric will show you where the majority of your web traffic comes from.

For example, are people visiting your site from links or social media? Then you’ll know where you should spend the majority of your budget.

Most marketers expect their digital marketing budget to grow by 12% as of August 2018. (Statista)

3. Cost per lead

This metric is the average monthly cost of your digital campaigns divided by the total number of leads generated over the same period.

This metric can show you where your marketing efforts are most effective.

4. Exit rate

This metric measures the percent of visitors who leave your site from a specific page out of everyone who visited that page.

Less than 30% of small businesses use Web site analytics and 18% of small businesses don’t track anything. (MediaPost)

5. Lead-to-close ratio

How many of those leads do you convert?

This metric can show you which digital marketing platform yields the most leads who actually convert.

People convert on smartphones about half as often as they do on desktops, but smartphone conversions continue to rise. (Monetate)

6. Conversion funnel rates

This metric is “the percent of potential customers that make it through each step of a given conversion process,” according to Rand Fishkin.

This metric can help predict which channels and behaviors will move leads further through the sales process.

7. Mobile traffic

You can track the browser and device your mobile users prefer as well as what content they consume.

Mobile users spend more than double the time online than their counterparts using desktops. (SmartInsights)

Bonus: Brand sentiment

While not an actual metric, establishing a Google alert can let you know whenever your brand is mentioned online.

This allows you to gauge what people are saying about your brand and deal with any negative publicity.

Bonus: Dark social

People participate in dark social when they share content through private channels.

Dark social links don’t contain referrer data, making these shares hard to track, but it accounts for roughly 84% of sharing. (RadiumOne)

Use shortened URLs for outbound links in your content to start tracking dark social activity.

Wrap up

With these metrics in your toolbox, you’re ready to tackle even the most ambitious digital marketing goals.

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