Essential marketing metrics to include in your reports

Are you one of those who performs numerous digital marketing actions but doesn’t analyze them enough? You’re certainly not the first, nor the last.

We know that everything is measurable these days and it can be difficult, but it’s essential to know and analyze some results to know if we’re on the right track.

In this post, we’ll show you the marketing metrics you should definitely include in your reports.

Initial analysis Essential marketing metrics 

Before you start collecting meaningless data, you should have defined three aspects that will help you fully understand what you are analyzing:

• Your buyer personas: knowing them is essential to defining the goals you want to achieve and knowing which platforms to use and what actions you should take. If you haven’t defined them yet, find out who your personas are now with this template .
• Business objectives: The best way to define marketing objectives is to initially align them with business objectives. You should set objectives that you consider realistic and achievable based on your industry and the size of your company.
• Time. Setting time-based KPIs is essential to assess whether the objectives are being met with the actions implemented, or whether, on the contrary, you should take a different approach.

With these three aspects well defined, the metrics that cannot be missing from your monthly report are the following: 

1. Website and blog traffic Essential marketing metrics 

Some facts you should keep in mind are:

• Total number of users who visit it during a given period of time.
• What pages they visit.
• Through which channels they reach your website.
• Time spent on each page.

As you well know, your website contains a blog section, which will be one of the most important areas responsible for generating traffic for your website, as well as helping you rank in search engines.

Let’s see what shouldn’t be missing in this part of your report:

• Average session time. This corresponds to the time each person who visits your blog spends on the page. This will help you know if a overseas data blog post is being read completely or if, on the contrary, they have abandoned it immediately. Additionally, with this data, you can also identify which blog posts your users read the most, thus understanding the topics that interest them most.
• Evergreen content: Do you know what your best blog posts are? These are what we call “evergreen,” and understanding them is essential to continue improving them, linking them, and monitoring their evolution.
• New users. While having new readers for your blog is important, returning users means you’re on the right track and your blog is really popular.

2. Social networks

The entire range of social networks we currently have has common metrics that we can take into account:

• Post reach, or in other words, the number of followers who see your posts.
• Interactions: It’s important to review cell phone data each month whether interactions with our content are increasing or decreasing. Have you had more or fewer comments? Has the number of interactions increased? It’s important to review this information, as it will allow you to understand your buyer personas’ preferences and continue with the same style in your posts or, on the contrary, opt for a different strategy.
• Number of followers. Monitoring this metric and seeing if it’s increasing is vitally important, because no matter how valuable your content is, if you don’t have followers to see it, it won’t be worth anything!