Campaign performance is a very important metric through which a company can measure its activity regardless of the size of the business or the size of the company. Campaign performance gives an idea to the marketer if the goal has been achieved or hurdles are there, that need to be overcome to reach the target. Before launching a campaign, marketers should decide which metrics they want to use. These matrics give a clear vision of the marketing campaign if it is working well or not. When the marketing campaign is not measured, it becomes extremely difficult to understand if the campaign is working positively to a company’s lead generation, sales volume, and profit levels.
There are different types of campaign that needs to be monitored, like an email marketing campaign, social media campaign, pay-per-click campaign and so on. There are five main ways through which campaign progress can be measured.
1.Monitor Conversion Rate
Conversion rate is the percentage of visitors or target audience that are converted into leads or customers. When the conversion rate is not satisfactory, a marketer can determine the quality of leads generated by the campaign, by measuring the actions the leads take or the time spent by them on the website. Ideally, the longer stay defines the more chances for leads to be converted into customers in the future. Measuring conversion rates enables the marketer to determine if the marketing campaign is having positive results or not.
2. Monitor Website Bounce Rate
Tracking the website bounce rate is another important measurement to monitor the campaign performance. Bounce rates define the number of people who visit the company website but leave without interacting with it. So bounce rate is a tool that gives a perception of the visitor’s behavior.
There might be many reasons behind the bounce rate. Some people get disgusted by pop-ups or do not like the image or the layout of the site, or just simply leave as the page takes time for loading. Bounce rate during a marketing campaign enables the marketer to get a clear view of how the audience is interacting with the website. A high bounce rate could mean that the visitors are not getting the proper content or information they are looking for, or in interacting with key pages of the website like the landing page or homepage.
3. Monitor The Web Traffic
When a marketer or an organization launches a digital marketing campaign, one of the easiest ways to measure the performance of the campaign is to monitor the difference in the overall traffic. Google Analytics can help to get those data. ‘All traffic sections’ gives the traffic information and also gives an idea about the origin of the traffic. Constant monitoring of the overall web traffic gives a clear picture of how the campaigning influencing the traffic. The marketer receives the data on the website. If the campaigning is going well, the traffic volume will gradually increase. A marketer should consider monitoring the search engine rankings. Search rankings are very important to drive organic traffic to the website. These rankings enable the marketer to know the performance of the site when people search for terms that are relevant to the business the marketer is offering. If a marketer is monitoring a pay-per-click campaign, search ranking performance allows the marketer to know if the marketing campaign is pushing the organic traffic to the site or not.
4. Monitor Engagement Levels
Another way to monitor the marketing campaign is to pay attention to engagements. In digital marketing, there are various aspects of engagements that a marketer can track during a marketing campaign. For example, the marketer can track the actions of the site visitors in order to push them down the marketing funnel.
The actions that were taken by customers help the marketer to monitor how customers complete desired actions like downloading content assets, images, signing up for trials, or creating an account, etc. This also gives an idea of the specific aspects of the website that people interact with the most. In any marketing campaign, low engagement levels could be a sign of a poorly designed campaign or might be the target audience is not interested in the offering.
5. Monitor Campaign’s Return Of Investment
Return Of Investment or ROI is a very important thing to pay attention to. A marketer needs to monitor the sales revenue that the campaign generates for every investment. Tracking the ROI during a marketing campaign gives the perspective of the campaign to the marketer. It also enables the marketer to know the number of quality leads and their effectiveness.
Marketing is one of the critical aspects of every business. Launching a marketing campaign does not automatically give access to the marketer to realize the goal. The marketer needs to monitor the progress of the campaign regularly to determine the effectiveness of the campaign.
Digital Marketing Manager at Cloudvandana Solutions