A friend of mine is on a weight loss program, following a strict diet and exercise regime. He maintains a detailed chart of how much calories he consumes, how much he burns, the amount of sleep he is getting, the number of steps, his weight, and many such things. When asked, what is the need of so much data is, he says, “all of this data is actionable data that helps me stay on track and measure my effort and results.”
Same holds true for a Marketer. For all the efforts and investments you make towards your marketing strategy, you should know if all of it is effective or not. Actively tracking and measuring various metrics that showcase the effectiveness of your efforts is crucial. Unless you are certain that you are on the right track, how can you course-correct?
When developing an online marketing strategy, there is a wealth of data available to you. This data is often detailed and immediately accessible. However, as not all of the data is necessarily useful, you need to know what to measure and how to use it, to make informed decisions about your online marketing. So, here we list down the most important metrics across channels that you must measure.
| Channel | Number of Metrics |
| Browser Push Notification | 14 |
| SMS | 6 |
| Voice | 4 |
| 14 | |
| Push Notification | 15 |
| In-App Message | 5 |
| App Engagement | 8 |
| Total | 66 |
- Number of notifications published to a customer
- Acceptance Rate (number of visitors who accept to receive notifications)
- Frequency of notifications sent
- Total number of unsubscribes
- Number of notifications delivered
- Click-through rate
- Pages visited via notifications
- Time spent on a page visited via the notifications
- Number of conversions
- Effective delivery time
- Re-engagement rate
- Churn rate
- Website performance via UTM
- Device and browser type
- Delivery Rate: the number of subscribers who received the message vs. the number of subscribers to whom you sent the message
- Click through rate: the number of subscribers who clicked a link within your message
- Click per message: number of subscribers who clicked more than one link from your message.
- Coupon redemption rate: use coupon codes to understand how often people redeemed coupons that were mobile delivered
- Revenue per message: take the total amount of revenue generated by your campaign and divide by the total number of messages sent.
- Call tracking: Number of subscribers who give missed call when you send a new promotional message with a unique missed call number.
- MOU: Minutes of Usage
- Average call duration
- Numbers of calls
- Average key press
- Open rate
- Click-through rate
- Unsubscribe rate
- Spam complaint rate: % of total spam marked of total delivered emails
- Bounce rate: % of undelivered mail.
- Delivery rate : emails sent vs email delivered
- Site traffic with link tracking
- Time on site after click through
- Average time before purchase: the time between emails sent vs actual purchase by that user.
- List growth rate
- Cost per lead
- Social growth rate
- Conversion rate: The percentage of email recipients who clicked on a link within an email and completed a desired action, such as filling out a lead generation form or purchasing a product.
- Email share/forward rate
- Published rate
- Delivered rate
- Open rate
- Interaction rate
- App launched via notification
- Time on app after certain notification
- Frequency of notifications sent
- Daily active users
- Monthly active users
- Number of time open rate
- App performance tracking via UTM
- Device type
- Make type
- Model type
- OS type
- Retention rate
- Churn rate
- Daily Active Users (DAU)
- Monthly Active Users (MAU)
- Daily session per DAU
- Engagement stickiness: DAU/MAU
- Life time value
- Cost per acquisition
- Impression rate
- Click rate
- Conversion rate
- Subsequent time in app
- Subsequent number of sessions
Once you’re armed with these actionable metrics, you can:
- Use your digital marketing budget efficiently
- Make sales activity more effective by improving your conversion rates
- Choose the right channels to reach your target audience
- Make more effective campaign decisions
- Improve your ROI.
So, make friends with these metrics, and let these numbers help you reach your goals!
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