Key Performance Indicators (KPIs) are a small group of critical measures that you should monitor to record the success of your firm’s work. They should shed light on the way your audience is responding to your digital marketing efforts and will maintain a regular report of how your company is performing online; providing insight and informing future marketing strategies and budget. Here are 8 KPIs that can make your online campaign succeed in 2017

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8 Digital Marketing KPIs To Focus In 2017
Key Performance Indicators (KPIs) are a small group of critical
measures that you should monitor to record the success of your
firm’s work.
They should shed light on the way your audience is responding to
your digital marketing efforts and will maintain a regular report of
how your company is performing online; providing insight and
informing future marketing strategies and budget. Here are 8
KPIs that can make your online campaign succeed in 2017:
 Click Through Rate

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Click-through rate is one of the most important KPIs to measure
in a paid campaign. It measures the amount of people that see
your ad and the amount of people that it entices to click. It is
calculated simply using the sum total clicks / total ad
impressions. The higher the click through rate, likely indicates the
more engaging and relevant the ad has been.
 Organic Traffic
This is one of the few metrics that can directly show cause and
effect if recommendations have been properly implemented and
are live on your site. As a metric for monitoring the success of
your SEO campaign, knowing how much traffic is coming from
organic (relative to other channels) is critical. In addition to
gaining insight to how organic is performing relative to other
channels, you can also gain insight into which pages are
performing best from a traffic perspective. This can help you
redefine your content strategy so that you are putting effort in
content marketing in topics/areas that you know will drive results
and traffic.

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 Returning Visitor Metric
See who you’re appealing to. Track users that are visiting your
website multiple times. Learn how you’re building and retaining
an audience. You can see whether you have a problem with your
website design or your content, and what you should adjust to
better attract returning users.
This metric cannot be tracked if the device doesn’t accept
cookies, cookies have been deleted, or the user is logged in with
a different account or device.
What should you be looking at to determine the performance of
your website?
 Average Pages per Visit
 Look at Time Spent on Site
 See How They’re Navigating & Flowing From Page to Page
Use this, along with your conversion rate metric, to determine if
you’re converting returning visitors. Infrequent visitors (those
who are repeat but have only been there two or three times)

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shouldn’t be looked at negatively. They may have just been
looking for a piece of information, and the fact they returned to
your website boosts your brand awareness.
 Popular pages and navigation paths
It’s important to track both your website traffic and blog traffic
month-on-month to ensure that all of your inbound marketing
efforts (including blogging, guest posting, connecting with
influencers and social media activity, etc.) are paying off and
resulting in more Unique Page Views.
Website navigation is at the heart of good findability. Factors
such as Time to Find, Variability in Finding Time, Initial Click,
Success Path, Difficulty and its reasons and First Path Success vs.
Second Path Success are taken into account.
 Keyword Ranking Performance
This metric measures your keyword rankings to understand how
effective your SEO efforts are at driving organic search traffic to
your website. Keyword rankings are a leading indicator which

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provides valuable information about your ability to improve on
existing rankings or rank on new keywords.
 Goal Completion Rate
The metric measures the number of people that complete a
specific marketing goal, such as signing up for a trial or
subscribing to a mailing list. Marketing metrics like GCR are an
important part of the purchase funnel as it typically demonstrates
your conversion rates from the awareness stage to the
consideration stage. Similarly, GCR should be paired with sales
KPIs such as your lead to win rate to provide an indicator as to
the quality of leads your marketing efforts are attracting.
The GCR metric is used extensively in website optimization and
A/B testing (also called split tests), since GCR is a leading
indicator of how well your website resonates with your target
audience. Content strategist and website analysts will use your
site wide GCR as a baseline value to compare all the pages on
your website. Pages below the threshold require optimization,

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while pages above the threshold should be analyzed so you can
repeat your success elsewhere.
 A high goal GCR shows that your campaign is encouraging
your target audience to act.
 A high lead to win rate shows that your campaign is
generating highly qualified leads for your sales team.
 SOCIAL INTERACTIONS
So looking at your networking presence, you have a great
number of followers and likers – but they are so quiet. For them
to matter you need to increase their interaction on your social
media platforms. Your agency can do this by looking into some
interest and demographic / persona insights and creating posts /
content / campaigns that will appeal to these people and get
them talking, liking, sharing and commenting. Social interaction
is best measured over a controlled period of time or on a
campaign basis.
 Landing Page Conversion Rates

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The landing pages on your website draws people in and convert
them. A good way to judge whether or not your landing pages are
working for you is to assess the amount of people who visit them
and whether your CTAs are converting them.
Landing pages are constructed exclusively to guide website
visitors into a conversion. But if the content on your landing page
doesn’t click, then these people won’t end up sticking around and
your conversion rate will suffer.
Conclusion
Understanding what’s working and what’s not working in your
marketing’s Key Performance Indicators (KPI)—should be an
imperative part of your business’ growth strategy. Pay attention
to the trends in digital marketing, and start making decisions that
drive growth for your business. It’s a frequently changing digital
world. You have to keep up and learn what KPIs are going to
change your business and result in growth.