While there are many metrics that businesses track as part of their marketing efforts, some are often overlooked. Yet, these overlooked metrics can be some of the most crucial ones. Let's dive into the top four marketing metrics that are often ignored but shouldn't be.
ROI (Return on Investment)
ROI is a measure of the effectiveness of your marketing campaigns. It tells you how much profit you've made from your marketing efforts compared to how much you've spent.
Why it often gets ignored: Many businesses focus on metrics like traffic and engagement but ignore ROI. However, ROI is vital because it directly ties your marketing efforts to revenue.
Why you shouldn't ignore it: By tracking your ROI, you can optimize your marketing campaigns, allocate your budget more wisely, and ultimately drive more profit.
Your conversion rate is the percentage of visitors to your website who complete a desired action (i.e., a conversion).
Why it often gets ignored: Many marketers get so caught up in driving traffic to their website that they overlook the importance of optimizing for conversions.
Why you shouldn't ignore it: Focusing on conversions can help improve your website's effectiveness, increase your customer base, and enhance your bottom line.
The bounce rate is the percentage of visitors who navigate away from your site after viewing only one page.
Why it often gets ignored: Since it's a negative metric, many marketers prefer to focus on positive metrics like page views and time spent on site.
Why you shouldn't ignore it: A high bounce rate can be a sign that your website isn't meeting your visitors' expectations, which can lead to lost potential conversions.
Organic search metrics
This involves tracking the effectiveness of your SEO efforts, like keyword ranking and organic search traffic.
Why it often gets ignored: SEO is a long-term strategy, and results can take time to appear. Many businesses, therefore, ignore this metric in favor of more immediate results.
Why you shouldn't ignore it: Organic search is often a significant source of traffic for websites. By tracking your organic search metrics, you can understand how well your SEO efforts are working and where you need to make improvements.
In conclusion, while these metrics might be often ignored, they hold a significant amount of insight that could help improve your marketing efforts. So, make sure you're not overlooking these essential metrics in your analysis.