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  • Writer's pictureBlackstone

What user signals should you track within digital marketing ?

14 user signals and digital metrics to track within your marketing strategy

key takeaways:

1. Source Origin and Volume of Website Traffic:

Knowing where your traffic comes from (organic search, paid ads, social media, direct visits) helps you understand which channels are most effective and deserve more investment.

The great thing about traffic by marketing channel or source is that you can use the data to identify which channels are working well, versus those that need more attention.

2. On-Page User Engagement Metrics: 

Track user signals like page views, time on site, bounce rate, and actions taken on a page (clicks, form submissions, etc.). These metrics give insights into how engaging your content is and what drives user interest.

3. Conversion Rates: 

The percentage of users who take a desired action (making a purchase, signing up for a newsletter, filling out a contact form) is crucial. Analyzing conversion rates by source, campaign, or user demographic can highlight what's working and what's not.

4. Click-Through Rates (CTR): 

In email marketing, social media, and PPC campaigns, CTR indicates how compelling your message or ad is to your target audience.

5. Social Media Engagement: 

Likes, shares, comments, and follows can indicate your brand's reach and how well your content resonates with your audience. Tracking these can help tailor your social media strategy.

For example, you may find that a lot of your website’s traffic is generated via social media – you could then build more campaigns around your social media channels to increase that traffic further.

6. Email Open and Engagement Rates: 

How many people open your emails and what they do after opening them (clicking links, making purchases) can guide how you optimize your email marketing campaigns.

7. Customer Reviews on Google Business Profile:

Through surveys, feedback forms, and reviews, you can gauge customer satisfaction, loyalty, and the overall customer experience with your brand.

8. Cart Abandonment Rate (E-commerce)

In e-commerce, tracking how often carts are filled but not purchased can offer insights into potential issues with the checkout process or pricing.

9. Return on Investment (ROI): 

Measuring the ROI of different marketing channels and campaigns helps allocate your budget more effectively, focusing on the most profitable activities.

10. Device and Browser Usage: 

Knowing which devices and browsers your audience uses can help optimize your website's design and functionality for better user experience.

11. Search Intent and Keywords: 

Understanding the keywords and search terms that lead users to your site can inform content creation and SEO strategies.

12. Customer Lifetime Value (CLV): 

Estimating the value a customer brings over their lifetime can help in strategizing how much to invest in acquiring new customers and retaining existing ones.

13. Return Customer rates:

A lot of agencies don’t talk about this, but most businesses thrive because a big percentage of their success is the rate of return customers that they have.

14. Exit Pages: 

Identifying the last pages visited before leaving your site can highlight potential issues or content that may not be meeting user needs.


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