The Marketing Metrics Every Business Should Measure

There’s an 80% increase in revenue for businesses that focus on improving the customer experience. Before you can make improvements, however, it helps to understand your customers.

With marketing metrics, you can better understand their interests and behaviors.

Then, you can make more informed decisions when improving your marketing efforts.

Not sure where to start? Here are the key digital marketing metrics every business needs to track. By learning more about these metrics, you can make a plan to improve your campaigns.

Get started with this guide to understanding your marketing data today!

Website User Behaviors

About 88% of online shoppers won’t return after having a bad user experience. In fact, 70% of online businesses fail due to bad usability.

Unfortunately, only 55% of businesses complete user experience testing.

By gathering these website metrics, you can learn more about how people interact with your website. Then, you can make informed changes to your site.

You can use a tool like Google Analytics to gather these metrics. Combining Google Analytics with can help you better visualize your data.

Page Views

First, take a look at your page views. Pageviews indicate how many times people looked at a specific page.

Comparing each page’s page views can help you determine how your content is performing. You can compare different pages and posts that were published around the same time.

Page views can give you insights into your search engine optimization (SEO) strategy, too. You can determine which pages are attracting the most traffic. Which topics are helping you gain attention online?

Unique Visitors

Once you determine your page views, look into your unique visitors. The same person can visit a page more than once. Unique visitors will tell you how many people viewed a particular page.

You can use unique visitors to gain more accurate insights. You can learn more about the scope of your audience.

At the same time, you’ll determine what content your target audience prefers.

New and Returning Visitors

You can compare your new versus returning visitors as well.

The number of new visitors can give you insights into the potential leads you’re attracting. The number of returning visitors can help you determine if people like your content.

It helps to get a mix of both new and repeat visitors. If your content isn’t attracting and retaining visitors, it’s time for a change.

These content marketing metrics can help you determine which topics to cover in the future.

Average Time on Page

How much time are people spending on your pages? If the average time is low, people are only skimming the page. If it’s higher, it’s likely they’re actively reading.

It’s important to consider how long your page content is when comparing this metric across different pages.

If the visitors’ time on a page is significantly lower than others, you can make changes to that page. You can also determine which topics to cover more or less often.

Take a look at your best-performing posts. Compare them to your low-performing pages. Then, determine what changes you can make to improve the low-performers.

For example, you might find your better-performing pages have visuals like videos, images, and infographics. Add visuals to your low-performing pages to boost the dwell time!

Bounce Rate

A high bounce rate indicates people are visiting your website and leaving without clicking around. A high bounce rate could hurt your SEO ranking. Instead, you want a low bounce rate, high clickthrough rate, and high dwell time.

If your pages have a high bounce rate, it’s time to make changes.

First, make sure it’s easy for people to navigate to other pages. Make improvements to your navigation bar to ensure it’s organized. Add internal links to your content, too.

Consider making pages to your call-to-action (CTA) buttons. Make sure your CTAs are urgent and compelling.

Improving your bounce rate could help you boost conversions.

Pages Per Session

How many pages are people viewing each time they visit your site?

If the pages per session is high, you know your content is engaging and easy to navigate. People are exploring your website and learning more about your business.

Make sure your content is interlinked. People will have an easier time moving from one page to the next.

Traffic Sources

Where are your website visitors coming from? These content marketing metrics can help you make improvements to your SEO strategy. You can determine which marketing channels are helping you generate traffic.

If you’re only attracting traffic from one source, spread out. Improve your content distribution strategy to boost traffic.

Organic Traffic

You can also use marketing metrics to inform your SEO strategy. Organic traffic indicates how many people find you through a search engine.

If your organic traffic is low, you need to properly optimize your content.

Dwell Time

Dwell time indicates people are spending time on your pages before leaving. A higher dwell time can boost your SEO ranking.


Backlinks can boost your SEO ranking. In fact, it’s one of Google’s first ranking factors. People will link to your website if they think your content is valuable.


Make sure to study the performance of your keywords, too. Are you ranking at the top of a search page? Are you out-ranking competitors?

These digital marketing metrics can help you improve your SEO strategy.


Are people engaging with your content? You can study your engagements on your website and social media to learn more about your audience.

Likes and Shares

A high number of likes and shares indicate people love your content. Shares are more significant, though. A high number of shares means you’re expanding your reach.


A high number of comments mean people find value in your content.

As people comment on your posts, make sure to comment back. Create a two-way conversation to boost engagement on your posts.


Are people mentioning your brand? You can use mentions as part of your link-building strategy. Ask people who mention your brand to link to your website.

Marketing Metrics: Track Success With These Digital Marketing Metrics

Don’t make guesses when improving your website or marketing campaigns. Instead, gather these marketing metrics. These digital marketing metrics will help you make more informed decisions.

You can improve your campaigns, generate more traffic, and boost leads.

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