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effective measurement of ROI



Clicks are not an effective measurement of ROI.
Different marketing strategies can offer different results and contribute to a different type of return on investment. Please take note that clicks are usually not an effective way of measuring results. Remember the mobile site loading speed example in the section prior? Let's say that your social media advertisement to a slow site received 100 clicks. If 53% of those clicks didn't even follow through to your actual website, that means only 47% of those clicks actually made it to your site as a legitimate website visitor. Then it's what they do on your website that matters, not just how many people showed up.
The only time when clicks are an effective way of measuring digital marketing success is possibly during a test, in which you're trying to figure out which ad your target audience is more attracted to. The number of clicks was a defining metric in return on investment a few years ago, but now, there is so much more data and information available to show you where your money is going.
What metrics do work for measuring ROI?
Different strategies have different indicators of success. Here are some tactics that will help you understand your return on investment for an SEO strategy:
  • Measure your organic website traffic on Google Analytics.
  • Find your search engine ranking and placement with Google Search Console. 
  • Track your conversions in Google Analytics to measure your sales from organic search.
You can use these metrics to judge your return on investment for a search engine marketing and/or social media strategy:
  • Measure your paid website traffic on Google Analytics to see how many ad clicks are actually turning into legitimate website traffic.
  • Track your conversions in Google Analytics or Google Ads to see how many of these website visitors are taking valuable actions.  
  • Look at your number of impressions and session rates to measure brand awareness.
  • Find your bounce rate and session durations on Google Analytics to see how much of your ad traffic is actually interested in your product or service.
As technology grows, so, too, do the insights we have to verify that our digital marketing strategies are effective. A strong digital marketing foundation should be your first priority; make sure you have one before paying for any advertising. When your foundation is strong, then a paid digital marketing strategy may be able to boost your sales.
When you launch a paid campaign, though, it's important to measure your results accurately based on your goals. If you take away anything from this article, please let it be how to go beyond vanity metrics and measure the right data to meet your goals and get your money's worth from digital marketing.  

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