Digital Marketing Metrics & KPI's Explained (With Examples)
Summary
TLDR本视频为数字营销人员提供了核心的营销指标和关键绩效指标(KPIs)的深入解析,帮助企业通过优化数字营销活动来提升业务。首先介绍了业务绩效指标,如顾客获取成本(CPA)和顾客终身价值(LTV),然后讲解了网站指标,包括网站流量、跳出率、会话时长和转化率。最后,讨论了广告和社交媒体平台的指标,如展示次数、到达率、点击率(CTR)、频率和每次点击成本(CPC)。视频强调了不应孤立地看待这些指标,而应综合分析以识别数字营销中的瓶颈和优化点。
Takeaways
- 📈 了解数字营销的核心指标至关重要,它们能帮助你的业务蓬勃发展,并改善数字营销活动的结果。
- 🔑 指标会根据你的业务类型(如电子商务或引导生成业务)和业务目标而有所不同。
- 💰 CPA(每次获得成本)和LTV(客户终身价值)是衡量业务表现的两个关键指标。
- 🛒 CPA是指获取一个新客户平均需要花费的金额,而LTV是指一个典型客户在与你做生意的一生中平均会花费的总金额。
- 🔄 如果CPA高于LTV,你的业务可能会遇到麻烦,因此需要不断优化以降低CPA或提高LTV。
- 🌐 网站指标对于任何在线业务都是至关重要的,包括网站流量、跳出率、平均会话时长和转化率。
- 📊 网站流量指标包括会话数和独立访客数,它们分别代表网站访问的总次数和不同访客的数量。
- 🕊️ 跳出率显示没有进一步操作就离开网站的访客百分比,而会话时长则反映访客对网站内容的参与度。
- 🛍️ 转化率是衡量网站访问者采取行动(如联系或购买)的指标,不同的转化目标需要分别跟踪。
- 📊 广告和社交媒体指标包括展示次数、到达人数、点击率(CTR)、频率和每次点击成本(CPC)。
- 🔗 点击率(CTR)是衡量广告或帖子效果的重要指标,但要注意区分链接点击和其他类型的点击。
- 🚫 评估营销效果时,不应该孤立地看待任何指标,而应该综合考虑它们以了解数字营销的全貌。
- 🔄 如果点击率高但转化率低,可能意味着广告定位不准确或落地页未优化以促进转化。
Q & A
什么是数字营销中的关键指标(KPIs)?
-数字营销中的关键指标包括业务绩效指标、网站指标和社交媒体渠道、广告平台及搜索控制台使用的指标。业务绩效指标中最重要的是CPA(每次获取成本)和LTV(客户终身价值)。
CPA和LTV分别代表什么?为什么它们对业务至关重要?
-CPA代表每次获取成本,即平均获取一个新客户的成本。LTV代表客户终身价值,即一个典型客户在与你做生意的一生中平均会花费的总金额。这两个指标至关重要,因为它们直接关系到业务的盈利能力和增长。
如何理解网站指标在数字营销中的作用?
-网站指标反映了人们如何发现你的网站以及他们与网站内容的互动程度。关键的网站指标包括网站流量、跳出率、平均会话持续时间和转化率。
什么是跳出率,它为什么重要?
-跳出率显示了访问者在没有进一步操作的情况下离开网站的比例。它重要,因为它指示访问者是否与网站上的内容产生共鸣,如果跳出率很高,可能意味着网站内容不吸引人或未能满足访问者的需求。
转化率是什么,为什么它对电子商务和潜在客户生成业务都很重要?
-转化率是指访问者完成特定目标行动(如购买或填写联系表单)的比例。它对电子商务和潜在客户生成业务都很重要,因为它衡量了网站将流量转化为实际销售或潜在客户的能力。
什么是广告和社交媒体指标,它们如何影响营销策略?
-广告和社交媒体指标包括展示次数、到达人数、点击率(CTR)、频率和每次点击成本(CPC)。这些指标影响营销策略,因为它们提供了关于广告表现和受众参与度的反馈,帮助营销人员优化广告投放和提高投资回报率。
为什么不应该孤立地看待数字营销指标?
-不应该孤立地看待数字营销指标,因为它们相互关联,共同影响营销活动的效果。例如,虽然降低每次点击成本是一个目标,但如果不考虑其他指标,可能会导致吸引错误的受众,从而影响最终的转化率和客户获取成本。
如何使用转化目标来优化网站?
-通过设置不同的转化目标和路径,可以更精确地跟踪用户在网站上的行为,并了解哪些页面或行动最有效地推动用户完成转化。这有助于识别优化的机会,提高网站的整体转化率。
什么是展示次数和到达人数,它们之间有什么区别?
-展示次数是广告或帖子被看到的次数,无论是否由同一个人多次看到。到达人数则显示了看到广告或帖子的不同个体的数量。展示次数可能包含重复计数,而到达人数提供了关于实际触及多少独立用户的更准确信息。
如何提高客户的终身价值(LTV)?
-提高客户的终身价值可以通过增加客户的购买频率、购买金额或提供重复购买的产品或服务来实现。此外,改善客户服务和建立客户忠诚度也有助于提高LTV。
在数字营销中,为什么需要不断优化广告创意?
-不断优化广告创意可以防止受众对同一广告产生疲劳,保持广告的新鲜感和吸引力。此外,定期更新广告内容可以更好地反映市场变化和业务发展,提高广告的相关性和效果。
Outlines
📈 数字营销核心指标概述
本段介绍了数字营销中关键的业务性能指标,强调了不同业务类型(如电子商务或引导生成业务)的指标会有所不同。主要讨论了两个核心指标:顾客获取成本(CPA)和顾客终身价值(LTV)。CPA 表示获取一个新客户的平均成本,而 LTV 是指一个典型客户在与企业业务往来期间平均消费的总金额。视频强调了理解这些指标对于业务增长和盈利的重要性,并提出了如何提高 LTV 和降低 CPA 的问题。此外,还提到了如果对顾客的重复购买有信心,即使 CPA 较高,也可能采取先亏损后盈利的策略,但这种策略风险较大,需要有成熟的商业模式和明确的重复购买比例。
🌐 网站指标与购买者旅程
这段内容讨论了网站指标的重要性,并将这些指标分为购买者旅程的不同阶段。首先介绍了网站流量指标,包括会话数(sessions)和独立访客数(unique visitors),这些指标通过工具如 Google Analytics 来追踪。会话数表示新会话在网站上开始的总次数,而独立访客数则显示有多少不同的个体访问了网站。接着,讨论了跳出率(bounce rate)和平均会话持续时间(average session duration),这些指标可以反映访问者对网站内容的参与程度。如果跳出率很高,可能意味着访问者对网站内容不感兴趣。此外,还强调了转化率(conversion rate)的重要性,并指出转化率可以根据不同的转化目标或路径来细分。最后,提到了其他访客行为分析工具,如 Hot Jar 和 Lucky Orange,可以提供更深入的用户互动信息。
🎯 广告与社交媒体指标解析
本段深入探讨了广告和社交媒体平台上的指标,如展示次数(impressions)、到达人数(reach)、点击率(CTR)和频率(frequency)。展示次数表示广告或帖子被看到的次数,而到达人数则显示有多少不同的个体看到了广告。点击率(CTR)是衡量广告或帖子效果的重要指标,显示了看到广告的人中有多少比例实际点击了它。频率则表示一个人平均看到广告的次数,这有助于了解广告的重复程度。此外,还提到了每次点击成本(CPC),即获取点击的平均成本,并强调了不应孤立地看待这些指标,而应综合考虑以评估数字营销效果。如果点击率很高但转化率很低,可能意味着广告吸引了错误的人群或落地页未优化。
🚀 提升数字营销效果的策略
视频的最后一段总结了如何通过监控和优化关键指标来提升数字营销效果。强调了不应孤立地看待任何指标,而应综合分析以识别营销策略中的不足之处。如果广告吸引了大量点击但转化率低,可能意味着广告定位过于宽泛或落地页未针对转化进行优化。此外,还提到了如何创建引人注目的优惠以吸引潜在客户,并提供了相关资源链接,帮助观众提高网站转化率和减少每次点击成本。最后,鼓励观众订阅频道以获取更多有关数字营销的培训,以提升业务成果。
Mindmap
Keywords
💡数字营销
💡指标(Metrics)
💡关键绩效指标(KPIs)
💡业务绩效指标
💡成本每获取成本(CPA)
💡客户终身价值(LTV)
💡网站指标
💡转化率
💡点击率(CTR)
💡广告频率
💡每次点击成本(CPC)
💡优化
Highlights
视频介绍了数字营销中的核心指标和关键绩效指标(KPIs),帮助企业通过数字营销活动取得成功。
不同的业务类型,如电子商务或潜在客户生成业务,将影响跟踪的指标种类。
业务目标和目的决定了跟踪的指标,视频将介绍一些核心指标。
将指标分为三个核心类别:业务绩效指标、网站指标和社交媒体渠道及搜索控制台指标。
业务绩效指标中最关键的是客户获取成本(CPA)和客户终身价值(LTV)。
CPA表示获取新客户的平均成本,而LTV表示客户在业务关系中的平均总消费。
CPA应与LTV成正比,以确保业务盈利性增长。
提高LTV的方法包括增加客户购买频率或金额,以及改善营销表现以降低成本。
如果对LTV有信心,即使初次购买亏损,也可能通过后续重复购买实现利润。
网站指标包括访问量、跳出率、平均会话持续时间和转化率。
使用工具如Google Analytics可以跟踪网站流量和用户行为。
转化率是衡量网站用户采取行动(如联系或购买)的关键指标。
广告和社交媒体指标包括展示次数、到达率、点击率(CTR)和频率。
展示次数和到达率的区别在于是否区分个体用户。
点击率(CTR)衡量看到广告的用户中点击的比例,反映广告的有效性。
频率指用户看到广告的平均次数,过高可能引起用户反感。
每次点击成本(CPC)是衡量获取点击所需成本的指标。
不应孤立地看待任何指标,而应综合考虑以评估营销效果。
如果点击率高但转化率低,可能是广告定位不准确或落地页未优化。
视频提供资源链接,教授如何设置Google Analytics和提高网站转化率。
Transcripts
let's be honest listening to a digital
marketer talk about metrics and kpis can
be a bit like listening to somebody
talking a completely foreign language do
you speak any english but in this video
i'm going to be telling you the core
digital marketing metrics that you need
to know about to really help your
business thrive and most importantly
what you can start doing with those
metrics to improving the results you are
getting from your digital marketing
campaigns so let's get straight into it
so the first thing to know about metrics
is that it's going to vary depending on
the type of business you're in for
example whether you're in an e-commerce
business or whether you have a lead
generation business where your goal is
to generate leads and the conversion
then happens offline over the phone
through invoicing or whatever it is the
metrics that you're tracking are also
going to vary depending on your business
goals and objectives and what i'm going
to be going through today is by no means
going to be an exhaustive list this is
really just designed to give you an
understanding of some of the core
metrics that you need to be tracking
that are really going to help you have
an impact on your digital marketing
efforts so i'm going to break these down
into three core categories the first one
we're going to be talking about and
probably the most important of all of
these are your business performance
metrics the second one is going to be
your website metrics and then third will
come onto platforms used by social media
channels ad platforms and search
consoles so let's start with the two
business performance metrics that are
absolutely critical to any business
owner running a digital marketing
campaign whether you're an e-commerce or
have a lead generation business those
two metrics are your cpa and your ltv
cpa stands for your cost per acquisition
in a nutshell this is how much on
average you have to spend to acquire a
new customer so let's say you've spent 2
000 pounds on marketing so far and
you've generated tons and tons of leads
but you've only had one of those leads
turn into a sale that means your cost
per acquisition would be two thousand
pounds but if you're an e-commerce store
on the other hand and you're selling
products online let's say you'd spent
500 pounds on advertising and you've had
thousands of clicks to your website but
again only one person has bought that
would again mean that your cost per
acquisition is 500 pounds now you may be
thinking that they seem like really high
cost per acquisitions to have however
the cost per acquisition should be
directly proportionate to your ltv which
is your lifetime customer value in a
nutshell this is an average of the total
amount of money that a typical or
average customer would spend with you
over the lifetime of them doing business
with you if you're a brand new business
or startup it might be difficult for you
to know exactly what your lifetime value
is going to be but your business model
will obviously have an impact on that
for example if you're selling a product
which is literally a one-off purchase
and people aren't likely to ever need to
buy from you again your lifetime value
is likely just going to be the cost of
your product or service if on the other
hand you're selling let's say a
subscription service then maybe you'll
want to look at the typical churn rates
or typical lifespans of a customer in
your industry to get a rough estimation
of how long customers typically stay in
your industry and then work out your
monthly fee times the average duration
that a customer stays so let's say you
had a subscription of 10 pounds a month
and you found that for businesses in
your industry the average lifespan of a
customer is 12 months that would make
your average lifetime customer value or
your expected customer value in this
case around 120 pounds now obviously if
you find that your cost per acquisition
exceeds your average lifetime customer
value well you're in trouble and this is
why these two metrics are so important
because these are the main things that
are going to help your business grow and
the metrics that you need to be
absolutely obsessing over to grow your
business profitably so there's really
two questions you should be asking
yourself constantly as a business owner
or as a marketer for a business the
first question is how do we increase our
lifetime customer value in other words
how do we get our customers to either
buy from us more often or in higher
amount the second question you want to
be asking yourself is how do we improve
our marketing performance so that we are
spending less to acquire each customer
however just a caveat here if you are
confident about the lifetime customer
value and you know that a lot of the
customers that buy from you as a one-off
will turn into repeat buyers you may
even be able to afford to acquire
customers at a loss because you know
that you make your profits on the back
end however this can be an incredibly
risky tactic if you don't already have a
proven business model and you don't know
what percentages of your buyers are
actually turning into repeat buyers okay
so the next thing we need to look at is
your website metrics because if you have
any sort of online presence or your
business is operating in the digital age
your website is going to be the hub of
where those leads or purchases come from
and really the easiest way to do this is
just to break these metrics down in the
different stages of the buyer journey or
even the marketing funnel so the first
thing we want to think about is
awareness so how are people finding us
and how many people are actually finding
us the easiest metric to track of this
is your website traffic now if you're
using a tool like google analytics and
if you're not then i highly recommend
you get that set up the two main traffic
related metrics you're going to see in
analytics primarily are your sessions
and also your unique visitors so just to
differentiate what these two mean your
sessions are ultimately the total amount
of times a new session has started on
your website now by default sessions do
reset after somebody's been on your
website for a certain amount of time so
multiple sessions could even come from
one individual your unique visitors on
the other hand gives you a much better
idea as to how many individuals have
been on your website so this is a good
metric to track in terms of how
effective you are at actually generating
that awareness and bringing visitors and
potential customers to your website the
next things that you'll want to start
tracking here are things like your
bounce rate your average session
duration because this will give you a
good indication of how engaged potential
customers or visitors to your website
are with the content that is on your
website your bounce rate is effectively
showing you what percentage of visitors
are leaving your website without taking
any further action this can be clicking
a button to go onto another page filling
out a contact form if they haven't taken
any interactions on your website that is
going to class as a bounce so if you
have a very very high bounce rate this
is an indication that the people coming
to your website just aren't resonating
with the content on it maybe they're not
seeing what they want to see on there or
maybe your website is just boring them
that's worth noting here for things like
session duration or time on page google
analytics can only record the session
duration of the previously viewed page
on your website so if somebody hasn't
actually viewed more than one page on
your website google won't be able to
tell you the session duration of those
visits now there are a number of other
visitor analytics and behavior tools
that you can use things like hot jar and
lucky orange that will give you much
deeper insights into how users are
actually interacting with your website
but that's outside of the scope of this
video now finally one of the most
important metrics on your website to
track is going to be your conversion
rate and it's important to note with
conversion rate this can be broken down
by the different goals or even
conversion paths that somebody can take
to get in touch with you so the best way
to think about this is let's say for
example you're selling a software
product and you have a contact form on
your website but then you also have a
form where people can sign up and book a
demo
they would be two different conversion
goals that you would want to track and
in terms of how valuable they are to you
as a business that's something that
you'll need to figure out internally
maybe it's that people booking a demo
they're probably showing a higher level
of intent than somebody contacting you
but that's really for you to work out
and explore as a business the most
important thing here is that you are
setting up the different conversion
goals and different paths that people
can take to actually
sign up as a potential lead for your
business if on the other hand you're
selling online and you're an e-commerce
business then you simply need to enable
e-commerce tracking in your google
analytics account and that will then
allow you to track your conversions as
the people who have bought something on
your website i'm going to link to some
resources in the descriptions below this
video that'll walk you through how to
configure your google analytics account
how to set up ecommerce tracking and how
to set up conversion goals as well now
the final thing we need to talk about
here are things like your ad metrics
your social media metrics and that kind
of thing now there are absolutely tons
of different metrics available on these
platforms but i'm going to give you and
go through the most common ones that
you'll hear talked about and what impact
they actually have on your marketing so
one of the first ones you may have seen
or heard about is impressions this is
effectively the total amount of people
who have seen a post on social media who
have seen an organic listing in search
engines or who have seen your ad on one
of the ad platforms however this
impression count will also go up even if
the same person sees your ad more than
one so this is literally the total
amount of times your listing your ad
your post has been seen regardless of
whether or not it's by the same person
reach on the other hand is showing you
how many individuals have seen that
postal listing now another metric you'll
see a lot is your ctr this is your
click-through rate and in a nutshell
this is showing you out of the people
who have seen your ad what percentage of
them have actually clicked on it now ctr
can be a good indication as to how
effective your ad or your post is to the
particular audience that you are showing
it to it's also worth bearing in mind
with ctr if you're running ads on social
media or you're doing social or you're
monitoring the analytics of your social
media posts your ctr and click-through
rate can include clicks through to your
profile or even clicks into things like
the comment section of a particular post
or ad so one thing you can do on a lot
of these platforms is explore some
custom metrics and you can make sure
that you have the ctr for link clicks
only what this means is that it will
show you what's the click-through rate
for people actually clicking through to
the link in your post or your ad another
metric that can be important especially
if you're running paid ads is the
frequency what frequency means is how
often are people seeing your ads this
can become especially important when
you're running things on um social media
platforms or if you're running youtube
ads for example because it will give you
an indication of you know how many times
is one person seeing your ad so if you
see an average frequency of 15 that
means on average people are seeing your
ad in their feed 15 times now there's
not necessarily any right or wrong
answer to what the frequency should be
and this is really going to vary
depending on the type of business you're
in for example if you're selling in the
b2b space and you have a quite long
buying cycle you may want that frequency
to actually be higher because there may
be more consideration involved in that
purchase but it's also worth bearing in
mind that if they're seeing the same ad
over and over again you may end up
annoying people and actually having the
opposite effect so if anything it's good
to refresh your creatives refresh your
ads that you're running to make sure
that this frequency is kept relatively
low now one of the most common metrics
you'll hear about when it comes to
running paid advertising is your cpc
your cpc stands for your cost per click
i actually did another video on this
recently that breaks this down in much
more detail so i'm going to link to it
in the video somewhere up here but in a
nutshell this is just giving you an
indication of how much you're spending
to get a click it's also worth noting
that much like your ctr if you're
running ads on any social platforms your
cost per click will also be broken down
by overall clicks and then you'll have a
separate cost per click for link clicks
and i would say that if you're running
ads to your website you really want to
be looking at your cost per click per
link clicks because that's going to give
you an indication of how much is it
costing you to actually get someone to
click through to your website now one of
the most important things to remember
one of the biggest mistakes that i see
people making when it comes to looking
at their metrics is that none of these
metrics should be viewed in isolation
what i mean by that is you shouldn't go
on a on a mad mission to try and reduce
your cost per click forgetting about all
of your other metrics because what
you'll find in some campaigns is that
sometimes the campaigns of the higher
cost per clicks can actually have a much
lower cost per acquisition whereas
campaigns with a low cost per click can
have a much higher cost per acquisition
because remember just because you
brought somebody through to your website
that doesn't mean you've bought the
right person through it can be very easy
to get clicks from the wrong people but
getting clicks from the right people is
a whole other ballgame so you need to
look at these metrics and be measuring
these metrics in a holistic approach and
then trying to paint a picture of where
your digital marketing efforts are
lacking and on that note it's also a
very good way of getting signs as to
what may be broken or where the
bottlenecks may be in your digital
marketing funnel or with your business
for example if you have an amazing
click-through rate and you're getting
loads of clicks through to your website
for a very low cost per click but then
you have very very low conversions and
nobody is signing up or buying this will
generally mean one of two things either
your ad itself or the targeting was way
too vague and way too broad and you're
just getting the wrong people clicking
or people just clicking out of curiosity
because they don't really understand
what your ad is about so the people
coming through to your website we're
never going to be people that buy from
you or if your ad is very specific and
you've got the right audience coming
through then what it probably indicates
if you're not getting conversions is
that your landing page simply isn't
optimized
for conversions i'm going to link to a
blog below this video that gives you 16
ways to significantly increase your
website conversion rate and turn more of
those clicks into paying customers it
might also be that the offer that you
have on your website whether that be an
offer to book a demo whether that be an
offer of a product whether it be an
offer to book a call with you or to sign
up for something the offer just isn't
positioned in a way that's compelling
enough for you to stand out from the
noise so if that's the case i'm also
going to be linking to a video again
i'll link it up here somewhere i'll put
it down in the comments which will go
through how to create a truly
irresistible offer for your business but
again bear in mind this is only going to
work if you first bring the right
traffic and the right visitors through
to your website so there you have it
guys i really hope that videos helped
and if you want more training like this
on digital marketing to really skyrocket
the results in your business be sure to
subscribe to the channel i've got
another video coming up next which will
dive into your cost per click and how
you can start reducing that and
affecting those metrics i'll see you
there
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