Whether you're an emerging DTC brand or an established FMCG player, understanding digital marketing metrics is essential for scaling effectively. This guide breaks down key metrics into four categories: Reach, Traffic, Engagement, and Conversions.
1. Reach: What is it & how should it be measured?
Reach quantifies how many people your brand connects with through ads, email, or digital channels. There are two primary metrics:
- Impressions: The number of times an ad or piece of content loads on a user’s screen. This includes instances where the ad is displayed but not necessarily seen.
- Unique Users: Represents individual users who have interacted with an ad or website, even if they have seen multiple impressions.
2. Traffic: What is it & how should it be measured?
Traffic represents the volume of visitors to a website. This is often tracked in Google Analytics and Klaviyo. Key metrics include:
- Users: The total number of visitors to a site, including both new and returning users.
- Sessions: A user’s visit to a site, which may include multiple page views.
- Dwell Time: Measures how long a user stays on the site after landing.
- Bounce Rate: The percentage of users who leave after viewing a single page, indicating engagement or potential issues with the landing page experience.
3. Engagement: What is it & how should it be measured?
Engagement measures interactions with your brand, often on social media or email. These interactions signal how relevant your content is to the audience.
- ER% (Engagement Rate): Measures engagement (likes, comments, shares) relative to impressions.
- CTR% (Click-Through Rate): The percentage of users who clicked a link in an ad, email, or organic content.
4. Conversions: What are they & how should they be measured?
Conversions track meaningful actions taken by users, such as purchases, email sign-ups, or content downloads. For e-commerce brands using platforms like SKIO or Recharge, conversion metrics often include:
- Purchase Conversions: When a user completes a transaction.
- Subscription Sign-Ups: Particularly relevant for brands using subscription models like SKIO or Recharge.
- Email Capture: A user submitting their email through a pop-up or checkout form.
Digital Marketing Metrics Summary
Reach drives traffic, traffic fuels engagement, and engagement leads to conversions. The key to digital success is ensuring consistency across these metrics and optimising based on performance insights. Whether running Meta Ads, Google Ads, or Klaviyo email campaigns, tracking and refining these KPIs is essential for growth.