After starting your business, promoting your business is necessary, conduct a digital campaign is a good choice, digital marketing let you reach more audience, interact with them, and build the relationship with your customers. Not only that, a digital marketing campaign costs less than traditional marketing, and you can measure the effect of a digital campaign easily. 

But how to implement an efficient campaign, not only understanding what digital marketing is, knowing the benefits of digital marketing, but understanding digital marketing metrics also will make it easier to measure campaign performance. Then you can have an overview of your effect campaign and maybe have a strategy for the upcoming project.

Now, let's explore key digital marketing metrics.


Website traffic

The first digital marketing metric is website traffic, which measures the number of website viewers.

Website traffic gives you an overview of your traffic such as the source of your traffic, and the number of users visiting. For websites with large traffic, you will have the opportunity to be known by many people and can start making money on your website.

Traffic is one of the standard digital marketing metrics that search engines use to consider search rankings for a website. If your website has a lot of traffic, search engines like Google and Bings will appreciate your website and appear in higher positions, more people see it, is considered more reputable. When you can improve the traffic to your website, you are also improving your website rankings on search engines.

Traffic source


Why should you care about source traffic? This digital marketing metric show you about most of your traffic comes from where what source has the highest, and what source has the lowest. Based on this, If your traffic decrease, you can know the reason affecting and improve them. Then, below, six traffic sources will be explored.

  • Organic traffic: This is the most effective and stable source of traffic for a website, the traffic coming from this source is due to the user clicking on the link on the natural search results on the search engine such as Google search, Bings, Yahoo,... 
  • Display traffic: Display traffic is traffic that comes from users clicking on the ads on the internet.
  • Email traffic: Mainly from users clicking on the link placed in the email content. Direct traffic: Users visit the website directly without going through any tools, users will type the website link directly into their browser.
  • Social traffic:  traffic comes from social networks such as Facebook, Instagram, Youtube, and Twitter,...
  • Referral traffic:  the amount of traffic from other websites to your website.

See more How to promote print on demand business

Bounce rate

The bounce rate is calculated by dividing the number of visitors bounces by the number of visitors viewing the page. Bounce rate measures the number of visitors who visit the page but do not interact or view other pages, and leave the page instead. It can be used as a criterion to evaluate the effectiveness of the website. Users leave the website without interacting or not viewing other pages because they may not find the information they need or the information isn't useful. 

Maybe part of them are not your potential customers, they visit the website but it is not relevant to them, bounce page is obvious. One of the big reasons is the lower page load speed, it causes the bounce rate to be higher. It leads to users getting annoyed and leaving the page immediately, you can use a few tools to check your page load time. If it is too long, find a way to optimize it.

Another reason for this high rate is that the content is not useful and attractive, so they leave the page. Therefore, you should regularly check and update the content to be relevant and attractive to users.

Time on page

Time on page is the average amount of time users has spent viewing a specified page or screen or set of pages or screens. It is calculated from the time the user visits the website until they move on to the next page. Time on page can be using to evaluate the attractiveness and usefulness of information on a website. Users stay on the site for a long time because the content provided by the website is useful to them, so you should focus on investing in building attractive content.

If the time to stay on the page is low, the bounce rate is high, you really need to review your website and look for improvements of customer experience.

Conversion rate

The conversion rate is the ratio between the number of people who make the conversion and the total number of page visitors. The conversion is not necessarily purchase, it can be a leave of information or request for a trial,... For example, your website has 100 visitors but only 10 people leave a phone number to be consulted, so the conversion rate is 10%. Out of 10 people consulted, only 3 people decide to buy, so the conversion rate is 30%.

Optimizing the conversion rate can help reduce the cost per customer, when the same budget and visits if the conversion rate is higher, the number of customers will be more, which means the cost per customer will decrease. To increase this key digital marketing metric you can place call-to-action buttons, do A/B testing, and optimize purchase pages and checkout pages,...

Click Through Rate

The click-through rate (CTR) is the ratio between the number of people who click on the ads and the number of people who see the ad. Often, the higher CTR indicates that users are interested and find the ads relevant to their needs. It can show the attractiveness of the ads, and ads are targeting the right audience. 

The click-through rate is the basic criterion to help administrators evaluate the effectiveness of an advertising campaign. The higher the CTR, the higher the ad quality score. And the more times the ads will be displayed on the results page or user feed. But the cost per click is low.

Cart abandonment

Cart abandonment shows the number of users who put the product in the cart but do not go to the checkout page to make a purchase, leaving the page instead.

This digital marketing metric can show the purchase intention of the customer, but because of some issues, they do not proceed to the checkout step, according to some studies, the biggest reason why customers abandon the shopping cart is that the extra fees are too high, the second because they are required login or register to make a purchase and the third they find a better alternative choice. To optimize this digital marketing metric, you need to understand what the customer's reason for leaving is and optimize it.

The high extra fee is the biggest reason why people abandon the cart, shipping costs make up a large part of the order value, making customers feel unworthy. They like to buy the product if it is free shipping. For example, they would prefer to buy a $50 item and freeship instead of a $40 item and $10 shipping fee.

Maybe the customer has put the product in the cart, but because of some distractions, they may forget about this cart, so you can use tools such as sending reminder emails or notifications to customers to announce customers about their cart.


Checkout abandonment

Check-out abandonment is the number of users who have added the product to the cart and went to the checkout page but they do not complete the purchase.

This digital marketing metric can show how many customers are interested and willing to buy your product, but they are hindered at the payment stage, the cause of this problem can be complicated payment procedures, and required to open an account to make a purchase or too many steps in the check-out process lead to the customer abandon the purchase.

Complicated payment procedures are also the reason that hinder many shoppers, having to fill out too much information and going through many steps makes them uncomfortable.

It may also be due to doubts about information security, which is considered the biggest obstacle for businesses. Because of the problem of stealing personal information, many users do not seem to want to order through e-commerce. 


Above, we give you eight key metrics for digital marketing that you need to track. They are important metrics that help you evaluate the effectiveness of the campaign. Each of them has its own meaning, and understanding them will help you evaluate easier. If you want to get a consultant from our team about promoting business, contact us now. Our support team is always ready to support you.

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Mr. D Garp is a highly accomplished Senior Ecommerce Consultant with a wealth of experience and expertise in the field. With a proven track record of success, he has established himself as a trusted advisor in the e-commerce industry.
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