Digital marketing metrics at consumer funnel stages

Any measurement without proper context is irrelevant. Thus, it is necessary to map the

measured metrics with the consumer funnel. You will now understand how traffic and

conversion metrics work and how you can integrate them with the consumer funnel.

Awareness stage:

At the awareness stage, the main aim is to expose your brand to maximum number of

relevant prospective customers. So, the metrics to measure how your brand is doing at this

stage should be able to measure that exposure. Some of the metrics used at this stage include:

1. No. of Impressions: Impressions refer to the total number of times your content was

displayed.

2. Reach or Unique Impressions: The Reach of your content means the number of

people that are exposed to that content. If you have a really clear idea of your target

group, you can also measure reach as the proportion or percentage of people from

your target group that are exposed to your content. For example, if 22% people from
your target group see your post on Facebook, the reach in this case was 22%.

Consider a Facebook post by your brand. If user sees it twice- once when shared by you on

your page and then once again when a friend shares it on their wall, the number of

impressions would be 2. Now, if there were 10 such users, the number of impressions for that

post would be 20.

Certain channels like Facebook also allow you to see the number of unique impressions for

your content. For example, in the case where the number of impressions were 20, the number

of unique impressions would be 10. This is also termed as Reach.

3. Cost-per-Mille: Besides measuring the extent of exposure, you also need to keep the

cost of your marketing efforts in mind. Cost-per-Mille is one such way in which you

can keep track of this. It denotes the price of 1000 advertisement impressions on a

particular webpage.

Consideration stage:

Now that people are aware of your brand, coming on to the consideration stage, the goal is to

be one of the firms in the consideration set of your prospects. The metrics at this stage,

therefore, should be able to measure the number of people that show(ed) interest in your

product— by clicking on your advertisement, visiting your site, sharing and liking your posts

among others.

In tune with this, the important metrics to consider here are:

1. No. of website visits: This basically refers to the number of visitors to your website.

As opposed to reach or impressions, this metric signifies the number of people who

actually considered your content relevant after looking at your ad- thus measuring the

number of people who would put your brand in the consideration set.

2. Bounce rate: Bounce rate is defined as the number of sessions that end after

interaction with just one web page. That is, the number of visits where people land on
one of your web pages, but then leave without clicking on anything else on your
 website. These visitors are also known as one-page visitors. Needless to say, a high

bounce rate is not good for your business.

Mathematically, if the number of total visits at your website were ‘N’, but ‘x’ visits

ended after visiting just the landing page,

Bounce rate = x/N

3. Click through rate: Click through rate is measured as the ratio of the number of

times the advertisement was clicked on to the number of times it was displayed.

4. Engagement rate: This metric relates to the level of engagement users have with

your content. Engagement here can refer to Likes, comments, Shares,Retweets or a

combination of these depending on the channel being considered.

5. Cost-Per-Click: Along with interest or consideration for your product, you also need

to be clear about the cost of that engagement. Cost-per-click is one such metric. It can

tell you how much each click on your ad costs you.

Purchase stage:

At the purchase stage, we are concerned about whether the user actually took the action you

desired- whether it be filling up a form, downloading your e-book or song, installing your

application or buying your product among others. A few metrics that can help you measure

your performance in this stage are Total number of conversions, Conversion rate, App

installs, Downloads, Form fills and Product purchases. Here,

1. Conversion rate: It basically refers to the percentage of visitors who completed a

desired goal out of the total visitors. For example, if your goal is that people buy your

product and you had 100 visitors on your website this week but only 35 of them

bought your product, your conversion rate would be 35%.

2. Cost per Action: Along with the conversion rate, you must also consider how much

each conversion or acquisition costs you. Cost per Action can tell you how much it
costs you for each desirable action or conversion.
Delight Stage:

Coming on to the very end of funnel, after the purchase stage, your main concern would be

the satisfaction of your customers. To gauge the same, the metrics you need to keep an eye on

are Referrals, social mentions and reviews.

1. Referrals: The higher the number of referrals, the more satisfied, loyal and delighted

your customer is.

2. Social mentions: Once someone has been converted into a customer, you need to

track what and whether the person is talking about you on the various digital

channels. The higher the number of positive mentions, the better it is for you.
3. Reviews: The number and nature of reviews about your product or brand can be an

indicator of the delight of your customer. Good reviews indicate a good experience

and a higher likelihood of repurchase.

Summarizing, the various metrics mapped to the different stages of the consumer funnel

would look something like this:

 Consumer Funnel: Metrics

In this segment, you learned about a few metrics that can be used to track the performance of

your digital marketing campaign across various stages of the funnel. You will learn about

more such metrics in detail through the upcoming modules in this program.