METRICS

Digital Marketing

Digital marketing metrics are a quantifiable element

of marketing used to track and record progress.

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Prof Manish Kumar

 METRICS

Digital marketing metrics are

Digital Marketing the raw data points collected
from your analytics solution

KPIs, on the other hand, are a

subset of these metrics that
Digital marketing metrics are a quantifiable element of marketing used to track and
align directly with your
record progress. Essentially, metrics are the numbers you use to set and evaluate
business goals.
your KPIs. This provides a framework to help you decide if a particular marketing
strategy is working or not.

There are many different digital

marketing metrics to choose from.
They vary between platforms and
channels, so you need to isolate the
metrics that are most relevant to
your business.

Prof Manish Kumar

 METRICS

15 key digital marketing

Return on Investment ROI

It shows what revenue you received in exchange for your

investment in marketing.ROI attributes profit and revenue growth
to your marketing tactics, so you can see which efforts lead to the
most financial results for your business.

Prof Manish Kumar

 METRICS

It simply tells you the total number of times someone

visited your website within a specific timeframe,
typically a month.
Total Visit Bounce Rate Pages per visit

148.1M 49.89% 5.72

Let's say your website received 10,000 total visits in March

2024. This means something other than 10,000 unique
people visited; there were 10,000 sessions on your site.
While total visits are essential, analyzing them alongside
other metrics like bounce rate (percentage of visitors
leaving after one page) and time on site is valuable. This Small Business (1- Medium Business Large Business
gives you a clearer picture of user engagement. 10 employees) (11-100 employees) (100+ employees)
1,001 - 15,000 15,001 - 50,000 Over 50,000 visits
visits per month visits per month per month

Prof Manish Kumar

 METRICS

Traffic by channels, or traffic sources, dives

deeper into where those website visits come from.
It tells you which marketing avenues are bringing
people to your site.

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Common traffic channel

REFERRAL
Visitors who come to your site Visitors who click on your Visitors who arrive from
after finding you through a ads displayed on search social media platforms like DIRECT
search engine like Google. This engine result pages. You Facebook, Instagram, or
is often driven by good SEO pay a fee for each click Twitter.
(Search Engine Optimization) through platforms like E-MAIL
practices. Google Ads.
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Conversions
Measures how many visitors turn into paying
customers or subscribers.
Conversion rate (CR) is the percentage of You can either set your
visitors completing a desired action. This is the CR goals before or after
formula for calculating your CR: starting a campaign. Use
your target CR as a
benchmark to determine
whether your digital
marketing campaign was
engaging enough for
your target audience.

Prof Manish Kumar

 METRICS

Average bounce rate

The bounce rate tells you the number of users
who visit your site and then leave (or bounce)
without clicking a link, filling out a form, or
making a purchase. It can also tell you how
long visitors tend to spend on your website.

A shorter bounce rate indicates that users

find your content valuable, which suggests
the possibility of more conversions

Prof Manish Kumar

 METRICS

Click-through rate CTR is helpful because it indicates how

relevant your ad is. If people find your ad
compelling, they’re likelier to click it and
(CTR) engage with you.

Click-through rate measures the number of

clicks a paid ad receives per impression. A
higher CTR means that more people are
clicking on your ads. You can calculate CTR
with this formula:
Impressions are the number of
times your content, such as social
media posts or ad views, is seen by
users.

Prof Manish Kumar

 METRICS METRICS
Cost per lead (CPL)
it tells how much your business spends on
capturing a lead, which tells you how
profitable your marketing efforts are. This
way, you can decide where to allocate funds
for specific campaigns.

Page views
Page views measure how many pages a user
visits in a single session. It’s best to use it in
conjunction with how much time someone
spends on your website

Exit rate
Exit rate measures how many users leave
your site from a specific page. . A page with a
high exit rate indicates a flaw with your
strategy, like poor user experience or
irrelevant content.

Prof Manish Kumar

 METRICS

METRICS

Cost per acquisition Customer lifetime value Return on advertising

(CPA) (CLV) spend (ROAS)
It calculates the cost you invest in Customer lifetime value is the dollar Calculates profit or loss in
each person who becomes a paying amount you can expect a customer advertising. It measures, in dollar
customer. to spend with your company during signs, how effectively your
their time with you. campaigns perform.
Prof Manish Kumar
 METRICS

COST PER
CLICK (CPC)

How much you paid when someone clicks The higher the CPC, the less likely you are
on your ad. This digital marketing metric is to see ROI from a paid ad campaign
used to determine how cost-effective your
advertising campaigns really are.

Prof Manish Kumar

 METRICS

CUSTOMER RETENTION
RATE (CRR)
Also called reverse customer churn, the retention rate tracks customers who
return to your company to spend money. It’s more expensive to acquire new
customers than retain existing customers, so optimizing your CRR can
significantly cut marketing costs. You can measure CRR with this formula:The
ideal CRR is 100%, which isn’t realistic. Even so, try to keep your CRR as high as
possible

Prof Manish Kumar

 METRICS

DISCUSSION OF CONCEPT
The battle for India's booming e-commerce market heats up as Flipkart and Amazon, the two dominant players, go
head-to-head. This case study dives into the digital marketing strategies of these giants, analyzing key metrics like
website traffic, engagement, conversions, and brand awareness. By dissecting their strengths and weaknesses, we
uncover valuable insights into how they leverage the digital landscape to attract customers and drive sales.

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STUDY

Prof Manish Kumar