Mastering Digital Marketing Metrics: Impressions to ROI

Posted on Nov 25, 2024 in Other subjects

Awareness (AW)

Impressions

  • Low: Limited reach. Recommendations: Broaden target audience, increase ad budget, explore additional channels.
  • High: High visibility. Recommendations: Refine audience targeting, enhance creatives, apply frequency capping.

CTR (Click-Through Rate)

  • Low (<2%): Low interest. Recommendations: A/B test creatives, CTAs, and messaging; refine targeting; use compelling CTAs. Benchmarks: Google Ads Search: 2-3%, Facebook Ads: 1.5-2%, Instagram Ads: 1-1.8%.
  • High (>5%): Strong engagement. Recommendations: Scale successful creatives, expand to similar audiences, increase budget, test optimizations.

CPM (Cost per Thousand Impressions)

  • Low (<€4): Efficient spending. Recommendations: Maintain targeting, expand to similar audiences, monitor costs. Benchmarks: Google Ads Display: €4-6, Facebook/Instagram Ads: €5-7.
  • High (>€7): Increased costs. Recommendations: Broaden targeting, use bidding strategies, focus on lower-CPM placements/times.

Consideration (CON)

Web Visits

  • Low: Low engagement. Recommendations: Improve content, refine targeting, use compelling CTAs.
  • High: Strong interest. Recommendations: Optimize landing pages, use retargeting ads.

Bounce Rate

  • Low (26%-40%): Positive engagement. Recommendations: Maintain engaging landing pages, analyze successful content, ensure ad/landing page alignment. Benchmark: Spanish e-commerce sites average 45%-55%.
  • High (>70%): Lack of engagement. Recommendations: Align landing page content with ad messaging, improve page speed and mobile optimization, use personalized content.

Pages per Session

  • Low (<2): Visitors aren’t exploring. Recommendations: Improve internal linking, suggest related content, add strategic CTAs, add interactive content or FAQs.
  • High (>5): Strong interest. Recommendations: Place CTAs on popular pages, optimize page flow, replicate successful navigation.

Decision (DEC)

Conversion Rate

  • Low (<2%): Users hesitate. Recommendations: Simplify checkout, highlight security and testimonials, use scarcity tactics.
  • High (>5%): Motivated users. Recommendations: Upsell products, invest in retargeting abandoned carts.

Cart Abandonment Rate

  • Low (<40%): Ideal scenario. Recommendations: Maintain transparent pricing and optimized checkout.
  • High (>70%): Checkout friction. Recommendations: Offer free shipping or discounts, simplify checkout, use abandonment/retargeting ads.

Average Order Value (AOV)

  • Low: Lower-priced items or fewer products. Recommendations: Encourage spending with bundle deals or volume discounts, use upselling and cross-selling, offer free shipping thresholds. Benchmark: Common e-commerce AOV is €60-€80.
  • High: Higher-value items or multiples. Recommendations: Promote high-AOV products/bundles, use loyalty incentives.

Cost per Acquisition (CPA)

  • Low (<€20): Efficient conversions. Recommendations: Increase ad budget, focus on top-performing segments, prioritize effective channels.
  • High (>€50): Targeting inefficiencies. Recommendations: Refine targeting, optimize creatives and landing pages, use automated bidding.

Retention and Advocacy (RET and ADV)

Repeat Purchase Rate

  • Low (<20%): Low retention. Recommendations: Use email marketing with personalized recommendations, implement loyalty programs, send re-engagement offers.
  • High (>40%): Strong loyalty. Recommendations: Reward loyal customers, enhance personalized recommendations, expand loyalty programs.

Net Promoter Score (NPS)

  • Low (<0): Low satisfaction. Recommendations: Gather feedback, address pain points, improve complaint responses, incentivize surveys.
  • High (>50): Strong satisfaction. Recommendations: Encourage promoters to share reviews, develop referral programs, highlight positive NPS and testimonials.

Email Click-Through Rate (CTR)

  • Low (<2%): Low engagement. Recommendations: Personalize content, A/B test elements, segment the audience.
  • High (2%-5%): High engagement. Recommendations: Offer exclusive perks, use follow-up sequences, expand email list.

Benchmarks

Paid Ads

CPC
  • Google Ads Search: €1.00-€1.50 (competitive industries)
  • Facebook Ads: €0.60-€0.90
  • Instagram Ads: €0.70-€1.00
  • LinkedIn Ads: €5.50-€7.50
CTR
  • Google Ads Search: 2%-3%
  • Facebook Ads: 1.5%-2%
  • Instagram Ads: 1%-1.8%
CPM
  • Google Ads Display: €4-€6
  • Facebook Ads: €5-€7
  • Instagram Ads: €5-€7

ROAS: €1 spent should return €3-€4 in revenue.

Ecommerce

Bounce Rate
  • Average: 45%-55%
  • Excellent: 26%-40%
  • Acceptable: 41%-55%
  • Over 70% indicates issues
Cart Abandonment Rate
  • Average: 65%-70%
  • Mobile: 75%+
Conversion Rate
  • Average: 1.8%-2.5%
  • High-performing sites: 3%-5%
CAC
  • Average: €40-€60 (e-commerce)
  • Subscription services: €85-€185

AOV: €60-€80, higher for fashion/electronics (up to €100+)

CLV: Every €1 spent on customer acquisition should ideally yield €3 in customer lifetime value.

Other

Bounce Rate
  • Content sites: 65%-90%
  • Lead generation sites: 30%-55%
  • B2B sites: 25%-55%
  • Retail sites: 20%-40%
  • Landing pages: 70%-90%

Social Media

Engagement Rate
  • Facebook: 0.5%-1%
  • Instagram: 1.5%-2.5%
  • TikTok: 3%-6%
Follower Growth Rate
  • Instagram/Facebook: 1%-2% monthly
  • TikTok: 3%-5% monthly

Social Shares: 0.5%-1% audience sharing; up to 5% for highly engaging content

Video View Time: 15-30 seconds

Email Marketing

Open Rate: 18%-25%

CTR: 2%-5%