As marketers, your daily tasks involve activities like research, content creation, social media management, and email marketing. But to truly understand how well your marketing efforts are performing, you also need to develop your skills as a data analyst.
Don't worry, though—you don't need to become a full-time data analyst writing complex queries.
What we're saying is that you should be able to dive into the data generated by your marketing activities, evaluate content performance, measure campaign effectiveness, and compare your planned outcomes with the actual results.
In simple terms, you need marketing analytics focused on gleaning insights from your marketing data to understand what's working and what's not.
However, there's a challenge to overcome.
In today's marketing landscape, companies employ a multitude of specialized tools for various marketing strategies, and these tools generate vast amounts of data—but it's not practical to track every single piece of data.
That's why many marketers stay away from data analysis. They think it's too complicated and takes too much time. However, some smart marketers prefer to focus on the essential metrics that matter most.
At Zoho Analytics, we asked marketers on LinkedIn to share the key metrics they regularly track on their marketing dashboard. We received responses from 17 professionals, including product marketers, marketing analysts, content marketers, and social media managers.
With the 60+ metrics received, we've compiled a unified marketing dashboard designed to assist fellow marketers.
We've organized these metrics into the following segments:
- Email marketing
- Social media
A website is not just a channel to market your products and services. It also facilitates brand building, content distribution, and lead generation. When it comes to understanding a website's performance, here are the metrics tracked by most marketers:
- Impressions: The number of times users view your webpages in search results
- Clicks: The number of times users click your website links from search results
- Signups: The number of users who register or subscribe to your product or service
- Customers: The total number of users who have made a purchase
- Best working channel: The marketing channel that generates the most leads, such as social media, email, organic search, or paid search
- Lead conversion rate: The percentage of users that successfully convert into leads
- Conversion funnel: A visual representation of users' stages, from initial contact to conversion
- Traffic source distribution: The breakdown of where website visitors come from, like direct, organic, paid, social, or affiliate
- Leads by source: The number of leads generated from each specific source
Here's the segment from the dashboard devoted to tracking and monitoring website performance:
Email marketing is a strategy to promote products and services, nurture leads, and provide ongoing value to your audience. When done effectively, it can yield a high ROI and help you build strong customer relationships.
Below are the email marketing metrics most tracked by marketers, according to our survey:
- Open rate: The percentage of recipients who open and view your email
- Click rate: The percentage of email recipients who click on a link or call to action within the email
- Conversions: The number of recipients who take a desired action, such as making a purchase, after clicking on a link within the email
- Bounce rate: The percentage of emails that couldn't be delivered to the recipient's inbox for various reasons, like an invalid email address
- Email unsubscribes: The number of recipients who opt to no longer receive emails from your mailing list
- Email opt-outs: Similar to unsubscribes, this refers to recipients who choose to no longer receive any emails from you
Below is a segment from the dashboard to help understand the performance of your email marketing efforts:
Conducting webinars is an excellent way to connect with your target audience, share knowledge, and promote your products. They can be used for lead generation, building brand authority and trust, and, importantly, educating your audience.
These metrics can help you understand whether your webinars are resonating with your audience:
- Engagement percentage: The proportion of webinar attendees actively participating or asking questions
- Conversion rate: The percentage of webinar attendees who take a specific desired action, such as signing up for a free trial or purchasing a product, during or after the webinar
- Session rating: A measure of how attendees rate the quality and content of the webinar, typically through a survey or feedback form
- Webinar registrations based on source: The number of registrations for the webinar categorized by the channel, such as social media, email, or your website
Here's a segment from the dashboard to help you understand the performance of your webinars:
Tracking CRM metrics is crucial for assessing the effectiveness of your marketing efforts, understanding customer behavior, and optimizing your strategies. Monitoring these metrics provides insights into the effectiveness of your marketing strategies and allows you to make data-driven decisions.
Here are the key marketing CRM metrics that the marketers we surveyed monitor:
- New customers: The number of first-time customers converted
- Cancellations: The number of customers who have canceled their subscriptions
- New revenue: The additional income generated from new customers or existing customers during a set time frame
- Customer acquisition cost (CAC): The total expenses incurred to acquire a new customer, including marketing and sales costs
- Ad spending: The money spent on advertising campaigns and promotions
- Return on ad spend (ROAS): The revenue generated compared to the amount spent on advertising
- Lifetime value (LTV): The total revenue expected from a customer over their entire relationship with the company
- Churn rate: The percentage of customers who discontinued their relationship with the company
- Average customer lifetime: The average duration a customer remains with the company
- Customers, goals vs. achieved: A comparison of the number of customers or sales goals set and the actual results achieved
- Top 10 deals for the month: A list of the most significant deals during a month, in terms of revenue
Below is a segment of the dashboard that displays these CRM metrics:
With social media marketing, businesses can build brand awareness, engage with their audience, drive traffic to their website, and ultimately increase sales.
Social media managers track these key metrics across their various social media channels:
- Impressions: The total number of times social media content is displayed to users
- New followers: The number of new users who have chosen to follow your social media profile
- Engagement rate: The percentage of social media users interacting with your content through likes, comments, and shares
- Click-through rate (CTR) percentage: The percentage of users who click on a link or call to action within your social media posts
Below is a segment from the dashboard that displays social media metrics:
Mastering marketing analytics - A free ebook from Zoho Analytics
Whether you're a marketer or a business looking to harness the potential of marketing data, you can dive in to our free ebook on marketing analytics. Discover how to enhance your inbound and outbound strategies and explore sample marketing dashboards for both.
Why should you use a marketing dashboard?
Marketers often struggle to track and monitor metrics scattered across various apps. These data silos directly impact marketers, as they need to log in to each marketing tool to assess performance.
That's why you need a unified marketing dashboard that consolidates all the relevant metrics into a single location. Check out the marketing dashboard we've created here, based on insights from top marketers
To create a unified marketing dashboard like this, you'll require a modern BI and analytics platform like Zoho Analytics, which seamlessly integrates with most marketing tools.
Zoho Analytics for advanced marketing analytics
Zoho Analytics provides the necessary capabilities to collect, process, and visualize marketing data. With Zoho Analytics as your BI tool, you can:
- Connect as many marketing tools as you want, without any limitations or additional charges.
- Access prebuilt reports and dashboards for each marketing tool integration.
- Get automated AI insights from your reports, which would otherwise take hours using traditional analysis methods.
- Make data-informed decisions, optimize your marketing strategies, and achieve better results.
Zoho Analytics is a valuable tool for modern marketing teams looking to stay competitive and effective in today's data-driven environment. Just sign up for a 15-day free trial, connect your marketing tools, and start analyzing your marketing data.
You can also register for a personalized demo to get an idea of how Zoho Analytics can help optimize your marketing strategies. If you have further questions or need any clarification, you can write to us at firstname.lastname@example.org.