Estás tratando de medir el rendimiento del marketing digital. ¿Cómo saber si lo estás haciendo bien?

Measuring digital marketing performance involves tracking key metrics aligned with your goals, such as website traffic, conversion rates, engagement levels, and ROI. Begin by defining clear objectives and KPIs tailored to your business. Utilize analytics tools like Google Analytics, social media insights, and CRM systems to gather data. Regularly analyze this data to identify trends, patterns, and areas for improvement. Compare results against benchmarks and industry standards to gauge effectiveness. Additionally, gather qualitative feedback through surveys and customer interactions to gain deeper insights. Continuously refine strategies based on insights and adapt to market dynamics to ensure ongoing success.

This prompt thing says "Use the SMART goals framework". That, dear reader, is the whole problem with goal setting in digital marketing. Just because a digital marketer uses the SMART goals framework doesn't mean it's a useful goal. Rather than spending time worrying about whether your goal satisfies some made-up framework, spend 10x the time to understand if the goal is useful. The process that worked for us was to start with the specific financial result we wanted to achieve that marketing could directly influence. E.g., contribution dollars less COGS, but including discounts and all variable marketing and agency costs. Then, keep working back Business result Purchase behavior Short term Behavior Finally, the digital marketing goal

To effectively measure digital marketing performance, start by setting clear and specific goals aligned with overall business objectives. Utilize key performance indicators (KPIs) such as website traffic, conversion rates, lead generation, customer acquisition costs, return on investment (ROI), and customer lifetime value (CLV). Regularly track and analyze metrics using tools like Google Analytics, social media analytics platforms, and CRM systems. Compare performance against benchmarks and industry standards, and adapt strategies based on insights gained. Additionally, seek feedback from stakeholders and continuously optimize campaigns to ensure they are delivering desired results and driving business growth.

Measuring digital marketing performance is all about setting the right goals and tracking the right metrics. You should have clear objectives in your mind. By objective I mean your campaign objectives should be clearly defined ex: if you want leads so you should be running LEADS campaign rather than running a traffic campaign. META and GOOGLE are quite straightforward when it comes to your Campaign objective, they will deliver what you opt for. When your objective are defined choose KPIs that directly reflect your objectives. Common digital marketing KPIs include website traffic (unique visitors, page views), conversion rates, click-through rates (CTR), cost per acquisition (CPA), return on investment (ROI) return on ad spend (ROAS)

Track your progress by developing metrics and key performance indicators (KPIs). You must compare the results of your marketing efforts to the baseline and original goals. If the results are disappointing, adjust and optimize before measuring again.

To measure digital marketing performance, use tools and platforms for data collection, analysis, and visualization. Popular options include Google Analytics, Google Search Console, Google Ads, Facebook Insights, Twitter Analytics, and HubSpot. These tools track website performance, SEO ranking, social media engagement, and paid advertising results. Utilize dashboards and reports for comprehensive overviews and performance comparisons across channels and campaigns.

Recomiendo usar Looker Studio, permite crear informes personalizados que ofrecen una visión completa y detallada del rendimiento de campañas, eventos de conversión, presupuesto, anuncios y más. Lo mejor es su capacidad para integrar datos de diversas fuentes en un solo lugar, lo que permite una comprensión holística de todas las acciones que se realizan. Se pueden combinar datos de plataformas SEM con métricas de rendimiento orgánico, como el tráfico del sitio web y el engagement en redes sociales. Esto evita tener que estar pendiente de crear/seguir varios reports en más de una plataforma.

Using the right tools can be a game changer. If you're goal is to track your website performance, then the best choices would be Ahrefs or SEMrush. These tools can help benchmark yourself with your competitors as well. Apart from these, HubSpot, Google analytics, and insights from Meta Business Suite can be crucial specially to keep track of how your social media channels perform. Remember, using multiple tools is not an advantage, infact it can be a disadvantage. Stick to the tools that resonate with you and your goals the best. Use a mix of tools to understand SEO, social media and overall market trends. You can't go wrong!

Para lograr un mejor desempeño de nuestras estrategias digitales, es vital utilizar las herramientas adecuadas para el correcto funcionamiento, tanto metricas como anuncios.

I wouldn't overcomplicate things. If you're just using Meta, you can go far using their integrations and checking with blended numbers. If you're larger, a third-party platform can be a good source of truth. Things like TripleWhale or Northbeam, when you're actually driving traffic from different sources and multiple ones are claiming attribution for specific purchases. Either way, if you're making good ads and they're crushing, they should be crushing in whatever platform you're using as the main source of truth. Don't just change which one you trust all the time, that's the worst option.

To assess performance, compare against benchmarks such as historical data, competitor metrics, or industry averages. Compare current website traffic with past periods or competitors. Use tools like SEMrush or Moz for industry insights. Benchmarking reveals strengths, weaknesses, and optimization opportunities. Employ A/B testing, experiments, and feedback to refine strategies for audience and goal alignment.

Uma métrica necessária é o custo por aquisição (CPA): Calcule o custo médio para adquirir um novo cliente ou lead através das suas campanhas de marketing digital. Isso ajudará a determinar a eficiência dos seus gastos em relação aos resultados obtidos.

Measuring digital marketing performance necessitates a multifaceted approach that integrates industry knowledge, benchmarking, and ongoing optimization strategies. At the heart of effective performance measurement lies benchmarking. Benchmarking encompasses various dimensions, including historical data, competitor analysis, and industry averages. Historical data serves as a foundational reference point, enabling you to track your performance over time and identify trends and patterns. By comparing current metrics with historical benchmarks, you can gauge progress, identify areas of strength, and pinpoint potential bottlenecks or areas requiring attention

Es de suma importancia analizar, comparar y superar nuestros proyectos. la mejor forma de hacerlo es comparando cada uno de nuestros items medibles.

I often see that people put a fancy dashboard for a lot of KPIs that seem relevant but in the end nobody is really working with it. So try to make sure that your data is showing you exactly where you need to improve and what works well. Always include your Blended ROAS that is: Blended ROAS = Total Revenue generated from all Ad Spend/Total Ad Spend That is important because nowadays you are not able to tell where your customer ultimately chose to buy. It’s rather a combination of touchpoints the led to the choice.

When measuring digital marketing performance, balance between the big picture and details. Have a strategic view aligning with goals and vision, while paying attention to data nuances. Examine overall website traffic, but also visitor sources, channels, devices, locations, and behaviors. Assess overall conversion rate, as well as conversion funnel stages, segments, and factors. This dual focus yields richer insights for smarter decisions.

Vizualizar nuestro objetivos es lo mas importante a la hora de generar una estrategia, preguntate que quiero hacer? y como hare para lograrlo.

Feedback do cliente: Solicite feedback dos clientes sobre sua experiência com as suas iniciativas de marketing digital, seja através de pesquisas, avaliações online ou interações diretas. Isso pode fornecer insights valiosos sobre áreas de melhoria e sucesso.

To understand marketing performance, it’s important to look not only at the output metrics (these are usually the targets associated with your big goals, like sales or CAC), but also at input metrics (these are the metrics that contribute to your goals, and could include things like conversion rate, AOV, and/or channel metrics). By understanding your input metrics, you’ll be able to see what’s driving your output metrics and more easily identify what levers to pull to drive performance.

If you're getting the desired results and then if you look at it in a broader perspective what kinda results you're getting and from where you're getting what are the affects those on your business/ profile etc. And what's the impact/ results in the future or long term. If these are good, that means you're a good social media marketing manager and you have a great job.

La actualizacion constante de nuesto perfil y las herramientas que utilizamos es el marketing es fundamental. Imitar, igualar y superar.