Lead Generation:

• Number of Leads: Track the number of new leads generated through digital marketing efforts.
  
• Conversion Rate: Measure the percentage of leads that convert into customers or take desired actions.

Website Traffic:

• Website Visitors: Monitor the total number of visitors to your website.
• Traffic Sources: Analyse where your website traffic is coming from (organic search, paid search, social media, referrals, etc.).
• Engagement: Monitor how long people spend on your website and how much they interact (or not) with the content.

Content Engagement:

• Pageviews: Track the number of pages viewed on your website.
• Time on Page: Measure how much time visitors spend on your content.
• Content Downloads: If you offer downloadable resources, monitor how many are downloaded.

Email Marketing:

• Open Rate: Measure the percentage of recipients who open your marketing emails.
• Click-Through Rate (CTR): Track how many people click on links in your emails.
• Conversion Rate: Monitor the percentage of email recipients who take a desired action (e.g., fill out a form).

Social Media:

• Follower Growth: Track the increase in your social media followers.
• Engagement: Measure likes, comments, shares, and other interactions on your social media posts.
• Social & Referral Traffic: Analyse the traffic driven to your website from social media platforms.

SEO Performance:

• Organic Search Traffic: Monitor the number of visitors coming from organic search results.
• Keyword Rankings: Track the ranking of the keywords you are focused on increasing in search engines.
• Backlinks: Monitor the number and quality of backlinks to your website.

Paid Advertising:

• Click-Through Rate (CTR): Measure the percentage of people who click on your ads.
• Conversion Rate: Track the percentage of ad clicks that result in conversions.
• Return on Ad Spend (ROAS): Calculate the revenue generated per pound spent on ads.

Customer Acquisition Cost (CAC):

• Calculate the cost of acquiring a new customer through digital marketing efforts.

Customer Lifetime Value (CLV):

• Determine the long-term value of a customer to your business. Do you expect your new customer to buy once every 10 years or every 10 days?

Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs):

• Define and track these two types of leads to measure the effectiveness of your marketing and sales funnel.

Customer Retention:

• Monitor the percentage of existing customers who continue to do business with your company.

Customer Satisfaction:

• Use surveys or feedback to gauge customer satisfaction with your products or services.

Marketing ROI:

• Calculate the return on investment for your digital marketing efforts.

My advice to you would be to review the above list and see what you have access to right now and look at what you don't and find out why not? It's likely information that exists, it just might not be at your finger tips so you can probably change that fairly quickly - or challenge your agency / team to get the data together and present back to you.

The ultimate aim is to make informed decisions and that's one of our goals with every client as ultimately, that has a huge impact on the success of each and every campaign. I hope this guide is useful, if you'd like to find out more about our marketing analytics service or any other areas (our service covers all core areas of digital marketing), feel free to get in touch.