7 Inbound Marketing KPIs You Should Start Tracking

The first step in optimizing your inbound marketing efforts is to know where you stand now. How can you possibly do that without tracking key performance indicators (KPIs)? There are hundreds of inbound marketing metrics you can track. Here’s a look at 7 KPIs every inbound marketer should be tracking.

1. Conversion rate

Conversion rate is the percentage of visitors who take a specific action on your website, such as filling out a form or downloading a white paper. It’s calculated by dividing the number of conversions by the number of unique visitors to your site in a given period.

A conversion can be a new subscriber, a purchase, or any other action you want to encourage from your visitors. Conversion rates vary depending on your industry and your goals for the campaign, but for most websites, we recommend setting goals for at least one conversion per 100 visitors (1%). A conversion rate of 1% means that for every 100 visitors to your website, one will take some desired action.

That’s why conversion rate is an effective KPI for tracking the effectiveness of your inbound marketing efforts. If you have a 1% conversion rate, you’re doing as well as your competitors. If you have a 10% conversion rate, you’re ten times more effective at converting visitors to action.

To calculate your conversion rate, divide the total number of website visitors by the number of conversions or desired actions.

For example, let’s say your website receives 200 visits, and 5 people fill out a contact form. Your conversion rate would be 2%. That’s an excellent conversion rate because 2 out of 100 visitors filled out a form.

Using Google Analytics goals and funnels is the easiest way to track this metric on your website. Goals are the actions you want visitors to take on your website. For example, if you have a lead generation campaign and you want to know how many people fill out a form, set up a goal for the form fill. Then, whenever someone completes the form, it will show up as a conversion in your reports.

Conversion rates for websites with large amounts of traffic will be much lower than for websites with smaller traffic. For example, the conversions on a page with 100 visitors will be very different from those on a page with 10,000 visitors.

For that reason, tracking your conversion rate over time is crucial so you can determine if your inbound marketing efforts impact your conversion rate. If you see that your conversion rate is increasing, it’s a good sign that your inbound marketing efforts are working.

If you’re looking for a way to improve your conversion rate, read this article: 7 Tips to Improve Your Conversion Rate.

2. Average time on site

How long do people spend on your website? The average time on site metric is one of the most frequently used inbound marketing metrics. Knowing how long visitors spend on your website will give you a good idea of how well your content performs.

A high average time on site means that people are interested in your content and want to stay on your website to read more. Conversely, if the average time on site for your website is low, that means the content of your website isn’t engaging, and people are leaving quickly.

It’s a good idea to track your average time on site over time to measure the impact of your inbound marketing efforts. If you see your time on site increasing, it’s a good indication that your inbound marketing is working.

Keep in mind that many factors affect time on site, including:

  • The type of content you publish
  • The design and layout of your website
  • Your target audience and their expectations
  • The devices your visitors use (mobile v. desktop)

3. Bounce rate

A “bounce” happens when someone visits only one page on your website before leaving. A high bounce rate is bad because your content isn’t engaging, or your website design is confusing.

We recommend setting a goal for a low bounce rate on your website. For example, a good goal would be to keep your bounce rate under 50%. A bounce rate of 50% means that half of the people who visit your website leave after only a one-page view.

A bounce rate of 50% is low for most websites, but it’s possible if you have a specific audience and publish content that speaks to that audience.

To calculate your bounce rate, divide the number of unique visitors who viewed only one page by the total number of unique visitors to your website.

For example, if 200 people visit your website and 180 views only one page, your bounce rate is 90%.

The easiest way to track bounce rates on your website is to use Google Analytics event tracking. Set up event tracking for when a visitor views only one page. Then, you can see the bounce rate as part of your Google Analytics reports.

4. Email opt-ins

Every inbound marketer wants more email subscribers, but how do you get them? One of the most important metrics you can track is your email opt-in rate. This metric helps you understand how well your efforts are working and what you can do to improve.

The email opt-in rate is the percentage of visitors who sign up for your email list. To calculate the opt-in rate, divide the number of email opt-ins by the total number of unique visitors.

For example, if 100 people visit your website and 25 sign up for your email list, your email opt-in rate is 25%.

The easiest way to track this metric is to use a lead generation form on your website. Then, you can set up Google Analytics goals and funnels to see how many people have signed up for your list.

5. Social engagement

Social media is one of the best ways to engage with your existing audience and find new customers. But if it’s not working for you, you might want to try something else. Social engagement metrics will help you understand how well your social media efforts are working.

The first metric to track is your social shares per visit. This is the percentage of visitors who share content on social media by clicking on the social sharing buttons on your website.

Let’s say 100 people visit your website, and 10 click on the Facebook Like button. Your social shares per visit would be 10%.

To calculate your social shares per visit, divide the number of unique visitors who shared your content by the total number of unique visitors who visited your website.

For example, if 100 people visit your website and 10 like it on Facebook, your social shares per visit is 10%.

The second metric to track is your social engagement rate. It’s the percentage of visitors who share your content on social media.

For example, if 10 people visit your website and two share it on Facebook, your social engagement rate would be 20%.

To calculate the engagement rate, divide the number of unique visitors who shared your content by the total number of unique visitors who visited your website.

6. Time on site (browsers)

Time on site is another popular inbound marketing metric for measuring the effectiveness of your content. It’s similar to average time on site, but it focuses on browsers instead of all visitors to your website.

A high time on site for browsers means that people spend a lot of time browsing your website. If people don’t stay on your website for long, you likely have a problem with your content or your site design.

To calculate the time on site for browsers, divide the number of minutes spent on the website by the number of unique browsers who visited your website.

For example, if 100 people visit your website and spend an average of 1 minute browsing it, then your time on site is 60 seconds.

The easiest way to track this metric is to use Google Analytics event tracking. Set up event tracking for when someone spends longer than a certain amount of time on any page on your website.

Then, you can use the Google Analytics Content Experiences report to see the average time on site for each page.

7. Lead magnet downloads

A lead magnet is an incentive you give away in exchange for contact information (like an email address). You can use lead magnets to collect email addresses and build your email list. This is one of the best ways to build your audience and create a steady stream of customers for your business.

The best lead magnets are valuable, easy to download, and relevant to your target audience. To get the most out of your lead magnets, make sure they’re straightforward to understand.

The easiest way to track your lead magnets’ effectiveness is using a tool like LeadPages. It provides an easy way to collect email addresses using landing pages, squeeze pages, and lead boxes.

Conclusion

As you can see, the seven Inbound KPIs highlighted above could provide many insights for your business in terms of performance. By monitoring these over time, you’ll be able to determine how effectively your Inbound efforts are producing results. In addition, by measuring them against your goals and taking corrective actions if necessary, you’ll be able to improve the effectiveness of your marketing campaigns even more. Of course, few will likely be universal; rather, the appropriate KPIs for each organization will depend heavily upon its particular needs and goals. Still, it’s essential to identify these key inbound marketing metrics soon, if not already tracking them. After all, focusing on the right metrics will help you optimize the success of your inbound efforts while reducing waste and increasing ROI.

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