The Top 4 Ways to Measure Digital Marketing’s Impact on Business

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Digital Marketing has a profound impact on businesses today. As compared to traditional digital marketing avenues, well-chalked digital marketing strategies can enable your business to penetrate a much broader market segment. 

For local businesses, banking on local SEO to reach out to prospective customers has become easier than ever before. The investment required for an online marketing campaign is considerably lesser than that for print and TV advertising. 

Yet it is very important to analyze and study the different metrics involved in digital marketing. For SMEs and start-ups with limited resources, the need to measure the impact and effectiveness of their digital marketing campaign is crucial. 

Relying on the Right Digital Marketing Company

For businesses that cannot afford to hire an in-house specialist for online marketing, outsourcing to a good digital marketing company is the best option. 

Nowadays, a wide variety of digital marketing packages and reasonable SEO service options are available for small and mid-size companies. At times, you might come across pushy sellers and it might become perplexing to make the right outsourcing choice. 

The best way to do so is by communicating your business goals clearly, and understanding how their team intends to attain these goals with the help of digital marketing. 

You need to be well-aware of digital marketing ROI metrics, and the top 4 ways to measure the positive impact of online marketing on your business. 

Here’s a look at them: –

Increase in Organic Website Traffic

Measuring your website traffic before and after the implementation of your digital marketing campaign is the most common way to judge the effectiveness of your campaign. But it is important to not just blindly monitor the rise in traffic, but ensure that it is organic and comprises relevant users. 

  • If you are ranking for an irrelevant set of keywords, potential customers for some other products/services will end up visiting your site, find out that you don’t provide what they require, and will bounce off to another site. So you will witness a rise in overall site traffic, but your bounce rates will go up, and it will yield no ROI. 
  • As a business owner, you need to collaborate with the right digital marketing team to help you rank high for the apt keywords. 
  • You also need to ascertain that they employ only white-hat methods to naturally or organically increase your site traffic. 
  • Any sudden and massive upward traffic spurt could imply that they have employed black-hat methods. Therefore, you need to be extremely careful while outsourcing your online marketing requirements.

Returning Traffic

It is not just necessary to monitor the rise in relevant and organic traffic, it is equally necessary to monitor the returning traffic metrics. Just like in the case of brick-and-mortar businesses, we aim at increasing repeat visits by customers, securing a loyal customer base is the ultimate aim of digital marketing for online businesses. Must visit crazeearth to know in depth.

  • To understand and assess the metrics for new versus returning traffic, it is first required that you have a well-defined purchase cycle in place for customers. 
  • Thereon, the digital marketing campaign has to be centered on augmenting various steps of the purchase cycle. 
  • For instance, you need to ensure that the CTA tabs are prominently placed and the payment gateway is secure and efficient enough for the successful completion of the cycle. 
  • A possible return visit can be stimulated by providing free coupons, cashback, or discounts on the next purchase.

Average Time per Visit

When you consult any reputed digital marketing company or SEO service to streamline your online marketing requirements, one important piece of advice that they are likely to give you is to closely monitor user engagement metrics like average time per visit. 

A boost in organic traffic and even returning traffic will not yield much result if the users are bouncing off in a couple of minutes. 

The longer the average time per visit, the greater it is indicative of the fact that users are finding your content useful and engaging. 

Conversion Rates

An important part of any digital marketing campaign is to mobile the Conversion Rate Optimization (CRO) Process. Of the total number of users who visit your website, a sizable percentage should get converted into useful leads or purchasing customers, based on the steps in your consumer cycle. 

Once your CRO process is on track, your website will start delivering the required ROI. But for this to happen, you need to be strong with respect to the first 3 metrics as listed above.


The hallmark of any digital marketing campaign is to mobilize your website from a mere business information hub to an effective revenue-generating tool. By regularly monitoring the key metrics pertaining to online marketing and SEO, you can attain your business goals easily. A final word of advice would be to not just focus on one aspect of digital marketing, but make combined efforts on various fronts- SEO, Content Marketing, Email Marketing, Social Media Marketing, and Online Reputation Management for the best outcome.

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