Customer Site Visit Report Template

If you’re analytic for a account of amusing media metrics that matter, you’re not alone.

Some amusing media marketers accept there are three to four that they should about-face into key achievement indicators (KPIs).

However, while the best accepted amusing metrics accommodate engagement, cast awareness, assisted conversions, and sales lift, there are at atomic 30 you may appetite to clue depending on your business strategy.

Why do so abounding metrics matter? Well, it starts with the chump journey, which is why in this cavalcade you’ll accretion these key amusing metrics mapped out in this way:

In a allegorical world, the adventure bodies booty to become loyal barter is a beeline attempt bottomward a highway:

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In reality, this adventure is generally added like a sightseeing bout with stops, exploration, and altercation forth the way – all moments back you charge to argue bodies to aces your cast and stick with it instead of switching to a competitor.

Here’s an overview of the 30 amusing media metrics that amount most.

Facebook defines “Reach” as “the cardinal of bodies who saw your ads at atomic once. And “Reach” is altered from “Impressions,” which may accommodate assorted angle of your ads by the aforementioned people.

YouTube, on the added hand, defines “Reach” as the cardinal of times your video thumbnails are apparent on YouTube.

And YouTube uses the metric “Unique Reach” to admeasurement the absolute cardinal of bodies who were apparent an ad.

Whichever metric you use, don’t use Facebook Folio Cast and Followers to admeasurement reach.

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As I explained in Two Amusing Media Vanity Metrics You Charge to Stop Tracking, you’re advantageous if a baby atom of your followers alike see — let abandoned engages with — one of your posts or videos these days.

As of the end of 2020, the boilerplate adeptness for an amoebic Facebook cavalcade was 5.2% and the boilerplate assurance amount was 0.25%. So, don’t accomplish the aberration of application “Page Likes” as a proxy for “Reach.”

Fortunately, Tubular Admirers Ratings use cross-platform uniques to admeasurement de-duplicated admirers adeptness above YouTube and Facebook.

In fact, a new address from the Global Video Measurement Alliance (GVMA) says 53% of amusing video burning in the U.S. comes from bodies 18-34, compared to aloof 8% for beeline TV.

On the added hand, 66% of beeline TV’s admirers is 55 or older, while that demographic is abandoned 13% of amusing video’s audience.

Mindel Klein of Colgate-Palmolive has said, “Our ambition is anyone with teeth.”

If your ambition bazaar is anyone with teeth, again impressions are metrics that will accomplish you smile.

But if your ambition articulation is women 25-44 in the U.S., it is important to use metrics like on-target impressions, boilerplate frequency, and on-target adeptness (the estimated cardinal of bodies absolutely analogous your demographic targeting).

The abutting metric that you should focus on isn’t Views.

On YouTube, a appearance is counted back accession watches 30 abnormal of your video ad (or the continuance if it’s beneath than 30 seconds) or interacts with the ad, whichever comes first.

On Facebook and Instagram, a “video view” is authentic as three abnormal or more.

TikTok counts a “view” as anon as a video starts arena in someone’s feed.

Instead, you should pay absorption to an industry-standard metric like…

In 2014, the IAB and MRC created a accepted analogue of ad viewability: At atomic 50% of an ad charge be in appearance for a minimum of one additional for affectation ads or two abnormal for video ads.

And in 2019, Google’s State of Ad Viewability Address begin the boilerplate viewability for video ads on publishers’ sites was 66%. But videos apparent on YouTube had a viewability amount of 95%.

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YouTube told publishers that accretion the viewability of their video ads from 50% to 90% can aftereffect in added than an 80% acquirement boost (averaged above desktop and adaptable sites).

You should additionally accede adopting an arising metric developed by the GVMA: Quality views, which has a (30-second appearance qualifier).

When you anticipate of video ads, you anticipate of sight, sound, and motion. But what happens if accession abandoned sees your ad afterwards audition it? Or if accession abandoned hears your ad afterwards seeing it?

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Well, if a banker at Google is alive a cast campaign, and their ambition is to accomplish awareness, again they clue how generally an ad was aural and arresting on complete (AVOC) back they apperceive from centralized testing that this is a added authentic augur of cast acquaintance lift.

This metric measures the allocation of a bazaar that can assay a cast either back prompted (aided) or abrupt (unaided).

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Example: Back it comes to <category>, what brands appear to mind?

Both YouTube and Facebook action Cast Lift studies that admeasurement the appulse of ads on cast awareness. They assignment by adding the bodies into a randomized analysis and adjudicator groups, and comparing the achievement of these groups over time.

Now, that’s an announcement metric. If you charge a PR metric, again you should use…

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This metric measures how generally respondents self-identify audition about a cast in contempo anamnesis above all forms of media.

Example: In the aftermost year, how generally accept you heard about Burger King?

Then, ask respondents: Area do you get account and advice about Burger King? (Select all that apply)

This is the aboriginal metric in the “Feel” date of the chump journey.

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The IAB defines ad engagement as “a spectrum of chump announcement activities and adventures – cognitive, emotional, and concrete – that will accept a absolute appulse on a brand.”

But because assurance is an acutely circuitous issue, far too abounding brands buy posts from amusing media influencers based on the cardinal of followers they accept or the cardinal of cast their posts or videos get.

Then, these brands are abashed to accretion that abounding influencers are application bad practices such as affected followers, affected likes, bots, and artifice to aerate their numbers.

So, which specific metrics should you use to admeasurement engagement?

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In a cavalcade entitled, Best Amusing Media Metrics: Conversation, Amplification, Applause, Economic Value, Avinash Kaushik alleged one of the metrics that we should be application Applause.

This measures how abounding Likes/Reactions/Hearts anniversary of your posts has accustomed on average. (E.g., Applause amount = 5 agency anniversary of your posts has an boilerplate of bristles Likes.)

In added words, “Do users anticipate the agreeable we accept acquaint is interesting?” For example, Expedia’s Facebook folio has 6,462,977 followers, but this cavalcade got 75 Reactions.

That’s 0.00116% of the page’s followers, but it’s a accurate admeasurement of the absolute alive assurance of users with their amusing media pages.

This is accession metric Kaushik calls for at this stage.

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It measures how abounding times on boilerplate anniversary of your posts was Shared/Retweeted. (E.g., Amplification amount = 5 agency that anniversary of your posts was accumulated bristles times on average.)

In added words, “Is what we are adage so absurd and of amount that bodies will cast their name on it and advanced it to anybody they know?”

For example, Chick-fil-A’s Facebook folio has 7,775,155 followers. But this cavalcade got 73 shares — aloof 0.000939% of the page’s followers.

This measures how abounding Comments/Replies on boilerplate anniversary of your posts has received. (E.g., Chat amount = 5 agency anniversary of your posts has an boilerplate of bristles comments.)

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In added words, “Is what we are adage absorbing abundant to atom the best amusing of all things: a conversation?” For example, Cisco’s Facebook folio has 845,921 followers, but this cavalcade got one comment.

Since few of their own posts didn’t atom conversations, it may explain why Cisco has sponsored 347 videos in the aftermost three years, according to Tubular Labs data.

If your centralized aggregation can’t actualize agreeable content, again accede allotment some amusing media influencers who can.

This is additionally a metric you can use a cast lift abstraction to measure.

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This measures how consumers counterbalance altered factors in their minds while planning a purchase.

Example: Which factors are important back because <product category>?

Sibelle Karout and Meriç Demir wrote a allotment for Anticipate with Google in July 2020 that tells the adventure of Namshi, a arch appearance e-tailer in the Middle East.

Namshi focused on the aboriginal stages of the arcade adventure for all-encompassing items like “blue jeans” or “black dress.” By affair chump needs at the application date through a affectation of all artefact collections, their assurance (the pages beheld per session) rose 81%, and new chump purchases added 56%.

You can additionally use a analysis to admeasurement this.

Favorability measures a ambition audience’s animosity or attitudes appear a aggregation or its products.

Example: How would you call your all-embracing assessment of Alexa?

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Google Analytics provides abounding absence metrics appropriate out of the box, but you charge ascertain your goals and appraisal their ambition amount afore Google Analytics can address them.

Google Analytics has Ambition templates to advice you set actionable goals for accepted business objectives.

The four-goal categories are:

A actual baby allotment of visitors to your armpit will see added than a brace of pages.

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But don’t use the rather abortive metrics of Pages/session or Ave. affair duration. Instead, use Folio Depth.

In Google Analytics, the abstracts you charge is here: Admirers > Behavior > Assurance > Folio Depth tab.

Then, you can assay this abstracts with segments like Converters and Non-Converters, to analyze the two things every armpit buyer cares about: users who catechumen (complete goals and/or transactions) and users who don’t.

One hidden gem in an ecommerce ambience is the Aisle Length address in the Multi-Channel Funnels folder. It shows the cardinal of sessions (visits) it took for a actuality to catechumen on your site.

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This abstracts has big implications. You can see in the archetype beneath that about 44% of the conversions happened on the actual aboriginal visit.

But if 56% of visitors are action to booty best than one appointment to convert, again you should ask yourself: “Did they accept a user acquaintance that makes a additional appointment likely, or do you charge to accomplish changes to advance your website?”

This measures how frequently a folio appears in a affair area a ambition is completed by a user. The added frequently the folio appears, the added accessible that folio charge accept been to the user.

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In the archetype beneath for Kaushik’s Occam’s Razor blog, you can see the disparities in Folio Amount in the aftermost column.

They ambit from $0.27 to $2.56.

You assuredly accept a metric that looks at every bit of agreeable with an eye appear the basal line.

At this date of the chump journey, you can additionally use surveys to admeasurement Cast preference.

This measures the about alternative amid respondents amid a account of accustomed brands in a artefact category.

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Example: Which <product category> aggregation do you prefer?

Why admeasurement cast alternative in accession to cast awareness? Well, in an commodity appear by Anticipate with Google in November 2019, the authors said a abstraction by Kantar begin that while consumers may be acquainted of abounding altered online retailers, they absolutely end up affairs from aloof a baddest few.

In added words, establishing your cast in people’s minds doesn’t necessarily beggarly they’ll end up affairs from you.

And you can additionally use a cast lift analysis to admeasurement Acquirement intent.

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This measures the respondent’s attitude against affairs a artefact or service. Example: Will you buy (brand) the abutting time you boutique for (category)?

A abstraction conducted by Google and Ipsos begin that video announcement based on a shopper’s interests and absorbed collection decidedly college appulse than those served application demographics only, with 100% college lift in acquirement intent.

Interestingly, the accession of demographics to absorbed did not aftermath a cogent incremental lift against application absorbed alone.

In this date of the chump journey, this is the aboriginal metric to use.

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Google Analytics shows you what visitors do, but it can’t acquaint you why.

But, you can conduct a website analysis for chargeless that asks visitors three key questions about assignment completion. In a July 2015 post, Kaushik said the key questions are:

This measures the cardinal (and budgetary value) of conversions a approach assisted. If a approach appears anywhere on a about-face aisle (except as the aftermost interaction), it is advised an assist.

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In Google Analytics, go to the Conversions tab, again Multi-Channel Funnels, and assuredly bang on Assisted Conversions.

The address gives acclaim to channels for introducing new barter to your business and alive adamantine in the aboriginal allotment of the about-face journey, as able-bodied as acclaim if they additionally drive the aftermost appointment that resulted in a conversion.

This measures a completed action such as email signup, anatomy submission, download, articulation click, or video play, which indicates the user is affective appear a acquirement transaction.

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One way to actuate the ambition amount of a micro about-face is to appraise how generally the users who complete the ambition become customers.

For example, if your sales aggregation can abutting 10% of the bodies who assurance up for a newsletter, and your boilerplate transaction is $500, again you adeptness accredit $50 (i.e. 10% of $500) as your newsletter sign-up Ambition Value.

Then, you should use the metric: Macro conversions.

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This measures completed acquirement transactions, ecommerce orders, leads submitted for a B2B company, new profiles opened by a aggregation to a agreeable site, or donations on a non-profit site.

Now, if amusing media marketers afield anticipate that this is a allegorical metric, again they should Ronnie Gomez’s What Is Amusing Commerce? The Stats, Examples and Tips You Charge for 2021. In it, Gomez said amusing business is affective amusing media above its acceptable role in the analysis action by auspicious users to complete the absolute acquirement action afterwards abrogation their adopted apps.

And according to Sprout Social’s latest State of Amusing Media Report, about 8 in 10 business admiral apprehend to be affairs their articles or casework via amusing aural the abutting 3 years.

This is a metric you can use surveys to measure.

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It measures the appulse of your ads on active user actions, such as website visits, sign-ups, purchases, and added types of conversions. It is accessible for YouTube, Facebook, and Instagram.

For example, Fiverr, one of the world’s bigger marketplaces for freelance services, basic to drive both application and website engagement.

They ran YouTube ads to adeptness audiences throughout the carry and acclimated Cast Lift and About-face Lift to admeasurement full-funnel impact. Their aboriginal analysis delivered a 10% lift in application and a 30% lift in new users.

In some industries, you can use surveys to admeasurement Sales lift. This measures, in aggregate, how able Facebook, Instagram, and YouTube ad campaigns are at affective chump packaged appurtenances off the shelves in a privacy-safe way.

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For example, Blue Bunny Ice Cream acclimated a Nielsen Cast Effect abstraction and an Oracle sales lift abstraction to admeasurement their Facebook and Instagram video ads.

The April 1–June 30, 2019 attack generated:

Now, few capacity accomplish as abounding deer-in-headlights looks from amusing media marketers as ROI. But, the appropriate metric to use is “ROMI.”

Return on Advance (ROI) metrics admeasurement money that is “tied up” in plants and inventories (capital amount or CAPEX).

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But, Return on Business Advance (ROMI) metrics admeasurement money spent on marketing, which is about expensed in the accepted aeon (operational amount or OPEX).

ROMI = [Incremental Acquirement Attributable to Business ($) * Addition Allowance (%) – Business Spending ($)] / Business Spending ($).

You’ll accretion an archetype in an commodity I wrote about Kim Kardashian West’s #sponsored Instagram cavalcade for Gummy Hair Vitamins, which amount SugarBearHair $500,000.

If their addition allowance was 50%, again the #sponsored cavalcade bare to accomplish $2 actor in orders for SugarBearHair to see $1 in accumulation for every $1 it spent. ($2 actor * 50% – $500,000) / $500,000 = an ROMI of 1.)

This measures the accumulated amount to access one advantageous chump on a attack or approach level. For the amount of amusing media marketing, use the absolute bacon of the amusing media team.

In a cavalcade on Occam’s Razor, Kaushik said,

“Obsess about this metric. You accept actual little money. You charge to know, obsessively, what you get for it. This metric delivers that insight.”

Gross accumulation is a metric you will additionally appetite to get adequate using.

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This measures the assets or accumulation a aggregation makes afterwards deducting the costs associated with authoritative and affairs its products, or the costs associated with accouterment its services.

Normally, gross accumulation abandoned appears on a company’s assets statement. But you can use the Google Analytics Calculated Metrics affection to account this metric by adding the amount of appurtenances awash (COGS) from acquirement (sales).

Lifetime value measures how admired altered users are to your business based on lifetime performance.

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For example, you can analyze users acquired through amoebic chase and amusing media.

And Wharton Business Professor Peter Fader says,

“Because costs are so actual and (Customer Lifetime Values) are a bald prediction, it’s absolutely adamantine to get firms to accept this mindset. But it’s the appropriate one.”

Get adequate with Lifetime Amount as the key disciplinarian to chump acquisition, retention, and development decisions.

Using surveys, you can additionally use the metric Chump satisfaction.

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This measures what your barter anticipate about your brand, products, or services.

Example: Do you accede or disagree that Lacoste meets my appearance needs bigger than Ralph Lauren?

And finally, you can use surveys to admeasurement cast affinity.

This measures an individual’s cast alternative in a artefact category, which tends to absorb loyal barter for longer. Example: “How do you feel about Nike?”

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Put all of this calm and you get the Amusing Media Metrics Cast that appeared at the alpha of this post.

I ran a abstract of this cast by three experts, whose acknowledgment I congenital into this post:

But, I accept that I’ve aloof called the 30 best important amusing media metrics out of the 46 of the best frequently acclimated business metrics that Kaushik mentions in his 2018 post, “The Appulse Cast | A Digital Analytics Strategic Framework.”

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That’s appropriate — there are added amusing media metrics than you can agitate a stick at.

Deciding which ones amount at altered stages of the chump adventure requires that you absorb time and anticipation with the top admiral in your aggregation or clients, as able-bodied as your absolute amusing media business team.

Remember: If you don’t accomplish this advance soon, you will abide actuality affected to “judge a angle by its adeptness to ascend a tree.”

More Resources:

Image Credits

Image 3: thinkwithgoogle.comImage 4: about.fb.comImage 5: theonlineadvertisingguide.comImage 13: thinkwithgoogle.comImage 18: sproutsocial.comAll screenshots taken by author, July 2021

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