Check out the essential branding metrics to measure in your digital marketing strategy
Having digital marketing strategies focused on lasting relationships with the audience and brand recognition is essential to achieve success in the digital environment nowadays. But, besides creating your content and campaigns, do you analyze and extract insights from the branding metrics?
In this article, we tell you everything about the importance of measuring the results of your branding strategies and present the main data that should not be left out of your analyses. Check it out!
The importance of measuring your branding strategies
Many brands enter social media and start running advertising campaigns across various channels with the aim of reinforcing their own image with the public and generating recognition, in addition to directing potential customers to their websites.
The branding campaigns as these actions are known, with the purpose of strengthening relationships, play a fundamental role for companies that need to become more present in the digital environment.
However, as they have a strong focus on something subjective like generating recognition, it is not always easy to measure if the strategies are really working and how they are being received by the public.
The good news is that both on social networks and other digital channels, there are metrics that offer this insight into your branding actions and how your audience is impacted by them.
Therefore, when you learn to analyze these metrics and understand how they provide answers to your questions, it is possible to direct your strategies towards a data-driven planning and not just assumptions. In other words, your content and ads gain more value for those who really matter.
Below, you can see which information we consider essential in an analysis of branding strategies, whether they are done on social networks, advertising platforms, or on your site.
5 branding metrics to follow
There are several branding metrics that should be monitored in social media strategies, websites, and campaigns and ads to help you make more efficient decisions for your digital marketing actions. Below, we explain the 5 main ones.
1 Reach
The reach metric represents how many unique users were reached daily by your content, whether it is a social media post, a story, or an advertisement.
When we see this data in isolation, it’s common to think that the more people are reached by my content, the better, right? But do these users really belong to the audience you want to impact and engage?
The reach metric has a lot to say about your branding actions. However, it cannot be celebrated when analyzed alone. Along with it, you must mainly monitor the Engagement Rate of posts and ads.
2 Impressions
However, before we talk about engagement, we need to go through another branding metric that goes hand in hand with reach: impressions.
Many people confuse the two, but impressions refer to the number of times your content was viewed, whether on social networks or in Google Ads, with the same person potentially being counted multiple times in a single day.
It’s not an interaction metric, but it is extremely relevant to measure the impact of your presence on digital channels. Even if the people reached are not yet ready to become customers, it shows that your brand is reaching them and building its path.
Furthermore, when we talk about ads, it’s important to also keep an eye on the frequency metric which shows the average number of times your ad was viewed by the same user
3 Engagement Rate
Without a doubt, the engagement rate is one of the most important branding metrics to analyze. This is because it demonstrates the percentage of interaction with your content, taking its reach into consideration.
To make this calculation here at Reportei, we sum the number of reactions, comments, shares, and clicks that the post received and then divide it by the number of users who were reached by it.
Let’s suppose that your content reached 1000 users and generated 200 interactions. Its engagement rate would be 20%. However, if the content reached 10,000 profiles and generated the same 200 interactions, the result would be 2%.
Now, it is possible to understand why the reach metric viewed alone does not always mean a positive or negative result. Keep in mind that in a branding strategy, beyond delivering your content, it needs to create connections with your audience and engage them
4 Click-Through Rate
The click-through rate or CTR is a metric commonly evaluated in ad campaigns, whether they are from Google or social media, to assess the percentage of users who clicked on your ads compared to those who were impacted by them.
Besides being a very relevant data point to demonstrate how your ad strategies generate traffic to your site or other destinations, CTR also stands out as an interaction metric.
In other words, if your ads are generating high click-through rates, it means they are aligned with the audience and delivering the right message to the right people. Conversely, if CTR is low, then it’s time to reevaluate your strategies and even conduct A/B Tests to understand what generates more engagement with your audience
In the Instagram report from Reportei, it’s also possible to evaluate the CTR of profile clicks whether on the bio link location, email, phone, or message
5 Site Metrics
If your company already has a website, then it is essential that you also track the metrics related to it through the Google Analytics report.
After all, even if social media has greater engagement, it is the largest showcase for your brand and has the power to attract people who are truly interested in knowing and consuming your products/services.
As Analytics provides a series of insights about your site’s performance, it is impossible for us to list just one branding metric for monitoring. Therefore, in this fifth and final topic, we have created a small list with all the essential ones for this purpose.
- Session group of user interactions with your site that occurred over a specific period of time. A single session may contain multiple page views, events, social interactions, and ecommerce transactions.
- New sessions percentage of sessions by users who have never visited your site before
- Users number of users who visited the page
- Pageviews number of pages viewed in one or more sessions
- Pages per visit number of pages visited per session, including repeat visits to the same page
- Bounce rate percentage of single-page sessions, for example, a session where the person leaves the site from the first page
- Average session duration total duration of sessions created by users
- Average time on page time that users spent on the page
Just as we mentioned in other metrics listed above, the data related to the site should not be analyzed in isolation but together so that you can extract the best insights to improve your content and the overall user experience
It’s not just about bringing the largest number of visitors to your pages but providing information that truly helps solve their daily problems.
How to facilitate the measurement of your branding metrics
Now that you know the main branding metrics that should be evaluated in your digital marketing strategy, it’s necessary to know how to collect these data and measure them in your routine.
All the channels mentioned above, social networks, Google Ads, and Analytics, provide the necessary information for a good analysis of results. However, capturing these data across multiple platforms is undoubtedly quite labor-intensive.
Therefore, the Reportei exists as a solution that facilitates this data capture and helps you focus on what really matters: a more detailed and strategic analysis of these metrics.
Through the integration of social media into our platform, we can generate numerous reports and dashboards in just three seconds from channels like Facebook and Facebook Ads, Instagram, YouTube, LinkedIn, Google Ads, Analytics, Search Console, and much more.
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