How to Measure the Performance of a Digital Marketing Agency

For the math behind these numbers, readthe ROI of hiring a digital marketing agency.

Track Channel-Specific Metrics

Beyond business results, each channel has helpful supporting metrics.

SEO: Organic traffic, keyword rankings, impressions and clicks in Search Console, conversions from organic visits, and the number of pages ranking on the first page.

PPC: Click-through rate, cost per click, conversion rate, cost per conversion, quality scores and impression share.

Social media: Reach, engagement, follower growth, link clicks and leads from social.

Email: Open rate, click rate, unsubscribe rate and revenue per campaign.

Website: Conversion rate, bounce rate, page speed and mobile performance.

Local: Google Business Profile views, calls, direction requests and review count and rating.

These numbers explain why business results are moving, and they help you spot problems early.

To see how leads are produced, read how a digital marketing agency generates leads.

Beware of Vanity Metrics