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When it comes to running campaigns, the data is what truly reveals whether we’re on the right track. Numbers can seem cold at first glance, but we see them as breadcrumbs leading us toward understanding what resonates, where we’re engaging the right people and where we may need a new approach.
There are some key metrics we prioritize when evaluating analytics that help us build campaigns that deliver real impact. While the types of data we look at are consistent across campaigns, the numbers tell us a different story based on the industry and purpose of the campaign. What might seem like a monster failure in one campaign could be a massive W in another. Here are some ways we determine what really counts when it comes to numbers.
Investigating Engagement Beyond the Click
In digital marketing, for example, there’s a whole story behind every click, view, and exit. One of the first indicators we look at is click-through rate (CTR), a metric that shows us how many people felt compelled to click on an ad or email and learn more. CTR helps us understand at a basic level if the campaign has piqued interest.
But, it’s all relative. We know getting a click is just the beginning. A high bounce rate on a landing page, for instance, tells us people are leaving quickly. That might mean the page didn’t meet their expectations. Maybe they were looking for something specific that wasn’t clear, or maybe the content didn’t connect. An outstanding CTR looks great in a report, but low conversion is a major bummer.
At the same token, you want to monitor what’s working – the CTA that earned all those clicks or the content that netted some meaningful time on page. Remember you’re not always looking for what sucks or taking what looks good at face value. Marketing is part art (the creative) and part science (the psychology).
Gauging Connection and Resonance
Social media is where we speak to our audience, learn from their reactions, and adjust our approach based on what resonates. The engagement rate is one of the most telling metrics here. Engagement – likes, shares, comments – shows us not just that people saw the post but that it struck a chord. Just like digital campaigns, a high engagement rate is great. But, what happened next? And maybe more importantly – why?
Social media is fantastic for initial interactions, but when someone clicks through to your website, they’re taking a more serious step into your world. By measuring these clicks, we get to see how well our posts or ads inspire curiosity and interest and whether our CTAs work at sparking further exploration. Sweet.
Context Is King
Ultimately, interpreting analytics isn’t just about hitting numbers; it’s about understanding what they mean in each specific context. For instance, 10 likes on a LinkedIn post for a B2B campaign targeting senior decision-makers can carry more weight than 100 likes on a general consumer post. The smaller, more specific group is highly relevant, which means every interaction is more meaningful.
Context is what turns raw data into insights. When we track analytics, we look at industry norms, specific campaign goals, and audience size to build a complete picture. With context, each metric tells a different part of the story: the reach, the resonance, the value. That way, we’re not just gathering data – we’re gaining actionable insights that guide our next steps.
Analytics give us the proof points behind our efforts and help us pivot when needed. It’s not what numbers we focus on so much as how we interpret them that allows us to create campaigns that connect with the right people and drive actual results. And with each insight, we’re better equipped to make data-driven decisions that build momentum.
About The Author
Nick found himself at ABC after several years of working on the sales, consulting and project management side of things. He focuses his experience and knowledge of various industries to work with the creative team to implement and meet long-term goals and initiatives for clients.
Nick’s passion for marketing several years ago when he managed a campaign for a nonprofit organization. Since then, he has been intrigued by the power marketing has to make a huge difference in the lives of those in the community.
Once a minor league hockey player, Nick brings new ideas and a fresh perspective to the team at ABC.