In marketing, it's always important to take a look at your progress to ensure you're marketing your company successfully and generating results. If you don't review your marketing data each month and year, you'll never really know how your content and campaigns are doing.
That is why it's always a good idea to put together monthly reports as well as year-end reports to generate an overall impression of the success of your efforts.
If you're not sure how to get started with a year-end report, here are some of the most important analytics and metrics to track and analyze.
1. Engagement Data
One of the first, and most basic, things you want to dive into is the numbers surrounding your audience engagement on social media, your digital ads, your website, your landing pages, and any other presence you have online. Engagement can mean many different things depending on what piece of your online presence you're reviewing.
For example, engagement data on social media consists of people following you or liking your page, reacting to your content, commenting or replying to what you post, or mentioning your company online. Engagement on a website or landing page includes link clicks to other pages or form submissions. Engagement on your digital ads includes reactions/comments/clicks to your landing page.
Be sure to track your engagement data to see which content and landing pages are most successful. Including this in a year-end report is a great way to see which of your campaigns have generated the most engagement throughout the year so you know what to emulate in the future.
2. Conversion Data
Even more important than basic engagement data, you want to look at the number of conversions you've received on your overall digital ads and website pages. A conversion is a completed action. For example, if your goal is to generate more leads for your sales team to nurture, a conversion would be a sign-up form submission. If your goal is generating more customers, a conversion would be a completed purchase.
Take a look at your digital ads first. Depending on what type of ad you're running and what you're measuring, a conversion could be anything from a link click to a form submission to a purchase. You'll want to understand which of your ad campaigns drove the most conversions because you want to be able to recreate that success in the future.
Then take a look at your website and landing pages. Which of your sales funnels drove the most new leads or created the most new customers? Is there a particular lead magnet offer that's performing over others? Is there a product or service that tends to outperform the rest? This is the type of information you want to include in your year-end report.
3. Ad Spend Data
Look further than how many people engaged with your ads or how many conversions your ads generated. What was your overall ad spend compared to your engagement and conversion rates? If you're spending more than you're generating through your leads and conversions, your marketing team is taking a loss, and that's definitely not where you want to be at the end of the year.
This is something that should be looked at monthly, but taking a look at the end of the year to see if you were consistently making more than you were spending on marketing and digital ads is a good idea. You can see if there were any campaigns that were a miss or if you have been seeing consistent growth and conversions.
There is so much more that your marketing data can tell you, but looking at your engagement data, your conversion data, and your ad spend data is a great place to start. If you're looking to learn more about data-driven marketing, check out our Definitive Guide to Marketing Data.