Introduction

Digital marketing is booming in Nigeria, as it is globally. Businesses big and small are hopping on the trend, hoping to reach more customers and boost sales. It makes sense—everyone is online these days. Whether it’s checking social media, reading the news, or shopping for the latest gadget, the internet is where the action is.

But here’s the thing: doing digital marketing and doing it right are two very different things. It’s not just about posting ads or sharing a bunch of social media updates. To really make an impact, you need to know what’s working and what’s not. That’s where tracking the right metrics comes in.

Think of metrics as the “scoreboard” for your digital marketing game. You wouldn’t play a football match without keeping track of the score, right? Similarly, you shouldn’t run digital campaigns without tracking the key metrics that show how well you’re doing.

This article breaks down the most important metrics you need to track, so you can see what’s working, what’s not, and where to double down.

1. The Basics: What Are Digital Marketing Metrics?

First things first, let’s define what we’re talking about. Digital marketing metrics are numbers that show you how well your marketing is performing. Think of them as the data points that tell you whether you’re scoring goals or just kicking the ball around.

Now, not all metrics are created equal. Some are what’s called “vanity metrics.” These numbers look good at first glance but don’t really help you make smarter marketing decisions. An example would be the number of Instagram followers you have. Sure, it feels great to see that number go up, but if those followers aren’t engaging with your content or buying your products, then what’s the point?

On the other hand, “actionable metrics” are numbers that actually help you improve. They give you insights that can lead to smarter strategies and better results. For instance, tracking your conversion rate—how many people actually buy something after clicking on your ad—can show whether your ads are really working

2. Key Website Metrics to Track

When it comes to your website, there are some numbers you really don’t want to ignore. Here are the main ones:

2.1 Traffic Sources

Imagine your website is a shop. It’s great to know how many people are coming in, but it’s even better to know how they’re finding you. Are they coming directly because they know your brand, or are they finding you through Google searches, social media, or other websites?

Knowing your traffic sources helps you understand which marketing channels are bringing in the most visitors. For example, if you see that a lot of people are finding you through social media, it might make sense to invest more in social ads or content.

2.2 Bounce Rate

Bounce rate is basically the percentage of people who visit your website and leave without checking out any other pages. It’s like someone walking into your shop, looking around for a few seconds, and then walking right out. That’s not ideal, right?

If your bounce rate is high, it could mean a few things:

Your website is slow to load. Especially here in Nigeria, where internet speed can vary, a slow website can quickly turn people away.
Your content isn’t matching what people were expecting. For example, if they clicked on an ad about affordable laptops but landed on a page about high-end devices, they might leave immediately.

Reducing bounce rate can improve your website’s performance. Try speeding up your site, making sure your content is relevant, and ensuring it’s easy to navigate.

3.3 Average Session Duration

This one’s easy to understand—it’s the average amount of time people spend on your website. The longer, the better. It shows that visitors are finding your content interesting and sticking around.

To increase session duration, make sure your content is engaging. For instance, use videos, images, and easy-to-read text. You could also link to related articles or product pages to keep people clicking around.

3.4 Pageviews and Pages per Session

Pageviews tell you how many times a page on your site has been viewed. Pages per session, on the other hand, show you the average number of pages a visitor looks at in one go. The more pages they view, the more engaged they probably are.

Tracking these numbers gives you an idea of how interested people are in your content and how well your website is organized. If people are only looking at one page before leaving, it might be time to re-think your site’s layout or make your content more compelling.

3.5 Conversion Rate

Now, this is the big one. The conversion rate shows how many of your visitors are taking the action you want them to—whether that’s buying a product, signing up for a newsletter, or filling out a contact form.

To boost your conversion rate, make sure your call-to-action (CTA) is clear. It could be as simple as a “Buy Now” button or a “Sign Up” form, but it should stand out and be easy to follow. It’s also a good idea to offer something valuable in return, like a discount if you are a retail company or a free guide.

4. Social Media Metrics That Matter

Social media is huge in Nigeria, as it is all around the world. It’s easy to get carried away by posting non-stop or trends. But how do you know if your social efforts are paying off? Here are the key metrics to keep an eye on:

4.1 Engagement Rate (Likes, Comments, Shares)

Forget about the number of followers for a moment. What really matters is engagement. Are people liking, sharing, and commenting on your posts? Engagement rate gives you a sense of how well your content resonates with your audience. There’s no point having thousands of followers, yet less than 5 of them engage when you post.

To boost engagement, share content that’s interesting, funny, or valuable. Don’t just promote your products all the time. Mix things up with some helpful tips, local news, or even a little humor. Importantly, give your audience a chance to talk to you, too, by encouraging user-generated content – I mean, how would you feel if you were in a relationship and all you heard was the other person’s voice?

4.2 Reach and Impressions

Reach is the number of unique people who see your content. Impressions, on the other hand, impressions show how many times your content was displayed, before you can even get into whether it was clicked on or not.

Both metrics are useful, but reach is more important if you want to grow your audience. If you notice that your reach is lower than expected, it might be time to try different types of content or invest in paid social ads.

4.3 Follower Growth Rate

While having a large following isn’t everything, I’ve never seen any brand happy to have their followers stay static for a long period. Tracking your growth rate can help you understand whether your content is attracting new people. Slow growth might mean your content isn’t hitting the mark, while fast growth can signal that you’re on the right track. One way to grow your follower numbers is to create content that’s so awesome, your existing followers share it with others without even being asked – think virality!

4.4 Click-Through Rate (CTR) on Social Media Ads

If you’re running paid ads, CTR is a must-watch metric. It tells you how many people clicked on your ad compared to how many saw it. A low CTR means your ad isn’t catching people’s attention. To improve CTR, experiment with different headlines, images, and offers. Make sure your ad is targeted to the right audience too.

5. Important Email Marketing Metrics

Email marketing can be a powerful tool for businesses in Nigeria, especially when done right. But how do you know if your emails are hitting the mark? Here are the key metrics you should keep an eye on:

5.1 Open Rate

The open rate tells you how many people actually opened your email. If your open rate is low, it might be time to rethink your subject lines. Are they catchy enough? Do they make people curious? If your emails are landing in spam folders, that’s also a problem.

Try using subject lines that are short and to the point, or add a little personalization, like including the recipient’s name. You could also experiment with sending emails at different times of the day to see if that helps.

5.2 Click-Through Rate (CTR)

Once people open your email, the next step is to get them to click on a link, whether it’s to visit your website, read a blog post, or check out a new product. The CTR measures how many people did just that.

If your CTR is low, your email content might not be compelling enough. Make sure your call-to-action (CTA) stands out, and the content matches what your audience is looking for. It’s also good to avoid overwhelming them with too many links—keep it simple and focused. Not every email includes a call to click a link, though, so don’t give yourself sleepless nights if one is not required.

5.3 Conversion Rate

Within the context of email marketing, your conversion rate measures how many people took the desired action after clicking a link in your email. Did they make a purchase, sign up for a webinar, or download an eBook? This metric is crucial because it tells you whether your email campaigns are actually driving results.

To boost your conversion rate, make sure your landing page is consistent with the email content and that it’s easy for visitors to complete the action. Offering incentives like discounts or free resources can also help.

5.4 Unsubscribe Rate

No one likes to see people unsubscribe from their email list, but it’s a reality. If your unsubscribe rate is rising, it might mean your content isn’t relevant, or you’re sending too many emails. Don’t take it personally; use it as a chance to improve.

You could reduce the number of emails you send or give subscribers the option to choose the type of content they want to receive. Sometimes, a small adjustment can make a big difference.

6. Key Metrics for Paid Advertising (Google Ads, Facebook Ads, etc.)

Running paid ads is an investment. The question is – are you sure you’re getting a good return? Here’s how to know if your money is being well spent:

6.1 Cost Per Click (CPC)

CPC shows how much you’re paying each time someone clicks on your ad. Ideally, you want this to be as low as possible while still reaching your target audience. If you’re paying too much, it could mean your targeting is off, or your ads aren’t as relevant as they could be.

Try narrowing down your audience or adjusting your ad copy and images to better match what people are looking for.

6.2 Cost Per Acquisition (CPA)

CPA measures how much it costs to get someone to take a specific action, like making a purchase or signing up for your newsletter. This metric helps you see whether your ads are actually driving sales or just racking up clicks. The goal is to get the most conversions for the least amount of money. A few things that can help you lower your CPA include improving your ad targeting, landing page quality, and ad creatives.

6.3 Click-Through Rate (CTR)

Yes, CTR comes up again because it’s important for paid ads too. It tells you how many people who saw your ad clicked on it. If your CTR is low, your ads may not be appealing to your target audience. To improve it, try experimenting with different headlines, ad formats, and images. It might also help to test various audience segments to see which group responds best.

6.4 Return on Ad Spend (ROAS)

ROAS is a big one. It measures how much revenue you’re generating for every naira you spend on ads. For example, if you’re making N10 for every N1 you spend, that’s a solid ROAS. If your ROAS is low, you may need to rethink your ad strategy. Are you targeting the right people? Is your landing page converting well? Small changes in your targeting or ad creatives can make a big difference in your ROAS.

7. Metrics for Content Marketing

Not as many businesses in Nigeria as should are leveraging the power of digital marketing, but if you’re creating blog posts, videos, or any other form of content, you need to track whether it’s reaching and engaging the right audience. Here’s what to keep an eye on:

7.1 Time on Page

This metric shows how long visitors are spending on a specific piece of content. If people are leaving quickly, your content might not be holding their attention. To increase time on page, make your content more engaging. Use subheadings, images, and videos to break up text, and consider adding interactive elements like quizzes or polls.

7.2 Social Shares

When people share your content on social media, it’s a good sign that they found it valuable. The more shares you get, the bigger your content’s reach becomes. If you notice certain types of content are getting more shares, take note and create more of that. Don’t be afraid to encourage sharing either—sometimes, a simple “If you enjoyed this, share it with your friends!” can do the trick.

7.3 Backlinks

Backlinks are links from other websites to your content. They’re important because they not only bring more traffic but also improve your website’s SEO. The more quality backlinks you have, the higher your content will rank in search engines. To earn more backlinks, create content that’s valuable, informative, or unique. Reaching out to other websites in your industry for guest blogging opportunities can also help.

8. Putting It All Together: Tracking What Matters Most

It can be overwhelming trying to keep up with all these metrics, but don’t worry—you don’t have to track everything all at once. The key is to focus on the metrics that align with your business goals.

If your goal is to increase sales, focus on conversion rate, ROAS, and CPA. If you’re trying to grow your audience, prioritize metrics like engagement rate, reach, and follower growth.

Remember, digital marketing is a journey that involves a continuous process of testing, learning, and optimizing. The more you track and understand these metrics, the better you’ll get at making smart marketing decisions.

Category: Tips & Tricks