If you do not keep on top of the spend and results from your paid advertising campaigns, you will find further down the line you have wasted a lot of money and not maximised the return on investment. 

There are so many forms of paid advertising available to use now for businesses to scale from Google, Facebook, Twitter, LinkedIn and various retargeting channels. Managing budgets, expectations and monitoring results is tough. But here are some ways to align the process and make it clearer.

1. Sessions/Users

When it comes to measuring the performance of digital marketing, sessions and users are two reliable factors. Sessions determine the number of visitors in 30 minutes for Google Analytics whereas users are the people who visit your website. You may see more sessions and that means same users are returning to the site.

2. Page Per Session

With the users and sessions, you can also determine the page per session. It is a factor which tells the time spent on the website by users. With this you will also learn the activities of the users on your website. The more page per session, the better and more effective it is. 

3. Channels

Channels determine the sources from which your website traffic or visitors are accessing it. There are many channels like direct, organic, display, social, email, referral and others. Organic is the best channel and if you have more traffic from organic sources, your website is doing better and needs to focus on other channels. 

4. Conversions

These days, every website focuses on conversions. They are invaluable. With conversions, you can determine the actions taken on your website. It can be anything from registration to downloads, placing orders to buying products. Conversions are very important for a business because more conversions lead to better performance of the business. 

5. Impressions

Impressions are one of the three main important console matrices. With impressions, you can find out the number of times your website URL appears in the search results. It should be noted; the paid Google results are not included. The higher number shows the site is doing quite better.

6. CTR

Many of you may not know the click through rate CTR. It is calculated by dividing number of clicks on your URLs in Google search results by the number of impressions. The low CTR means you need to do more work on the website SEO and improve meta tags as well as keyword density. 

7. Cost Per Click

Many people do paid campaigns like PPC. In this option, the cost per click becomes the most valuable metric which determines the performance of advertising. As the name shows, it means the amount you paid for every single click. If the rate is higher, you are spending a lot more and gaining little in return. 

8. Email Conversion

Email marketing is also used widely these days for B2B businesses. When it comes to this option, email conversion is also analyzed to see how well the campaign is doing. Email conversion is determined through a number of options. Landing pages are used in order to attract new visitors and increase leads. 

9. Identify Website Visitors

Using website visitor tracking software you can identify the businesses who are clicking on your paid ads. This is priceless information in terms of understanding the effectiveness of targeting but also for manual follow-up on the prospects which fail to convert.

10. Social Media Metrics

Every B2B business uses social media these days. For B2B, LinkedIn and Twitter are considered the most productive platforms as they have more relevant audience base. So a business should do social media audit to find out the performance and how good the performance has been. User engagement, traffic, referrals, conversions and sales can determine the performance.

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