Track These Metrics For Maximum ROI

What should you track in your marketing funnel for the best possible results?Should you track everything or only a few key metrics?

Deciding what to track in your funnel is like planning a memorable road trip - it's an art.

It’s about choosing the right routes, stops, and experiences to make the journey rewarding. Optimizing your marketing funnel for the best Return on Ad Spend (ROAS) is similar. You have to choose and track the right metrics.

These metrics are like your GPS, fuel gauge, and itinerary. They help you use your resources well while reaching your destination fast.

Road trips are better with friends. So, I brought my friend Pieter Bester, the Web Performance Specialist for Galactic Fed, to help.

Buckle up. 

We will guide you through each stage of your marketing funnel. We'll start from sparking interest to building lasting loyalty.

Here's what you will learn:

• What to track on each of the 4 stages of your marketing funnel.

• Why tracking each metric will make your journey profitable.

• Examples of channels & actions to improve your funnel.

First Impressions - Awareness Metrics (Mapping Your Route)

Why It Matters:

Every road trip begins with an idea of where you want to go and planning where you want to go. In marketing, this is your Awareness stage. 

It's where you cast a wide net to catch as many eyes as possible. You plot your course and make sure your brand signs are visible and inviting.

Relevant Metrics and Their Insights:

Impressions and Click-Through Rate (CTR): show how many others see a sign and if it compels them to stop. They're like noticing billboards on the highway.

Reach: This is your radio signal strength, reaching far and wide. How many unique potential customers are you impacting with your message?

Brand Awareness: As you travel, you look out for landmarks and attractions. They are well-known and easy to recognize. 

Brand awareness works the same way. 

It shows how well-known a business is among fellow travelers. It's like spotting a famous diner or a landmark on the route.

Website Visitors: When you pull up a tourist information site to plan your stops, this metric counts how many others are doing the same. 

Like tourists at a visitor center. This count reflects those stopping by your digital 'visitor center'.

Social Media Channels: They are like casual chats between travelers. Tracking interactions here tells you how engaged the community is.

When to track them: 

Keep an eye on these metrics when launching new campaigns or entering new markets. It's like checking a map when exploring new areas.

Examples of channels/actions to drive awareness:

• Paid Social like YouTube, Meta and Tiktok. 

• Organic social channels. 

• Influencer marketing. 

• Emails to your list promoting a new feature, service or product launch.

• Website popups and banners to show a new feature, service or product launch.