Hidden Figures: Combining Marketing Metrics for Deeper Data Analysis

There are thousands of metrics out there that you can use to measure the success of your campaigns, but so much of what platforms report are vanity metrics that don’t provide real analysis into how your marketing efforts affect your bottom line. Those individual, platform-provided metrics don’t always show the whole story or give you exact numbers that clearly communicate real success to your clients. Sometimes you need to combine metrics, and show the outcomes in your reporting to really get the full picture.

Also Read: Top 3 Ways to Report Facebook Ad Insights

These four examples are by no means all of the combination metrics you’ll need to fully communicate the value of your work to clients. Every agency and marketer should build reports based on the goals that really matter for clients. My hope is that by giving you a couple of metric combinations to work from, you can start building your own calculations.

Calculate Revenue per Visit

How to find it: Divide your total revenue for a date range by the number of website visits during that same date range.
Type of widget: Combination Chart and Custom KPI
Overlay your revenue per day/week/month bar chart with a line chart that shows visits per day/week/month. If you want to communicate even more clearly, make a custom calculation KPI widget that gives one flat percentage for your time period.
Pair this data with: Compare your revenue per visit information against your conversions by channel metrics. Also consider adding cost per lead (CPL) and cost per conversion (CPC) widgets for the same time period nearby.

Calculate Average User Duration/Average User Time on Site

How to find it:Because sensitive user data like this is not released in most web analytics tools, you won’t be able to find the actual session duration for each user. Use this average as a good metric of how long your users are spending on the page. Divide your metric for average session duration by the number of users for that same time period.
Type of widget:Custom KPI or Fuel Gauge
Use a custom KPI with a single percent metric for the time period, or set a goal site duration and show your progress toward that goal with a fuel gauge widget.
Pair this data with:This data pairs nicely with your revenue per visit metric above. Remember that users and sessions are tracked differently: one user can have multiple sessions, and some users might actually be counted multiple times if they use multiple methods to access the site.

Calculate Cost per Acquisition (CPA)

How to find it: Divide your total cost by your total conversions for a particular time period. Because your total internal costs might be hard to calculate for a daily look, consider larger time periods like weekly or monthly.
Type of widget: KPI or line chart
A custom calculation KPI will show how much you’re spending to acquire each conversion at a glance. A line chart can show your total CPI broken down monthly over the course of the year so you can track seasonal changes to plan for in the coming years.
Pair this data with: Calculate your CPL (see the next entry) and compare these two KPIs side by side to get a good idea of how much you’re spending at different points in the marketing funnel. This information will help you decide where you need to focus more of your efforts: lead nurturing, gathering high quality prospects, or more personalized deal closing.

Calculate Cost per Lead (CPL)

How to find it: Scour your CRM and lead platforms to determine the total number of leads for a time period. Divide your total costs by the number of leads. Don’t overlook your sponsored, SEM, and programmatic marketing spend when you calculate your total costs.
Type of widget: KPI or line chart
Use a custom calculation KPI widget to show your overall cost per lead. Alternately, show your how your cost per lead evolves (or improves!) by calculating the CPL by month for the whole year and displaying that in a line chart.
Pair this data with: Use your CPL widget or line chart alongside a funnel widget showing how many leads are at each section of your sales funnel, or use this metric in a set with Revenue per Visit and Cost Per Acquisition.

Pro Tip: Remember to use the data visualization tools in your TapClicks Widget Draw Options to normalize data and Zero Scale the data to help you make your charts even more readable. These tools help you compare data in meaningful ways without all the manual work.

Uncovering Future Data

To build your own combinations, you will need to do some math. Finding really good metric combinations may involve using a little bit of your high school Algebra (you never thought you’d use that again, did you?) to work backward from your goals.

Ready to start making reports that really communicate your value to clients? Sign up for a free 14-day trial of TapClicks, schedule a demo, or contact us directly for more information. No credit cards or commitments necessary!