Understanding KPIs and Marketing Metrics

NEW YORK  – Key performance indicators (KPIs) are essential to determining if your marketing strategy is successful. Look at the following metrics to uncover trends:

Website data

• Determine the number of visitors to your site to know what works and what doesn't.
• Know that quick-loading websites can reduce bounce rates (the time it takes users to leave a website without taking action).
• Identify keywords that help your website rank higher in search engines.

Newsletter data

• Subscriber numbers can demonstrate how well subject lines and content, as well as calls to action, are resonating with members.
• Open rates (the percentage of participants opening an email) and click rates can tell you how interested subscribers are in your content.
• Hard bounces mean those emails don't exist, while soft bounces mean there were temporary issues in delivering the email.

Social media data

• Measure the level of engagement with posts through likes, comments and shares, how many unique accounts are reached, the number of times content was seen in aggregate and whether there was an increase in follows or unfollows over time.
• Engagement in social media is the biggest metric for social media content and growth.

Google and Meta ad data

• Real estate professionals should review the cost per click and lead and conversion rates (the percentage of website visitors that take a specific action).
• Examine your return on investment (ROI) to ensure you're getting positive results. This can provide a longer-term perspective on marketing expenses and goals, as well as a measurement of the strategy's success.

Source: Inman (07/25/24) Meier, Tara

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