Measure, measure, and measure: This is the key to success in inbound marketing. Only this way will you be able to evaluate how the project is faring and if the objectives are being met or you need to redefine your strategy. And that is one of the great benefits of inbound marketing, that we can obtain endless data and metrics. The problem, however, is that many times we can get lost in this great quantity of information and not always are we able to extract the truly important figures. This is why we want to help you. Today we will go over the most important KPIs to evaluate inbound marketing campaigns.

As you may have discovered, Inbound Marketing has many advantages(What are we going to say, we are digital lovers 😉). It is a complex strategy that combines many different techniques such as SEO, content marketing, lead nurturing,.. actions that generate very interesting data that allows us to measure its efficiency. It is crucial to know how to analyze all the information we obtain so we can evaluate our results.

In the past, with conventional advertising, we could only base ourselves on our experience and common sense to choose one marketing strategy or another and evaluate their results. However, nowadays it is easy to measure our action’s ROI and find out the efficiency of each initiative, especially in Inbound Marketing. This is why defining the metrics we will analyze and the data we will use to evaluate our actions and optimizing the achievement of our goals is becoming more important.

Data analysis is vital and it must be a transversal phase in the whole process of Inbound Marketing to study the results of every action that we take since they are all related to each other, and if one fails it could affect other actions.

We will now write a simple list of the most important KPIs. Those that we consider you should always take into account to analyze results, and that must be in any Inbound Marketing report:

Attraction:

Visits to your webpage
Pages seen
Rebound rate
Post reach/Most successful topics
Words that generate the most traffic

Interaction:

Followers on social media
Comments on your blog
Likes in posts
Shared posts
Comments on Social Media posts
Video views

Subscription:

Subscriptions to newsletter
clicks on CTAs
Offer download
Conversion Rate

Conversion:

Responses to Workflow emails
Clicks on emails
Downloads of new content

Closure:

Calls/meetings closed
Sales completed
Up-Sells/Cross-sells

Loyalty:

Positive testimonies
Rankings
Success Cases
Reference on blogs, webs, and social media

Now you just need to put all that you have read in this article to work and start measuring your Inbound Marketing strategy’s results. Remember: Without analyzing it is impossible to move forward and improve your results.