12 Flashcards
What is a Digital Marketing Dashboard?
A reporting tool that visually tracks, analyses and displays marketing analytics to monitor marketing effectiveness.
It uses data visualisation to provide marketers with visually appealing and easy-to-read metrics.
What are the benefits of a Digital Marketing Dashboard?
- Data for Decision Making
- Consolidated Perspectives
- Real-Time Observations
- Responsive Course Corrections
These benefits help marketers make informed decisions quickly and efficiently.
What does a Digital Marketing Dashboard help marketers with?
Absorb valuable data that aids in decision making.
It is designed for continuous monitoring with real-time data.
How does a Digital Marketing Dashboard provide real-time data?
Reports are updated instantaneously to allow for timely adjustments.
This contrasts with traditional monthly or quarterly reporting.
What are the six components of a Digital Marketing Dashboard?
- Website Performance
- Display Advertising & SEM Performance
- SEO Performance
- Email Performance
- Social Media Performance
Each component includes important metrics to assess marketing effectiveness.
What is the purpose of Dashboard Metrics?
Measurable values used by marketing teams to demonstrate the effectiveness of marketing channels.
Metrics help in evaluating and optimizing marketing strategies.
What are some key metrics for Website Performance?
- Traffic Source
- Page Performance
- Conversion Rate by Traffic Source
These metrics provide insights into the website’s effectiveness in attracting and converting visitors.
What are the key metrics for Social Media Performance?
- Reach
- Engagement Rate
These metrics help gauge the effectiveness of social media campaigns.
What are the key metrics for SEO Performance?
- Organic Traffic Over Time
- Keyword Performance
- Referral Traffic
These metrics assess the visibility and effectiveness of SEO efforts.
What are the key metrics for SEM Performance?
- Click-Through Rate
- Cost per Conversion
- Quality Score
These metrics evaluate the efficiency of paid search campaigns.
What are the key metrics for Display Advertising?
- Click-Through Rate
- Cost per Conversion
- Quality Score
These metrics help assess the effectiveness of display ads.
What are the key metrics for Email Performance?
- List Members
- Open and Click Rate
- Unsubscribes
These metrics evaluate the effectiveness of email marketing campaigns.
Fill in the blank: A Digital Marketing Dashboard presents multiple sources of data in _______.
[one page]
True or False: A Digital Marketing Dashboard is only useful for traditional monthly reporting.
False
It is designed for real-time monitoring and adjustments.
What is the importance of knowing the Traffic Source?
It helps determine the quantity and quality of leads from various channels.
This information allows marketers to focus their efforts on the most effective channels.
What does ‘Direct Traffic’ include?
Audiences who keyed in URL directly and those who clicked on an unpaid link from a search engine.
‘Cross-network Traffic’ includes users arriving via ads on various networks.
What are the three key data points evaluated for Traffic Source?
- Users
- New users
- Sessions
Sessions represent the number of visits, with one user potentially having multiple sessions.
What are the three key metrics shown in the traffic source evaluation?
- Users
- New users
- Sessions
What does ‘Sessions’ indicate in website traffic?
The number of site visits, where one user could have multiple sessions.
How is SEO defined in the context of website traffic?
Organic search.
What does a high bounce rate indicate?
Low engagement rate.
What are the components of the Website Performance Dashboard?
- Traffic Source
- Page Performance
- Conversion Rate by Traffic Source
What does ‘Page Performance’ metric cover?
- Page views
- Average engagement time spent on page
- Bounce rates
Why is page performance data important?
It helps identify which pages are performing well and which need improvement.
What is the definition of Conversion Rate?
The percentage of website traffic that ends up making a purchase.
What can be measured from the ‘Total conversions’ metric?
The total amount of conversions attained during a specified period.
What does the ‘Multi-channel conversion’ metric indicate?
The percentage of total conversions coming from each traffic source.
Fill in the blank: Engagement rate measures the level of _______ that a piece of content receives.
[engagement]
What factors influence engagement on social media content?
- Users’ comments
- Shares
- Likes
- Reactions
- Tags
What does ‘Reach’ measure in social media performance?
The amount of unique reach to your audience per social media post.
What metric indicates the age and gender segmentation of your social media audience?
Age & Gender
What is a recommended action for improving conversion rates?
- Accept a variety of e-payment methods
- Offer better, faster, and cheaper delivery options
- Use promotions or discounts
What is the importance of monitoring bounce rates?
High bounce rates negatively affect SEO quality score.
What does the ‘Audience - Content’ page in Meta Business Suite provide?
- Likes and Reactions
- Comments
- Shares
True or False: Average engagement time is calculated as Total user engagement durations divided by Number of active users.
True
What is the significance of understanding traffic sources with better conversion rates?
It allows focus on building those channels.
What can high engagement rates indicate about content quality?
Higher consumer engagement is a sign of good quality content.
‘Likes and Reactions’ indicate what?
The amount of responses users chose to indicate their feelings about the content for each FB or IG post.
‘Comments’ indicate what?
The amount of comments for each FB or IG post.
‘Shares’ indicate what?
The amount of users who share each FB or IG post or ads to their own or friends’ timelines.
What does the Engagement Rate measure?
The level of interaction users have with content on social media.
Name one recommended action to improve social media engagement.
- Improve relevance and presentation of content
- Develop suitable content formats
- Encourage responses and two-way conversations
- Co-create content with the audience
- Run contests or sign-up calls for exclusive benefits.
What is organic traffic?
Visits you get from non-paid Search Engine Listings.
Why is tracking organic traffic important?
It indicates your SEO efforts and helps assess improvements over time.
What does ‘Users’ indicate in Google Analytics?
The total number of active users coming to your website via various traffic sources.
Define Keyword Performance.
It indicates the amount of recent searchers that searched for a keyword and arrived at your website.
What is the Click-Through Rate (CTR)?
Clicks per impression, calculated as (clicks ÷ impressions) x 100%.
What does Referral Traffic measure?
Visits that came to your site from sources outside of its search engine.
What is the importance of identifying high-quality Referral Traffic sources?
It helps focus on building better content and links with important link partners.
Fill in the blank: The average ranking of your website URLs for a query is known as the _______.
average position
What key metrics are evaluated for SEM performance?
- Impressions
- Clicks
- Total Cost
- Number of Sales
- Quality Score
What does ‘Engagement rate’ indicate?
The percentage of engaged sessions divided by total sessions.
When was the social media post with the most ‘shares’ posted?
2022, December 1st.
When was the social media post with the most ‘comments’ posted?
2022, May 20.
What should be prioritized for SEO according to Keyword Performance?
High-quantity and high-quality keywords.
What is the significance of monitoring organic search clicks?
It helps identify which keywords bring the most quantity and quality of leads.
True or False: Organic Google search impressions refer to the number of times a webpage appears in search results viewed by a user.
True.
Which platform can these metrics be accessed from?
Google Analytics.
What does ‘Impressions’ indicate in SEM performance?
‘Impressions’ indicates the amount of exposures the paid listing has received.
What does ‘Clicks’ represent in SEM performance?
‘Clicks’ indicates the amount of click-throughs the paid listing has received.
What does ‘Total Cost’ signify in SEM performance?
‘Total Cost’ indicates the total amount spent on the paid listing.
What does ‘Number of Sales’ refer to in SEM performance?
‘Number of Sales’ indicates the amount of sales made by people who clicked on that paid listing.
What is the definition of Click-Through Rate (CTR)?
CTR is the number of clicks on your paid listing divided by the number of impressions of your paid listing.
How is Click-Through Rate (CTR) calculated?
Click-Through Rate = (Clicks / Impressions) X 100%
Why is CTR important?
This data will indicate which paid listings are more effective in driving traffic.
What is the formula for Cost-per-Conversion?
Cost-per-conversion = Total Paid Listing Cost / Number of Sales
What does a high cost in SEM signify?
A high cost in SEM doesn’t always mean a high cost per conversion—it depends on how well the campaign is optimized.
What is the importance of Quality Score in SEM?
Quality Score is used to determine your cost-per-click (CPC) and ad rank in the ad auction process.
What actions can improve Quality Score?
- Ensure the relevancy of the keywords used in your content and site
- Ensure a fast-loading landing page
- Improve the overall user experience
What does ‘List Members’ indicate in email performance?
‘List Members’ indicates the amount of recipients in your email list.
What does ‘Unsubscribes’ represent in email performance?
‘Unsubscribes’ indicates the amount of people who have asked to be removed from the email list.
What does ‘Delivered’ mean in email performance?
‘Delivered’ indicates the amount of successful deliveries the email has made to inboxes.
What does ‘Opened’ refer to in email performance?
‘Opened’ indicates the amount of opens the email has received.
What does ‘Clicked’ signify in email performance?
‘Clicked’ indicates the amount of click-throughs the email has received.
Fill in the blank: CTR is the number of clicks that your ad receives divided by the number of times your display ad is _____.
shown
True or False: A higher Quality Score means you will pay more for your ad placement.
False
What are some recommended actions to improve Click-Through Rate?
- Using low-competition targeted keywords
- Integrating keywords into the ad copy and landing pages
- Improving the design and offer on the display ad
What does ‘Clicked’ indicate in email performance metrics?
Amount of click-through the email has received
What does a healthy amount of growth in list members indicate?
You are doing your part in generating and maintaining your leads
Why is the growth of list members important?
Indicates the amount of audiences your brand can reach via email
What are some recommended actions to grow your email list?
- Get prospects who have not subscribed to subscribe
- Encourage people to subscribe with exclusive offers or valuable information
What is the definition of Open Rate?
Percentage of subscribers that opened the email over the amount of emails delivered
What does Click Rate measure?
Percentage of subscribers that clicked something in the email over the amount of emails delivered
What does a high Open Rate indicate?
Effectiveness of your email’s Subject Line
What does a high Click Rate indicate?
Effectiveness of your email’s content
How can you improve Open and Click Rates?
- Proper email list segmentation and personalisation
- Improve subject line copy
- Use A/B Testing
What does the Unsubscribes metric indicate?
Quality of your email marketing efforts
What should you do if your unsubscribe rate is high?
- Improve the frequency of your emails
- Ensure content is valuable to the audience
What is the formula for Click-Through Rate?
Click-Through Rate = (Clicks / Impressions) X 100%
What is the formula for Cost per Conversion?
Cost-per-conversion (CPC) = Total Paid Listing Cost / Number of Sales
How is Quality Score calculated?
Quality Score = CPC * max bid = Ad Rank
What is the formula for Email Click Rate?
Email Click Rate = No of Email Clicks / Delivered Emails * 100%
What is the formula for Email Open Rate?
Email Open Rate = No of Opened Emails / Delivered Emails * 100%
What metrics are measured in Paid Media?
- Awareness: Reach
- Engagement: Engagement Rate (ER%)
- Conversions: Cost-Per-Conversion (CPA)
What does Active Engagement Rate (AER) measure?
Engagement compared to unique reach on social media platforms
What are the components of Dashboard Metrics?
- Website Performance
- Social Media Performance
- SEO Performance
- SEM Performance
- Display Advertising
- Email Performance
What are the main components of Email Performance metrics?
- List Members
- Open and Click Rate
- Unsubscribes
Fill in the blank: The Open Rate is an indication of the effectiveness of your email’s _______.
[Subject Line]
Fill in the blank: The Click Rate is an indication of the effectiveness of your email’s _______.
[content]
True or False: A high unsubscribe rate indicates effective email marketing.
False
