It’s hard to evaluate the success of your pregnancy center’s digital marketing without analyzing metrics. “Analytics,” put simply, is the analysis of raw data or individual measurements called “metrics” to find patterns and insights.
When you uncover patterns and insights, you can make data-based decisions that lead to greater results and success. Here are a few areas of analytics you should be aware of when evaluating your center’s digital marketing.
Google Analytics: Tracking Your Website Success
Google Analytics is a free tool you can access through your Google account. After connecting it to your website, it measures your performance by showing metrics, such as:
- Users – People who have visited your website
- Audience – Information about your website users
- Traffic Source – How users arrived at your website
- Sessions – Number of individual browsing sessions on your website
- Session Duration – How long users spent on your website
- Bounce Rate – Percentage of users who left (“bounced”) after visiting one page
These are only a few examples of Google Analytics metrics. By reviewing Google Analytics regularly, you can better understand how engaging your website is, the source of your website traffic, and how to improve your website.
After you make changes, such as publishing new blogs or optimizing your website, you can compare timeframes to see if your performance has improved.
Organic Social Media Analytics
Social media platforms, including Instagram, Facebook, TikTok, X, and others, will provide you with data regarding the performance of your social media account and content.
Depending on the platform, you can see likes, follows, reach, video views, clicks, shares, and more to help you understand which content performed the best. You can also learn basic user demographics like age and gender.
By viewing this information, you can ensure you are engaging the right audience and learn insights on the most popular content to direct your future content creation.
Advertising Analytics
Analytics is even more critical when assessing your advertising performance because you want your center’s dollars to provide the most impact.
You can review metrics such as impressions (the number of times the ad was viewed), conversions (the number of times a viewer completes a desired action, like filling out a form), conversion rate (the percentage of users who completed a desired action), click-through rate (the percentage of users who clicked on the ad or link), and others.
These help you manage your ads and determine the most successful ones so you can put more investment behind them.
Get Help from the Marketing Experts
Choose Life Marketing’s experts are well-versed in data and analytics.
We provide our clients with monthly reporting so they can understand how well their ads performed and how we will optimize for the most impact. If you get lost in the numbers or do not have the time to learn how to interpret data and analytics accurately, we can help.
Schedule a free 30-minute marketing evaluation with Choose Life Marketing. We can review your current efforts and make marketing recommendations to help your center reach more women, raise more funds, and save more lives.
