How to measure marketing strategies

sabio blog 08 ago Medir estrategias de mkt

We will not get tired of repeating it: measuring our marketing strategies is essential to know our performance and basically confirm that we are on the right track.

If you are a company that recently began to manage its social networks, with the aim of increasing sales and the reach of the brand, it will be essential that you put together a scheme to measure your strategies. It can be once a week, once a month (ideal), or every three months. But it is convenient that it be carried out.

And the same if you have a business platform on the web. You should be aware of how many visits you receive per month, what is the behavior of your users with your content and how many sales from there you have made sales.

Because? Well, because if we didn't analyze these numbers, we would simply be operating on the air, publishing content and making decisions adrift, without criteria to guide our business actions.

The important thing about measuring strategies is being able to improve them.

To do this, the first step will be to identify what type of metrics are the most important to you, so you know what to focus on when measuring. That is, the The first step will be to establish your KPI's (key performance indicators).

In this post we will delve into how to measure our Marketing strategies on networks and the web, and what are the main KPI's for businesses.

How to measure our performance on Instagram?

Let's focus on Instagram, which is today the main social sales channel. If you go to the menu in your business profile, there where the three lines are, “”, you will find the part of statistics, from where you can check your metrics.

You will see that the Instagram application offers only weekly data periods, so it will be convenient that once a week you write down these numbers or take a screenshot of them, to analyze them at the indicated time.

In the Statistics you will see three sections: content, activity and public.

In "content" you will have information about your publications. In "activity" you can check the specific metrics of your audience. In “public” you will find information about your followers.

Focus first on the activity, to see how your audience has acted with your account. There you will find the following KPIs:
  • Scope: number of unique users who saw your That is, the number of people your posts have reached. The scope is one of the most important indices, since it tells us about the size of our business.
  • Impressions: times that your content was reproduced before your It is relevant but you have to know how to analyze it, since if the same account saw your content 5 times, it is counted as 5 impressions. This index mainly refers to the quality and impact of your content.
  • interactions: number of times your content has been interacted with. Very important! In social networks, it is essential to seek interaction with the audience to grow digitally.
  • Profile visits. Also important, since people visit your profile it will generate more followers, growth and brand awareness.

Also, Instagram will flag you if these numbers have gone up or down since last week. Consequently, based on them you can make decisions.


Well, checking now in the "content" section and analyzing what type of content you have published and how often. If things have gone well, you will know that this content is well received by your audience. Also, if things have gone wrong, you can look for other paths.

In order to improve your statistics, you must mainly apply Content Marketing strategies to boost your account. At Sabio we can help you with these aspects.

But there is another very important KPI that does not appear directly in the Instagram statistics: the engagement. What is this? well the commitment that your audience has with you, that is, the level of interest and relevance that your account generates.

This is a very important KPI that refers to the value of our account. You can easily calculate it by Divide the number of interactions by your number of followers.

But also, there are many third party measurement tools with which you can analyze your metrics. The benefits of these is that they allow you to analyze specific time periods, visualize a performance overview and many other statistics that Instagram does not offer.

Some third party measurement tools are Hootsuite, Metricool, Iconosquare and SproutSocial.

How to measure our performance on the web?

On the other hand, if you have a website, e-commerce or blog, it will be essential that you also measure its performance. For this, your best companion will be Google Analytics.

This is a Google app that takes care of all the web traffic and metrics. From there you will be able to know your visits, conversion ROI, audience, reach, browsing experience, number of clicks, among others.

We insist that there is no queen formula to analyze these metrics, but that the processes may vary according to each company and project. Therefore, first of all, you must ask yourself: which performance indicator is important to you? Which best meets your business objectives?

For example, if you are looking to grow as a business first, focus your strategies on increasing your reach and visibility. On the other hand, if you want to increase your sales and profits, focus on looking for clicks and a higher conversion ROI. Analyze these metrics in depth and regularly, to always be aware of

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