How to measure the key digital marketing metrics

In our last blog, we looked at which metrics matter (traffic, conversions, CPA, ROI, retention). This time, let’s focus on how to measure them properly so your numbers turn into real business growth.

Tools to use

• Google Analytics: Track traffic, conversions, bounce rate.

• Social Media Insights: Engagement, reach, follower growth.

• Ad Platforms (Google/Meta/LinkedIn): Cost per click, CPA, ROAS.

• Email Platforms (Mailchimp): Open rates, CTR.

• CRM Systems: Retention, lifetime value (CLV).

UK benchmarks for context

Metric	UK Benchmark
Social Media Engagement (Instagram)	UK brands see 0.3% engagement rate on Instagram. Source: dashsocial.com
Social Media Growth & Reach (TikTok)	Brands in the UK average 5.5% monthly follower growth on TikTok, posting 5x a week. Source: dashsocial.com
Conversion Rate Across Industries	Average 2.9% (including website form submissions, calls, etc.) across various industries. Source: ruleranalytics.com
SME Digital Advertising Use	64% of UK SMEs now invest in paid-digital advertising; 81% say digital advertising is important to business success. Source: iabuk.com

How often to measure

• Weekly: Social engagement, ad performance.

• Monthly: Conversion rates, CPA, traffic breakdown.

• Quarterly: ROI, CLV, retention.

• Tip: Build dashboards (GA4, Looker Studio, Power BI) to centralise metrics.

Turning Data Into Growth

• Spot trends and test changes (e.g. A/B test landing pages).

• Reallocate spend to high-return channels.

• Use insights to refine targeting and content strategy.

Conclusion

The right metrics only matter if they’re measured correctly. With the right tools, realistic benchmarks, and regular reviews, even small shops can make smarter, data-driven decisions.

At Aditi Digital Marketing, we help UK businesses set up measurement systems that turn numbers into real growth.