7 Digital Marketing Metrics Contractors Need to Measure

7 Digital Marketing Metrics Contractors Need to Measure

An intuitive and attractive website is a must for your construction business, and so is a solid understanding of the metrics behind the homepage. Once the construction website is already up and running, you need to develop enough understanding of web traffic and how to read performance metrics. It is also crucial that you know where the leads come from and what factors drive their engagement.

Knowing the figures and statistics associated with web traffic and what they mean can help you create solid decision-making, gaining more leads. Read this blog to learn the most important digital marketing metrics to measure that can help you analyze your overall digital marketing health.

Why Do You Need Marketing Metrics?


Understanding marketing metrics and measuring your digital marketing activities is a vital part of your marketing strategy. As you move into an ever-changing digital world, it has never been easier to understand your marketing campaigns’ effectiveness fully.

Metrics are used to measure each element of your digital marketing strategy. This only means that you can check your activities at each stage if they are going in their intended directions. Metrics allow you to stop and change anything, especially if things are not going well.

As a contractor who owns a business, it is important that you are at least aware of how metrics can be used to your advantage. 

Digital Marketing Metrics You Should Track and Measure


1. Website Traffic (By Source)

Web traffic refers to the number of visitors your construction website receives in a specific time frame. Overall traffic increases to your website are good; yet again, a comprehensive traffic increase can be misleading. It is important to filter your website traffic by source, platform, and date to help you differentiate and make better data-driven decisions in the future.

Types of website traffic sources:

  • Organic search – users found your web through commonly used search engines like Google, Yahoo, Bing.
  • Direct – A user “directly” typed your website URL into the search bar.
  • Referrals – The users tend to click another site that directs them to your specific URL.
  • Social – web traffic that came from a link on social media
  • Paid – Your target audience landed on your site through paid advertising such as display ads

More often than not, your construction business will have multiple sources of traffic coming straight to its website. So, it is important that you know which sources give the highest engagement with your website and are the most likely to accomplish business goals.

2. Average Session Duration

The Google Analytics metric displays the average amount of time a single user spends on your site, even before exiting or right after thirty minutes of inactivity. The more helpful and engaging your construction website is, the longer your target audience stays. If your website is difficult and confusing to navigate, the average session duration can be shorter.

Have you looked and reviewed your website recently? Do you pay attention to its structure and design? Make your website user experience simple and easy to digest. And website development is the major key to making these things happen. Having a great web design with great functionality can keep your target audience and viewers more engaged and curious about what you offer.

3. Bounce Rate

The bounce rate on your construction website refers to the metric that indicates whether traffic comes to the website and leaving without taking any actions. Bounce is the term Google uses for this scenario. While websites commonly have an average bounce rate of around fifty to sixty percent, anything above the 70% bounce rate is the cause of concern.

It is important that you need to be aware of traffic sources in the first place. These sources may skew the bounce rate higher. You have to check now and then the bounce rate (by traffic source) in order to get the complete picture. 

You can lower your bounce rate using the following tips:

  • Incorporate internal linking – Adding clickable and working links to other pages on your site encourages visitors to stay longer.
  • Refresh and Add Images – If you do not have original images from your business, you can use various stock photo sites for imagery purposes. The most favorite picks of all include PexelsCanva, and Unsplash. And the best part of this is that these stock images are free!
  • Write engaging copy – website blogs and the copy must reflect your company’s brand voice. Always write to cater to your target viewers or buyer persona.

4. Site Content

Google Analytics’ site content report shows which pages within the website are receiving the most traffic. It includes an overview of pages and landing pages (some pages that are first to be visited on your site.) The site content report reveals if certain pages are receiving more traffic compared to others. This indicates whether your SEO efforts are paying off or not and which blog content types are drawn into. 

Determining these areas help you in creating more content around the same topics, leading to more website traffic. In addition, the report indicates what sections of your website receive the most engagement. Are potential clients drawn to your company’s service offerings more likely to be interested in your blogs or case studies? 

Overall, the site content report provides valuable insights into how the users typically use the website. 

5. Clicks, Phone Calls, and Click Thru Rate

SEO and PPC both have conversions, clicks, and leads. However, there is a common misconception depicting that clicks are the same thing as leads. To better picture it out, here’s an example. In reality, you would not consider someone who briefly came into your business and then instantly ran away. Similarly, you would not consider someone who came to your site for a brief period of time as a lead. The same way that goes on for phone calls. Bear in mind that not all phone calls are leads. It is something that you should be more aware of.

Here are some of the non-lead phone calls that your company likely receives every week. Make sure to categorize all of it and determine the best way to approach it.

  • · Job inquiries
  • · Personal calls
  • · Robots
  • · Solicitors
  • · Present clients
  • · Wrong numbers, etc.

As for conversions, they only occur when a certain user decides to complete the desired action. The actions are the initial steps that can get you an inch closer to the finish line (the end of the sales funnel). It is the time of closing the sale – filling up the form, calling the client’s number, and completing another particular action on the web page.

6. Goal Completions

If your business has goals activated within your company’s Google Analytics account, the goals report shows you achieving the goals and how. This particular report allows you to see which traffic sources provide the most completion of plans and the goal completion rate. You can also see on what specific page of your website the goal completion took place.

Surprisingly, research shows that only seventy-five percent of websites today had active goal tracking. So why are goal completions important? If you are a newbie in the industry, you are most likely interested in knowing what is working and what is not. This goal completion report shows you which traffic sources contribute the most to the business. So, you have every reason to plan for future strategies that revolve around what is the most beneficial and successful.

7. Revenue Metrics

Ultimately, the overall success of your digital marketing campaign can also be appropriately measured by revenue metrics. These metrics will tell you if a particular campaign of yours is profitable or not, so you can make adjustments to improve your content for much better engagement, higher conversions, and bigger revenues.

  • ROI – Return on Investment is aptly measured by web traffic that is generally converted into new paying clients. This particular metric also helps you determine which area in your digital marketing campaign is driving revenue and sales and which areas must be given more improvement.
  • CAC – Cost to Acquire is measured by the number of new paying clients for a specific time period. And although calculations might not be perfect. CAC can give you good insights into how successful and effective your digital marketing campaigns can be.

As a final note, it is crucial to recap that each metric cited and explained above is a good indicator of how effective and successful your digital marketing efforts are. Each metric focuses on a specific area and phase of your digital marketing campaign. The key here is to make use of all data you can extract from the metrics, allowing you to determine which digital marketing elements work and which ones do not, allowing you to create better improvements and build a better and more profitable digital marketing campaign in the future.

Need Help with Digital Marketing Metrics and Analytics?


ConstructionMarketing.io Got Your Back!

You cannot win the game if you do not know the score! If you are disappointed with the results or (lack thereof) of your marketing, advertising, and overall website, we can help. Accurate tracking and measurement are essentially the foundation of every high-performing construction website.

As business owners, we firsthand know you demand better information about your metrics and analytics. So are you ready to dive more into your digital marketing metrics and figure out what makes your prospects tick?     

Contact us today to learn more. Here at ConstructionMarketing.io, we do the best of our effort to give you excellent digital marketing services. Our clients are our priority!