How to Measure ROI for Digital Campaigns

Return on Investment (ROI) is critical for any marketing effort. When it comes to digital marketing, it has a much wider impact and is not confined within the limits of just the online effort itself. Every digital marketer worth their salt knows that their goal is to achieve the highest Return on Investment possible for their client. 

So how does a digital marketer maximise a client’s ROI? Simply put it is about choosing the right battles on the digital landscape. Starting with the founding principles of understanding your clients product and service offering is essential. You then compound this information with what platform would be most viable.

So how do you choose your battles?

There are many battles you can select;

  1. Social Media Marketing
  2. SEO (Search Engine Optimisation)
  3. PPC – Google Ads
  4. Content Creation
  5. Website Optimisation
  6. Landing Page Optimisation
  7. Banner Ads on relevant websites
  8. Programmatic Advertising


Cool, so maybe you picked Socials and SEO, but how do you get the most bang for your buck. Well that comes down to conversion optimisation. You have to look at the statistics – what is the data saying to you. You have to let it talk to your actions, and iterate changes based on the numbers. Getting the most out of your marketing on digital platforms will always be trial and error, and we believe it is an absolutely beautiful process! You can edit campaigns on the fly, change budget attribution instantly, re-attribute money to the campaigns that are working, and take money away from the campaigns that aren’t! This is the beauty of digital, and if you know what the numbers are saying, you can achieve amazing results for your clients. 

So now you’ve optimised your campaigns, but what do you look at overall to measure your performance. In our opinion there are three layers, where each layer is more important to the next from 1 to 3 below, as 3 is an actual representation of MONEY IN THE BANK.

  1. For Usual performance – traffic, reach and leads
  2. For Source-based performance –  direct, organic, referral, PPC, email
  3. For Campaign based performance – clickthroughs, lead generations, conversions


Maybe the aforementioned data isn’t giving you enough, so what else can you look at to assist your efforts for the ULTIMATE ROI on digital?

  • Track the IP addresses to monitor the source of traffic coming to your business website.
  • Monitor what you have achieved out of your set goals. It would be best if you calculate it on a weekly, fortnightly, or monthly basis.
  • Compare the received data with the previous one. Prepare a report on the performance attained.
  • Finally, compare your sales with the budget you spent on your digital marketing campaign.

In any marketing effort, all that matters is results. When creating campaigns, content, launching on platforms, and attributing budget, always think about WHY you’re doing it. Your clients want to make money for their business and so do you. The only way you will keep a fruitful long term relationship is to show your clients value through SUCCESSFUL RESULTS which we at DarkMatter know as cold hard cash in the bank for our clients. Stick to the data, always be consistent, believe in trial and error, and always keep testing to create the best possible version of every campaign. Good results are hard work, but it is deeply rewarding, and with applying these basic principles you can achieve this for your clients!  

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