Digital marketing math can help you improve your email marketing
campaigns and online marketing initiatives. By getting a good
handle on your analytics and email metrics, you can improve your
digital marketing campaigns using real data instead of
Math not your thing? Don’t worry.
Digital marketing math is relatively simple and we’re here to
Basics of digital marketing math
Even with the most important digital marketing math formulas on
this page, you don’t need advanced math skills to use them.
Most of the time, these metrics will be calculated for you by
various analytic programs and software services. For online
advertising and analytics for your own website, you’ll probably
use Google Analytics.
For email campaigns, Campaign Monitor offers a full suite of
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So, while you don’t need to calculate all these metrics
yourself, understanding how they’re calculated can help you
better understand what they actually mean. Let’s be honest, even
the most experienced digital marketers often have a fuzzy grasp on
So, understanding how these analytics are calculated can help
you be much more effective as a digital marketer.
Common digital marketing math formulas
Here are some of the most common and helpful digital marketing
math formulas. We have grouped these marketing math formulas into
four categories: online advertising, website analytics, email
marketing, and customer engagement/buzz.
Remember the basic operands:
1. Online advertising digital marketing formulas Cost per
COST / 1000 IMPRESSIONS
An impression is how many times an advertisement is displayed on
a web page or search engine. It does not include clicks. You might
get a ton of impressions with few clicks. So, depending on where
you’re advertising, it might be more affordable to pay per click
vs. by impression.
Cost per view
COST / VIEW
Cost per view is like cost per impression but relates more to
video ads (e.g. YouTube ads).
CLICKS / IMPRESSIONS
This calculation actually tells you whether your online
advertisement is working. The more clicks you have per impression,
the better. To improve your ad CTR, improve your ad design and/or
better target the delivery to the proper segments.
Conversions per impression
CONVERSIONS / IMPRESSIONS
This metric tells you how many actual sales you get per
CONVERSIONS / CLICKS
This tells you how many conversions you’re getting per click.
This is a crucial metric.
Revenue per click (RPC)
REVENUE / CLICKS
Understanding how much money you bring in for each click helps
you plan your ad spends accordingly. Higher revenue per clicks
would justify perhaps investing in an ad campaign even if the
click-through rate wasn’t that high, as long as those few clicks
2. Marketing math for website analytics Page views per
# OF PAGE VIEWS / 1 SESSION
How engaged are people with your website? A session refers to a
single time your customer or prospect spends looking at your
Percentage of new browsing sessions
# NEW BROWSING SESSIONS / # TOTAL BROWSING
You might want to calculate this metric if you want to know
about your new customer growth. If your ads are bringing back the
same people over and over again (and they aren’t buying anything
new), that’s not a good thing.
Average time spent on a landing page
TOTAL TIME SPENT BY ALL VISITORS / TOTAL #
Are your landing pages actually engaging your customers? Or are
they causing a high bounce rate?
By finding out how much time is spent on your landing page—the
page you’re directing customers to—you can get an idea of
what’s working. Of course, actual conversions count, too.
Bounce rate (per page)
VISITORS LEAVING AFTER VIEWING ONE PAGE / TOTAL
There are two main ways to calculate bounce rate. One is based
on whether your visitor stays on your website (by clicking another
The other (which you need Google Analytics or some other
software for) calculates how much time is spent on a page.
USERS LEAVING SITE / TOTAL # USERS VISITING
This calculation is related to the bounce rate, but it’s not
quite the same. This metric informs which pages are more likely to
encourage exits from the website.
Buy per detail rate
# PRODUCTS PURCHASED / TOTAL PRODUCT DESCRIPTION VIEWS
FOR THAT PRODUCT
Are your visitors spending a lot of time looking at product
descriptions before purchasing? This metric can tell you whether
your customers are looking for that specific information.
Cart per detail rate
# PRODUCTS ADDED TO CART / TOTAL PRODUCT DESCRIPTION
Similar to the above metric, this formula tells you about the
time spent researching before an item is placed into the shopping
Cart abandonment rate
1 – (# PEOPLE WHO START CHECKOUT / # PEOPLE WHO ADDED
Are people adding things to their shopping cart and then
quitting? If this number is too high, two things might be
happening: One, your shopping cart system is too complicated. Two,
your pricing or shipping isn’t transparent enough.
Items per purchase
# ITEMS / # PURCHASES
Get a better idea of how to bundle and tailor purchases with the
items per purchase metric.
3. Email analytics and digital marketing math
Email marketing metrics can help you craft and improve your drip
marketing campaigns and email newsletters. Use some of the
following with your online marketing initiatives. Remember,
Campaign Monitor does all this work for you:
Email metrics are multiplied by 100 to get a percentage.
BOUNCES / EMAILS SENT X 100
If your emails are bouncing too much, you need to clean up your
Email open rate
TRACKED OPENS / TOTAL DELIVERED (NON-BONCE) X
How many people are actually opening your emails? If they
aren’t, you might want to work on your subject lines.
Email click-through rate
CLICKS / EMAILS SENT X 100
You want people to click on the links in your emails. Shoot for
an email click-through rate of 4%, depending on your industry
Email CTOR (click-to-open) rate
CLICKS / OPENED EMAILS x 100
The CTOR rate is an even more important metric than the
click-through rate. It tells you how effective your emails actually
are once they’re read.
Email conversion rate
CONVERSIONS / EMAILS DELIVERED X 100
Ultimately, you want your email marketing messages to turn into
sales. Find out how you’re doing with by measuring your email
4. Customer engagement and social media analytics
With customer engagement and social media analytics, you may
need to set up your own spreadsheets and keep track of things
manually. If you really don’t want to bother with the digital
marketing math, you can use programs like Buffer,
which calculate many social media metrics for you. Plus, you can
integrate with Campaign Monitor via
ENGAGED USERS / REACHED USERS * 100
Engaged users are users that interact with your social media
posts in some manner, such as liking or commenting.
Social media buzz market share
SOCIAL MEDIA USERS TALKING ABOUT YOUR BRAND / SOCIAL
MEDIA USERS TALKING IN YOUR INDUSTRY
This might be a little challenging to calculate, but with some
research, you might get an idea of what your company’s actual
Average likes per social media post
ADD UP LIKES PER X POSTS / X POSTS
How many likes are you getting for each social media post? If
you hear crickets, then you should investigate why your content
isn’t connecting with your audience.
Average shares per social media post
ADD UP SHARES PER X POSTS / X POSTS
Likes are important, but shares are even better. Are your posts
# FOLLOWING / # FOLLOWERS
You can use this metric to inform how many people you’re
following vs. how many are following you.
Negative feedback rate
HIDDEN-DOWNVOTED-REPORTING AS SPAM / REACHED
If people are downvoting or reporting your posts as spam on a
regular basis on social media platforms, you’re in some serious
trouble. Rethink your content marketing strategy.
To summarize, digital marketing math can help you see what
you’re doing right and doing wrong with your online advertising
campaigns. You’ll want to track your metrics in four basic
- online advertising
- website analytics
- email marketing
- customer engagement/social media buzz
The more you know, the more you can improve your digital
Campaign Monitor provides all the email metrics you need
for your digital marketing. Contact us for more
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Digital Marketing Math: All the Formulas You Need to Know on One Page