Measuring Success for Spa Dealers

Data-informed strategies and decision-making are critical to digital marketing success. There are a variety of metrics and key performance indicators (KPIs) you can track to measure the success of your spa dealership’s lead generation channels. Connect your marketing efforts to your business outcomes to understand how they’re impacting your bottom line. 

To move beyond standard reporting metrics and connect your pipeline from clicks to conversions, these are the KPIs spa dealers should track monthly.

Digital Advertising

The goal of digital advertising is to get your spa dealership in front of the right users and stay with them until they convert. Paid search, social media advertising, and display advertising work together to drive new leads. 

These advertising metrics can tell you if your strategy needs realignment.

• Clicks: The number of users who click on your ad.
• Cost-Per-Click (CPC): The amount you pay each time a user clicks on your ad.
• Click-Through-Rate (CTR): The ratio of users who click on your ad when they see it. 

Impression Share Lost Due to Budget: This will tell you if your geo-targeting is too large or if the budget is too small for the number of searches in the market.

Website Traffic

Your spa dealership’s website is an incredibly important part of your sales funnel. It can be the place where potential customers find all the information they need to move forward with a purchase. It can also be where they don’t find what they need and opt out of working with your business. How users interact with your website tells you a lot about what is or isn’t working.

• Users: The number of new visitors to your website. 
• Sessions: The total number of visits to your website, including sessions from new and repeat users.
• Average Session Duration: The average amount of time actively spent on your website. 
• Bounce Rate: The number of users who left your site after viewing only one page. A high bounce rate isn’t a problem if users find what they need and convert in one page. Consider bounce rate on a case-by-case basis to determine if there are opportunities to engage users further and send them deeper into your website.

Conversions

All the effort you put into catching a user’s attention in an ad and maintaining it as they browse your website is so they make a conversion that becomes a sales lead for your spa dealership. There are many ways you can define a conversion, but these three translate into the most sales leads for our clients.

• Form Submissions: Successful form submissions containing contact information that has taken place on your website.
• Website Chats: Chat submissions where a user has keyed in contact information and engaged with a representative at your business.
• Website Phone Calls: Calls that come in from a user who’s dialed the sales or service number on your website. An important note here is that we aren’t just tracking mobile click-to-calls, but all calls, including desktop and mobile. We track desktop calls with the help of our sister company Foureyes’ premium tracking technology that associates a website visitor with a unique call tracking number.
• Calls from Ads: Calls that come from call extensions present within ads. Users can call the number, either from a mobile device where they performed the search, or from a mobile phone or landline if their search originated from a desktop or laptop.

Better Reporting, Better Results

Optimize your potential for success with a partner who can seamlessly track the lead generation data that your spa dealership needs. Reach out for a free digital analysis to help understand the competitive landscape and gain a custom plan for action to get the conversation started.