Brand awareness is expressed in several ways. Awareness is raised through social channels or through visits to the site itself. But a complete picture of awareness levels will only emerge when all sources are combined.
To be clear, measuring brand awareness by associating it with clear metrics is very difficult. Sure, on-site interactions can be tied to conversion goals. But impressions, clicks, and social media interactions only occasionally correlate with conversion metrics. Tracking user activity off-site is difficult due to the siloed systems that store data and the number of touches required to measure on-site interactions.
So it's worth thinking about brand awareness as a funnel, with the top half being external platforms (their effectiveness is almost impossible to measure) and the bottom half being your website, interactions with which are transparent to you.
Measuring Brand Awareness
Accidental intersection - first impression;
Interaction out of curiosity - click;
Interaction for acquaintance - subscription to an account;
Interest - visiting the site.
The first three interactions take place on third-party platforms - it is difficult to extract tangible results from them. These interactions are vital and influence the fourth - interest and site visits. However, only from cayman-islands phone number data the fourth interaction is it easy to tie the brand awareness funnel to the overall lead generation goals.
Here are some handy awareness metrics—and how they impact tangible business goals like lead conversion.
Level of influence on lead generation metrics
Level of influence on lead generation metrics. From left to right: social media likes; social media clicks; social media subscriptions; post/mention sharing; relevant website traffic.
So, should you measure your brand awareness funnel? Absolutely.
But remember, the end goal is to get a site visit, not generate leads. These interactions can be thought of as micro-conversions. They are important, but they don’t directly impact the site’s macro-conversion goals. Optimizing micro-conversion metrics is important as long as you understand how to measure them (i.e., relate them to the larger goal of generating quality leads).
So, while the top of the funnel is hidden from the analyst's eyes, the bottom of the funnel is made up of site visits that provide a lot of important data.