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Reporting digital marketing performance – what’s changed and why you need to know

A lot has changed over the past few months; budgets have been compromised and strategies are being reconsidered. The same applies with your metrics – now more than ever you need to be checking and tracking your performance online, making appropriate changes to suit the current climate.

Check your dayparting

Dayparting in PPC terms is the advertising tactic by which you schedule ads for certain times of day or certain days of the week in order to more effectively target audiences. In our own experience, we’ve seen the days that customers shop has changed during the lockdown.

Check your ‘hour of day’

In relation to dayparting, we suggest analysing the current hour that you’re targeting your customer. We’ve found that customers are now shopping earlier rather than later, this could be due to the increased amount of time that we’re spending at home.

Check your products sold report

Whilst we’ve seen the closure of the hospitality and travel sector, which are understandably struggling during the pandemic, businesses such as online fast fashion and gym equipment are on the rise and don’t seem to be slowing down. What’s selling well now, might not be what was selling well this time last year – make sure you regularly review your catalogue and what will work best for you.

Review your budgets

Budgets are critical at the moment and you don’t want to miss out on potential opportunities. ­As we’ve mentioned, we’ve seen that days and hours of consumer buying has changed, which means staying on top of where you’re spending your budget to ensure that you’re not capping out earlier in the day than expected.

Keep an eye on your conversion paths

During this lockdown, we’ve seen customer behaviour transform and all known performance strategies have been compromised. Trust in data and in ethical business now appears to have a bigger impact on customers when they are looking to buy. As a result, it’s worth investigating whether channels such as email and social are playing a bigger role in the customer journey.

Check your device adjustments and performance

The use of smartphones has soared over the last decade but surprisingly, we’ve seen the trend of device usage change during the lockdown and more people are now using their larger screens. This is worth bearing in mind when creating your ads and where they are being targeted.

We understand that business is difficult at the moment, however, we’re willing to help if you’re struggling to stay on top of your marketing. If you need any support with any of our services, feel free to get in touch by sending us an email to

Tom Pickard - Modo25
Tom Pickard
Tom Pickard - Modo25
Tom Pickard

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