5 Digital Marketing Metrics Indian Brands Ignore
India has 800 million+ internet users, all mobile first and super engaged. The market is huge but many Indian brands are still chasing vanity metrics like likes and followers. These numbers rarely translate into real business growth or ROI. The game has changed: success now lies in deeper engagement and measurable outcomes that impact your bottom line. Jordie’s Creative Agency, a digital marketing company in Bangalore is at the forefront of helping brands navigate this space.
This report reveals 5 digital marketing metrics Indian brands are missing. Understanding and optimizing these is key to real growth and ROI in 2025, moving beyond surface level data to really refine your digital marketing.
Overlooked Metric 1: Engagement Quality (Beyond Likes & Follows)
In 2025, Indian brands must move beyond superficial "vanity metrics" like likes and follower counts, which rarely translate into business outcomes. The focus must shift to "engagement depth", how deeply an audience truly interacts with content.
Meaningful engagement includes comments, shares, and saves, indicating higher user interaction. For India's mobile-first, video-dominant audience, time-spent on content and video completion rates are crucial indicators of genuine interest. Beyond numbers, sentiment value provides qualitative insights into audience perception. This shift is vital as Indian consumers demand relevant, valuable, and interactive content.
Tata Motors measured engagement depth on Nexon EV videos to fine-tune messaging. HomeKart and EasyLiving leveraged micro-influencers to build trust and authenticity, driving conversions by resonating deeply with niche audiences. This highlights that deeper connections, often fostered by smaller influencers, yield better ROI.
Overlooked Metric 2: Click-Through Rate (CTR) with Downstream Outcomes
A high Click-Through Rate (CTR) is a good start, but it's merely the first step. For Indian brands in 2025, true success lies in tracking what happens after the click, focusing on "hard conversions" like sign-ups or form submissions.
Optimizing this post-click journey is paramount. This involves personalization based on user behavior, dynamic content delivery, and continuous A/B testing of landing page elements. Given India's mobile-first user base, mobile responsiveness with fast-loading, touch-friendly experiences is non-negotiable. Streamlined navigation, compelling headlines, and trust badges are also key to reducing friction and building confidence. Indian brands are already excelling.
ACT Fibernet customized landing pages based on city and search keywords for enhanced engagement. Indochino achieved a 17.4% conversion rate with engaging, personalized landing pages. These examples underscore that the user experience after the click directly impacts whether a click becomes a valuable conversion. Predictive analytics and real-time personalization are increasingly essential, allowing brands to anticipate user needs and offer immediate, relevant actions to boost conversions.
Overlooked Metric 3: Bounce Rate vs. Engagement Events
Bounce rate, often misinterpreted as a sign of failure, can be misleading. Sometimes, it simply means users found what they needed quickly. Its true value emerges when contextualized with user intent and other engagement signals. Instead of solely focusing on bounce rate, smart marketers in 2025 are prioritizing scroll-depth, time-on-page, and triggered events (specific actions like clicks or video plays). While bounce rate shows where users dropped off, interaction data reveals what happened in between, uncovering crucial user experience friction points. Indian brands are leveraging event tracking for deeper insights.
A multi-location healthcare provider in India significantly improved engagement and online appointment bookings by redesigning pages with clear information and interactive tools. This demonstrates that investing in rich, interactive, and user-friendly content leads to higher engagement metrics, which are far more valuable than a low bounce rate alone.
Prioritizing website speed and clarity on high-intent pages is also crucial, as faster loading times directly correlate with higher engagement and lower bounce rates.
Overlooked Metric 4: Email Metrics: Opt for CTR & Conversion Over Opens
Email marketing remains powerful, but its measurement has transformed due to Apple's Mail Privacy Protection (MPP), which artificially inflates open rates. This renders "opens" unreliable and disrupts automations based on them.
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