{"id":6090,"date":"2022-05-25T07:00:06","date_gmt":"2022-05-25T14:00:06","guid":{"rendered":"http:\/\/www.conversationmarketing.com\/2007\/09\/7_internet_marketing_metrics_y.htm"},"modified":"2023-12-07T13:31:30","modified_gmt":"2023-12-07T21:31:30","slug":"7_internet_marketing_metrics_y","status":"publish","type":"post","link":"https:\/\/eigene-homepage-erstellen.net\/blog\/analytics\/7_internet_marketing_metrics_y.htm","title":{"rendered":"6 Internet Marketing Metrics You Must Track (and How)"},"content":{"rendered":"\n

Nowadays, web analytics platforms allow digital marketers to easily track all kinds of data around user behavior and browsing patterns to generate relevant insights. However, knowing which metrics to track and measure can be challenging and overwhelming. This task gets increasingly difficult as your website or mobile app scales over time and caters to various users and social media platforms.<\/p>\n

To help simplify this process, I’ve narrowed down six essential marketing metrics that will provide you with strategic values and measure the effectiveness of your organic and paid digital marketing efforts.<\/p>\n

But before we jump into the metrics, it’s crucial to ask yourself the following three questions:<\/p>\n

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  1. What are the main objectives of your business?<\/li>\n
  2. What aspects of your website\/app are critical for your company’s short and long-term growth?<\/li>\n
  3. What user actions are the primary drivers for the success of your company?<\/li>\n<\/ol>\n

    Now that you have this information about your business let’s dive in.<\/p>\n

    1. Conversions<\/h2>\n

    To measure user behaviors that are important to your business, you can start defining macro and micro conversions<\/a> that align with your business objectives.<\/p>\n

    Macro conversions are the primary conversions on your website, such as purchase completion, lead form submission, and click-to-phone calls. In comparison, micro conversions are good indicators to demonstrate users’ interest in your company’s products and services, such as signing up for newsletters, reading blog posts, and downloading whitepapers.<\/p>\n

    A set of micro conversions can potentially accumulate and lead to relatively higher-valued macro conversions. For instance, a user who subscribed to a newsletter, a micro conversion, could click on a product link, browse further on your site\/mobile app, and place an order, resulting in a macro conversion.<\/p>\n

    How to Track Conversions<\/h3>\n

    To measure your chosen conversions, you can set up goals on Google Analytics<\/a> and Google Tag Manager to track destination, duration, event goals, etc.<\/p>\n

    Below is a screenshot of goals on Google Analytics.<\/p>\n

    2. Spend<\/h2>\n

    In today’s competitive marketing landscape, it is inevitable that companies spend thousands of dollars each month to attain the targeted traffic and conversions. Tracking where to spend and how much on marketing campaigns not only allows you to plan your marketing budget and strategy but also to know the effectiveness of your paid search and paid social campaigns.<\/p>\n

    Quarterly and monthly total costs are not sufficient to tell you whether your money is well spent. You also need to look at the cost per click and cost of conversion of each paid campaign to make comparisons. You can adjust your marketing budget accordingly based on the paid campaign performance and the target audience.<\/p>\n

    How to Track Spend<\/h3>\n

    To build a marketing budget report, I recommend using Google Data Studio and blending several data sources into one to show the marketing budget for each social platform.<\/p>\n

    In the screenshot below, I have data sources from major social platforms, and I blended these data sources by using the date dimension as the join key.<\/p>\n

    Since Google Data Studio allows data blending for up to five data sources, I am able to show the monthly budgets of different social platforms side by side for comparison in the dashboard below.<\/p>\n

    If you get stuck trying to blend data sources, check out our post on troubleshooting data blends on Google Data Studio.<\/a><\/p>\n

    3. User Engagement<\/h2>\n

    Pages per session and session duration are two metrics that provide a concise view of the broad spectrum of user activity and purchase patterns that occur on your site\/app.<\/p>\n