Internet Marketing Metrics: What to Measure?

WHAT SHOULD SMALL BUSINESSES BE MEASURING TO TRACK THEIR INTERNET MARKETING SUCCESS?






The answer depends on their goals – but as a baseline, we recommend businesses have a handle on the following 17 internet marketing metrics: 
(We included +/- signs to show which direction you should be moving toward)

WEBSITE
    -  Bounce Rate
    + Conversions
    + Domain Authority & PageRank
    + Keyword Ranking
    + Business Citation Backlinks Created/Corrected
    + Returning Visitors
    -  Site Page-Load Speed
    + Site Traffic
    + Share of Voice (SOV) / Market Penetration
    + Unique Visitors

SOCIAL
    + Engagement – likes, shares, comments
    + Conversions

PPC (Paid Advertising)
    + Click-Through Rate (CTR)
    + Conversion (form based and/or phone call)
    -  Cost-Per-Click (CPC)
    + Quality Score

Google Analytic (GA) is a great place to gather this data – and you can’t beat the cost, it’s free.  If you already have GA, make sure you are using the most recent recording code – it’s recently changed. Clicky is a good alternate to GA but it will cost a few bucks – it’s not much though and you just might find you like the reporting and visuals better. There’s a free trial.



by Chris Sheehy
Sidewalk Branding Co.

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