Internet Marketing Metrics – what to measure?

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

by Chris Sheehy | Sidewalk Branding Company
 
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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 Analytics (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 alternative 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.

About Chris Sheehy

Chris has been helping businesses drive website traffic through SEO (search engine optimization), keyword research, citation management, Schema structured data, and PPC advertising since 1997. Online at http://sidewalkbranding.co
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