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 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.

About Chris Sheehy

Rhode Island SEO and local internet marketing specialist at Sidewalk Branding Company - http://sidewalkbranding.co
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