May 12, 2015
Are you measuring your inbound metrics for the sake of displaying some shiny figures on a fancy dashboard? Don’t know what they mean or why you’re doing it?
Don’t look at me like I’m crazy…I get it. There are far too many metrics to measure, figures to decipher and Google Analytics paths to navigate your way through.
That’s why we’ve streamlined the process for you and chosen the top 3 metric types that every business, no matter how big or small, can benefit from measuring.
Here are the most important questions you need to ask yourself:
Deciding upon the perfect metrics to measure will depend on your company and your individual digital marketing goals. However, there a few basic metric types that every inbound marketer will need to learn how track. Below are the ones we believe are most meaningful:
Conversion Rates are one of the most important metrics any inbound marketer can measure. That’s because conversions measure the number of customers or prospects who have taken a desired action on your website. Business conversions can vary and should align with your overall digital marketing objectives. For example, an Ecommerce website might measure conversions in terms of a purchase, while an insurance company might measure conversions in terms of the number of people who have filled out a contact form. Conversions can also take the form of softer lead generation tactics – for example, if someone downloads a whitepaper on your website it can be tracked as a goal (or conversion).
You can track the number of conversions you have gained from the Conversion Reports section in Google Analytics. However, to do so you will first need to set up your Goals. Don’t worry…we’ll take you through the process below:
Set Up Your Goals:
Once your Goals have been set up and your customers have started to convert (for example, when people start downloading your whitepaper), you can access your Conversion Reports in your Google Analytics dashboard.
To Access your Conversion Reports:
Here’s How to Make Sense of Your Goals Summary Dashboard:
Example Google Analytics Goals Dashboard:
It’s important to track both your website traffic and blog traffic month-on-month to ensure that all of your inbound marketing efforts (including blogging, guest posting, connecting with influencers and social media activity, etc.) are paying off and resulting in more Unique Page Views.
To View Your Site Traffic Over a Specific Period:
Example Google Analytics Dashboard for your Website Traffic:
How to Isolate & Measure Your Blog Traffic:
When tracking your social media performance always measure engagement over reach. That’s because, your reach only determines the size of your audience – and while it’s important that your audience is always growing, it’s even more important that your fans are actively engaging with your brand and your content. Engagement figures can also significantly expand your reach by ensuring your content is getting shared and talked about amongst the right audiences (your fans’ like-minded friends). You can easily measure the number of shares your content is receiving using a content analysis tool like BuzzSumo.
How to Use BuzzSumo to Track Your Social Shares:
BuzzSumo Content Analysis Chart Example: