Online marketing presents a wealth of data that marketers can choose to analyze and structure future campaigns around. It's easy to insist on tracking many different measurements, and much of the data gleaned can be useful. However, it is important to focus on the most relevant areas. The following metrics are closely connected to the return on investment of a marketing strategy, which is something marketers should keep within their sights at all times.
- Pageviews per visit: The amount of website visitors can give an idea of how well a company's site fosters the user experience. An interesting, content-rich website will entice visitors to spend more time on it and encounter many opportunities to take the next step to conversion.
- SEO: It is important for a business to know where it ranks in search engine results for its most relevant keywords. This should be monitored regularly to allow for quick strategy changes to improve the ranking.
- Conversion rate: This is the most important statistic for marketers to monitor. A website may contain multiple calls to action and different conversions, from signing up for a mailing list to making a major purchase. The conversion rate for each of these actions should be calculated separately. Google Analytics offers a tool that will help track a company's progress toward its conversion goals, which can simplify monitoring this important statistic.