Your online marketing budget should include reasonable expectations for a return on campaign investment. This includes more than a metric that shows your outreach solution was successful – you should also have a variety of benchmarks to help you improve your efforts in the future.
Recently, Econsultancy and Lynchpin published a research survey that showed only 10 percent of marketers thought most or all of their website analytics data was useful. The survey delved deeper into the topic and asked respondents if they tied web-based and non-web-based marketing initiatives together using common metrics, and almost 47 percent of the professionals said they had not integrated the information.
Website analytics are more than report cards that show how well an outreach solution did compared to previous efforts – they're a process meant to measure investments across marketing channels so you can build upon your succees after developing an action plan.
Your website analytics data should account for the visitors who navigate to your website from different channels. Additionally, it should consider the cost of your lead acquisition rates and how many sales and leads were generated through your advertising. When you compile these various snippets of data, you are better able to measure success by your organization's objectives and make accurate assessments on where improvements are needed.