Metrics and Analytics

With Google Analytics, a business can monitor all internet traffic arriving at its website. Identify the keywords that visitors use to find you. Find out what pages on your website are most popular. Use the information to improve your website and your online presence.

Here are some blog posts on this site related to Metrics and Analytics:

Return on Investment

Returns on marketing investments must exceed expenditures.

A back-of-the-envelope calculation of the ROI can be made from the average monthly cost of marketing efforts, as compared with estimates of added revenue generated from new and repeat customers and sales.

Typical internet marketing expenses include (see Prices)

  • Capital expenditures, e.g. for website development (average lifetime, ~3 years)
  • Maintenance and management costs (hosting and site maintenance)
  • Content promotion and list maintenance (blog and Facebook posts)
  • Campaign expenditures (e.g., Google adwords or Facebook ads)
  • Semi-annual reviews and updates (e.g., site revisions)

Example Monthly Calculation (hourly cost = $?)

  • Directory and maps listings (5 yr lifetime): 8 hrs ($?/mo)
  • Website construction (3 yr lifetime): $100s to $1000s ($?/mo)
  • Monthly maintenance (1 hour):  ($?/mo)
  • Domain name registration (annual): $12 or $1/mo
  • Content promotion (? hr/wk):  ($?/mo)
  • Ad campaigns (e.g., $?/yr):  ($?/mo)
  • Semi-annual review and update (3 hr, or $90): $15/mo

The calculation depends on the hourly cost, whether in-house staff can perform these functions, and which tasks are necessary for the circumstance.

Estimates of Added Revenue are based on

  • Value of a new customer (sales per month x income per sale)
  • Value of a returning customer (increased sales per month x income per sale)

The estimate of the added monthly revenue can then compared with monthly marketing expenditures.

ROI Strategies

  • Incremental implementation – see the Internet Marketing Flowchart (PDF)
  • Judicious in-sourcing, including allocation of tasks to staff members as appropriate
  • In-kind trades
  • DIY – do it yourself works for many tasks!

Let us help you develop a ROI plan for your internet marketing needs!

Some Helpful Posts on External Sites

How to Measure Internet Marketing ROI: The Four Basic Questions

Analytics in a Nutshell

Analytics that MatterHubspot has published a concise guide to the analytics that really matter. These include:

  • Unique Visitors
  • New vs. Repeat Visitors
  • Traffic Sources
  • Referring URLs
  • Most/Least Popular Pages
  • Indexed Pages
  • Landing Page Conversion Rates
  • Bounce Rate

Check out this post at:

http://blog.hubspot.com/blog/tabid/6307/bid/30303/the-only-metrics-you-need-to-optimize-website-performance?source=Blog_Email_[The%20Only%20Metrics%20You]

Top 5 Google Analytics Reports to Pay Attention To

Google-AnalyticsGoogle Analytics provides a wealth of information and statistics, but which reports are most useful? Daily Blog Tips published this list of 5 top most important analytics reports for bloggers. It’s a useful list, and the highlights are here (see the post for more information):

  • Referring sites (under Traffic Sources) – This is especially important if you drive traffic to your site via social media sites.
  • Keywords (under Traffic Sources) – What keywords are visitors using to find your site?
  • Content by Title (under Content) – On what pages are visitors spending their time?
  • New vs. Returning Visitors (under Visitors) – How many of your visitors are new, and how many are returning?
  • Map Overlay (under visitors) – Where are your visitors from?

Many of these features are useful in tandem, and it is useful to peruse these categories in terms of numbers of pages visited, time on the site, and bounce rate.

5 Analytics Mistakes Small Business Owners Should Avoid

Google-AnalyticsWeb Marketing Today posted an excellent list of the 5 Analytics Mistakes Small Business Owners Make (and How to Avoid Them). Here are the points, but please see the post for more information.

Mistake 1. Counting Your Own Visits towards Marketing KPIs

Mistake 2. Not Using Advanced Segments to Separate Branded vs. Non-Branded Keywords

Mistake 3. Relying on Lazy Dashboard Metrics. Ditch the dashboard for Custom Reports

Mistake 4. Not Tracking Overall Social Media Engagement and Outcomes

Mistake 5. Not Keeping up to Date with Unusual Traffic and Conversion Patterns

How to Use Google Analytics to Assess Visitor Behavior

Google-AnalyticsGoogle Analytics provides some key information about visitor behavior to your website. This includes:

  1. Where your visitors are from – are they local, regional, national, or international visitors?
  2. What keywords did your visitors use to find your site?
  3. What pages are the most popular on your site? What information are visitors searching for?
  4. Platform. How many of your visitors are using mobile platforms to visit your site, and what browsers are they using? Is your site compatible with all browsers?
  5. Bounce rate. What percentage of visitors arrived at your site but left immediately? Calls to action may reduce bounce rate.
  6. Time on site. How long are people spending on your site? If time on site is low, then the information is probably not relevant to your visitors.
  7. Exit pages. What pages are people on when they leave your site. Is there something you can do to enhance those pages?

This information was posted on the Integrated Marketing Blog, Understanding Your Website Visitor’s Behavior - see the post for more.