What should small businesses be measuring to track the progress of their internet marketing?
That depends on your goals - but as a baseline, we recommend you have a handle on the following metrics as a starting point...
(We included +/- signs to indicate which direction you should be moving toward)
- Bounce Rate
+ 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
+ Engagement - likes, shares, comments
PPC (Paid Advertising)
+ Click-Through Rate (CTR)
+ Conversion (form based and/or phone call)
- Cost-Per-Click (CPC)
+ Quality Score
Google Analytics (GA) is a great place to gather this data - and you cannot beat the cost, it's free. If you already have GA, make sure you are using the most recent recording code - it has recently changed. Clicky is a good alternative to GA but it will cost a few bucks – it’s not much though, and it provides better reporting and visuals. There’s a free trial.