What To Measure In Google Analytics and other reporting tools
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 (for research, individual keyword reports offer little actionable value - you’ll chase your tail trying to rank for keywords)
+ Business Citation Backlinks Created/Corrected
+ Returning Site Visitors/Sessions
- Site Page-Load Speed
+ Site Traffic
+ Unique Visitors/Sessions
+ Engagement - likes, shares, comments (likes are cheap - focus on more actionable elements like shares and conversation)
PPC (Paid Advertising)
+ Click-Through Rate (CTR)
+ Conversion (form-completions and/or phone call)
- Cost-Per-Click (CPC)
+ Keyword Quality Score - and the attributes that contribute to it
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.