5 Metrics to Measure Your Online Marketing

5 Metrics to Measure Your Online Marketing
One of the most difficult tasks associated with online marketing is knowing whether or not it is working. Sure, you could have 1st page rankings for all your important keywords, an AdWords campaign that brings in a multitude of clicks every month, and thousands of Facebook “likes” and Twitter followers. But how do you know that it’s actually effective? Below, I hope to make the answer to this question a little easier by giving you 5 metrics you should be measuring to track the success of your online marketing campaign.

Each of the below metrics are easily tracked with Google Analytics. If you do not know what Google Analytics is, please read the following article for an in-depth crash course: Introduction to Google Analytics.

Total Visits

While this metric doesn’t spell success all by itself (no one metric does), it tells you how many people are actually making it to your website; that is, how many people are finding you online and visiting your website. You may be ranking well for your core keywords, but if they aren’t resulting in visits, something is probably wrong.

Additionally, when it comes to looking at visits, be sure to look at how many of those are coming from new visitors, as returning visitors can often artificially inflate the number of total visits your website is receiving.

Channel Traffic

Not only is it important to know how many visits you’re getting, it is just as important to know where those visits are coming from – are they coming from organic search, paid search, etc.? Measuring the trends in each traffic channel will allow you to keep an eye on what’s working and what’s not in your online marketing strategy.

Bounce Rate

The bounce rate tells you how many people look at one page on your website then leave – they bounced. So if your bounce rate is 70% (which is very high), that means that 70% of your website’s visitors only looked at one page and then left. High bounce rates could be indicative of irrelevant traffic, a bad website, a website short on relevant content, among other things.


This is the bread and butter of online marketing – how many of your website’s visitors are turning into leads (or in the case of ecommerce sites, customers). If you’re not converting your visitors, your online marketing probably isn’t very successful.

Conversion Rate

You want to convert as many of your website visitors into leads as possible. This is especially true if you are paying for visitors through Google AdWords or other forms of PPC advertising. After all, you only want to pay for the visits that have the highest likelihood of turning into a good lead. If you’re paying for visits that aren’t netting you conversions, you’re probably wasting your money.

5 Metrics to Measure Your Online Marketing by @DerekShropshire #marketing #online #seo Click To Tweet

Do you need help ensuring your online marketing is a success? We have a strong track record of helping companies achieve more on the web. Give us a call at 865.357.3600 or contact us.

Glenneth has been generating leads through Google AdWords for over 4 years. She is a Google certified AdWords specialist. She concentrates on getting the most out of her client’s dollars regardless of the amount they have to spend. A graduate of the University of Tennessee-Knoxville, Glenneth is a dedicated Vols fan and proud Vol for Life (#VFL). She bleeds both orange and pink. When not reviewing numbers on AdWords, Glenneth enjoys blogging, social media, and strength training.

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