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Analyzing and adjusting

Establishing metrics

Let’s review some of the most common marketing metrics.


Estimated time: 5m

Google Analytics

Google offers a tool to help you analyze your website traffic. The challenge with Google Analytics is that there’s so much data it’s hard to know what’s important. Here are a few of the data points that you might want to pay attention to.1

  • Average session duration: The amount of time the average visitor spends on your website
  • Pages/session: The average number of pages website visitors see per session
  • Referrals: External websites where visitors clicked on a link to arrive at your website
  • Bounce rate: When a visitor comes to your website and then clicks away without taking any action such as visiting a second page or filling out a form
  • Conversions: When a website goal is reached; can include a sale, the completion of a lead form or any other goal you might have for website visitors
  • Demographics: Visitor categories that Google tracks, including age, gender (only male or female) and interests (such as food, sports or technology)

Email analytics

What can you track in your email marketing system?

  • Contacts: The number of people with email addresses stored in your email marketing system
  • Open rate: The percentage of email recipients who opened an email
  • Click-through rate: The percentage of email recipients who clicked on a link in your email — an important indicator that your email calls to action are working
  • Conversion rate: What happens after an email recipient clicks (this is easier if your landing pages are provided by your email marketing system, but many CRM systems can also track this information)
  • Sharing rate: The percentage of people who forward your email or share it on social media
  • Unsubscribes: The number of people who unsubscribe from your email list

Social media analytics

  • The number of times a post appears in a subscriber feed
  • The percentage of people who “liked” your content compared with the total number of followers
  • The percentage of people who shared your post compared with the total number of followers
  • All interactions (likes, shares, comments, etc.) per post compared with the total number of followers
  • The number of followers compared with the follower count at a previous time
  • The percentage of post viewers who clicked on a link
  • The percentage of post viewers who took a specific action after clicking on a link in a post

Footnote link section

1. Google Analytics is always changing and evolving. View the latest tools and terms.

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