Analytics & Reporting
Reviewing your analytics and reporting your results – good or bad – is important to see what's working and what's not. This way we can do more of what is working.
Analytics
Adding Google Analytics to your website is free and it gives you a dizzying amount of data that lets you examine your website traffic to see what's working and what's not working. Social media sites, like Facebook, and advertising platforms also have detailed analytics data so you can measure the success of your campaigns. And, there are other systems – we use HubSpot – that can aggregate all the information so you can see all your analytics data in one place.
Collecting the data is easy – making sense of it is not so easy. We like to pull out the information that's relevant to you and show you what's working and what's not working so we can do more of what is working.
Reporting
Regular reporting and discussing the results – good or bad – keeps us on top of what's working and what's not. Each campaign will help us work out the most effective strategies and tactics for your online marketing. Over time, that means we get more efficient and faster with all our marketing activity.
Reporting is also useful for sharing with the team and other stakeholders. It's important to include your team in discussions so we can discover the qualitative (more anecdotal) information as well as the quantitative information. That way we're all on the same page working towards the same results.
Metrics and KPIs
Return on investment (ROI)
Based on the sales numbers, you can calculate your company’s return on investment for campaigns. This can be calculated using the below formulas:
Return on investment $ = net return - cost of investment
Return on investment % = (net return/cost of investment) x 100
Net return is referring to the total amount your company gained from your campaign before any expenses.
Cost of investment is referring to the cost of running the campaign. This covers all relevant expenses from hiring a photographer to your marketing manager’s salary.
Lead Capture and Sales
Using Google analytics, you can track the number of visitors to your website and new leads gained from digital marketing activities. Using HubSpot you can also track the number of sales achieved throughout the campaign period.
Click-through
This refers to the percentage of viewers who click on a link in the paid ad, email, or other marketing activity. Meta Business Suite and LinkedIn will allow you to track the click-through rate on all paid ads. HubSpot can be used to track email click-throughs.
Reach
Reach refers to the number of people who view your marketing activities. This includes both followers and non followers. Reach can be determined by metrics provided by Meta Business Suite and LinkedIn.
Engagement
Engagement refers to all interactions with your digital marketing activities. This includes likes, comments, clicks, reviews and shares on social media, replies to emails, comments on your blog, attendance at events, and clicks, comments or likes on paid ads. You can measure this using HubSpot’s marketing tools, as well as Meta Business Suite and LinkedIn.