Zooming In on Actionable Analytics Metrics
The realm of SEO services is crazy about metrics and for all the correct reasons. With
the internet fast emerging as the most competitive marketing space on the planet,
businesses naturally would want to know what works and what does not through
For a search engine marketing company, the most prevalent source of data in terms
of measuring the effectiveness of a campaign is Google Analytics or GA. Through GA,
marketers are able to gauge the success of a campaign by looking at numerical data
such as bounce rate, the average time visitors spend on the site, the exit pages and
others. However, as SEO services become more streamlined, sophisticated and
targeted, marketers don’t just want metrics for metrics sake, but as insights to make
their campaigns better.
Looking at the Metrics that Matter
Analytics data can be convoluted, overwhelming and drowning in them is easy. If
you’re using Google Analytics, which is just one tool among many others, you are
probably getting a multitude of reports. The question is, how do you sort through
For a novice search engine marketing company, the fear of missing out on a piece of
information would mean going through each report one by one is the only option.
Not only is this time consuming, it is also impractical.
Generally speaking, there are metrics that are common across all businesses which
1. Source of traffic
2. The traffic segments that are converting
3. Conversion rate
4. The lifetime value or LTV of your customers which is essentially the profit you
can generate from a specific customer in the long run.
These are staples. However, different SEO services executed for varying businesses
demand different sets of success gauges. There’s no one-size fits all solution and at
the same time, it’s impossible and highly unnecessary to account for all of them.
The trick is really simple. If you know your business well, where you want to go, your
business objectives and the factors that are pertinent for you and your partner
search engine marketing company to achieve your business goals, then you would
know what to look out for. Rule of thumb is to identify around 5-10 of the most
relevant metrics that would give you the big picture of how you are doing in terms of
your main success drivers and focus on them.
Google Analytics is Good, But Probably Not Enough
Google Analytics is a great comprehensive tool. However, when it comes to giving
you insights that can prompt you to take action in terms of the SEO services you
employ in order to achieve your goals.
One of the things where GA is lacking is that it is only able to monitor the front end
activities of your site. But what about the things that are happening behind the
scenes? GA can’t measure LTV. While GA is focused on measuring conversion, it does
not take into consideration other factors that are causing people not to buy (i.e.
Pricier products versus competitors, etc.). It’s advisable that you look into other
platforms when measuring the effectiveness of the SEO services you are currently
running vis-à-vis your business goals.
Author is working as an Internet Marketing professional in an SEO company in New
York. He likes to write informative articles on various topics related to Internet
Marketing. Through this article, he wants to share his knowledge with people who
are about to hire SEO agencies for their businesses.