The answer depends on their goals – but as a baseline, we recommend they have a handle on the following 17 internet marketing metrics:
(We included +/- signs to indicate which direction you should be moving toward)
Website
- - Bounce Rate
- + Conversions
- + Domain Authority & PageRank
- + Keyword Ranking
- + Business Citation Backlinks Created/Corrected
- + Returning Visitors
- - Site Page-Load Speed
- + Site Traffic
- + Share of Voice (SOV) / Market Penetration
- + Unique Visitors
SOCIAL
- + Engagement – likes, shares, comments
- + Conversions
PPC (Paid Advertising)
- + Click-Through Rate (CTR)
- + Conversion (form based and/or phone call)
- - Cost-Per-Click (CPC)
- + Quality Score
Google Analytic (GA) is a great place to gather this data – and you can’t beat the cost, it’s free. If you already have GA, make sure you are using the most recent recording code – it’s recently changed. Clicky is a good alternate to GA but it will cost a few bucks – it’s not much though and you just might find you like the reporting and visuals better. There’s a free trial.
