marketing metricsI’m calling it now – 2015 is going to be the year of Marketing ROI Measurement. No longer is it enough to count “likes” and follows. Companies and organizations want to know how their marketing spend is translating into revenue, sales, membership, etc. – in other words, how is marketing impacting the bottom line?

There are so many notions about what the best analytics are to track when it comes to analyzing your marketing. Click-through-rates, unique visitors, Facebook likes – but how do you know which ones really matter? And which ones should you be tracking that are going to showcase the results your marketing efforts are really having?

Social Media Metrics

Stop tracking your fans and followers

A few years ago, companies were jumping on Facebook and Twitter with the goal of maximizing their fans and followers. Now, no one really cares how many likes you have. And given how Facebook keeps changing its algorithm and people are seeing less and less unsponsored content from brands, the number of Facebook fans you have has very little impact on who sees your social content. So instead of tracking fans and followers…

Track your reach

How far is your content going? How many interactions is it generating? Now that you can also track your analytics on Twitter, look at your impressions. If your posts aren’t generating any interactions, maybe you need to change something up. Is the problem the call to action you’re offering (or not offering) or is it the content? If you have a lackluster reach, look at why. Is it the time of day you’re posting or is it what your posting? Remember, especially with Facebook, the quality of your content goes a long way in achieving the kind of organic reach that can convert fans into buyers or customers.

Email Marketing Metrics

Your List Size Doesn’t Matter

You’ve heard that old saying “size doesn’t matter”? Well, its true – the size of the list that you’re emailing doesn’t matter – really! You could have 10,000 contacts, but if you have a low open rate or a lower than average click through rate, it doesn’t mean a thing because those contacts aren’t converting. Instead of buying more (or bigger) lists, focus on…

Track your click throughs

It’s all about quality over quantity. Instead of just adding more contacts to your list, look at the interactions. Click through rate is a huge thing because while its great to send someone an email, it’s a waste of time unless the recipient actually opens it and does something (whether that something is click through and read your article, visit your website, register for your webinar, or purchase the product you’re promoting).

Website Analytics

Stop Tracking your visits and visitors

You heard me, I said it! Your visits and unique visitors don’t matter. Why? Because increasing traffic may show the effectiveness of your traffic, however, these are broad analytics. They don’t really tell you whether all that traffic is going to bring you business. Your social media or pay per click campaigns may be effective, however are people converting from visitors to leads? These campaigns can inflate traffic numbers but not convert visitors if not designed properly. A better metric than visitors is…

Instead look at page performance and sources

Hopefully you’ve got a good analytics program (such as Google Analytics, HubSpot, etc.) that you can use to track the performance of your website. If you do, remember that while information of how many visitors are coming from the different sources is interesting, a better metric is the percentage of visitors who convert into leads by channel. Which pages are performing best and converting visitors and how can you improve the sources and the pages that aren’t converting visitors?

Stop wasting your valuable time tracking metrics that don’t matter. At the end of the day, you want to be measuring the impact of your marketing efforts and how these efforts are impacting your bottom line. If your efforts aren’t converting visitors to leads, then how do you know your marketing is really effective? Track the analytics above to learn the real effectiveness of your marketing so you can make sure you’re getting the most of your efforts.