Tracking Online Marketing Efforts

To analyze whether your marketing efforts are effective, you should be monitoring:

Website 

  • Website traffic and traffic by source using Google Analytics
  • New visitors vs. returning visitors 
  • Page views and most viewed pages 
  • Conversion rate 

Newsletter / Emails

  • Subscribers
  • Email open rates 
  • Subject lines
  • Click through rate
  • Clicked links
  • Bounces
  • Unsubscribes

Social Media 

  • Impressions 
  • Social reach (e.g. how many people see your content) 
  • Social engagement (e.g. clicks, shares, likes, retweets, comments) 
  • Click through rate 
  • Overall Return on Investment (ROI) – How much you spent vs. how much you earned

Resources