How to effectively measure
your digital marketing efforts
TECHNOLOGYTrack and measure your
results to drive sales, draw
in new customers and
grow your business...
Dominique Sandwith
If you're a small business owner, you've
been told many times by now that
social media and digital marketing are
non-negotiables when it comes to your
marketing efforts. It's fairly easy to set up
a website and social media platforms, and
start using them to build your brand, but
how do you know they're working?Here is a list of tools and metrics to help
you navigate this minefield.YOUR WEBSITE
Google Analytics is the most well-known
and widely-used analytics tool for website
statistics. It is cloud-based and as such,
you can log in from anywhere in the world
to track the relevant metrics. It is also
simple to set up, so any web developer
can add the code to your website once
the site is up and running.Besides the most obvious metric – how
many people have visited your website in
a certain time-period – the other popular
metrics are:▪ Audience.^ Insights into the
characteristics of your website users
(visitors), such as their demographics,
geolocation, the device they're using, the
browser and operating system they used
to access your site, whether they've been
to your site before, and more.▪ Acquisition.^ How your users (visitors)
came to your website, i.e. from Google
search (organic), another website
(referral), an email newsletter, a paid ad,
social media or by directly typing your
URL into their browser.▪ Behaviour. Information on what
pages your users are visiting, the time