How and Why to Track Marketing Metrics

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"You can only manage what you can measure" - these are the words of Peter Drucker, the creator of the American school of management, voiced in the last century. Today there is no reason to doubt that the evaluation of marketing effectiveness is carried out on the basis of specific indicators, and not subjective feelings.

It is important in what units this efficiency is measured (traffic type, sales volume, etc.). This directly affects the quality of marketing work, namely the accuracy of the assessment lawyer email list and the planned return on investment. As a result, the invested funds should yield maximum profit.

How and Why to Track Marketing Metrics

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How is this currently being implemented in medium-sized businesses?

The effectiveness of marketing campaigns is practically not calculated in any way, but is determined only by the approximate dynamics of the influx of clients. Often, this is the only data that the business owner provides to the advertising agency.

If any metrics are calculated, they are stored in disparate spreadsheets. After that, the company's management usually changes the marketer or invests heavily in a new advertising channel. Subsequently, no positive changes occur.

The reporting includes some general indicators that cannot be used to analyze anything, since the data entered hardly changes over time with an unchanged advertising budget.

Increase Your Profits by 10X: 5 Key Metrics You Must Track
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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After working with over 300 online projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!

In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.

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How should this be implemented?

It is necessary to provide constant access to the indicators via the Internet so that the manager and marketing specialists can operate them simultaneously. For this purpose, an automated database is used, minimizing the likelihood of erroneous actions and reducing the time for processing information.

Marketing performance indicators should clearly show how much was invested, how much was earned, and how much these figures have changed compared to the previous period. It should also be possible to obtain more detailed information.

The indicators must be clear enough to allow any interlocutor during a business meeting to understand the essence from the first minutes.

If the data you collect can quickly answer key questions, you will ultimately make better decisions and soberly evaluate the actions of marketers.

Stages of technical implementation:

Connecting call tracking . This service allows you to track calls through the site. The cost of use is relatively low, and the call tracking itself will be necessary in the process of promoting your website. The Calltouch service will be an excellent choice.

Setting up Google Analytics and Yandex.Metrica . In these tools, you need to set up goals to track various target actions from potential clients.

Collection and analysis . The collected information should be entered into a specialized analytical system. Regular Excel spreadsheets will not work for this. As a rule, such automated systems are paid. You can use the LeadSense product, which brings all the data together in a convenient table.

As already mentioned, the analytical system should provide not only general data (for example, the cost of one lead received from contextual advertising or search results), but also show details for each advertising campaign. This will help identify any problem that has arisen and focus on it.

Read also!

"Marketing automation: services, implementation stages"
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Let's take an example. In 1986, a catastrophe occurred - the Challenger spacecraft exploded in mid-air and literally fell apart. NASA specialists knew about the problem with the device, which they warned the management about - the launch was proposed to be postponed. However, the problem was not given sufficient attention. The culprit was an ambiguously compiled report.