4 Metrics Tools that Ensure ROI on Your Online Marketing Investment

AnalyticsAre you marketing without clear direction? You may know all about how to market your business online, but how do you know that your efforts are worth the time, labor and investment? Metrics tools can give you a bird’s eye view of your marketing landscape. Many metrics are at your fingertips to measure the impact of your initiatives. Are you using them all? Here are 4 metric tools that help ensure ROI on your online marketing investment.

1) Google Analytics

As a marketer, you can’t do without this tool from Google. As almost everyone “googles” on the Internet, this is an invaluable tool for marketers who wish to see how they’re faring in terms of Google traffic and conversions. Essentially, Google Analytics offers extensive stats on a website’s traffic, sources and sales (or near conversions) which allow marketers to make adjustments in their web and ad content as well as SEO in targeting their audience. It’s a free service (premium version available for a fee). According to, 56% of businesses use Google Analytics for web analytics.

2) PPC Campaign Metrics

Pay Per Click (PPC) advertising involves paying for targeted keywords to appear within certain places on search engine results pages. .. You simply pay for each click on your keyword advertisement and you specify the duration of your campaign as well as your budget. You can target your ads to a broad or very specific set of criteria. Pay per click is calculated by dividing the advertising cost by the number of clicks generated by an advertisement.

3) Email Campaign Statistics Reports

Email marketing is sending direct marketing messages to customers or potential customers through email.. Analytics is very important for evaluating the success of an email campaign. Email management services like Constant Contact and Mailchimp have arisen to help marketers get a good grasp of the receptivity of their target audience. These allow personalized email campaigns with opt-in and subscription preference options. Built in reporting capabilities include open rates, subscriber growth and click maps. A 2013 Experian Marketing Services study has shown that 70% of brands do not use personalized email marketing.

4) Social Media Platform Statistics: Facebook (Insights), LinkedIn and Twitter

The popularity of social media marketing has given social media platforms a good reason to include analytics for both organic and paid efforts on their services. Facebook has Insights, and LinkedIn and Twitter have their own analytics. In spite of the popularity of social media to marketers (93% of businesses use them), 53% of social media marketers do not use metrics to measure their success rate, according to Awareness, Inc. That means, you can get an edge if you use social media metrics in your marketing.