Tracking and Reporting – ACTION ITEMS Episode 4
In last week’s episode, we discussed the details of an on-page SEO audit.
In this week’s episode, we’ll be diving into tracking and reporting. More specifically, how to best use Google Analytics to track and report on the important metrics to help drive further success.
Sean Martin – the Growth Marketing Manager at Directive – will be leading off Episode 4 of our SEO Action Items Webinar series.
Most social platforms have their own tracking and reporting, so in this video we’ll be exclusively focusing on using Google Analytics to track important metrics across a number of different marketing channels.
There are two main types of tracking; event tracking and destination tracking.
Event tracking focuses on user behaviors and interactions on a single URL, where as destination tracking focuses more on tracking a user as they move throughout pages.
An example of event tracking would be a light form popping up, and a user inputting and submitting information while remaining on the same URL. An example of destination tracking would be a user filling out a form and being sent to a different confirmation URL (such as a thank you page or confirmation page).
It’s also important to be tracking your keywords, and how your pages are ranking for them. We use tools such as MozPro and SEMrush to see exactly where our pages are ranking on the SERPs for different keywords.
Tracking keywords doesn’t necessarily tie in to revenue, which leads us to the next important thing to track….conversions!
Just because someone converts on your page, doesn’t necessarily mean they’re ready to buy, but they’ve jumped over the line from prospect to lead.
Leads come in multiple levels from cold to hot. When trying to generate conversions, make sure your forms align with the level of your prospects.
Make sure your prioritize the value of leads based on the channel they came from. Being able to track every lead and the channel they came from, allows you to attribute a conversion rate to the respective channel.
Using all of this information allows you calculate the lifetime value of a lead. From there you can divide that lifetime value by the close rate of your leads to get the average value of a lead.
Figuring the average value of a lead for each channel is essential because you know exactly how much you should be spending on that channel for every lead you get.
For example, if your leads for an email form submission are worth , you’ll want to make sure you’re not spending any more than to acquire email addresses.
Hopefully you can use this information for your own campaigns so you know exactly how much you need to be spending to acquire leads from all of your separate channels!
Be sure to stay tuned for our next episode, where we talk about developing a content marketing strategy.