Please Note: This article was last updated in 2003.
Like any business initiative, you will want to measure the success of your web presence-building efforts. You should begin any internet marketing campaign by deciding how you will measure its success.
The metrics you choose to track will depend on your goals, but they typically include:
- number of web page views per month
- number of site visitors per month
- the paths that people take as they navigate your site
- the amount of time visitors spend on your site
- number of search engine referrals per month
- number of in-links to your site
- Google PageRank estimate
- number of leads generated online per month
- number of prospects referred online per month
- online sales per month (if you have an e-commerce site)
One of the many nice things about the internet is that so much of the information about how people use it can be collected and analyzed. For example, every time someone visits your web site, they tell your web server where they came from, what kind of computer and web browser they are using, and other useful information. This information can be collected in server log files and analyzed with tools like WebTrends, or you can collect and analyze similar data using online tools like HitBox.
For many, if not most, independent professionals, simple using a free traffic-analysis tool like HitBox and taking a few other measurements each month will give you enough data to evaluate your online presence.
My Web Metrics Qualifications
I have been measuring online marketing campaigns since 1995, typically using low-tech tools like spreadsheets and legal pads as well as the tools provided by marketing-services providers like Overture, HitBox, WebTrends, etc. I’ve never had huge budgets at my disposal, so I have become adept at triangulating on reality using as much data as I could get my hands on.
This page created 4/5/03; last updated 11/21/03.