[Marketing Guru series] Google Analytics – The Measurement Plan (II)
Jeff Rajeck, Senior Trainer at ClickAcademy Asia, shares the next part of Google Analytics – Google’s Measurement Plan.
In the previous video, we
1. Established your overall business objectives
2. Came up with strategies and tactics that support the overall business objectives
For the third step, we need to think about is how we are going to know whether what we’re doing – our strategies and tactics – are helping us achieve our overall business objectives. We do that with key performance indicators (KPIs).
Now KPIs should be a singular measure that goes up if what we are doing is helping us reach our business objectives.
For example, if our business objective is to sell things, our strategy is to advertise. Our tactic is to use paid search; then our KPI should be the transaction rate of people who arrive at our site from paid search.
If, however, our business objective is to build an email list, our strategy is to raise awareness of our great newsletter, and our tactic is to use social media and SEO to do so. Then our KPI should be the total number of emails we get.
How do we track our KPIs over time?
With Google Analytics - Conversion, Goals, Overview page – these show us all about our different conversions, which should be the same as our KPIs. These can be Purchases, they can be Registrations, or they can be anything else you want to measure.
Now if you haven’t set up your goals, then I encourage you to read my recent post about Conversions in Google Analytics and get it done!
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