Why is Online Measurement Important?

Google analyticsWhat gets measured gets managed

Peter Drucker

One of the major advantages of using the internet to market your business is its measurability. You can literally measure everything. As a marketer this puts you in an incredibly powerful position. By measuring your key metrics you are able to test, adapt and redistribute resources with an effectiveness that almost guarantees success!

The power of online measurement makes it all the more frustrating when we see people ignoring it. Measurement really can make the difference between online success and failure. If you want to succeed you need to make it part of your daily routine.

What Should You Measure?

The key to using your time effectively and getting the most from your web presence is to make sure you are measuring the right things.
For example: If you are trying to use Twitter for business, which is more important? How many followers you have or how many people are engaging with you? The same can be said for search engine results. What’s the point in ranking on the first page of Google if no one is clicking on your listings?
In order to make sure you are measuring the right metrics for your business, you need to define the aim of each part of the online marketing process. Once you’ve defined what you hope to achieve by each particular process, you can then figure out how to measure it.

How Should You Measure?

There are a wide variety of tools which allow you to measure each stage of the online marketing process with incredible accuracy.

Google Analytics

Google Analytics is the standard for online measurement. It allows you to track everything from how many visitors your site receives to how long each visitor spends on each individual webpage. If used properly, it is an incredibly powerful marketing tool.


If you are using social media for your business, it’s important that you measure its effectiveness. HootSuite is, by far, the most effective and advanced social media monitoring and measurement tool available. HootSuite will allow you to monitor all your social channels using one, easy to use dashboard. It can even integrate with Google Analytics to give you an overall idea of your online performance.

Other Tools

There are many other tools which will allow you to measure everything from email click through rates to cart abandonment. It’s all about working out which metrics are most important for YOUR business.
Are you measuring the effectiveness of your online marketing? Don’t know where to start? Why not get in touch. Whether you want us to manage your whole online marketing campaign or just need some training, we can help you make the most of your resources.
By Angus Findlay

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