Even the largest corporations struggle with tracking metrics. For over a decade I’ve said that analytics often produces more questions than it does answers as users are segmenting, filtering, and analyzing traffic. Combine that with the fact that more than half of all your analytics traffic could be generated by bots, and you’re really left scratching your head most of the time.
Mojo Media Labs has produced this infographic, The Inbound Marketer’s Guide to Data & Analytics. It provides stages of complexity as well as guidance on each key metric for inbound marketing as well as how often to be checking each metric.
- Daily – includes visits, leads, customers, visitor to lead conversion rate, year over year progress, lead to customer conversion rates, and benchmark factors for each.
- 2 to 3 times per week – monitor traffic sources, visits by traffic source, lead and conversion rate by referral source as well as year over year changes and benchmark comparisons.
- 2 to 3 times per month – review granular data within each traffic source, attribution and behavior, and year over year progress with benchmark comparisons.
- 1 to 2 times per month – review keywords, landing pages, email metrics, call-to-action performance, social followers, social likes and shares, blog analytics, and inbound links, and search optimization.
One tip that may help you is to work backward. Companies often open analytics and begin with who’s visiting the home page. Instead, open analytics and observe your conversions, then your conversion funnel, and work your way back to pages and referrals. This will help you focus on the key metrics that are driving business rather than confusion on metrics that may not matter.