If your company is new to digital analytics, measuring your results can seem like a rabbit hole. It’s easy to become overwhelmed with so much information you COULD use to track your digital ROI. Thankfully, you can avoid the dizzying world of analytics—by learning what matters to you.
What do you want to measure?
Try not to distract yourself with the endless data available. When measuring your results, start with what is directly relevant to your business. If you need a place to start, use these two observations for guidance.
High performing content/webpages. When you know what your audience wants, you can better focus your marketing efforts. Take an audit of your highest performing content during a given period. The information can help drive a content plan you can monitor and test.
Social media growth. This is broad information, but a trend in followers or engagement could signify an opportunity or gap in communication. Measuring your social media growth is an opportunity to look at your audience from a birds-eye view. A goal to grow your social followers could inspire a focused campaign you can track and adjust.
The easiest approach is to start small until you know your intentions. Consider Buildfire’s 18 essential metrics to measure your digital marketing. You will not need all these measurements, but it’s a great checklist for finding the measurements that matter.
What is your bandwidth?
Measurement is as simple or as complicated as you need it to be. If you are team of 20, you might have the flexibility to take a deeper dive into your analytics. A smaller team might have to be a little more creative. Knowing your capacity can help weed out what is most important.
Execute, review and adjust
Perform your planned measurements for a set period, such as six months. Review the results with your team and determine if the data is useful. Do you have enough information? Are your measurements too specific? Are you missing information that could help you make an informed decision? You should reassess your measurement strategy on a regular basis.
When using analytics, you should know what you are measuring and why. Start small and build a plan that gives you results you can understand and apply.