Which metrics should I be tracking in my inbound marketing?
This is one of the top questions we hear from busy marketing managers and business owners
who must often navigate the world of marketing analytics entirely on their own.
Analytics programs can give marketers amazing insight into their marketing campaigns, but this
wealth of data comes with a cost. There’s just so much information – and so many possible
combinations of metrics and reports to track – that many marketers get overwhelmed trying to
make sense of it all.
Adding to the challenge, companies often use several programs that report marketing metrics,
such as a web analytics package, a blogging platform, email marketing software, paid search
advertising platforms, and social media monitoring services. This means the data from one
program often has to be analyzed alongside data from another platform to track campaign
results all the way to sales.