Web Tracking

Web tracking and analytics lead to more productive marketing efforts. Internet marketing and traditional marketing each have their own advantages and secrets. One of the advantages of Internet marketing is the ability to cost effectively produce statistics and tracking metrics. These metrics allow companies to track the success (or lack thereof) from their marketing & advertising campaigns.

Regular application of analytics can identify marketing material and campaigns that are under performing or exceeding expectations. Campaigns or materials that exceed the anticipated results can be expanded or serve as a model for future marketing efforts. If a marketing piece does not perform well, it can be removed from distribution ensuring a successful campaign in spite of one underperforming advertisement. This approach also reduces the cost associated with underperforming materials and preserves vital capital in the marketing budget.

When reviewing web based tracking results, there are a few common metrics that outline the performance of marketing material.

Impressions – Depending on the marketing platform, the term impression can have different meanings. Most commonly when someone mentions the term impression, they mean that one consumer saw the advertisement one time. When a high number of impressions are listed, it means you have received a great deal of exposure on the marketing platform. This can be great for establishing name recognition and product branding. Ultimately, high impressions will lead to a high number of conversions. Early on in a campaign, a high impression count means you will be able to quickly gauge the appeal of marketing materials.

Click-Through – When a user is enticed by a marketing material and clicks on it, it can be registered as a Click-Through on most marketing platforms.

Click-Through Ratio (CTR) – The click-through ratio is calculated by dividing the number of click-throughs by the number of impressions. This statistic gauges the effectiveness of your front line marketing material. On most platforms a ratio between 1 and 2.5 percent is acceptable. Materials that produce less than 1% CTR have likely missed the target and need to be modified or possibly even removed.

Conversion – Before beginning an Internet marketing campaign it is wise to define a specific page as the target. This could be a purchase page, or a contact us page, etc… When a user clicks through your site to this specific page, the marketing has done its job by converting the consumer to a customer, or at least a sales lead.

Conversion Ratio – The ratio between conversions and users clicking through your site is an even better gauge of the overall effectiveness of your website and your marketing. Conversion ratio varies widely depending on the market, the product, and the overall marketing goal. However, the end result of each marketing campaign and piece of marketing material should be a steady progressive increase to the conversion ratio.

These metrics make up the basics of web marketing analytics. As you become more familiar with internet marketing, additional statistics will become very handy. A few examples of these metrics include Page Views, Bounce Rate, Segment Metrics, Dimension Metrics, etc…

Score Consulting and Web tracking:

Score Consulting uses web analytics and tracking tools to monitor the success of all of our client’s internet marketing campaigns. This familiarity with analytics and the tools used to generate has lead to our greatest success in the internet marketing field. We can apply these same approaches to your next marketing campaign. Alternatively, if you have chosen to market on your own, our consultants would be happy to teach you the ins and outs of web tracking. Our mission is to help companies marketing their products and services. Learn how our knowledge of tracking and internet marketing can help you, contact Score Consulting today.