The most important part of any digital marketing strategy is measurement. Detailed measurements will provide a guide for future campaigns.

1. MEASURE
YOUR EFFOTS

2. Keeping track of what you are doing Applying This Information
with your website and how it is working
is essential to understanding it’s direct After you start getting the analytical data for your
effect on your business. Also, being able website, it is important that you review this
to easily identify what is working and information at regular intervals so that you
what is not will save you time and become familiar with the web trends. You will also
money in the long run. become very focused on what is happening with
your website in relationship to the KPI’s for your
Website Analytics site. This consistent focus on your website’s
analytics will then help you make informed
decisions as to the future needs and direction of
your site, including where to invest future
development or design budgets.
Statistics
In addition to web analytics and KPI’s, the use of
statistics will add another dimension to the goals
Studying the behavior of your site of your website, without becoming overwhelmed
visitors will help provide you with a by too many types of data and which data is of
better understanding of what is working the utmost importance.
and what is not. Web analytics provide
The following types of statistics are some of the
you with web traffic reports, which will
most important factors to keep track of in order
tell you who is coming to your site,
to continually upgrade your site and meet the
where they are being referred from, and
needs of your visitors.
when they visited.
They can also show you what each
Referrers
visitor spends the most time looking at.
Discovering where visitors are being These are the pages that a visitor was at prior to
referred from will help you learn which coming to your site. This means that the previous
search engines and key-phrases are page has incorporated a link to your site. You will
working for you, and what changes definitely want to know who is linking to your site.
need to be made.

3. Keeping track of your referring sites will user’s IP address when they access your site.
also allow you to determine if your However, this type of data is not always accurate,
marketing campaign is working or not. as most people do not have static or fixed IP
addresses. Another way to track this data is to
utilize cookies. This involves the placement of a
Browser / Platform
small file onto your visitor’s computer that
This information will tell you what type of monitors their activity while at your site.
browser (Mozilla Firefox, Internet
These types of statistics can be a great help in
Explorer, Netscape, Opera, etc.) your
determining what is working best for your site
visitors are using to access your site.
and what needs to be changed.
Not all browsers work the same way, so
this will help you determine if changes
need to be made to your website, for
example, whether or not your site
should utilize Flash or be JavaScript
heavy.
Most visited pages
This information is a great indicator of About 3Sixty Interactive
what is working well for your site. This
3Sixty Interactive is a professional agency with
will tell you what pages are heavily
over ten years of experience in the digital world.
trafficked on your site. This feature will
They offer a variety of digital marketing solutions
also allow you to determine what pages
that include search engine optimization, digital
the visitor is arriving at and leaving from.
advertising, email marketing, social media,
customized strategy reports, analytics and
Unique visitor and repeat visitors
maintenance of your marketing plan.
This type of data involves keeping track
Learn more about 3Sixty Interactive at www.
of the first time a visitor accessed your
site and how many times they return. 3sixtyinteractive.com or by calling us at
The most common way to keep track of 1-877-43Sixty.
this type of information is to monitor the