SEOM Solutions and the Walton Area Chamber bring the final installment of the 4 part Digital Marketing & Social Media Strategy Development sessions. Learn more about how to take control of your brand's Digital Strategy!

1. BENCHMARKS & ANALYTICS
MEASURING SUCCESS
PRESENTED BY: Walton Area Chamber of Commerce & SEOM Solutions

2. WHAT WEBSITE ANALYTICS CAN TELL US
Whois coming to my website
Howlong are they staying
Howdo they behave on my site
Wheredid they come from
Have they been here before

3. WHAT GOOGLE ANALYTICS SHOWS US
Sessions: the period time a user is actively engaged with
your website.
Users: visitors that have had at least one session within the
selected date range. Includes both new and returning users.
New Sessions An estimate of the percentage of first
time visits.
New Sessions the percentage of single-page visits.

4. BENCHMARK COMPARISONS
Due to the seasonal fluctuations in
search interests it is best to compare
Month over Month/Year over Year when
analyzing data for growth or
improvements
Taking this approach will allow you have
the most comparable benchmarks
possible, showing you what occurred
during the same timeframe as the
previous year

5. WHAT METRICS MATTER MOST
Identify what you want the user to make happen to
determine the metrics that matter most to your
campaign or strategy
 Content Consumption –Avg Length of Visit, Avg Time on Page
 Branding – Site Visits, Page VIews
 Transaction –Thank you page visits
 Downloads
 Opt-ins and Sign Ups

6. GOALS AND THEIR VALUES
ConversionsGoalsOverview
Soft Goals/Conversions: actions that you want a user to
take, but don’t necessarily improve or affect the bottom line
Hard Goals/Conversions: actions you want a user to
take and that do have an impact on the bottom line/returns

7. SETTING UP GOALS
Admin(view column)Goalds+NEW GOAL
NAME: What the Goal will be referred to in reports
 Destination
Duration
 Pages/Screens per session
 Event
Equals to/Begins with/Regular Experssion
Value (TBD)
Funnel (off)

8. TRACKING PAID SPEND (PPC)
AcquisitionKeywordsPaid/Organic
Separating your Paid traffic from your
Organic traffic is a must to properly
measure the effect each have on your
site’s success.
Linking PPC Accounts AdminProperty ColumnAdwords Linking

9. MEASURING SOCIAL RETURNS
AcquisitionSocialOverview
Sessions via Social
Referral
Contributed Social
Conversions

10. REACH OUT
Mary Huey
Programs & Events Coordinator
Walton Area Chamber of Commerce
P: (850) 267-0683
Mary@waltonareachamber.com
Matthew Titus
Digital Marketing Director
SEOM Solutions
P: (850) 830-6385
Titus@seomsolutions.com