B2B Articles - October 02, 2013
Understanding what your company needs to measure is a major step in the right direction for online marketing. In fact, digital and online marketing is special in that data can be so accurate and precise. Too much data can actually be very challenging for marketing teams that are incapable of processing it all. Establishing key performance indicators (KPIs) early in the process can be a blessing for a marketing team--helping to sharpen the focus of the team and drive forward in a clear direction.
Key performance indicators (KPIs) are typically more than just the measure of general website traffic or visits. KPIs are typically aligned with business goals. Website conversions often serve as great KPIs because they tie to the top-of-the-funnel and connect marketing to sales.
Web analytics tools like Google Analytics help measure mostly anonymous website or web app traffic, but Google Analytics can also clearly measure conversions throughout a website. An example of a conversion could be the submission of an inquiry form or as specific as a product purchase through an eCommerce website.
It should be noted that a KPI is not the same as a conversion goal. A KPI is a general measure of your marketing progress or success. The measure of conversions over a month can act as a great KPI for some organizations depending on their business goals and needs.
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