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A measurement audit allows us to make an in-depth study of the state of our metrics, being able to obtain interesting data on the configuration of the platforms we are using and thus know what we can do to improve our digital marketing strategy, to make strategic decisions that allow us to increase the profitability of our project.
We are a MarTech agency that adapts to the needs of our clients, whether it is a B2B marketing strategy or a B2C marketing strategy, we look for ways to increase the sales of our clients through the metrics project they have contracted.
It is important to have a follow-up over time of the data obtained and update them to be able to compare them more accurately and thus be able to recommend timely changes for clients in their digital strategy.
How is the current configuration of the web tools?
When it comes to measuring objectives, it is crucial to have an up-to-date configuration of KPIs and metrics. Digital analytics agencies are in charge of choosing these factors to obtain accurate data, monitor them over time and, according to the data collected, adjust campaigns, improve the analysis of the digital strategy and, thus, try to increase sales.
Which tools should be correctly configured for your project?
As we have mentioned above, for the preparation of a Data and Reporting project, a large number of tools are used that will help us to see the evolution of our digital marketing project. Some of them are:
- Google Search Console: this tool provides us with useful information about the positioning of our website in Google. Vital tool for a SEO metrics project.
- Google Analytics: Google’s tool, as its name suggests, provides us with reports and statistics on our website, it gathers information from all the channels of entry to a website.
- Google Ads: is Google’s advertising platform, it allows to obtain data on advertising investment, campaign costs and ads that serve to see the profitability of investment projects in Google Ads, these data are used within the Paid Media metrics strategy.
- Looker Studio: platform that allows you to integrate in a dashboard the data offered by different tools such as Google Analytics 4, Google Search Console and others. A personalized dashboard with which we will be able to see on the same screen the most important metrics of our project.
- DOMO: is a data platform more focused on understanding how users act when entering our website or networks, which allows us to adapt our digital strategy and make it more intuitive for them, these tools are very useful to get the metrics of Social Media because with it you can connect to the APIs of Social Networks that offer more information and data than in the reports of the Social Networks themselves.
Are the metrics that matter to your digital strategy being measured correctly?
It is very important to properly measure our metrics within our digital strategy. A bad measurement can mean making unnecessary or wrong changes and making inaccurate decisions.
Part of the measurement audit is to analyze and study if all the metrics we have in our tools are the right ones and help our clients understand how it can help us in our digital strategy.
Why is it important to have optimized web metrics?
First of all, metrics are quantitative data that allow us to measure certain aspects of a company in digital. Thanks to data visualization, we can make decisions about solutions or changes that can be made in the present and future.
That is why it is essential to choose and measure our web metrics correctly in order to obtain an accurate and reliable analysis that can be modified so that companies can make decisions based on the results acquired.
How ROI UP could help you optimize all your measurement tools?
At ROI UP Group we have extensive experience in the field of measurement audits and KPI consulting. Our team has extensive knowledge in the configuration of the main measurement tools.
In addition, we see the importance of each team being able to give their opinion on the KPIs of a project, so the person in charge of project management will talk to the representatives of SEO, Paid Media, Social Media or web development to see what they can contribute in the reports or metrics tools to help overcome the KPIs set.
