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The configuration and implementation of metrics is the optimization of platforms and reporting tools so that both the MarTech agency and the client can easily see all the data that will help them improve their digital marketing strategy and thus increase the profitability of the projects.
How are the main metrics of a project chosen?
When configuring and implementing the metrics of a project, it is necessary to perform an analysis that allows us to contemplate the objectives, so that, once the data has been extracted, we can compare them and measure the impact of the implemented strategy.
Depending on the type of project, a different configuration of metrics would be developed, it is not the same to create a B2C marketing strategy, in which in the case of an ecommerce the objective will be to increase sales, than if it is a B2B marketing strategy, much more focused on the generation of leads or brand recognition.
After that we can define the digital analytics strategy, so what kind of metrics should we configure and implement?
- Business metrics are used to provide data related to a company’s sales and business performance. They are used to understand and increase turnover.
- Social metrics: they seek to provide us with data on the behavior of customers on different platforms or from where the traffic is coming from… in this way we can see if we are reaching those we are interested in.
- Engagement metrics: provides data on user interaction with our website or social networks. This data is vital for Social Media metrics, which measure how many users receive our information and what they do with it, such as sharing it with their followers, commenting on our posts, following recommendations…
- User experience metrics: more related to web development and UX, how the user acts on it. They help us to know if those who arrive at the website navigate through it, if they enter and leave as soon as they see it and if they reach the target pages or leave the lead.
- Traffic metrics: gives us an important focus on how many people are reaching our website, how they are reaching it and, in the case of SEO metrics, through which terms.
- Customer acquisition cost metrics: to know if the investment made through ad campaigns on Google or Social Networks ends up in sales or lead creation. Priority KPI for a Paid Media metrics project.
Why is it important to be clear about the main metrics of a website?
Metrics are very important when planning a strategy, as they are the link between the objectives that have been set at the beginning and the collection and interpretation of data. These analyses of the digital strategy will guide us in making decisions for future campaigns. Due to the wide variety of metrics that we find in the various tools, it is crucial to choose the ones that best fit our objectives.
Which tools should be configured?
Once real and viable objectives have been set for the brand and the appropriate metrics have been selected, it is time to collect the necessary data for subsequent analysis. To create the Data and Reporting project and thus be able to increase the productivity and profitability of the project, specific tools adapted to each selected metric must be used:
- Google Search Console: tool focused on the evolution of a website’s organic traffic, the queries by which users access the website including metrics such as clicks, impressions, ctr or average position. In addition, this tool, formerly known as Google Webmaster Tools, offers other reports such as sitemaps, page indexing or Core Web Vitals among others.
- Google Analytics: tool that helps to know through different metrics and dimensions, data on traffic and user behavior within a website, currently and in its GA4 version, allows a measurement based on events.
- Google Ads: very useful to see the profitability of advertising campaigns on Google. It will help us to know if the investment being made is being correct or if we should change.
- Looker Studio: this platform allows us to unify in a single dashboard the data from the different platforms and the metrics and dimensions that we want to know about the project, a tool that also allows us to share and collaborate with onforme simultaneously and in real time.
- Domo: a complete BI platform that allows you to consolidate metrics from various data sources to interactively visualize metrics and create customized dashboards.
Is a metrics project set up quickly or is it a long-term project?
This point depends on the client. Normally, once the metrics and platforms are configured, this part of the project can be considered as finished. But, in many other cases the client wants the update of the platforms or monthly metrics reports in case of publishing new products, campaigns, landings… to see how the new campaign has worked.
How can ROI UP help you in the configuration and implementation of metrics?
ROI UP Group’s digital analytics team has extensive experience configuring different metrics platforms. In addition, the person in charge of managing the project will contact those responsible for each area to create a report or configure a metrics platform that meets the client’s needs and that in a single document you can see all those metrics of great importance for your digital strategy.
