Metrics configuration and implementation

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.

What are metrics and their function?

Marketing metrics are data provided by various tools or platforms regarding web performance, user performance… that help us to see the evolution of a digital marketing campaign.

What is metrics setting?

Establishing metrics consists of conducting a preliminary study in which criteria are defined and objectives are set. In this way, after obtaining metric data, the results are obtained and evaluated, and the effectiveness of the actions carried out is determined with a view to future campaigns with the objective of increasing the productivity and performance of the project.

What is an indicator or KPI?

A KPI is a campaign objective. Before starting a project, target metrics are established to be reached in a period of time, such as, for example, number of followers in social networks, users to the website, number of clicks…

What are the most common KPIs?

KPIs, as well as metrics, vary greatly depending on what we are trying to achieve with our objective.

These are some of the most common KPIs:

  • ROI (Return on Investment): Indicates the profitability of the actions that have been executed in the project.
  • CPL (Cost per lead): This is the cost of acquiring each new lead.
  • Conversion rate: Indicates the percentage of users who perform one of the actions that we define as a conversion, whether it is a purchase, a subscription, filling out a form, etc.
  • CLTV (Costumer Lifetime Value): Estimates the total value that a customer will generate throughout his or her entire relationship with the company or brand.
  • Traffic: It provides us with the number of visits and users accessing the web.
  • Engagement in social networks: Gives us the reference of user interaction with the content we publish in social networks (views, shares, likes, comments, etc.).
  • Open and click-through rates in email marketing help us evaluate the effectiveness of email campaigns.

How often should I review my KPIs?

The frequency of review depends on the needs and nature of the project, but we recommend regular weekly monitoring to be able to see evolution trends. On a monthly or quarterly basis, a more exhaustive analysis should be made to identify areas for improvement and adapt the strategy according to the results.

Measurement model consulting

We help you define a metrics strategy that will help us to optimize measurement in order to improve the overall marketing strategy.

Measurement Model Consulting

Measurement audit

We study in depth the state of the metrics to improve the strategy and increase profitability.

Measurement audit

Metrics configuration and measurement

Once the objectives have been set, we will assist you in the configuration and implementation of the appropriate metrics.

Metrics configuration and measurement

Tracking websites for advertising platforms

We collect and analyze the data obtained thanks to the Tracking websites to continuously optimize the campaigns.

Tracking websites for advertising platforms

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We create the dashboards that fit your needs and analyze the data with a comprehensive approach.

Dashboarding

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