Why Do Metrics Matter

March 2016

Why Do Metrics Matter

Everything your business does costs money and time. That applies to all endeavors, from choosing a new product to stock to expanding to a second location. It also includes your online activities – your website, your content marketing, your social media activities. These are all time-consuming, costly activities. You need a way to measure their effectiveness to ensure that you’re seeing the results you need to justify those activities. That’s where metrics come in, and that’s why metrics matter, in a nutshell.
What Are Metrics, Really? There’s a lot of hype in the marketing industry about metrics, but that makes it tough to determine what they actually are. Really, they’re nothing more than results. Metrics can be total numbers, percentages or something else, but they’re designed to give you information about what people are doing. They represent the results of your actions, whether you’re creating an informative series of emails for your marketing campaign or digging into social media marketing.
Here are a couple of examples of metrics that you might not realize are metrics:
  • The number of shares or retweets of your content
  • The number of visitors to a landing page on your site
  • The number of visitors completing a desired action, such as downloading a free report or ebook
  • The number of visitors who hit your website, but then leave immediately
  • All of those are examples of various metrics that must be accounted for in your online marketing activities. They matter a great deal for one very simple reason: Metrics provide you with the information necessary to adjust, tweak, change or modify your various marketing campaigns to gain better traction and see the best possible ROI.
Content Improvement One of the most important reasons you need to be measuring and monitoring your metrics (website, social media, email, and everything else) is to enable you to make adjustments to your content. For instance, if you notice that while you’re pulling a lot of viewers in through your PPC ads and social media content, they spend very little time on the landing page, it likely means that the content on that page isn’t living up to the promise of the ad. You can adjust the content to make it more compelling, and increase the number of visitors who stay on the page and even take the next step down the funnel.
User Experience Another reason that tracking metrics matters is to enable you to provide a better user experience. If your website’s interface is difficult to use, the layout is terrible, or the design is lacking, you can bet that while you may draw in a lot of visitors, they’re not going to hang around very long. That means your results will suffer. By tracking visitor metrics, you can learn what’s needed to improve the user experience and boost your results.
As you can see, metrics matter a great deal, and for many different reasons. Remember – if you’re not tracking your progress, you have no idea where your business stands and are flying blind.

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