search engine marketingA number of business owners see marketing as a superfluous expense, which is only explored when it can be accommodated by the budget. This is largely because investment returns on marketing efforts is usually unpredictable. However, solid metrics provide you with the insight to rise above the hurdle of unpredictability. Below are some marketing metrics that can be used to measure online marketing efforts:

New Sessions

The full number of new sessions is designed to notify you of how many of the site visitors are recurring and how many are new. It is good to understand this metric as it informs you of whether the website is sticky enough to support repeat customers. For instance, if the content or structure of the website has significantly changed and your recurring visitor to new visitor ratio drops, this could be a sign that the site is not warranting multiple visits.

Total Conversions

This is among the most important metrics that are used to measure profitability and the overall efforts regarding online marketing. While a conversion can be defined in many ways, in the eye of the marketer, conversions are viewed as a quantifiable victory at all times. Conversions can be directly measured on your site, based on how it is built. There is also the option of setting up a goal in Google Analytics that will track your progress. Low numbers of conversion could be caused by poor offerings, bad design or visitors who are otherwise disinterested.


Total Visits

The main website is usually the primary target for existing and potential customers; however, total visits to any location that is relevant to your marketing strategy can also be measured. This includes landing pages for pay-per-click campaigns. Measuring total visits will provide a “big picture” of how effective your campaign is at driving traffic.

Bounce Rate

marketing metricsThis measurement strategy highlights the percentage of visitors that leave the website before they further explore its content or structure. For instance, if a prospective customer finds the homepage after carrying out a search for you and exits the page prior to clicking any of the other links, these visitors will be viewed as having “bounced.” As a rule, the aim is to keep the bounce rate as low as possible. This is because the more time an individual spends on the website, the more liable they are to convert the visit into meaningful actions. Nevertheless, a high bounce rate is not automatically a bad thing.

If your company needs to get more exposure online for its local business base, you will need to get your website to rank on the first page of the big search engines, Google, Yahoo and Bing. L4 Group specializes in local seo services for small and medium sized businesses. We can conduct a complimentary evaluation of your website and seo to let you know what you might need to implement to maximize your online marketing results.