ANALYTICS & DATA MASTERY
AND CERTIFICATION CL ASS
funnel metrics
KEY METRICS DRILL DOWN METRICS
New Visitors Branded Search
GOALS:
% New Visitors Share of Search
- Acquire New Visitors
New Direct Visitors Content Bounce Rate
TOFU Content Traffic Split - Segment New Visitors
Total Pixeled Audience
- Company Branding Initiatives
WHERE WE ARE
Retargeting Lists Inbound Links
Pages/Visit
Average Session Length
KEY METRICS DRILL DOWN METRICS
Visitor Recency Blog Comments GOALS:
- Drive Visitors Back to Your Site
IN THE
Banner Click % Individual Post Banner Click %
MOFU New Leads Generated Social Media Followers - Convert Visitors into Leads
Returning Direct Visitors Number of Social Shares - Build Social Media Channels
Retargeting Lists New Leads Generated
KEY METRICS DRILL DOWN METRICS
Days to Conversion Promo Email Metrics
Unit Types Sold GOALS:
Individual Funnel
Average Order Value Conversion Rates - Convert Leads into Customers
BOFU Cumulative Conversion Offers Traffic Split - Maximize Funnel Conversions
FUNNEL
Rate for Media Funnels Offers Bounce Rate - Maximize Initial Conversion Value
Revenue Per Visit
Retargeting Lists
KEY DRILL DOWN
METRICS METRICS
GOALS:
Membership On/Off Report Newsletter Email Metrics - Turn Customers into Repeat Customers
Traffic ROI Report Cohort Analysis - Maximize Member Value
Retention Report Reputation Score
- Reduce Customer Churn
Refund Report CLV
Returning Leads Generated Buyer Recency & Frequency - Company Branding Initiatives
@jtrondeau DIGITALMARKETER
MIDDLE FUNNEL
GOALS GOAL:
EVALUATION
@jtrondeau
VISITOR RECENCY
HOW FREQUENTLY DO VISITORS COME BACK
BANNER CLICK %
MIDDLE FUNNEL HOW WELL IS YOUR CONTENT CREATING INTEREST
LEADS GENERATED
METRICS HOW MANY LEADS ARE YOU GENERATING
RETURNING DIRECT VISITOR COUNT
RETURNING VISITORS WHO ARE LOOKING FOR YOU
RETARGETING LISTS
SEGMENTATION AND OFFER AWARENESS
@jtrondeau
WEB ANALYTICS
FOR CONTENT ENGAGEMENT INFORMATION
WHERE WE’LL CRM
LOOK LEAD COUNT
PPC CHANNELS
FOR RETARGETING DATA
@jtrondeau
VISITOR
RECENCY
BANNER
CLICK %
LEADS
GENERATED
DIRECT VISITOR
COUNT
RETARGETING
AUDIENCES
MIDDLE OF FUNNEL
DEEP DIVE METRICS
SOCIAL MEDIA FOLLOWERS
ARE YOUR SOCIAL PROPERTY AUDIENCES GROWING?
MIDDLE FUNNEL SOCIAL SHARES
IS YOUR CONTENT CREATING ADVOCATES?
METRICS # OF COMMENTS
HOW ARE PEOPLE RESPONDING TO YOUR CONTENT
BANNER CLICK % AT POST LEVEL
DO YOUR OFFERS MATCH YOUR CONTENT?
@jtrondeau
WEB ANALYTICS
FOR CONTENT ENGAGEMENT INFORMATION
WHERE WE’LL SOCIAL MEDIA PLATFORMS
TO REVIEW YOUR AUDIENCE GROWTH
LOOK YOUR WEBSITE
COMMENTS ON YOUR CONTENT
3rd PARTY TOOLS
BUZZSUMO TO SEE SOCIAL VIRALITY
@jtrondeau
SOCIAL MEDIA
FOLLOWERS
TOTAL
PIXELED AUDIENCE
& RETARGETING LISTS
SOCIAL
SHARES
BLOG
COMMENTS
BANNER CLICK %
AT THE POST LEVEL
APPLYING
MIDDLE OF FUNNEL
METRICS
EVALUATION
TRANSFORM VISITORS INTO POTENTIAL BUYERS
MIDDLE OF AND LEADS
FUNNEL DRIVE RETURN VISITS
ENSURE NEW VISITORS ARE COMING BACK TO
GOALS YOUR SITE
BUILD SOCIAL MEDIA CHANNELS
TURN SITE VISITORS INTO SOCIAL FOLLOWERS
@jtrondeau
KITCHTOOL.C0
Small or New Business
KEY METRIC: RETURNING DIRECT VISITORS
CRITICAL MOFU HOW MANY VISITORS REMEMBER YOU AND COME BACK
METRICS
KEY METRIC: LEADS GENERATED
HOW MANY NEW LEADS ARE YOU GETTING
DRILL DOWN METRIC: SOCIAL MEDIA FOLLOWERS
ARE YOUR SOCIAL PROFILES GROWING
@jtrondeau
YOURHOMEFIT.CO
Digital Business with Diverse Offerings
KEY METRIC: BANNER CLICK %
HOW WELL DOES YOUR CONTENT TURN VISITORS INTO LEADS
CRITICAL MOFU KEY METRIC: VISITOR RECENCY
HOW LONG DOES IT TAKE VISITORS TO RETURN TO YOUR SITE
METRICS KEY METRIC: LEADS GENERATED
HOW MANY NEW LEADS ARE YOU GETTING (AND FOR WHAT
PRODUCTS)
DRILL DOWN METRIC: SOCIAL MEDIA FOLLOWERS
ARE YOUR SOCIAL PROFILES GROWING
@jtrondeau
DAVESCARS.CO
Service and Brick & Mortar Businesses
KEY METRIC: RETURNING DIRECT VISITORS
HOW MANY VISITORS REMEMBER YOU AND COME BACK
CRITICAL MOFU KEY METRIC: VISITOR RECENCY
HOW LONG DOES IT TAKE VISITORS TO RETURN TO YOUR SITE
METRICS KEY METRIC: LEADS GENERATED
ARE YOU CONVERTING SITE VISITORS INTO LEADS
DRILL DOWN METRIC: SOCIAL MEDIA FOLLOWERS
ARE YOU BUILDING YOUR SOCIAL PROFILES
@jtrondeau
REMEMBER
You Know Your Business BEST - Pick
and Choose Metrics that Matter for
Your Business
