Measurement Category

Helpful Chrome Extensions for Digital Marketing Professionals

As digital marketers we’re always on the hunt for ways to improve speed and efficiency without sacrificing the analysis that leads to those campaign defining “Aha!” moments. That’s why there is an entire industry comprised of tools and platforms designed to make our jobs easier. One part of that industry is browser extensions that are created to provide at-a-glance details in a consolidated view.
While they may not necessarily make our work less complex, a number of these extensions can help you streamline tasks like testing analytics configuration and analyzing SEO metrics. In this article, we’ve listed several Chrome extensions that we recommend for improving your digital marketing workflow.


Google Page Analytics Chrome Extension


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How to Set Up Facebook Ads Conversion Tracking

When social media marketing first started, it was often seen as a way to merely “be present” or to help spread awareness about a brand by being a part of the conversation.
As social media platforms have evolved, so too have the opportunities to grow a business and produce revenue as a result of social media-related efforts. While social content may continue to be a mixture of interesting tidbits, attention getters and demonstrations of culture, other posts, and paid ads in particular, can provide strong calls to action and drive new business.
Facebook has also become an increasingly valuable platform for reaching target consumers outside of standard search and display advertising. The ability to layer demographic targeting criteria like age, gender, interests, occupations and income has allowed for incredible granularity in getting your message to potential customers.
This combination of features gives us the chance to equate our Facebook activity with actual income. But only if we’re measuring it properly.
In proving the effectiveness of advertising on Facebook (as with any other channel), the bottom line of success often comes down to conversions. Ultimately, you want to look at which campaigns, ad sets, and ads were the most effective in motivating people to download resources, submit contact information or make a purchase.
Thankfully, the Facebook Pixel offers a clear solution for tracking these results. This code snippet is a one-stop solution that, once installed, allows you to create remarketing audiences and track multiple conversion points across your site.
In this article, we’ll review how to set up the Facebook Pixel on your site and configure conversion tracking within the Facebook Ads interface.


Facebook Pixel for Tracking Conversion in Facebook Ads


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Grow Your Digital Marketing Agency Using Key Data Points

No one wants to be treated like a number. It’s even awkward at a deli when you answer to “Number 37!” to order your turkey breast. But let’s be real: When it comes to business, making informed decisions requires you to be able to peel away the intangibles and focus on the cold, hard data.
Developing a digital marketing agency into a profitable business takes a combination of dedication, knowledge, and business skills. Certainly, leadership and culture play an important role in success, but one of the most crucial business skills a decision maker needs is the ability to understand data that relates to the core growth of an agency and what metrics to track for accurate measurement of results.
In order to truly understand the value of your agency’s online and offline engagement with potential customers, you must establish a framework that allows you to properly evaluate how your brand is growing and how various channels are contributing. In this article, we’ll cover a few key data points you should monitor to help build your agency.


Grow Your Agency with Key Data


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Identifying & Reporting Facebook KPIs

As Facebook grew to become a dominating online destination for users across all demographics, you could almost hear the stampeding sound of businesses rushing to secure a foothold there. Facebook celebrated its 12th birthday this year, so by now we all have a better understanding of how to use it as a channel to drive business. Right?
When marketing a brand through Facebook, it’s easy to get distracted by the ideas and the strategy. It’s easy to lose track of what ultimately matters for success. So what metrics do you want to point to when your client asks for a quick breakdown of how a marketing campaign is performing?
The difference between being on Facebook and succeeding on Facebook is largely about identifying KPIs and framing everything you do, from posting to reporting, around those metrics.
For a quick review, a KPI is a key performance indicator: a metric you choose to determine success for your marketing campaigns.
When establishing KPIs, keep in mind a couple of important considerations:

  • Don’t focus solely on one factor; consider multiple metrics together. For instance, likes alone are far from the key to Facebook success.
  • Think about how KPIs relate to your overall business goals. While direct conversions are the ultimate goal, Facebook is a prime opportunity for brand exposure and awareness. You want to make sure that people recognize and respect your brand online, and in that vein, willingness to share and engage with your content shows that people are noticing and interacting with your brand.
  • Choose KPIs that you can benchmark against over time as they change. Your own historical data is the best place to look in knowing whether the numbers you see correlate to success.
While the KPIs you choose to measure and report on may not necessarily be the same as another brand’s most valued metrics, we’ll cover some common KPIs for Facebook. While reviewing these, think about how these KPIs can correlate to your online business goals.


Got Facebook KPIs?


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Determining & Measuring Online Marketing KPIs for Your Business

The concept is simple – you can’t report on campaign performance if you don’t know how the business measures success. You need to be able to point to the metrics that best indicate how well your efforts have contributed to larger business wins. These data points are your key performance indicators (KPIs). They’ll allow you to quickly determine how well your campaign is doing and where adjustments may need to be made. They’re also the metrics that will matter most to the executives reviewing your reports.
Once you’ve identified your most important KPIs, you’ll be able to more accurately associate business goals to online metrics. For a lead generation site, these KPIs may be:
  • How many leads are you getting from your site?
  • How many items are you selling through your site?
  • How much revenue are you driving through your site?
Other KPIs to help you determine how well you’re reaching your audience online may include:
  • How many unique individuals are visiting your site?
  • How much time are people spending, on average, while browsing your site?
  • How many people are completing an event that correlates to showing interest in your brand beyond a quick look at the site (for instance, watching a video)?
  • How many people are finding you through specific online channels (e.g., organic search)?
Boiling marketing success down to the most crucial KPIs allows you to provide a report that highlights the information your stakeholders care about. In this article, we’ll talk about reporting on the KPIs most crucial to lead generation and ecommerce websites.


Performance Measurement Image


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