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3 Must-Measure Inbound Marketing Metrics That Matter to Every Business

by Zara Burke, Digital Marketing Institute

Are you measuring your inbound metrics for the sake of displaying some shiny figures on a fancy dashboard? Don’t know what they mean or why you’re doing it?

Don’t look at me like I’m crazy…


Here are the most important questions you need to ask yourself:

  • How engaged are people (customers, fans and prospects) with my brand?

  • How many people are taking the action I want them to take?

  • Is my organic traffic improving?

  • Are high authority sites linking to my site/who’s talking about my brand?

  • Am I getting the best and most relevant results with the time and resources my team is investing?

Deciding upon the perfect metrics to measure will depend on your company and your individual digital marketing goals. However…

1. Conversion Rates:


Conversion Rates are one of the most important metrics any inbound marketer can measure. That’s because conversions measure the number of customers or prospects who have taken a desired action on your website. Business conversions can vary and should align with your overall digital marketing objectives. For example…

You can track the number of conversions you have gained from the Conversion Reports section in Google Analytics. However, to do so you will first need to set up your Goals. Don’t worry…we’ll take you through the process below:

Set Up Your Goals:

  1. Login to your Google Analytics account.

  2. Click Admin (in the header).

  3. Go to View and select Goals.

  4. Give your Goal a name – e.g. Whitepaper Download (ensure this is intuitive and easy to remember).

  5. Select the Destination button and click Next Step.

Once your Goals have been set up and your customers have started to convert (for example, when people start downloading your whitepaper), you can access your Conversion Reports in your Google Analytics dashboard.

To Access your Conversion Reports:

  1. Login to your Google Analytics account.

  2. Click Conversions (on the left hand navigation bar).

  3. Select Goals to view a quick summary…

Here’s How to Make Sense of Your Goals Summary Dashboard:

  • Goal Completions = the total number of conversions.

  • Goal Value = the total value attributed to goal conversions on your website (displayed in monetary terms).

  • Goal Conversion Rate = the total (or sum) of all goal conversion rates.

  • Total Abandonment Rate = the percentage…

Example Google Analytics Goals Dashboard: 

Google Analytics_Goal Conversions.PNG

2. Website & Blog Traffic

website traffic.jpg

It’s important to track both your website traffic and blog traffic month-on-month to ensure that all of your inbound marketing efforts (including blogging, guest posting, connecting with influencers and social media activity, etc.) are paying off and resulting in more Unique Page Views.

To View Your Site Traffic Over a Specific Period:

  1. Login to your Google Analytics account.

  2. Click Behaviour on the left hand navigation bar and select Site Content from the dropdown menu.

  3. Select All Pages.

  4. To view your website traffic over a set period…

Example Google Analytics Dashboard for your Website Traffic:

Online SEO and SEM and digital marketing courses = Australia's best...

How to Isolate & Measure Your Blog Traffic:

  1. Click the search box at the top of the table and enter the term ‘blog’.

  2. Click the search icon.

  3. To view your blog traffic over a set period, click the date box on the upper right hand corner of the screen.

  4. Enter your chosen date range and click Apply…

 3. Engagement Metrics

engagement s.jpg

When tracking your social media performance always measure engagement over reach. That’s because, your reach only determines the size of your audience – and while it’s important that your audience is always growing, it’s even more important … easily measure the number of shares your content is receiving using a content analysis tool like BuzzSumo.

How to Use BuzzSumo to Track Your Social Shares:

  • Login to your BuzzSumo account.

  • Click on the Reports tab (on the top bar of the screen) and select Content Analysis.

  • Enter your blog domain into the text field and click Search.

  • Select your desired…

  • Top Tip: Create a new search to compare your desired time period to a previous time period – this way you can assess if your share count has increased like you desired.

BuzzSumo Content Analysis Chart Example:

BuzzSumo Content Analysis Chart.PNG


Read of this blog at the DMI website; IDM Australia is one of their global partners.


Zara Burke

About Zara Burke

Zara is the Digital Marketing Institute’s Digital Marketing Executive. She writes about all things digital marketing, including search, social media, email, mobile and Analytics. Her core passions are content creation and small business strategy.

Source: DMI
Link: 3 Must-Measure Inbound Marketing Metrics That Matter to Every Business