Posted in marketing, online advertising

Traffic is not the only metric to check for success

Given our desire to be popular combined with Google’s desire to give users what they want, it’s not surprising that traffic is the key driver of the program.

But traffic is a red herring. At best, it’s distracting, a stand-in for something more useful. At worst, though, it’s dangerous, because the quest for traffic causes you to make bad decisions.

Why do you have a site? What’s your goal? Is it to sell something? To receive email? To spread an idea? Whatever it is, you can probably measure it. And measure it you should. Every other piece of Analytics data is trivial compared to that one number.

Short version: if you don’t understand how to do goal tracking and funnel analysis, don’t use Analytics until you do.

Google offers Analytics for a reason. They’re not being selfless… they understand that efficient websites are more likely to buy traffic, because those sites can more easily convert traffic into revenue. The purpose of the program, then, isn’t to stroke your ego (or make you feel inadequate). Instead, it’s a tool to help you redesign your site every single day to make your ultimate efficiency go up.

Seth’s Blog: How to misuse Google Analytics

Truer words have not been spoken.  I can’t tell you how many times I warned against managers touting pageviews to investors over other metrics.  If the goals of your website (and DEFINITELY your community) are not clearly defined, none of your metrics will make sense.

Traffic or pageviews is a good number to look at if advertising revenue is in question (but conversion funnels to purchases or click thrus is better).  And if you don’t have ads on your site, why are you worried so much about pageviews?  Are you tracking the pageviews to impressions in a marketing sense?  Are you watching how traffic flows on your site?

Figure out your goals, then figure out how to measure them.  Strangely, these 2 important initial steps sometimes come further down the timeline than they should.

Blogged with Flock

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Author:

I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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