Marketing Metrics

less than 1 minute read

To improve your Marketing strategy you need to measure your conversion funnel separated by acquisition channels. You can go even further and measure the funnel by campaigns.

UTM

To enable having this separation of metrics between channels is very important you understand how UTMs work. UTMs are parameters used in URLs to enable tracking effectiveness of online marketing campaigns across traffic sources and publishing media.

Use the the tool Campaign URL Builder to build your the URLs you will use in your campaigns and enable this analysis.

Campaign URL Builder

PESO Model

It is an approach to look into traffic where you evaluate your metrics according to Paid Media, Earned Media, Shared Media, and Owned Media.

PESO Model

References

 Lean Analytics - by Alistair Croll, Benjamin Yoskovitz
Use Data to Build a Better Startup Faster
Measure What Matters - by John Doerr
How Google, Bono, and the Gates Foundation Rock the World with OKRs