With the plethora of ROI tracking, web analytics, and metrics software available today, where do we turn when the time comes to measure our campaign’s effectiveness? Unfortunately, I have not found a single reporting/tracking tool that works for everything, so imagination must be employed with each situation. I personally often fall back to in-house software to track the campaigns as I find that the packages out there are either prohibitively expensive or lack the expressiveness needed to track effectively.
In a future article in my series on conversions, I will outline some simple yet effective tracking methodologies that may be helpful. You may land on a product that takes care of 90% of your needs; if so, you’re doing pretty well, so stick with it. The key is to be able to go to your client on a regular basis and report to them on the effectiveness of your efforts (with recommendations) before they begin to wonder if “it’s all worth it”. More importantly, use your reporting as a marketing tool to sell more of the services that are working. Since you have already attached a positive net result to the efforts, increasing the efforts should increase the results.
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