Now that we’re on our way, we’ll want to measure our progress as we go. This is where metrics come in. Metrics are the quantitative data that allow you to evaluate performance against goals. The great news is that digital media metrics are:

Trail Measure

So just like marking where you are on a mountain trail, you can get a clear picture of the impact of your digital advertising — and make quick adjustments. Of course, as with any marketing tool, it takes a bit of time to identify trends.

Google Analytics can help you understand how customers behave on your website after they click, so you can target them more effectively.


With Google Analytics, you can determine:

  • Who is visiting your website, as well as where, when and demographics.
  • Behavior on the website: Whether they are engaging with your content, if they are visiting multiple pages,
    and what traffic source they came from.
  • Who is returning to your website

With Google Analytics, you also can track the number of visits and website activity. For example:

  • Prospect A searches online for a refrigerator/mattress/appliance on her mobile device.
  • Prospect A is served ads relating to refrigerators.
  • Prospect A clicks on your website.

By checking key metrics, you can see how long she was on your site and which products she viewed. Did she download a rebate form, call the store or click to find the store location? The ultimate goal is to use metrics to help find ways to drive the prospect into the store or to complete a transaction online.

Pretty cool, isn’t it? And that’s just the beginning…

Trail Flag