A manager's guide to selecting the right measures, KPIs and goals to improve digital marketing

Learn how to create a data-driven programme to improve results from digital marketing based on goals, KPIs and dashboards

Integrated Lifecycle Marketing Toolkit
This guide is part of a Toolkit with 8 other resources. Find out more?

Digital Marketing Goal Setting, Evaluation and Optimization Guide

 Look Inside

How will this 7 Steps guide to Digital Marketing Optimization help me?

Although digital channels have been called the most measurable ever, they introduce a whole range of new goals and measures that can make setting objectives and reviewing performance difficult if you’re new to it. This is why we cover objective setting in more depth in this guide specifically for managers grappling with this option who are looking to get more from online channels.

We’ve devoted an entire guide to goal setting and getting results for digital marketing since we believe it’s essential to getting the most from digital channels. Without goals you’re directionless and a lot less likely to achieve commercial success.

Through setting specific targets for your online marketing and creating dashboards, you can review and adjust your progress against targets. Without goals in place you can still do digital marketing for sure, but chances are, you are not making the most of the opportunities and you’ll almost certainly be wasting your time and money.

About the Digital Marketing Goal Setting, Evaluation and Optimization Guide

What does the guide include?

The 7 steps covered in this Ebook are:

  • Step 1 Review your top level goals - Understanding the difference between goals, objective and KPIs and how you need to relate them; using the 5S s of digital marketing to set top-level goals.
  • Step 2 Define your vision for digital - Many businesses don’t have a long-term vision for how digital channels will develop their brand. A clear vision, linked to goals is also important to bring your colleagues and partners with you on the journey to digital transformation
  • Step 3 Align business and SMART digital objectives - since analytics systems contain so many reports and measures,  it’s important to define the measures that matter as KPIs you set specific targets for and then review against.
  • Step 4 Create a conversion model - A short section featuring our conversion budget model spreadsheet.
  • Step 5 Define performance dashboards - We're big fans of using dashboards to help communicate and review performance, but KPIs need to be structured in a logical way. Here we review three alternative groupings with full, recommended KPI listings.
  • Step 6 Setup tracking and evaluation - An introduction to customising Google Analytics to report on key marketing goals and events - explained in more detail in our guides to Google Analytics and Tag management.
  • Step 7 Optimize your performance - Finally, we recommend a review process with different checkpoints through time.
Look Inside the Digital Marketing Goal Setting, Evaluation and Optimization Guide

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our Digital Marketing Goal Setting, Evaluation and Optimization Guide includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Integrated Lifecycle Marketing Toolkit

The Digital Marketing Goal Setting, Evaluation and Optimization Guide is part of Smart Insights Integrated Lifecycle Marketing Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 8 other resources in the toolkit.

..but that’s not all. With Business Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

Learn more about the Integrated Lifecycle Marketing Toolkit


Learn more about Business Membership and get this (and other) toolkits

Instant access. Try it RISK-FREE