Digital media have been called ‘the most measurable ever’. These articles show you how to measure the the efficiency and effectiveness of digital marketing by setting up campaign tracking, selecting the best KPIs and displaying them in dashboards.

Our RACE planning measurement framework is designed for structured evaluation of all multichannel marketing activities.

Across RACE, we recommend a simple framework we call VQVC measures to make sure you have the best measures.

Although Google Analytics offers dashboards, we recommend you create a custom dashboard which you can use to drive digital marketing performance. For example, our Google Analytics API dashboard  shows not only visits and traffic sources, but enables you to quickly see month-on-month and year-on-year differences to diagnose problems and identify opportunities.

smartinsights-google-analytics-dashboard

 

We think the best commentator on measuring online marketing is Avinash Kaushik, Google’s Digital Marketing evangelists.  These articles are recommended.

Dave Chaffey’s ‘Actionable Analytics’ deck gives more visuals about measurement:

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