Campaign conversion

How to Track Email Campaigns in Google Analytics

A colleague recently asked me how to track the effectiveness of an email campaign on getting donations and volunteer signups on their website.

Here’s her questions:

As a non-profit, we want to be able to track how effective our email newsletter is in generating donations and volunteer signups. I can see how many opens and clicks we’re getting in our email marketing provider (Vertical Response), but I don’t know how to link this to the website. How would I go about seeing this information in Google Analytics? (ie. I don’t know if I need to create a campaign, if so how? Do I need to change code on the website? etc.). I looked around, but I just don’t know where to start on linking this reporting information together (the newsletter and the website). –non-profit Janie

Questions AnsweredWhat Janie is asking is a key step to analyzing the performance of your email marketing investment. She is on the right track. Here’s how to link it all together.

Step 1: Define what you’re trying to connect

Janie’s non-profit has a newsletter that’s going out on at least a monthly basis – more often for donor campaigns — requesting money or time from donors or volunteers. They also have a website that outlines in detail how to volunteer, forms to accept volunteer requests, and a basic checkout page to accept monetary donations. You will start with how to measure the volunteer requests and then the same steps can be done for measuring donations. First, think about the two unconnected pieces:

Website – You have a way for people to signup to volunteer. The pages have Google Analytics tracking code, so in Google Analytics, you can we see traffic to the volunteer page.

Newsletter – You have a way to send out the monthly newsletter. In your email marketing software tracking, you can see that people are clicking links in your newsletter that are to the website.

So what do you want? You want to see in Google Analytics that a user signed up to volunteer and that they came from the October 1 newsletter send (versus PPC, Facebook, Twitter, or even the September newsletter send, etc.). You want to know what marketing channel is driving action — so we know where to focus.

Step 2: Outline the user path and add any needed Goals to Google Analytics

Google Analytics Goal SourceIf you’re not sure if you or someone else set up a goal in Google Analytics already, check out CONVERSIONS: GOALS>> OVERVIEW. By clicking on the “Source / Medium” link, you should see what source users are coming from that are converting for the specific goal. If there is no data here, you probably need to set up a Goal.

As covered in my previous post on How to Add Goals in Google Analytics, first you’ll outline the user path (how can they “accomplish” what you want them to?):

  1. User visits Volunteer page
  2. User fills out form and clicks a “Submit” button
  3. User is redirected to Thanks page

Based on the above data, you can create or edit a goal to make sure it’s actually tracking. If you know the “Goal” has been completed recently (ie. payment was received, or you have the form results), just verify that you’re seeing the same data in Analytics.

Step 3: Make sure your email is tagged with campaign code in your email marketing software

The next step is to make sure that the links in your email newsletter actually have tracking code added. Most email marketing providers now include it as part of each campaign send setup, so you don’t have to add it to the end of each link. For example, here’s how MailChimp handles it:

Google Analytics link tracking

If your email marketing software doesn’t include it, you can still use Google’s URL builder tool to add in ?utm_campaign=2014-Oct manually.

 Tip: try to be consistent with your campaign naming. I’ve found that using a date structure is great for more immediately knowing what campaign users came from. For example, if you send weekly and you named the title “summer-sale” — you will have a much harder time keeping tracking what that was vs a campaign like “2014-Jul04sale”.

Step 4: Verify that you’re seeing the email campaign data in Google Analytics

Acquisition > ChannelsIn Google Analytics, browse to ACQUISITION>>Channels and you should see “Email” listed in the Default Channel Grouping.

Next, you can apply a Secondary dimension of “Campaign” to see what campaigns are converting from what landing pages.

A “Campaign” in Google Analytics is defined as: the names of your AdWords campaigns and any custom campaigns you have manually tagged with the ?utm_campaign parameter.

In ACQUISITION>> Channels, click on the “Email” channel in the list and then click the “Secondary dimension” and select “Advertising>Campaign” from the list. If you’re entering a campaign title in your email marketing software at time of each newsletter send (step 3 above) you will see this data here. And you’ll see something like this:

Campaign conversion

 

You can also see specific campaign data in ACQUISITION>>Campaigns, listed by campaign title.

And that’s it!

Conclusion:

After your next newsletter send, pop into Google Analytics and see what’s happening. Adding revenue or desired action to your weekly or monthly campaign performance reporting is a great way to see the bigger picture of how email marketing impacts your business!

Have a question? Email me!

Design Seeds

How to Create a Brand Style Guide in 9 Steps

One of the struggles I hear repeatedly from fellow consultants, startups, and solopreneurs is that they don’t have a logo or consistent branding and are struggling with whether to invest in branding now or wait.

My recommendation is to get started with a typographic logo. When you create a basic branding and style guide for yourself, you can start taking yourself a bit more seriously and actually move forward with your business – doing that thing that is what you do best. It helps to have at least a basic logo and style guide (think color palette and fonts) as you begin setting up your online presence.

When you’re not a graphic designer, this can leave you feeling like the only alternative is to pay someone to create for you. Even if you do outsource the design, remember that it’s still going to be a time commitment of project managing, giving feedback, and answering initial branding questions about your likes and dislikes, mood boards etc. Yes, you could spend months and thousands of dollars on a logo and branding project, but our main focus today, is to Start! We want to get our business out there and then iterate.

Graphic designers are an amazing bunch of people, and some of them deserve your business and money. However, if you DIY for the first few months to year, before hiring a professional, you’re going to have a much better idea of your likes and dislikes, what serves you well and is lacking in your current branding, and how much it’s worth to you.

How to Pull Together a Style Guide & DIY Logo

Table of Contents:

1. Get everything ready
2. Create your brand identity
3. Identify 3-5 style likes and dislikes
4. Identify the range of styles in your industry
5. Create a mood board
6. Pick a color palette
7. Identify your two core fonts
8. Gather your tools and decide on resources
9. Begin creating

1. Get Ready: Embrace the fact that this isn’t a $5,000 branding project

The goal of creating a branding style guide is to have a passable logo, to get your website launched, to get your web presence started etc. Whether you keep this “logo” and style guide for 3 months or 3 years, the point is to have something to not be conspicuous in its absence. Meaning we’re not looking to win any design awards, we’re looking to have something that is good enough that doesn’t detract from what we’re trying to accomplish with our business. There’s no shame in that!

Action Item #1: Set aside an hour to begin working on this project and see how far you get. Create a Google Doc – ‘My Branding & Style Guide’ and continue to the next step.

2. Create your Brand Identity

Think about the message you’re trying to convey to your audience and prospective customers. A simple Brand Overview can be an introduction to who you are, what you do, and how you do it differently than every other X out there. This is often similar to your business cards, LinkedIn profile, and website/portoflio about page.

Your brand identity can include:

  • Mission statement
  • Background
  • Promise to customers or clients
  • Personality – voice and tone

Action Item #2: Open your Google Doc and write out the exact spelling (spacing and capitalization) of your brand or name. Write a couple sentence background (who you are, what you do, how you’re different). Include a one sentence mission statement and customer promise if you have one.

3. Identify 3-5 style likes and dislikes

Hop on Pinterest and find 3-5 examples of logos and styles that you like (colors, fonts, or even if you don’t know exactly what you like about it). I find it easiest to create a Secret Pinterest board and pin away without distraction.

Pinterest logo inspiration

Now find 3-5 logos/branding that you dislike:

Remember, these logos can be ones you dislike in general or that you do like, just not for your industry or brand.

Pinterest - don't like logos

Action Item #3: Create secret Pinterest board of logo/branding likes/dislikes. Note any common themes to the branding you like and the branding you dislike? Including:

  • Logos – maybe you like streamlined, vintage-y, modern?
  • Color – do you like monchromatic, colorful and bright?
  • Fonts – cursive-y, vintage, modern, sanserif?

4. Identify a range of styles in your industry

Is there a style that seems to work well in your industry already? Is there a style that really doesn’t? Think about what feelings you want to convey and how that fits what you do. Security, fun, different, trust, etc. For example, consider how different branding in the finance industry is than a spa or a public relations consultant.

Action Item #4: Note what styles work in your industry.

5. Create a mood board

Before we had Pinterest, many of us were out creating mood boards. Just think of your mood board like a collage. Assemble anything – from pictures, icons, colors – whatever has the look or feel you want for your brand.

Action Item #5: Either add to your “Branding I Like” secret Pinterest board you created in step 3 above or create a new one.

6. Pick a color palette

A great resource for color palettes is Design Seeds. Their website is great inspiration for creating your own color palette. Scroll through, search by hex color code, or browse similar colors. They have hundreds of ideas – each a simple, beautiful photo with 5-6 colors pulled from the image.

Design Seeds

Action Step #6: Add a few Design Seeds palettes to your Pinterest mood board for inspiration or create your own in this style with an image you have that you want to use.

When picking out your own colors, Adobe’s Kuler website is a great resource. Start with one color you want then you can select Color “Rules” – analogous, monochromatic, triad, complementary, compound, shades – to select the rest of your colors. You can also view other users’ themes in the Explore section.

7. Typography – Identify two font that will be part of your style guide

Browse through Google Fonts and Font Squirrel for ideas. The first font should be what most of your content is, example the “copy text” in this blog post is my first font. The second and third fonts can be found in your logo or in graphics used around your site.

Font #1: This will be the body content of your site. It should be very readable. If you have a WordPress theme already selected, and you like the default font used, just use that. In my case it’s Open Sans. To find out what your font is, in Chrome, highlight text and choose Inspect Element tool. In the Styles section on the lower right you’ll see somewhere that looks like: font-family: “Helvetica Neue”, Arial, sans-serif” etc. That’s your font.

Font #2: This is the font in my logo. It’s legible and clean, but still slightly different than my copy text. Josefin Sans – a Google Font.

Font #3: This font is the most “fun”. It’s a little harder to read and has a bit more character so I’ll use it sparingly -in infographic, graphics, and product image titles. I’ll also use my third font sparingly in my Project Proposal client docs. Pacifico – a Google Font.

Action Step #7: Select your main font and secondary fonts. Add them to your Google Doc and test spelling out your brand name in the font or in combination with your tagline.

8. Check out resources for cheap logos & gather your tools

The Internet is full of cheap logo sites. While you can get a “custom” logo created for you on 99Designs or a similar service, I recommend waiting. The amount of time invested (back and forth with your bid and “designer”) to get a logo you don’t really love and isn’t going to last for long is probably not worth it at this point in your branding and website. I recommend one of the following instead:

  1. Create your own text-based logo with colors, style, fonts you outlined above using Adobe Photoshop (free 30-day trial or purchase a 1-month use) or Pixelmator (free 30-day trial or buy for $29.99).
  2. Create or purchase with a cheap and less time-intensive site like Squarespace logo, Fiverr, or using design assets from Creative Market.
  3. Use a free editing software like Picmonkey – add your name, change a color and wait a few months more to invest in a graphic designer!

Action Step #8: Decide on your tools (Photoshop or Pixelmator), and any other resources you’ll use (Fiverr, a template from Creative Market etc.)

9. Create 3 sample logos

You’re finally ready to experiment! Here are some tips on starting:

  • Open your software of choice and create a new document (File>New). I usually start with a 800×800 pixel square.
  • Select the text tool, click on the background and type your brand name
  • Copy and paste your name a few times – trying out several of the fonts you identified in step 7.
  • Select the shape tool and create 5-6 blocks near the bottom of your work area – changing the colors to the palette you identified in step 6.
  • Change the color of your brand name
  • Play with CAPITALIZATION, s p a c i n g, weight (bold, italic etc.)
  • Add in any shapes or logo templates, design assets that you found at Creative Market etc.

Action Step #9: Set a timer for 15 minutes and see what you can create. If you’re happy with what you come up with – awesome! Otherwise, come back a few more times, spending 10-15 minutes until you feel it’s good enough to use.

Need more ideas? Check out the following great resources:

Newsletter content ideas

33 Newsletter Content Ideas: When You Don’t Blog

You don’t have to blog.

There are plenty of things you can create to connect with your audience and grow your business, beyond blogging. If you do blog, highlighting that content in your newsletter is a no-brainer. However, it can be challenging sometimes to come up with content ideas for your newsletter that isn’t just a syndication of your blog.

Newsletter content ideas

If you don’t blog, or just need some new ideas to mix things up for your newsletter content, here are…

33 things to highlight instead:

  • Your new products/services
  • Featured or sale products/services/brands
  • Reviews of products/services
  • Giveaways and contests
  • Industry-related news from around the web
  • Events – your events, local events, online events, upcoming, past etc.
  • Partner companies or brands – profiles, features, interviews
  • Promote others as a resource
  • Seasonal content – holiday-related, National holidays, made-up fun holidays, other seasonal
  • Current events – that apply to your audience
  • Popular content that you’ve been sharing on other social channels – Facebook, Pinterest, Twitter etc.
  • Recaps of past events
  • Photos
  • Customer or reader profiles – how they use your product, things they’ve learned, tips/tricks etc.
  • Exclusive content – invites to limited-capacity events, sales etc.
  • News coverage or publicity your brand or network is receiving
  • Your news – new website features, growth, how things work, employee features
  • Tips and tricks – “Did you know”, unique selling propositions (USP), help or customer service documentation, FAQ, explainers etc.
  • Quotes
  • Series or themes – creating the ultimate resource on X or a consistent column
  • Survey your readers
  • Publish the results of a survey
  • Create videos and promote them via your newsletter
  • Create a course or training material
  • Tell stories
  • Opinion piece or editorial letter
  • Ask questions
  • Testimonials
  • Custom offers/content based on user activity
  • Customer questions and answers or…
  • Customer questions that are unanswered for the community to help with
  • Case studies/white papers
  • Checklists or download

Remember, your newsletter is where your most loyal readers usually are. They invited you to their inbox. Treat subscribers well, be fun and helpful – but don’t waste their time.

Have any ideas to add? Add them in the comments below!

Questions Answered

Email Frequency – How Often Should You Send?

Questions AnsweredA reader recently asked me about how often to send to your list and since it’s not the first time I’ve been asked this, I thought it would be a great discussion here. Here’s his question:

I have a quick question for you. My company has a small {what they do} training resource. We currently have a database of about 1600 prospects. What is your recommendation for the number of email campaigns per month to each prospect. I think it should be about two per month, maybe three maximum. Others at my company thinks it’s okay to do one and even two per week. I think 4-6 times per month is excessive and runs the risk of a high opt out ratio. Thanks for your time! — Early Bird email

The #1 thing to remember here is that there is no “right” answer! All we can do is give it our best and then test, test, test. Here’s how I would go about it.

Step 1 – Do a quick communications audit

Let’s pretend to be one of those subscribers or “prospects” for a few minutes. When we’re super familiar with our business (or been at it for a long time) we can forget everything we already have out there. So grab a pen and paper or your favorite mind mapping software and let’s do a quick audit.

  1. What’s the biggest way people get on your list? (Example: from a form on your website, specifically 2 different useful articles that offer a free download)
  2. What happens when they click “Sign up”? (Example: they receive a confirmation link, that when they click on takes them to a “Thanks for signing up page” and lets them know their opt-in download will be hitting their inboxes shortly)
  3. What happens then? (Example: within the hour they receive their free download)
  4. What happens then? Do you have any auto-responders set up? (Example: 5 days later they get a quick question and a link to another resource if they haven’t already checked it out.)
  5. Do you have a weekly or monthly newsletter? (Example: it could be anywhere from 1-28 days later that they receive the monthly newsletter)

Step 2 – What are they expecting? Are you consistent?

If on your signup form you say that you send monthly, but then you’re actually sending 2x a week, that’s probably not going to go over as well with of your subscribers because you’ve already set the expectation (by telling them) that you send monthly. There are a few ways to deal with this, #1. set the expectation that they’ll hear from you weekly or monthly and then as a general rule, honor that. #2. don’t set the expectation that they’ll hear from you daily/weekly/monthly and see how it goes. #3. Give them the option to pick daily, weekly, or monthly. Tip: you can also add this to your unsubscribe area “Too many emails?….”

If you publish daily and a user is choosing to subscribe to receive a daily “digest” of what’s been published, that’s completely different than a user thinking they’re choosing to subscribe to a monthly newsletter, and then hearing a pitch from you 2x a week.

Step 3 – Where would your ideas of new emails fit in with the current “on-boarding” flow?

Remember, new subscribers are also more likely to be interested in what you have to say more frequently – but not too frequently. Think of it like dating!

For example, if your users are obsessed with {your topic} and just came across your site and signed up, they can usually withstand a  lot more communication. You could do a “welcome” series for the first few weeks introducing what you do and be helpful (yes, it needs be something they find genuinely useful!). Or straight up ask them! “How often do you want to hear from me?”

Whereas, someone who’s been on your list for a couple years, receiving a monthly newsletter, might be like “What is this?” if you start sending to them 2x a week suddenly.

Step 4 – Test, test, test!

Execute the plan you outlined in Step 3 above and track what happens. Be super mindful of what happens with your “unsubscribe” and “complaint” reports. Then, see how open rate and click through rate react.

You might find that your list can “endure/thrive” with 3x/week in the first week, or you might find that it can’t. Send and measure. Seeing too many unsubscribes or not enough opens/clicks to warrant the “annoyance” of some? Space out the sends a bit more, try changing the messaging, or ask your users!

Have a question? Email me!

KPI Template

Where to Start with Choosing Metrics & KPIs That Matter

Maybe you already have a social media strategy and content strategy and plan in progress. Great! The next step is figuring out how you’ll measure it – to see if all that work is making a difference.

I’m a broken record on this one, but one of the most important things to do before you begin any project is to ask: How can I measure this?

We need to know if what we’re spending time on is working. Sometimes measurement is on the easier side – like when we can calculate ROI (Return on Investment) using a template for channels like paid search. Other times it’s more challenging to calculate ROI – for social media and content marketing, marketing attribution is helpful.

I’m often asked for examples of good KPIs (Key Performance Indicator) and metrics – which is part of why I released my Fill-in-the-Blank KPI Dashboard Template
Buy now – to give you a structure to play with metrics. However, all businesses are not the same. While it’s super helpful to have a template to use, the first step is figuring out what metrics and KPIs matter to you. Here’s a quick look at how I track success.

Step 1: What are your goals?

As we talked about in the first part of this series – it always comes back to this. And most of our goals are revenue based when we dig deep enough. Yes, you want to grow your community – usually so people buy X eventually. Yes, you want to more followers on Facebook – so they find your blog – an then so they eventually buy X. Revenue is almost always the main goal (it is the definition of business after-all).

Combining the main goal (usually revenue) with a secondary goal (grow community etc). leads us to knowing what to measure.

Step 2: What are your most important channels?

You can’t be everywhere and do everything. Decide what channels to focus on most (newsletter, blog, Facebook, Pinterest, Twitter, Instagram, Google+, YouTube etc.) If you’re trying to be everywhere – and maintaining seven social networks – you’re going to have a hard time really taking off and creating an awesome community in just a few of those channels.

Note: this doesn’t mean you can’t build out a basic presence so people can at least find you and for SEO purposes. Just be mindful of why you’re doing it and let people know where you’re most active. It’s ok to lead a quieter existence in some channels. For example, with Facebook changing so much in the past year, a few businesses and bloggers have made grand proclamations of anger and left Facebook – deleting their pages. I wouldn’t recommend to delete a channel as it may come back around as a more viable option later. Instead, set up a way to minimize your effort and also let your community know that they can find you more actively on Instagram or your newsletter etc.!

Step 3: What KPIs actually matter to your business?

The next step is figuring out what base metrics and KPIs matter to your business.

One of the big things to remember is that “vanity metrics “- (like # of followers) might not be the most important metric, they are usually the building blocks for other metrics and KPIs. You need them to calculate the more important metric. Example: You need your # of followers to calculate a growth %!

KPI Template

Blog and Website Metrics Examples:

Google Analytics is chock full of metrics. Here are a few to give you month over month direction and insights.

  • Traffic – this metric falls in line with “oh that’s nice” type, similar to # of followers on social media. It’s not always going to drive your day-to-day decisions or business, but it’s important to make sure you’re not driving off a cliff! Calculate: Google Analytics >> Audience >> Overview >> Sessions, Pageviews
  • Referral Channels – this metric lets you know where people are coming from. You can also keep track of how these channels are growing. And in combination with Conversion Goals, this can be a super powerful way to learn about what channels you’re “best” at and what activities are contributing the most to your goals. Calculate: Google Analytics >> Acquisition>> Channels >> Organic Search, Direct, Social, Referral, Email etc. 
  • Conversion – this metric isn’t just for e-commerce sites. Remember a conversion can be for a product/service or a desired action – like signing up for your newsletter. You’ll find this in Google Analytics >> Conversions >> Goals Calculate: [# of conversions] ÷ [# of Sessions] = Conversion Rate %
  • More E-Commerce – there are a lot of other e-commerce metrics beyond conversion rate – from specific products, pricing, growth, new/old, channel, advertising etc.
  • Most Popular Content – this metric gives us an idea of what is popular with our audience. It’s best to look at this from a few angles – SEO, community, social etc and see what you can learn. For example, just because your most popular post this month is driving a lot of traffic from organic search doesn’t mean you necessarily should create more similar content. Is it relevant content? Is it driving your goals or conversions? Remember to use the Date Range field in Analytics and check the “Compare to” box to see growth Calculate: Google Analytics >> Behavior >> Site Content >> All Pages
  • Notes and stories – this metric is the anecdotal “quality over quantity” item. It’s really helpful to have an area in your Metrics tracking to report these little or big wins – the random stuff that’s worth mentioning. Did your referral traffic skyrocket from a random share or RT? Note it! Did you get contacted to guest blog or partner on a project? Note it! Did a customer leave a really great comment or review? Note it! These are also great items to share with the rest of your team to let them know what’s happening out there.

Social Media Metrics Examples:

While many social media dashboards have included “insights”, it can be helpful to track important metrics outside of the specific channel to compare and also keep your data by a monthly/weekly view – it becomes more actionable.

  • Engagement – this metric tells us how “active” or “participative” our audience is. Your number of followers or fans doesn’t mean much if they’re not doing anything or don’t care what you have to say. Facebook has an easy engagement stat already, but you can create your own or even combine this with Google Analytics data. Maybe your engagement is more about the community (including your brand) sharing your site and content. Calculate: [# of followers that “did” something] ÷ [# of followers] = Engagement Rate %
  • Growth of Channel – this metric can sometimes seem like a vanity metric, but it’s an important snapshot of how quickly your community is growing month over month or week over week. Just beware that it can give you a false sense of success, especially if you’re paying (Facebook ads etc.) I’m a believer in tracking this one though, as it can usually give you some ideas of further testing. For example: huge growth this month? What did you do differently? Did revenue grow with it? See a decline? Did you stop or start anything new? Calculate: [# of followers] – [# of followers last month] ÷ [# of followers last month] = Growth %
  • Referral Traffic – this metric lets you know if you’re even driving people back to your website or blog. If your engagement is high (from likes, comments etc), but you’re never getting anyone to come back to your website, you’re missing a big part of the picture. Calculate: Google Analytics >> Acquisition>> Channels >> Social >> Twitter, Pinterest, Facebook Google+ etc.
  • ROI Attribution – this metric is more typical if you’re selling something or doing a paid campaign (Facebook ads, Twitter ads etc.) You can also calculate how well you’re achieving your ad goal (likes, clicks etc) Calculate: see Marketing Attribution for more info on this.
  • Notes and stories – just like blogging above, this metric is the anecdotal “quality over quantity” item.

Email Newsletter Metrics Examples:

Having a newsletter is an important part of content marketing. It’s helpful to compare each of these example metrics to your average to see how you’re doing with each send.

  • List Growth – this metric lets us know how quickly our list is growing. Calculate: [# of subscribers] – [# of subscribers last month] ÷ [# of subscribers last month] = Growth %
  • Open Rate – this metric lets us know how effective our subject line is. Was it compelling? Did it make them want to open it? Calculate: [# of opened] ÷ [# of sent emails] = Open Rate %
  • Click Rate – this metric usually lets us know how effective your call to action, email messaging, images, and content were. Did it make them click? Was it consistent with the subject line you wrote? Calculate: [# of clicks] ÷ [# of opens] = Click Rate % from Opens
  • Unsubscribes – this metric tells us when people are unhappy – maybe your messaging was off, maybe they’re not interested anymore. Either way it’s more important to look at this in comparison with your average unsubscribe rate. Calculate: [# of unsubs] ÷ [# of sent] = Unsubscribe Rate %
  • Desired Action – this metric tells us how effective we were at getting our subscribers to do something. For example: buy something, visit something, sign up for something etc. You won’t find this one as neatly organized in your email marketing provider reporting dashboard. Example: Mailchimp does have Goals now, but you might want to create this one from some ad-hoc research. Calculate: [# of Desired Actions] ÷ [# of sent] = Desired Action Rate %

Business Metrics Examples:

The final group of metrics that might be relevant to you are all about your business. It might be more about sales if you have a product; revenue and users if you have a service; billable hours or close rate if you are a freelancer etc.

  • Total Revenue
  • Total Expenses
  • Net Profit
  • Profit Margin
  • Deals Closed/Sales
  • Billable Hours/Non Billable Hours

No matter what metrics you decide to track and what you pick as your KPI, just remember that you can always change it later. So begin! And if next month you decide to track something else, do that! One of the great things about Google Analytics is that you can usually go research past metrics, so it’s not too hard to re-focus your efforts.

What metrics and KPIs do you track?

This is Part V in a series on Metrics + Measurement for Beginners. Start at the beginning with How to Measure Success of Your Marketing Campaigns.

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