10 must-have online marketing metrics for your SME

Analytics is what makes online marketing a science. Knowing the essential metrics will make the difference between maybe getting your campaign objectives right, and implementing a sustainable strategy with positive results every month.

To make the right decisions you must rely on the data that appears in your statistics. You have to separate reality from perception and rely on real and updated evidence, because today it would be an excuse to say that it is impossible to analyze the results of your different campaigns and demonstrate their effectiveness or lack thereof, that is, prove that they achieve the SMART objectives you defined for each one.

Also, currently, there are a variety of tools with which we can carry out this analysis of the performance of the different marketing strategies of our business. Platforms such as Google Analytics and Search Console (among others) allow us to keep track and report on


1. Total visits.

Does traffic to your website increase in a stable and constant way? Yes it is true, for your business it is essential to achieve a greater number of conversions through your strategies, but we must not underestimate the importance of increasing the qualified traffic that reaches the web, because at the end of the day getting more visits is essential to convert more users into contacts and sales opportunities. Thus, the implementation of appropriate online marketing actions should lead you to increase total traffic.

When you measure traffic, you should take into account not only the number of users but also the total sessions, and the number of pages visited each week, each month, each quarter, and so on. This long-term record can give you an idea of the overall effectiveness of your campaigns and marketing strategies, especially those that aim to attract more users. So with this metric you can go checking, for example, the stability and scalability of the methodology you follow.

2. Traffic by source.

And speaking of appropriate strategies to attract traffic, while one of the most relevant when attracting potential customers to your website should be SEO or organic positioning, with which you work a series of keywords according to your different potential customers according to their stage in the buying cycle, you may also be investing a certain amount of your budget in Google Ads and / or Facebook Ads, or you are investing time and resources in creating content for your blogging strategy.

Analyzing the sources of origin of your traffic you can see specifically what their performance is and which one meets your business objectives. The four main sources to take into account are:

  • Direct: which includes those users who have arrived at your website by typing the URL directly into their browser.
  • Organic: which tells you that the acquisition of these users has been through searches performed on Google.
  • Social: which incorporates only those users coming from the various social networking platforms
  • References: which indicates that you have visits from other channels that have included a link to your pages.

3. New visits.

In addition to the total number of visits that come to your website, it is interesting to analyze the percentage that belongs to new visits (and also those recurring visits). With these percentages you can assess whether your website meets the expectations of users, that is, do you know if its structure and content encourage them to continue browsing on other pages?

For example, if you have recently redesigned your website you can analyze whether this change affects the ratio between returning visitors and new visitors. Perhaps your marketing strategy work is succeeding in attracting new users, but on the other hand, it is losing effectiveness in ensuring that they come back to your pages again. Remember that you are interested in converting, so it is not only the volume of traffic that is important but the qualification and suitability of the users you attract for your business.

4. Average session duration.

This is an important indicator to measure what content is relevant to users and assess which pages are gaining the most trust among them. In other words, the average session duration provides information about the level of interest and engagement of visitors with the different pages of the webiste, which indicates the usefulness of the content of your pages.

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