Just about everything can be measured with respect to internet marketing. Reams of data can be generated about page visits, unique visitors, bounce rate and much more. The key to gathering and using this data is to understand what is being measured and for what reason. Once that is done then an alternate course of action can be taken if desired.
Plenty of data is produced for owners of websites but they have no idea what it means or what to do with it – that is, the data is “not actionable.” It requires a person who has some experience in multiple areas of internet marketing to help the business owner understand his or her data.
The bottom line is that all website and internet marketing analysis should be geared toward improving results for the business owner. A frequently used measurement tool is return on investment (ROI). For example, if a business owner spends $5000 per month on a Google Adwords campaign then a plan should be implemented that will track the results and determine if the advertising is profitable or not.