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Marketing Analytics 101

SARAH HODGES@hodges

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CustomWheels

Big Wheels

Training Wheels

Hipster Wheels

Two Wheels

campaign

You can’t manage it unless you measure it!

Don’t stop here!

Common Key Performance Indicators (KPIs)

• Total Users

• New Users

• Monthly Active Users (MAU)

• Daily Active Users (DAU)

• Retention Rate

• Revenue

WHAT IS YOUR GOAL?

Your  Goal

Variable Variable Variable Variable

Emails Delivered

Unique Opens

Unique Clicks

Signups

Action Taken

Delivery Rate: # delivered / # sent

Open Rate: # unique opens / # delivered*

Conversion Rate: # unique Signups / # delivered

Click Through Rate: # unique clicks / # delivered

Activation Rate: # action taken / # signups

*Not  an  accurate  measure  of  performance.  

ImpressionsCost per Impression (CPI)

ClicksCost per Click (CPC)

ActionsCost per Action (CPA)

Brand Awareness

Media Hits

Twitter Reach

Partner Inquiries

Facebook Reach

“Kill things that don’t have an optimum CPA.” – Avinash Kaushik

THERE WAS A 50% M/M INCREASE IN UNIQUE VISITORS IN APRIL

(APRIL  UNIQUE  VISITORS  –  MARCH  UNIQUE  VISITORS)  /  MARCH  UNIQUE  VISITORS

(300,000  –  200,000)  /  200,000  =  +  50%  

Value Parameter Description

Campaign utm_campaign Marketing campaign name

Source utm_sourceMarketing channelEmail, social media, etc.

Medium utm_mediumChannel categoryEmail list, facebook, twitter, etc.

Content utm_contentMost frequently used in CPC campaigns to note ad creative

Term utm_termMost often used in CPC campaigns to track search keyword

QUESTIONS?

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