Organizations that tie marketing metrics to business objectives are three times more likely to hit their goals. But what's the best way to measure success? The February Google Partners Connect webcast focused on measurement.
There are three critical components to successful measurement.
MEASURE ACROSS SCREENS
While many users today are visiting your website on a mobile device, 75% of them transition to a desktop to make their final purchase. It's important to track activity across devices so that you are able to measure both initial clicks and conversions.
MEASURE ACROSS CHANNELS
Another missing link is the transition from mobile device to in-store purchases. If a guest searches for an item on their smartphone, they are 57% more likely to buy in store. Cross-device conversion and attribution models are important for understanding ROI.
DON'T FORGET MOBILE PHONE CALLS
Mobile search doesn't always end with a purchase or a store visit -- 73 BILLION calls to businesses will be generated by mobile search in 2018. (How many times have you looked up a restaurant's menu then called to place your carry-out order?)
HOW DO I KEEP TRACK?
Google offers various ways to track conversions and assign credit to interactions on different devices and channels. Campaign optmization is critical and, to do it effectively, you need a deep understanding of your audience's online behavior. To learn more, check out the Google Partners Connect webscast or contact our digital marketing strategists.
Click here to watch the Partners Connect webcast in its entirety.