Web Metrics & SEO

Should Your Company Be on Social Media? The answer: yes. Social media is a huge asset to your company – and it’s free! As of 2017, at least 81% of the U.S. population had at least one social media profile, jumping from 24% in 2008 (Edison Research, 2018). That means most of your company’s audience is already online and ready for you to interact with them. One Platform or Many Platforms? Most businesses should focus on one or two main social platforms. It might seem like you should focus on all platforms to cover all your basis, but that can do more harm than good. Selecting a main platform allows you to monitor and control what happens on the platform. One platform gives consumers one social touchpoint to connect with the business. The key when working with social media is to be fast to react to posts/comments, listen to what was said, utilize that information, and respond in the brand’s voice (Hill, 2014). This task is hard enough with one platform. By adding addition...

Impressions Impressions are meaningful when it comes to analytics. By definition, an Impression is “the number of times a post from your page is displayed, whether the post was clicked or not” (Jackson, 2016). This number is very specific in that it only includes the number of views of content because one person could view the content several times (Jackson, 2016). Impressions are very similar to both Reach and Engagement when it comes to analytics. Where Impressions are “the number of times” content is viewed, Reach is “the number of people who” viewed it and Engagement is “the number of interactions” with the content (Morrison, 2015). When it comes to marketing digitally, Impressions are a popular way of measuring performance and selling digital content. It should be noted that Impressions are meant to spread brand awareness rather than bring a consumer to direct action. Impressions “are generally sold in terms of cost-per-thousand (CPM)” for various digital campaigns and ha...

Clickthrough Rate Clickthrough Rate (CTR) is thrown around a lot in the world of analytics – but what does it mean and why is it important? The clickthrough rate is the ratio of consumers who see content and click it, hence ‘clickthrough’. CTR is important to digital marketers because it’s a concrete way of measuring how effective a brand’s content is performing. (Google, 2018). The CTR is found by dividing the number of clickthrough’s by the number of views (Kaushik, 2018). Measuring and analyzing clickthrough rate may seem like an easy task, but there’s more to it than it seems. The CTR is the perfect metric to measure ad text and descriptions; consumers clickthrough because the content is engaging. If the clickthrough rate is low, there are other factors that could be involved and should be investigated. The problem could be the text and descriptions don’t match the content the consumer is taken to or there could be a broken link. Conclusions shouldn’t be drawn until all fa...