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CHOOSING METRICS THAT MATTERDANA DITOMASO

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Yay, you signed a big client!

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What are you going to measure?

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Picking the right metrics may be the most

important decision you make.

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Choosing the wrong metrics leads to bad

decisions.

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Sometimes it’s obvious.

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But not always.

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Why do SEOs still report on rankings?

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Why does bounce rate matter?

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Is time on site something that matters?

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Start these conversations early.

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Try to fix the metricsbefore signing the

contract.

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What if…

Tracking likes instead of engagement?

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What if…

“We must rank higher than that competitor!”

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What if…

Prioritizing AdWords volume over conversions.

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How can you turn goals into metrics?

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Choose the right tactics to match KPIs.

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Clients don’t have the same goals that we do.

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(If they did, they wouldn’t need us.)

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Your report needs to be built for your audience(s).

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Yup, that means multiple reports.

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How do you build a good report?

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Use the 8 core principles of data visualization.

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1. Simplify.

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2. Compare.

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3. Attend.

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4. Explore.

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5. View diversely.

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6. Ask why.

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7. Be skeptical.

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8. Respond.

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Don’t stuff reports to hide bad data.

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Be honest when things aren’t going well.

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Give credit where credit is due.

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Don’t give your ad groups weird names.

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Data is without ego.

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THANK YOU!