There is more data available in marketing, today, than ever before. In fact one of the greatest drivers of online marketing is the ability to know, not guess, which campaigns are working and which aren’t. As a result of all of this available data, ROI is the topic of discussion at conference tables, everywhere.

However, a survey that was done by eConsultancy & Adobe of both client-side marketers and agencies shows that all of this talk about ROI is really contrary to what businesses top goals for data really is. In fact ROI isn’t even ranked as the second most important priority for data. ROI, as a goal, doesn’t show up until 5th police out of a total of only 7 options, one of which is “kiln one of the above”.

According to this survey, the number 1 goal for using data is to provide a “better customer experience”. This is certainly a great goal to have and using web data to accomplish this goal is a great strategy.


Either a focus on ROI or a focus on customer experience are great goals, but it’s important to know that the data compiled for each of these goals is dramatically different, as are the strategies that are put together to accomplish them.


If the goal for using data is to measure the ROI for online marketing campaigns, you’re going to be reviewing data that directly correlates with activities relevant to the revenue side of your business. You will want reports such as:

Goals: The goals report in Google Analytics (GA) is a report that you can set up to measure a variety of website goalactivities that have a positive impact on your company. Activities such as a purchase, a contact form filled out, or even a downloaded paper or trial piece of software. To get to your goals report you with go to conversions>goals>overview.

Traffic: This is a very unique and very important piece of data when measuring ROI. Traffic has to be evaluated by the quality (engaged users) of the traffic and by where bad traffic might be coming from. This report combines the traffic source (i.e. Search, social, etc) with the bounce rate from those sources. If, as an example, 80% of the traffic coming from search is bouncing, you really need to improve your search marketing because you’re getting the wrong people.


If you company’s primary goal for using data is to improve the user’s experience, then you’re going to be looking at a completely different set of data points.

Errors: This is possibly one of the greatest frustrations users face on a regular basis. Nothing will drive them more nuts than a form, video or even a page on your site that isn’t working.

The most common of website errors is the 404 Not Found error. Within GA you can set-up an alert to let you know when a 404 error has been triggered. Here’s instructions right from Google to walk you through setting up an alert.

page load reportSpeed: This is second only to 404 errors. According to Kissmetrics, page abandonment doubles with an increase in page load time from 2 to 4 seconds.

Another well-used industry statistic says that a 1-second delay in a page load time can cause a 7% loss in customer conversions.

This data is found in GA under behavior>site>speed>page timings. Just be sure that when you’re using this report you set the report to the “data” setting. You can turn this on using the button to the right of the filter box.

These are just a couple of data report that are available for just 2 possible goals that you company may have. There are a lot of ways to assemble the data that’s available to you. Before you start digging around in that sea of data it will be really important that you decide what your goals are, for the data. As you can see, the data needed could change dramatically.