Metric's Guide to Analytics and Reporting


Why did we create this guide?

This guide was created to educate marketers on ways to use analytics to both accurately measure and optimize the performance of web properties and digital marketing initiatives. The intent of this guide is to provide readers with a strong understanding of the benefits of a refined measurement plan and analytics setup to your digital marketing efforts and to also provide a detailed breakdown of prevalent metrics used in website, social media, email and blog analytics reporting.

Who did we create this for?

This resource is a guide for eCommerce store owners, email marketers, social media marketers, marketing managers and entrepreneurs who are looking to accurately measure the success of their initiatives. You will learn about the metrics that are most useful for different mediums, including email, social media, website and blog metrics as well as best practice strategies for implementing tracking.

How to use the guide

Each chapter stands on its own and can be read separately. However, in order to get the most out of this guide, it’s best to read through everything we have here in its entirety. If you found what we’ve put together here useful, sharing is greatly appreciated.

Table of Contents

An outline of what we have included in this resource:

Chapter 1

Getting Started

What are Analytics?

Analytics refers to the collection and analysis of data for the purpose of generating insights that inform future decision making. In our increasingly digital world, analytics are leveraged everywhere. For marketers, analytics typically refers to the measurement and analysis of data from websites and marketing ...

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Chapter 2

Creating a Measurement Plan

The most common causes of failure in digital marketing campaigns is the lack, or limited structured thought towards clearly defined business objectives and how those business objectives are tied to website or campaign goals. When it comes to a website for example, ask yourself “what do I want the user to do?” - maybe it’s to fill out a ...

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Chapter 3

Measuring Social Analytics

When it comes to measuring social analytics, always refer back to your measurement plan: what are your business objectives, what goals do you have to support those business objectives and what KPIs will determine the success of those goals?

Too often we talk about social media in terms of the metrics that are most important to the users, rather ...

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Chapter 4

Measuring a Blog

Measuring your business blog is a powerful strategy that can identify opportunities for optimization.

If your goals for your business blog are to generate leads, being able to identify the differences between content that converts and content that doesn’t will allow you to tailor your approach moving forward.


A session is a group of ...

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Chapter 5

Measuring Website Analytics

When it comes to determining where to start with your site’s analytics, always refer back to your measurement plan: what are the key performance indicators that are tied to specific goals that support your business objectives.

Once you know which KPIs you’re after, logging in to Google Analytics becomes much less daunting.

For more about ...

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Chapter 6


When you have a clear measurement plan, reporting should be simple and straightforward. Tailor your reports depending on your audience. Meeting with the CEO? They’ll likely want to see reports that speak directly to how marketing efforts are affecting the bottom line.

Discussing data from an email campaign with your digital specialist? They ...

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