Measuring the results of your digital marketing efforts can make the difference between taking shots in the dark and actually seeing a return on your marketing investment.
While traffic is not normally something we look for, when we’re talking online traffic to your e-commerce offerings, that’s a different story. And you don’t want just any traffic, you want people who have an interest in your niche, are willing to sign up for your mailing list, and who want to become customers.
It is important to measure the progress of your online efforts but even more important to use metrics that will help improve your brand. Analytics can be defined as the process by which you collect and analyze data. In regards to your company website, you are collecting and examining information about user activity, system performance and so on.