Measuring Search ROI Is Harder Than It Seems, Part 2- Liz Camps Guest Blogger

The traffic driven by each tactic that was covered in Part I of this article post should be obvious in the client’s metrics reports, right?   Wrong. (Covered in Part I)

So what’s the solution?

Use the same analytics software your clients use and teach them how to customize the default reports and settings.

Analyze the raw data yourself so you and your client can audit each other’s metrics.

Don’t just track Referring sites; analyze visited pages on your site (such as www.clientdomain.com/?src=googlead1b ) to see how many of your trackable URLs are being hit.

Don’t rely solely on Entry Page data as visitors may later enter other pages on the site. Track latency with cookies to identify the original sources of repeat visitors.

And above all, make sure that all search and analytics team members - on the client and on the agency side - are working in synch so your metrics jibe. The more accurate your search metrics, the more you and your client can benefit from all your marketing campaigns.

Liz Camps
Director of Marketing Services
Green Media, Inc.
(212) 947-6761

Read Green Media’s blog at
http://www.BigGreenBlog.com