don't settle for vague ROI analytics

Digital Marketing Myth #5: We Can’t Measure ROI

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Don’t let fear or a sense of helplessness keep your brand from getting ahead digitally.

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Today we’re wrapping up a five-week series of blogs addressing digital marketing myths that hurt businesses of all sizes and industries. So far, we’ve called out the false beliefs that claim…

“We’re not digital.”
“Our IT department can manage this.”
“Our website’s enough.”
“We already did our SEO.”

We’ll end with what is probably the best-intentioned and most genuine—though still misguided—of these five myths. It reflects a previous negative experience with digital marketing, and one that can be difficult to know unless you’re knowledgeable of how modern analytics work.

“It’s easy to spend lots of money, but hard to know if it’s working.”
We believe one good measure of a digital marketer is how much of his or her day is spent wrestling with hard data. The best of us are as comfortable in analytics dashboards, heat maps, and spreadsheets as your accounting department is with their ledger books and invoicing software. Piles of dry numbers and graphs don’t intimidate us; we embrace them!

As such, marketers like us have the power to show our clients what they’re actually getting for their investment. Even in rare cases when a crystal clear ROI can’t be defined because of factors outside our control, we can report on other equally-telling specifics like:

  • The cost of your clicks in paid search
  • What advertising sources brought traffic to your website, and exactly how much
  • Which ad designs and messaging drove the highest user engagement
  • How many of your paid visits ended in a recorded lead

These are just a few ways we can use analytics to show how your investment is contributing to business goals and revenue. There are countless more data points we can leverage to show results—all tailored to a client’s campaign. So don’t let fear or a sense of helplessness keep your brand from getting ahead digitally. Instead, partner with an agency that is fluent in modern analytics, and ask up front how they can prove and report on the efficacy of their tactics.