As mentioned in Gertie’s previous rant about why ROI in digital marketing is bullshit, any one-size-fits-all ROI calculation formula that you read on a website is always going to be too general to offer real insight. Calculating your return on investment requires you to be very aware of the nuance and context around your business’ framework and goals.
It’s tough being a marketer these days (well, not tough but difficult-ish). Not only do trends and tactics change at an alarming rate but if you’re new to the game you’ll also be barraged with seemingly unfamiliar acronyms left, right and centre: KPI, SEO, CRO, UX, PPC, TTFB, SME, B2B, YMCA… FFS!! How are you supposed to figure out which acronyms actually matter for your marketing?
So, according to wise guy Malcolm Gladwell, if you practice a skill for 10,000 hours it is enough to make you an expert at it. Perhaps this is why my 12 year old self became so obsessed with pogo-sticks – because I was actively aware of how much I improved with every hour I spent pointlessly jumping up and down. God, return on investment was so simple as a kid.
ROI in digital marketing is, however, far more dynamic.
Measuring website sessions by channel is a pretty fundamental KPI for any marketer in the 21st century. If you’re unfamiliar with how to find this information, here's how:
HubSpot gives a mind boggling amount of information to us digital marketers. If you're new to HubSpot, here's how to find the useful info on which channel is driving website visitors to your site.
To annotate your marketing activity in Google Analytics, all you need to do is login to your account and look for the little arrow directly beneath the graph on that first Overview page.
By adding context about your marketing activity to HubSpot's Analytics, you'll become a more effective marketer. Here's how.