Measuring your
ROI
Andrew Lloyd Gordon

Measuring your R.O.I
Why you should
measure
How to track
What information
should you track?

Measuring is a process
1. Activity 2. Test
4. Re-invest 3. Refine

Why you should
measure

“Now what?!”

What you need is…

Traditional marketing
eTourism Forum
Measuring ROI – Andrew Gordon

Lots of digital tools…

Measurement in real time

You can discover…
How many people
Where they came from
What keywords they used to find you
Which pages they visited
What they did
How long they stayed
Where they left your site
Did they come back

Building an effective…

What to do more or less of…

This is valuable information!

How to track

2 ways to collect information
1. Web server files
2. Page tagging and hosted solutions

Web server files

Web server files

Advantages of server file analysis
Your server already producing information
Every transaction server makes recorded
It’s your data
Capture visits by search engines
Shows failed requests

2 ways to collect information
1. Web server files
2. Page tagging and hosted solutions

Who likes
‘Free’?

Choose your Analytics Package

Installing Google Analytics

Advantages of page tagging
Tagging code runs every time – even for
cached
Easier and quicker to implement
Capture events with no server involvement
Will work even if you can’t access your log
files

Augmenting tracking with cookies

What information
should you track?

Web Traffic is
NOT the whole
picture
Conversions
are key!

Data Overload

Understanding Analytics Terms

Data, data, data everywhere…
Visitors (visits, total, unique)
Page Views (individual, aggregate,
averages)
Time (overall, averages, slices)
Referrers (counts, websites, keywords,
trends)

Filter
Because you don’t
always want
everything

Actionable insights from
Visitor behaviour
Plus
Outcomes
Plus
User experience

Behaviour
Insight
Outcomes Experience

Test to see if it is easy to use

Choose your outcomes
Conversion rate
Page views
Absolute unique visitors
New vs. Returning visitors
Bounce Rate
Abandonment Rate
Cost per Conversion

Measure your email newsletters

Traffic from blogs

Monitor Social Media Growth
Number of positive
Trip Advisor Reviews

Video Analytics

Interpret the data
“The percentage of our repeat visitors has
gone up!”
So what?

Interpret the data
“These are our top exit pages…”
So what?

Interpret the data
“These 9 keyword phrases convert the
best…”
So what?

Web Analytics Rule #1
“Always Be Testing”

Web Analytics
Rule #2
“Don’t get caught
up in the
numbers. Look at
the TRENDS”

Web Analytics Rule #3
“Setup a reporting
schedule
and track key metrics”

Web Analytics Rule #4
“Set Goals”

Setting Goals
X website traffic per month
X number virtual tours per
month
Lower bounce rate on
specific page X% over next
month
Promote and increase
presence on a social network
by X%

Measuring is a process
1. Activity 2. Test
4. Re-invest 3. Refine

Measuring your R.O.I
Why you should
measure
How to track
What information
should you track?

Andrew Lloyd Gordon
Measuring your ROI