The document outlines a beginner's guide to marketing measurement using three key metrics: awareness, engagement, and conversion. It defines each metric and provides examples of measurements for each, including sessions, impressions, on-site actions, and conversions. It recommends using tools like Google Tag Manager and Google Analytics to track campaign performance and establish a database connected to analytics to visualize the metrics in an online dashboard.

1. Beginners Guide to Marketing Measurement
Awareness • Engagement • Conversion

3. DISCOVER CONNECT CONVERT
Know Me Understand Me Empower Me
3 Marketing Goals

4. DISCOVER CONNECT CONVERT
Know Me Understand Me Empower Me
3 Marketing Measurements
AWARENESS
Are people seeing and responding to our marketing?
ENGAGEMENT
Are people considering our products and services?
CONVERSION
How effectively are we converting people to take an action?
1 2 3

5. AWARENESS
Are people seeing and responding to our marketing?
ENGAGEMENT
Are people considering our products and services?
CONVERSION
How effectively are we converting people to take an action?
Website Sessions (WoW) | 4 Week Trend
Website Sessions (YTD) | YoY % Change
Channel Sessions (MTD) | MoM % Change
Referring Websites Sessions
% New vs. % Returning MTD | YoY
Organic Impressions YTD | MoM % Change
Display Impressions | Last 3 Months
Onsite Action Rate % | MoM % Change
Key Onsite Actions | YoY Comparison
Average Session Duration | Bounce Rate
Organic CTR % | % Change
WoW Secondary Conversions | 4 Week Trend
MTD Secondary Conversions | MoM % Change
YTD Secondary Conversions | YoY % Change
WoW Primary Conversions | 4 Week Trend
MTD Primary Conversions | MoM % Change
YTD Primary Conversions | YoY % Change
WoW Primary Conversions | 4 Week Trend
Primary Conversions YoY
Monthly Primary Conversions Seasonality
Awareness Metrics
1

6. ENGAGEMENT
Are people considering our products and services?
Onsite Action Rate % | MoM % Change
Key Onsite Actions | YoY Comparison
Average Session Duration | Bounce Rate
Organic CTR % | % Change
WoW Secondary Conversions | 4 Week Trend
MTD Secondary Conversions | MoM % Change
YTD Secondary Conversions | YoY % Change
ENGAGEMENT METRICS
2

7. CONVERSION
How effectively are we converting people to take an action?
WoW Primary Conversions | 4 Week Trend
MTD Primary Conversions | MoM % Change
YTD Primary Conversions | YoY % Change
WoW Primary Conversions | 4 Week Trend
Primary Conversions YoY
Monthly Primary Conversions Seasonality
Conversion Metrics
3

8. AWARENESS
Are people seeing and responding to our marketing?
ENGAGEMENT
Are people considering our products and services?
CONVERSION
How effectively are we converting people to take an action?
Website Sessions (WoW) | 4 Week Trend
Website Sessions (YTD) | YoY % Change
Channel Sessions (MTD) | MoM % Change
Referring Websites Sessions
% New vs. % Returning MTD | YoY
Organic Impressions YTD | MoM % Change
Display Impressions | Last 3 Months
Onsite Action Rate % | MoM % Change
Key Onsite Actions | YoY Comparison
Average Session Duration | Bounce Rate
Organic CTR % | % Change
WoW Secondary Conversions | 4 Week Trend
MTD Secondary Conversions | MoM % Change
YTD Secondary Conversions | YoY % Change
WoW Primary Conversions | 4 Week Trend
MTD Primary Conversions | MoM % Change
YTD Primary Conversions | YoY % Change
WoW Primary Conversions | 4 Week Trend
Primary Conversions YoY
Monthly Primary Conversions Seasonality

9. PRIMARY CONVERSIONS

10. SECONDARY CONVERSIONS

11. ONSITE ACTIONS

12. SESSIONS

13. IMPRESSIONS

14. CAMPAIGNS
OTHER
INPUTS
Use a free software tool called Google Tag
Manager to deploy Google Analytics code
on your websites / landing pages to enable
you to track campaign performance.
Leverage a URL builder tool to append
website / landing page URLs with UTM
tracking code that enables Google
Analytics to give a ton of information about
the campaign.
Establish a SQL database that connects with Google Analytics and other data inputs. Use Tableau, a data analysis and data visualization software platform, to pull
data from your SQL database to synthesize and visualize your metrics data for awareness, engagement and conversion into an online digital marketing dashboard.

15. AWARENESS
Are people seeing and responding to our marketing?
ENGAGEMENT
Are people considering our products and services?
CONVERSION
How effectively are we converting people to take an action?
Website Sessions (WoW) | 4 Week Trend
Website Sessions (YTD) | YoY % Change
Channel Sessions (MTD) | MoM % Change
Referring Websites Sessions
% New vs. % Returning MTD | YoY
Organic Impressions YTD | MoM % Change
Display Impressions | Last 3 Months
Onsite Action Rate % | MoM % Change
Key Onsite Actions | YoY Comparison
Average Session Duration | Bounce Rate
Organic CTR % | % Change
WoW Secondary Conversions | 4 Week Trend
MTD Secondary Conversions | MoM % Change
YTD Secondary Conversions | YoY % Change
WoW Primary Conversions | 4 Week Trend
MTD Primary Conversions | MoM % Change
YTD Primary Conversions | YoY % Change
WoW Primary Conversions | 4 Week Trend
Primary Conversions YoY
Monthly Primary Conversions Seasonality

16. Beginners Guide to Marketing Measurement
Awareness • Engagement • Conversion