When it comes to questions like which web metrics are most important, how to scrutinize Google Analytics reports for actionable data, how to create custom reports or evaluate social media ROI, and how to improve SEO, reduce bounce rates or measure YouTube success, these 18 articles and posts on using web analytics to improve marketing performance offer invaluable assistance. ” How To Track Mobile Visitors In Google Analytics by Local SEO Guide. 35+ tips and tricks for sexier Google analytics reports by Webdistortion. Fortunately, there is help. MORE >>

With 92% of companies now incorporating social media into their marketing efforts, it’s no longer sufficient to just “be there” on social networks. Today’s most effective marketers are optimizing content across channels, coordinating search and social marketing activities with traditional PR, and measuring their web presence and performance with sophistication. The first step to improving digital marketing results is to understand the emerging trends and best practices. What do buyers really want from social media marketers? But why? MORE >>

We view a funnel as a sales process owned jointly by sales and marketing. Whatever the nature of the malady, sales and marketing together are accountable for curing the patient. Symptoms from outside the funnel may include: lack of accuracy in reports from CRM and marketing automation systems. You invested in offline advertising (billboard, TV, print) as well as online channels (SEO, PPC and a social media campaign). In spite of your large marketing expenditure, no sales close. It’s something like measuring a person’s body temperature. MORE >>

The American Marketing Association has data that says sales people spend 30 hours a month creating their own sales materials and that 90% of marketing deliverables aren’t used by sales. In my latest article for the Content Marketing Institute, A Simple Template for Keeping in Touch with B2B Sales Reps and Distributors , I show how monthly "newsy" emails can keep sales reps and distributors in the loop with regard to new content and marketing strategy. The One Reason Your PPC Campaign Isn't Working. PPC is a constant learning process, says Pauline. MORE >>

Tracking URLs are one of the most complicated concepts I've ever had to explain during my time as an inbound marketing consultant here at HubSpot. That said, they are also one of the most useful tools for online marketing. If you're running a PPC campaign, sending an email, or putting an advertisement on another website, tracking URLs are essential for calculating the number of visits, leads and customers you've generated from your hard work. Each "campaign" represents a separate tracking URL that we've created for different PPC campaigns. The Basics. MORE >>