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Leads, Leads, Leads

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Marketing Metrics

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Marketing Metrics

The metrics I’m going to describe in the following section come from disparate sources, primarily your Content Management System (CMS), a Web Analytics platform like Google Analytics, and your Customer Resource Management system, often SalesForce or Siebel. Other systems may come into play as well, such as your Marketing Automation platform, often Marketo or Eloqua.

You need visibility on all of these metrics in order to gauge the true impact of a Marketing effort. Tying them together will likely require the aggregation of data from multiple sources into a common Marketing database.

This list might not be exhaustive, but it’s a good start:

  • Impressions
  • Clicks
  • Visits
  • Conversions
  • Leads
  • Opportunities
  • Pipeline
  • Revenue

Let’s dig in.

An impression is when your ad is displayed to a prospect. On some site somewhere, there is a link to the entrance of your lead funnel. That link might be an organic search result, a paid search ad, a third-party add linking to a registration form that your vendor hosts. What matters is that a prospective customer was presented with the chance to give you their contact information in exchange for content of value.

Below, check out an example of a Google SERP (Search Engine Results Page) delivered in response to a search on “network security”.

The top 4 listings are identified by the “Ad” symbol; Pay Per Click (PPC) ads, they’re often called. That’s where companies like Cisco, Barracuda, RedSeal and Spectrum Enterprise are duking it out for ad space. The most relevant and best-funded campaigns will reach the top of these listings in response to common searches.

For the PPC advertising teams that manage these listings, my ad views don’t cost them campaign budget (unless I click the ad) but should factor into their analysis of this campaign as an “Impression”. I had to scan over these top-of-page listings to get to the authoritative, organic (unpaid) definition provided by

Impressions is a very top-of-funnel metric. You wouldn’t want to talk to a Sales executive about Impressions – you would be wasting their time. A Marketing executive however, might be interested in the number of Impressions you generated as part of an examination of reach; the number of people who as I did, had to scan over those ads.

Here’s how impressions might look on an industry advertising site like

One company has rebranded itself as ivanti and wants to tell you about it. Veeam has sponsored a marquee about their support for Fortune 500 companies. You’ve probably seen ads like these a bunch of times, maybe while you were tweaking your ad-blocking software. Winky face.

If I click the Veeam ad here, I’m probably not costing them any budget because industry sites usually operate on a Cost-Per-Lead (CPL) model. I’m taken to a landing page, simultaneously creating a page view, visit and unique visitor in the Veeam Web Analytics database. They’re also tracking the site I was referred from and probably that this was a paid click.

It’s unusual for landing pages to feature this much content and Calls to Action (CTA). Typically we try to tie each ad to an individual asset, both to increase conversion rates and to better track advertising effectiveness. A bit non-standard on Veeam’s part, but they’re pretty savvy and I’m sure they’ve got reasons for building out the landing page this way.

I notice that, no matter which CTA I click, I’m taken to the registration form at the bottom of the page:

When I fill out the form, creating a conversion, I am probably going to cost Veeam some money. Sorry, Veeam!

I’m taken to the Thank You page, which gives me assets to all the assets Veeam was advertising on the landing page.

Thanks, Veeam! Congrats on your Gartner Magic Quadrant position. That’s not easy to do and is a great achievement for your whole Marketing department.

We covered Impressions, Clicks, Conversions and Visits today. Let’s take a break there and get into Lead Analytics in an upcoming post.

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