In This Chapter
By now, you may be asking yourself whether web metrics (the science of measurement) are worth the trouble. They certainly matter if you have a business with a finite amount of time, money, or staff — which covers just about every business.
Metrics aren't about determining whether your company is the best in any particular marketing or advertising channel. They're about deciding which channels offer your company the best value for achieving your business objectives. Not to denigrate your instinct, but metrics are simply the most objective way to optimize your marketing effort.
Marketing isn't rocket science. If your metrics show that a particular tactic is working, keep doing it. If they show it isn't working, try something else.
The most important items to measure — the ones that reflect your business goals and objectives — are key performance indicators (KPIs). They may vary by type of business, but after they're established, they should remain consistent over time.
An e-retailer, for instance, may be more interested in sales by product ...