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The Conversion Code by Chris Smith

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Bonus: Checking the Analytics and Metrics That Actually Matter (and what to do based on what you find)

One of the best things about digital marketing is the analytics and metrics it provides. One of the worst things about digital marketing is the analytics and metrics it provides.

When I was with Quicken Loans, one of the sayings that really stuck with me and has also resonated for the audiences I keynote for is “Innovation is rewarded, execution is worshipped.” So much so that I even ended this book with the quip, hoping it would resonate with you as we part ways.

When it comes to The Conversion Code, execution is worshipped. The devil is not in the details. The devil is in not executing.

There are two things that matter significantly more than any digital metric I check—my gut and my growth. This simple G2 mind-set guides my decisions much more so than page views, cost per click, cost per lead, cost per acquisition, click-through rate, reach, conversion rate, or open rate ever will.

G2 is simple. Do you feel like what you are doing online is working (gut)? Is your profit increasing (growth)? When the answers are yes and yes, pour more gas on the fire.

Internet lead generation and conversion comprise several moving parts, like a website, landing pages, SEO, social media, email marketing, marketing automation campaigns, CRM, and SMS, to name a few.

Each of these moving parts comes with its own set of analytics and metrics you could check. In fact, more frequently companies are ...

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