Readers of this blog know that our mission at Origami Logic is to break down the slew of data silos that are emerging in the digital marketing world so marketers can easily measure and analyze performance across activities. Since that is our mission, we have gained a detailed understanding of the digital marketing metrics that are provided by the major marketing services.
We recently decided to take a step back and do an audit of the metrics provided by various services. Here’s a sample of what we found:
- Google Analytics has 336 baseline metrics available. However, if you take each of the metrics (“visitors,” for example) and associate them with a dimension (“country,” for example), then you end up with thousands of permutations of metrics (“visitors by country,” for example). The baseline metrics are broken up in the following manner:
- Website metrics – 168, 120 of them are related to goal setting.
- Mobile metrics – 156, 120 of them are related to goal setting.
- AdWords metrics – 12
- Facebook has 161 metrics available:
- General metrics for an owned page – 129
- General metrics for a public page – 9
- Ad metrics – 23
- Twitter has 20 metrics.
- YouTube has 17 metrics.
So in just those four digital marketing services alone, there are 534 metrics – and thousands of permutations of metrics – available. If we added up all of the metrics available in all of the digital marketing services, the number would be well into the 1000s, and growing.
Thankfully, the digital marketing services attempt to make the breadth of metrics manageable by providing native analytics capabilities, a la Google Analytics, so users can explore data even when they don’t have a full understanding of the underlying data. While this makes basic knowledge from a single service attainable, as organizations start analyzing activity across multiple services, deeper metric understanding is required.
And understanding the individual metrics is just the beginning. How they are related, and how they can be used together, really starts to unlock their value. At Origami Logic, we’re making those connections, and over the next few months we’ll be sharing our knowledge so everybody can get ahead faster. We’ll be posting the information on this blog, so if you’d like to receive automated notifications about our blog posts, please subscribe to the blog (see top section in the right-hand column).