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See what's includedMost use site traffic and ROI to measure performance, but marketers expect to continue to use site traffic, ROI and also use cost per acquisition.
Only half of marketers measure using ROI, which means there is a heavy reliance on using site traffic as the main measurement. Overall there is a lack of ROI measurement and sales lift per ad dollar spent is also low at just 3 in 10 using this method, with 4 in 10 expecting to use it within the next 2-3 years. Measurement is often an after-thought and doesn't get the resources required to use advanced metrics such as calculating ROI, and therefore relies on cruder metrics such as site traffic. This is a false economy, as poor metrics lead to poor decisions and wasted spend. Marketers would be wise to invest in more advanced metrics ROI or ROAS, as this can help to better allocate budgets.
By Robert Jones
Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.
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