You’ve heard of S.M.A.R.T. goals, right? Those are the goals you set (and, hopefully, are setting for your clients) that are:
The first 3 elements of a SMART goal—Specific, Measurable, Attainable—require a “scorekeeper,” and you won’t find a better one than reporting.
Reporting takes a hard look at the performance of your current tactics. Each tactic will have its own unique metrics, based on the S.M.A.R.T. goal (or goals) you’re after.
For example, let’s say your client told you, “I want to sell more product.” Using your SMART goals, you come up with a targeted ad campaign to increase product sales.
After the campaign’s been running for a while, it’s time to show your work to the client: What tactics worked? Which ones need a pivot for next time? Was there a ROI for your marketing efforts?
Reporting keeps the score on:
- Multiple-stage conversion events
- Form submissions
- Link click tracking
- Score by reasonable cost-per-clicks
- Product sales
Not sure where to start with reporting and measurement? Check out some of our favorite tools for keeping ourselves accountable to delivering results.