Key metrics to measure in your digital strategy

Mercury Retail - Google Analytics

Key metrics to measure in your digital strategy

One thing we’re always talking about when creating any campaign at Mercury HQ is the impact it will have on the retail destination and its retailers. From a digital perspective, a campaign can be used to drive footfall and sales, but it’s also vital that we use various digital elements to raise awareness about any offering.

Through any digital campaign we implement, we’ll always use analytics software so we can see how much of an impact it has made. It’s also a handy tool to see where the campaign is popular and how we can continually improve.

One such handy analytic service is Google Analytics. It’s a service offered by Google that tracks and reports website traffic. Google launched the service in November 2005 and it is now the most widely used web analytics service on the Internet.

Google Analytics is an incredibly powerful tool although it has one problem – the sheer volume of data and statistics is mind-blowing.

Are you really interested that a visitor from Scotland was on your site last Tuesday using Internet Explorer 8 on a 1024×800 monitor, and it took less than three seconds to load the page?

While these statistics are still quite useful to some extent, they’re not what we would be measuring our success by.

So what statistics do we use to measure our digital marketing efforts?

Audience Statistics

Although you might have the best looking and most user-friendly website, unless the right people are visiting then this counts for nothing. We look at the following information:

  • Unique Visitors – Users that have had at least one session within the selected date range. Includes both new and returning users.
  • New Vs Returning Users – New visitors are those users that have not visited your site before the time period specified, while returning visitors will have made at least one visit to at least one page on your site previously.
  • Time Spent on the site – The average time a user spends on the website


Is the content on your website engaging site visitors? Google Analytics allows you see your visitor’s behaviour. We focus on the length of time users spend on the pages and the amount of social shares these pages have.

Traffic Sources

One of the most asked questions for any type of business is ‘Where did you hear about us?’ Google Analytics provides this data and, on top of this, it allows to segment data by source which can lead to some valuable insights – such as the effects our latest Social Media campaign is having on website visitor numbers.

Mobile Traffic

With the rise of mobile traffic, it’s almost negligent not to track our mobile visitor statistics so you can fully understand your mobile customers and increase conversions further. We think about the following:

  • What percentage of your traffic is coming from a mobile device?
  • What devices deem popular?
  • How are they getting to your site (Direct, Organic, Social etc.)?
  • What content are they looking at?

Depending where your retail destination is, you may or may not want to formally track each of these metrics, but doing so will give you a good indication of how you’re doing.

Ultimately, the data needs to inform and drive your digital tactics so that, over time, you can start to see the effects of our digital strategy.