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Site Traffic a Key Success Measure for Most UK Marketers

Direct sales and clickthrough rate close behind

January 11, 2017 | Advertising & Marketing

Website traffic continues to be the most common metric for measuring marketing performance in the UK, according to a recent survey of senior marketers, followed closely by direct sales and clickthrough rate.

Metrics Used by UK Senior Marketers and Data/Analytics Practitioners to Measure Marketing Performance, Sep 2016 (% of respondents)

Nearly 68% of UK senior marketers surveyed in September 2016 by Royal Mail Data Services and DataIQ said they used website traffic as a metric to measure marketing performance, a higher rate than for any other metric.

Just over 65% said they used direct sales as a metric to measure marketing performance, and a similar share (62%) examined clickthrough rates.

Measures like cost per acquisition and leads generated were utilized by less than half of respondents.

An August 2016 survey from Content Marketing Institute (CMI) came to a similar conclusion, finding that website traffic was the most-used metric to measure marketing success among UK content marketers. Seven in 10 respondents said they used website traffic to measure success, followed by sales, with 63% citing it as a yardstick.

—Ben Clague

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