CIMCIG Digital Marketing Workshop Presentation – Measure what matters

We recently presented at the CIMCIG Digital Marketing Workshop in London about measuring what really matters to your bosses and directors .

The presentation focused on what construction marketers should be measuring if the aim of your marketing is lead generation. Your website is and should be the heart of your digital marketing strategy and it is a lead conversion tool – but is it doing its job? How do you know your marketing activities are working if you are not measuring leads by source or campaign?

Lead generation and conversion is an important marketing and business goal, so are you measuring how your website is performing? How many leads is your website generating and how many of them are converted into prospects? Which campaigns are working better than others? Where are you spending most of your budget and is it generating you leads? How can you reduce your spend yet increase conversions or generate good qualified leads?

Some marketers only report metrics such as visits and page views which doesn’t tell you anything. Marketers should instead report results and outcomes, not observations. Measure what matters!

Key points from the presentation:

  • There’s an overwhelming amount of data available produced by Google Analytics, how do you focus on what matters to you and your boss?
  • Important to set goals and objectives for your website so you can focus your measurement and resources.
  • Set up and create ‘goals’ in Google Analytics to allow you to see which sources or campaigns are working.
  • Create confirmation & thank you pages for every goal to measure conversions.
  • Bounce rates are an indication of how your website is performing, important to monitor them on a monthly basis.
  • Report on conversion rates and cost per lead to your bosses – speak their language, tell them what they want to know, not what is nice to know.
  • Keep testing and refining your campaigns to improve conversion rates and lower cost per lead.

For a more detailed version of the topics, metrics and methods shown in the presentation, sign up to our monthly newsletter and receive our latest article ‘Measure what matters with Google Analytics’ which will help you kick start your measurement strategy.

About Pauley Creative

Pauley Creative is the digital marketing agency for the construction industry. We create, build and manage brand awareness and lead generation strategies for building product manufacturers within the construction industry. You can follow us on Twitter here - click here.

3 Responses to “CIMCIG Digital Marketing Workshop Presentation – Measure what matters”


    Hello , the information here is so brilliantly thought through and would help a lot of companies.Thanks

  2. Lesha Daughtrey

    Great website you have here but I was curious about if you knew of any message boards that cover the same topics discussed in this article? I’d really like to be a part of online community where I can get opinions from other knowledgeable individuals that share the same interest. If you have any recommendations, please let me know. Thanks a lot!

    • Pritesh Patel

      Hi Lesha

      Thanks for the comment. There are lots of online communities on LinkedIn all discussing similar subjects. You will learn a lot from these groups. You can also try Twitter and following the #measure hashtag, this hashtag is dedicated to all things analytics and marketing measurement.


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