Omniture found many web analytics packages falling short, with half of respondents saying the could not measure marketing ROI with their chosen software.

Eighty-one per cent of respondents to the survey talked of the importance of ROI as a marketing metric, yet less than a third said they could effectively measure it.

Measuring the conversion rate – the number of website visitors completing a target action – is a more popular choice and easier to do according to the survey. Eighty-nine per cent of survey takers see the conversion rate as an important measure, and two-thirds say they can measure it effectively.

When it comes to social media and online video conversions, however, the numbers are not so rosy. Thirty-seven per cent of respondents who use social media in their marketing efforts say they lack a mechanism to measure conversions, while for video that figure rises to 73%.