NEWS25 May 2010

Omniture finds web analytics tools fall short in measuring ROI

Data analytics North America

UK— The web may be the most measurable of all media but still marketers are struggling to gauge the return on investment of their online marketing activities, according to initial results from Omniture’s online analytics benchmark survey.

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%.