Task Progress:

We will be using metrics to track the impact of your tasks and determine which one works the best for your business. The metrics are an essential part of marketing, they help make better decisions and focus efforts where they matter the most.

Pay close attention to the file structure, we will be using it all along the way.

This icon is important, it’s present when we bring something new to the file structure. Opt-in now by creating yourself a “Marketing 20XX ” folder on your computer. For this particular course, create a sub-folder “1 – Analytics” and put the Metrics.xlsx in there.

Metrics preview


We are going to see more than 10 metrics during the next weeks. The next 5 are accessible to us right now and are the cornerstone of your metrics.

File your Metrics.xlsx for the current month only with the following: 

  • Global Alexa Rank

    • Get your Alexa Rank. Consider installing the Alexa toolbar, it will help bring your rank higher as you visit your own website (it can make the difference between being listed and not).
    • It’s updated daily and based on a combined measure of Unique Visitors and Pageviews sampled from the browsing behavior of a global data panel; Alexa Rank is great to track progress over time. It also publicly lists your competitor’s ranks, making it a great tool for comparison and traffic estimates.
    • If your website Alexa rank is not available, don’t panic. Your website is either very recent or you are not receiving a lot of traffic.
    • Read our premium article on Alexa Rank and estimate your competitor’s traffic.
  • Backlinks

    • Search Backlinks – Free signup required
    • It is the number of inbound links to your website. Simply put, each link is like a vote for your website. The more you have, the more popular you are. Just like books references in a library, one would expect the book most referred to for a particular subject to be the most noteworthy.
    • Read our premium article on backlinks.
  • Page Rank

    • Check your Page Rank
    • Although depreciated, this metric can still be calculated. It is based on the number and quality of your backlinks. It’s a quick way to verify the overall quality of your backlink assets.
  • Bounce Rate

    • Google Analytics -> Audience -> Overview
    • Percentage of visitors who visit only one page and leave within a short lapse of time (generally 60-120 seconds) without visiting other pages of the website. It is used to evaluate the performance of your website, how it generates interests.
    • It can also be used to test alternate design and strategies. By sending visitors to different landing pages, you can verify which versions have the lowest bounce rate. The one that brings the most interests and is the one that will have the lowest bounce rate. We will discuss the bounce rate in deeper details within the next few weeks.
  • Sessions

    • Google Analytics -> Audience -> Overview
    • A session is a group of actions performed by a user, it expires 30 minutes after the last action. One user can have several session. It is the metric of choice to evaluate the amount of visits to your website, unlike the unique visitor metric it gives a gross estimate of the interactions on your website.
  • Avg. Session Duration

    • Google Analytics -> Audience -> Overview
    • It is used to evaluate the quality of the sessions. Usually, the longer the session is, the better it is. Naturally, you’d expect users that are genuinely interested in your website to stay for a long time.

Metrics.xslx should be update on a monthly basis. Don’t worry, there will be a reminder for you on week 4. As time goes by, you will see a clear trend in your metrics.

Week’s Ressources

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