Traditional marketing methods like billboards, print ads and TV/radio commercials were used long before digital marketing, but local marketers may struggle with tying traditional marketing spend to customer acquisition. Digital channels like online ads or social media provide convenient and intuitive dashboards with all the information you need to know.

But when you combine the insight of data with the appeal of print and broadcast media, the result can be greater than the sum of their parts.

That's why so many businesses today are using traditional forms of marketing in conjunction with organic, paid and social channels. According to Borrell's 2018 Local Advertiser Survey, most companies are planning to increase spend across the board.

When it comes to data-driven marketing, it's not enough to measure your performance — you also need to know how to translate your findings into action.

In the first part of this series, we shared why measuring marketing performance is critical to your business success. Then, in part two, we defined key metrics and explained why they're important. Today, we're taking a look at three common issues you may discover when analyzing your website performance metrics, and what you can do to improve in these areas.

Whether you're delving into the world of marketing metrics for the first time, or you're hoping to improve your current performance monitoring strategy, understanding marketing analytics jargon is crucial. After all, how can you effectively analyze your results and translate reports into actionable efforts if you don't understand what you're measuring?

In the first part of this series, we discussed why you should measure marketing analytics. Now, to help you measure the right metrics (and decipher your results), here are the top six campaign performance and website metrics that matter most.

How do you determine whether a business is on track to meet its goals, identify areas of improvement, or measure how well its investments are yielding returns? Small business owners likely rely on a series of business metrics like sales revenue, net profit margin and more. This data gives them visibility into company performance and ensures they're able to consistently drive success.

But what about when it comes to marketing efforts?

If you don't measure marketing performance using the appropriate analytics, you could be losing money and missing critical opportunities. Most marketers who adopt data-driven campaigns enjoy five times the ROI on marketing spend, according to Business2Community.

Here are three reasons you should begin to measure marketing performance, if you're not already: