Gartner Research

Survey Confirms Digital Marketers' Unhealthy Addiction to Website Traffic Data

Published: 28 August 2013

ID: G00255689

Analyst(s): Jake Sorofman, Julie Hopkins

Summary

Website traffic data often fails to reveal insights directly linked to business outcomes. Still, the 2013 Gartner digital marketing measurement survey shows website traffic is the top tracked metric and most frequently reported to senior management. Use this research to break that habit.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Respondents say that corporate website activity is the top-tracked digital marketing metric, but among the least important for measuring overall performance, suggesting that marketers risk overstating success or masking issues
  • Digital marketers report website traffic to senior management as a key marketing performance measurement, potentially creating an inaccurate picture of digital marketing's impact on business goals

Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.