Search Engine Marketing

High Level Design


Many SEM and digital marketers manage campaigns in several channels and each of these channels comes with its own platform and reporting system. SEMs face the challenge of tying online campaigns with actual business results and revenue generated from these efforts. The way you measure the success of your plan will depend on your general business and marketing KPIs objectives, which differ from business to business.


Increase sales generated from pay-per-click advertising and organic search
Improve brand awareness and reputation.


  • Improve conversion rate by XX% in 2016
  • Improve lead quality by XX% in 2016
  • Increase organic search visits by XX% in 2016
  • Increase content viewed on Site by XX% in 2016

KPI Architecture

Objectives KPIs Measures Data Source
Improve conversion Rate by XX% in 2016 Conversion Rate (%) Google Adwords Conversion Rate Google Adwords
Cost Per Click Google Adwords
Improve lead quality by XX% in 2016 Average Lead Score Cost to Interaction by Lead Score Google Adwords, Salesforce
Leads Converted vs Cost Google Adwords, Salesforce
Improve organic search visits by XX% in 2016 % New Visits Bounce Rate Google Analytics
Increase content viewed on site by XX% in 2016 Duration and Pages viewed on Site Leads to Opportunity Salesforce
Traffic vs. Opportunity Google Analytics, Salesforce

Data Modeling (Elasticube Design)

Suggested data model for SEM analysis


The following resources will enable you to design your dashboard and data model with sample data and then apply it to your own data. Note that you will need to have a previously installed version of Sisense (you can use the free trial version if you’re not a customer).

Sample data and dashboard examples (direct download)