In this three-part blogging series, \u201c3 Phases to Turn a Case Study into an Effective Marketing Tool,\u201d we\u2019ve discovered \u201c5 Steps to Craft a Case Study\u2019s Content Strategy\u201d and \u201cHow to Build a Case Study\u2019s Online Distribution Strategy.\u201d For this last post, we\u2019ll explore how to measure and evaluate an effective case study. With an abundance of Website and social-media tracking software available today -- including free analytics such as Google Analytics and Webstats BASIC -- tracking online statistics has become more and more accessible for small businesses. Digital marketers have access to in-depth measurements to track who\u2019s visiting their site and what they\u2019re doing once they get there; calculate their return on investment for both online and offline campaigns; and estimate their social popularity. But when it comes to measuring the effectiveness of your case study, choosing the right metrics to track and understanding what they mean are the keys to success. Take, for example, an increase in unique visitors. This can be a positive indication, but if you look deeper into the stats and realize there is a high bounce rate due to visitors jumping right away, it\u2019s not doing your business much good. By aligning your metrics with your campaign objectives (see \u201c5 Steps to Craft a Case Study\u2019s Content Strategy\u201d) and the buying cycle that your digital marketers are attempting to influence, however, you can achieve an in-depth picture of your case study\u2019s performance. It\u2019s a simple way to understand your metrics and evaluate your case study\u2019s overall performance. Though there are hundreds of metrics to track, in the interest of time and space I\u2019ve depicted a simplistic illustration below. Depending on the complexity of your campaign and its objectives, specific statistics likely will need to be adjusted. Buying Cycle Stage 1: Company/Product Awareness First, track metrics that indicate an increase in brand and/or product awareness. For example, analyze increases in Twitter followers, Facebook fans and other social connections. Track newsletter sign-ups, blog subscriptions and additional connections to company materials used to distribute your case study. In addition, review traffic spikes on your homepage and the landing page where your case study resides. Look for increased page views here, an uptick in unique visitors and a jump in campaign-specific keyword rankings. If you\u2019re running an AdWords campaign for the case study, be sure to review impressions and click-through rates, as well. Buying Cycle Stage 2: Research and Consideration Next, measure the amount and depth of customer interaction with your organization. Are visitors commenting on your blog, posting on your Facebook Wall or retweeting your case study? Are they clicking on links embedded in your newsletter and then downloading your case study? Then, analyze the time spent by visitors on the case study landing page and homepage, and dig deeper to find out where they navigated from there. Most importantly, measure how many of those visitors converted into leads. Buying Cycle Stage 3: Purchase Finally, it\u2019s time to measure your campaign\u2019s overall performance. Track the number of leads that converted into customers and then determine your cost per customer (Total Case Study Costs / # Customers Generated). Also, calculate your campaign\u2019s return on investment (Revenue \u2013 Cost / Cost) to determine its true value. Now that you\u2019ve designed a metrics system aligned with your campaign, you can tweak and improve its performance based on the results. What other metrics have you found to be helpful? Do you use a specific campaign tracking software that you\u2019d recommend to readers? Please share what you've found to be helpful in gaining the best possible results for your campaign.