Opinions expressed by Entrepreneur contributors are their own.

Businesses can’t improve what they don’t know needs to be improved — nor can they double down on what works if they don’t know what is actually working. Data reveals both and answers the most critical questions to help a business grow.

The more information companies can learn about their current and future customers, the more effective marketing efforts will be. But what digital marketing metrics should businesses track to help stimulate growth?

Here’s a breakdown of the top six metrics every business should be looking to optimize this year.

1. Traffic

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2022 is here, and I know I have some major goals for the coming year related to wellness, health, finances, and family. As you set out to make 2022 your best year yet, here are some useful apps and services to keep you on track all year long.

Zero

Fasting is one of the best habits you can kick off in 2022, and Zero is my favorite fasting tracker. I’ve been fasting off and on for a couple of years, and I plan to stick to 1-2 meals a day in 2022. The more I read about metabolism, the more

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Debojyoti Chakraborty took just a few months to develop a COVID-19 diagnostic test that worked in his lab; the challenge was to optimize it for the field.

Based on the gene-editing technology CRISPR, the test produces a band on a paper strip if viral RNA is present. But Chakraborty, who heads an RNA biology group at the Institute of Genomics and Integrative Biology in New Delhi, says he and his colleagues couldn’t always agree on whether a faint band counted as a positive signal. What they needed was an objective — and, ideally, portable — quantification tool. Then Chakraborty realized

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Updated April 21, 2021

The secret life of your data: What you need to know

For all the good we get from technology, it can also take a lot from us. The Post’s tech columnist Geoffrey A. Fowler examines the personal information streaming out of devices and services we take for granted.

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Pro-choice activists supporting legal access to abortion protest during a demonstration outside the US Supreme Court in Washington, DC, March 4, 2020.

Pro-choice activists supporting legal access to abortion protest during a demonstration outside the US Supreme Court in Washington, DC, March 4, 2020. (Photo by SAUL LOEB/AFP via Getty Images)

An Iowa lawmaker wants the state government to use “proactive targeted digital marketing” to track down pregnant people and talk them out of abortions.

On Wednesday, an Iowa state legislature subcommittee recommended that the Republican-dominated legislature pass a measure, sponsored by Republican state Rep. Sandy Salmon, that would create and fund a statewide “alternatives to abortion program.” Although such programs aren’t uncommon in red states, the digital marketing provision in Iowa’s

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Stocks fell Thursday, as investors digested a deluge of earnings results and new economic data on the state of the consumer and labor market as the pandemic continues.

The ongoing economic impact of the coronavirus pandemic will be captured in two key reports Thursday morning. The Labor Department’s weekly jobless claims revealed that another 1.3 million workers filed unemployment claims, slightly above consensus forecasts. However, retail sales skyrocketed by 7.5{cb3fe4c54de06d7c4b8dceae281fb32e521027d1659af7adec2f427d2f5333d9} last month — well above market expectations of 5{cb3fe4c54de06d7c4b8dceae281fb32e521027d1659af7adec2f427d2f5333d9} and on the heels of a record 17.7{cb3fe4c54de06d7c4b8dceae281fb32e521027d1659af7adec2f427d2f5333d9} seen in May.

“The retail picture is a reflection of the USA during

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