3x
Typical ROI on Quality Directories
5
Key Metrics to Track
90
Days for Full ROI Picture
Setting Up Tracking
Proper tracking is the foundation of measuring directory ROI. Without it, you're guessing which directories deliver value and which waste your time.
The Tracking Stack
A complete directory tracking setup includes:
- UTM parameters: Tags on your URLs that identify traffic source
- Analytics platform: Google Analytics 4, Mixpanel, or alternatives
- Conversion tracking: Goals/events for signups, trials, purchases
- Backlink monitoring: Tools to track links and their SEO value
- Spreadsheet or dashboard: Centralized view of all directory performance
Start Simple
If you're new to tracking, start with UTM parameters and Google Analytics 4. These are free and provide 80% of the insights you need. Add specialized tools as you scale.
Before You Submit: Tracking Checklist
- Analytics installed and verified on your website
- Conversion events configured (signup, trial, purchase)
- UTM parameter structure documented
- Spreadsheet ready to log submissions
- Backlink monitoring tool set up (optional but recommended)
UTM Parameters Explained
UTM (Urchin Tracking Module) parameters are tags added to your URLs that tell analytics tools where traffic came from. They're the most reliable way to attribute directory traffic.
The Five UTM Parameters
| Parameter | Purpose | Required | Example |
|---|---|---|---|
| utm_source | Identifies the directory/platform | Yes | producthunt, g2, capterra |
| utm_medium | Marketing medium/channel type | Yes | directory, referral, listing |
| utm_campaign | Specific campaign or initiative | Recommended | launch-jan-2026, profile |
| utm_content | Differentiates similar links | Optional | logo, cta-button, description |
| utm_term | Keywords (mainly for paid search) | Optional | project-management |
UTM Best Practices
Naming Conventions
- Use lowercase: UTMs are case-sensitive; "ProductHunt" and "producthunt" appear as different sources
- No spaces: Use hyphens or underscores instead (product-hunt or product_hunt)
- Be consistent: Document your convention and stick to it across all submissions
- Be specific: "directory" is better than "referral" for medium
Recommended Directory UTM Structure
Standard Structure:
?utm_source=[directory-name]&utm_medium=directory&utm_campaign=[campaign-type]
Examples:
Product Hunt launch:
https://yoursite.com?utm_source=producthunt&utm_medium=directory&utm_campaign=launch-jan-2026
G2 profile:
https://yoursite.com?utm_source=g2&utm_medium=directory&utm_campaign=profile
BetaList listing:
https://yoursite.com?utm_source=betalist&utm_medium=directory&utm_campaign=beta-launch
AlternativeTo:
https://yoursite.com?utm_source=alternativeto&utm_medium=directory&utm_campaign=profile
Capterra (paid placement):
https://yoursite.com?utm_source=capterra&utm_medium=directory&utm_campaign=paid-listing
Directory-Specific URL Examples
Full URL Examples for Common Directories:
Product Hunt:
https://yourproduct.com?utm_source=producthunt&utm_medium=directory&utm_campaign=launch-jan-2026&utm_content=maker-comment
G2:
https://yourproduct.com?utm_source=g2&utm_medium=directory&utm_campaign=profile&utm_content=visit-website
Capterra:
https://yourproduct.com?utm_source=capterra&utm_medium=directory&utm_campaign=profile&utm_content=main-listing
SaaSHub:
https://yourproduct.com?utm_source=saashub&utm_medium=directory&utm_campaign=profile
AlternativeTo:
https://yourproduct.com?utm_source=alternativeto&utm_medium=directory&utm_campaign=profile
Indie Hackers:
https://yourproduct.com?utm_source=indiehackers&utm_medium=directory&utm_campaign=product-page
BetaList:
https://yourproduct.com?utm_source=betalist&utm_medium=directory&utm_campaign=beta-launch
Hacker News (Show HN):
https://yourproduct.com?utm_source=hackernews&utm_medium=community&utm_campaign=show-hn
URL Builder Tools
Use these tools to generate UTM-tagged URLs without errors:
- Google Campaign URL Builder: Free, official tool from Google
- UTM.io: Team-friendly UTM management with templates
- Terminus UTM Builder: Simple Chrome extension
Pro Tip
Create a master spreadsheet with pre-built UTM URLs for every directory you plan to submit to. This saves time and ensures consistency across all submissions.
Google Analytics 4 Setup
GA4 is the standard (and free) tool for tracking website traffic and conversions. Here's how to configure it for directory tracking.
Basic GA4 Configuration
Step 1: Verify Installation
Ensure GA4 is properly installed on all pages of your website. Use Google Tag Assistant or the GA4 DebugView to confirm data is flowing.
Step 2: Configure Traffic Source Groupings
GA4 automatically groups traffic sources, but you may want to customize for clearer directory reporting:
- Go to Admin > Data Display > Channel Groups
- Create a custom channel group or edit the default
- Add a rule: Source contains "directory" OR specific directory names
- This groups all directory traffic for easy comparison
Step 3: Set Up Conversion Events
Mark key actions as conversions to track what matters:
Essential Conversion Events for SaaS:
1. sign_up - User creates an account
2. start_trial - User begins free trial
3. purchase - User completes purchase
4. demo_request - User requests a demo
To configure:
Admin > Events > Mark event as conversion
If events don't exist, create them:
Admin > Events > Create event
Set conditions (e.g., page_location contains "/thank-you")
Creating Directory Performance Reports
Traffic Acquisition Report
- Navigate to Reports > Acquisition > Traffic acquisition
- Set primary dimension to "Session source/medium"
- Add secondary dimension "Session campaign" for more detail
- Filter to show only directory sources
- Add conversions columns to see which directories drive results
Custom Exploration for Directories
- Go to Explore > Create new exploration
- Add dimensions: Session source, Session medium, Session campaign
- Add metrics: Sessions, Engaged sessions, Conversions, Engagement rate
- Create a filter: Session medium = directory
- Save and schedule for regular review
Alternative Analytics Platforms
If GA4 doesn't meet your needs, consider these alternatives:
| Platform | Best For | Pricing | Key Feature |
|---|---|---|---|
| Mixpanel | Product analytics focus | Free tier, then $25+/mo | User journey tracking |
| Amplitude | Enterprise product analytics | Free tier, then custom | Behavioral cohorts |
| Plausible | Privacy-focused, simple | $9+/mo | No cookies, GDPR-compliant |
| Fathom | Privacy-focused, simple | $14+/mo | Simple, privacy-first |
| PostHog | All-in-one product platform | Free tier generous | Session recordings + analytics |
Metrics to Track
Not all metrics are equal. Focus on these categories to get a complete picture of directory performance.
Traffic Metrics
Primary Traffic Metrics
- Sessions: Total visits from each directory
- Users: Unique visitors from each directory
- New users: First-time visitors (indicates discovery)
- Page views: Total pages viewed per directory source
Engagement Metrics
- Engagement rate: Percentage of engaged sessions (GA4 default: 10+ seconds, 2+ pages, or conversion)
- Average engagement time: How long users stay
- Pages per session: How many pages they explore
- Bounce rate: Single-page sessions (lower is better)
Conversion Metrics
Funnel Metrics
- Sign-ups: Account creations from directory traffic
- Trial starts: Free trial activations
- Demo requests: Sales-qualified actions
- Purchases: Revenue-generating conversions
Conversion Rates
- Visit-to-signup rate: Sessions / Sign-ups
- Signup-to-trial rate: Sign-ups / Trial starts
- Trial-to-paid rate: Trials / Paying customers
- Overall conversion rate: Sessions / Final conversions
Benchmark Conversion Rates by Directory Type:
Launch platforms (Product Hunt, BetaList):
- Visit-to-signup: 5-15%
- Early adopter, experimental mindset
Review sites (G2, Capterra):
- Visit-to-signup: 2-5%
- Higher intent, comparing solutions
General directories:
- Visit-to-signup: 1-3%
- Browsing, lower urgency
Community platforms (Indie Hackers, Reddit):
- Visit-to-signup: 3-8%
- Engaged audience, warm traffic
SEO Metrics
Backlink Metrics
- Total backlinks: Links pointing to your site from directories
- Referring domains: Unique directory domains linking to you
- Dofollow vs nofollow: Links that pass SEO value vs those that don't
- Domain Authority (DA): Quality score of linking directories
Tracking Backlinks
Use these tools to monitor directory backlinks:
- Ahrefs: Comprehensive backlink database (paid)
- Moz Link Explorer: DA metrics and link tracking (freemium)
- SEMrush: Backlink analytics and audit (paid)
- Google Search Console: Free, shows links Google has found
- Ubersuggest: Budget-friendly backlink checking
Calculating True ROI
ROI isn't just about direct conversions. Directory submissions generate value through multiple channels that need to be quantified.
Cost Calculation
Time Investment
Time Cost Formula:
Hours spent x Hourly rate = Time cost
Time breakdown per directory (average):
- Research directory requirements: 10 min
- Create/customize listing: 30 min
- Upload assets: 10 min
- Write descriptions: 20 min
- Submit and verify: 10 min
- Total: ~1.5 hours per directory
Example calculation:
50 directories x 1.5 hours = 75 hours
75 hours x $50/hour (your time value) = $3,750 time investment
Direct Costs
- Paid submissions: Premium listing fees ($0-500 per directory)
- Tools: Analytics, backlink monitoring, SEO tools
- Design: Custom screenshots, graphics, video (if outsourced)
- Freelancer/VA: If delegating submission work
Total Cost Formula:
Total Cost = Time Investment + Paid Submissions + Tools + Other Expenses
Example:
Time: $3,750
Paid listings: $500 (10 premium directories at $50 avg)
Tools: $100/month x 3 months = $300
Total: $4,550
Value Calculation
Direct Traffic Value
Traffic Value Formula:
Directory visitors x Conversion rate x Customer Lifetime Value = Direct Traffic Value
Example:
5,000 visitors from directories
x 3% conversion to trial
x 20% trial-to-paid conversion
x $500 average LTV
= 5,000 x 0.03 x 0.20 x $500 = $15,000 direct value
Lead Value
Lead Value Formula:
Email signups x Lead-to-customer rate x LTV = Lead Value
Example:
500 email signups from directories
x 5% eventual conversion to customer
x $500 LTV
= 500 x 0.05 x $500 = $12,500 lead value
Backlink Value
Backlinks are harder to value but contribute significantly to long-term organic traffic.
Backlink Value Estimation Methods:
Method 1: Equivalent Ad Spend
Estimate organic traffic increase from improved DA
Calculate equivalent cost to buy that traffic via ads
Example: 1,000 additional monthly organic visits x $2 CPC = $2,000/month value
Method 2: Industry Benchmarks
High-quality dofollow link from DA 50+ site: $100-500 equivalent value
Medium-quality link from DA 30-50 site: $50-100 equivalent value
Low-quality or nofollow link: $10-30 equivalent value
Example calculation:
5 high-quality links (DA 60+): 5 x $300 = $1,500
15 medium-quality links (DA 40-60): 15 x $75 = $1,125
30 low-quality/nofollow links: 30 x $20 = $600
Total backlink value: $3,225
Brand Awareness Value
The hardest to quantify, but real. Being visible across multiple directories builds recognition and trust.
Brand Awareness Estimation:
Total impressions across directories x CPM rate = Awareness value
Example:
100,000 estimated impressions (profile views, search appearances)
x $5 CPM (industry average for awareness)
= 100,000 / 1,000 x $5 = $500 brand value
ROI Formula
Complete ROI Formula:
ROI = ((Total Value - Total Cost) / Total Cost) x 100
Where:
Total Value = Direct Traffic Value + Lead Value + Backlink Value + Brand Value
Total Cost = Time Investment + Paid Listings + Tools + Other
Example Calculation:
Total Value:
- Direct traffic value: $15,000
- Lead value: $12,500
- Backlink value: $3,225
- Brand value: $500
- Total: $31,225
Total Cost:
- Time: $3,750
- Paid listings: $500
- Tools: $300
- Total: $4,550
ROI = (($31,225 - $4,550) / $4,550) x 100
ROI = ($26,675 / $4,550) x 100
ROI = 586%
Reality Check
Your first-year ROI will be lower as you invest time in setup. Year 2+ ROI improves dramatically as listings continue driving traffic with minimal maintenance.
Comparing Directory Performance
Not all directories are equal. Compare performance to focus resources on what works.
Directory Scorecard
Create a scorecard for each directory tracking these metrics:
| Metric | Weight | Score (1-10) | Weighted Score |
|---|---|---|---|
| Traffic volume | 25% | [Your score] | [Calculated] |
| Traffic quality (engagement) | 20% | [Your score] | [Calculated] |
| Conversion rate | 30% | [Your score] | [Calculated] |
| Backlink quality | 15% | [Your score] | [Calculated] |
| Time/cost efficiency | 10% | [Your score] | [Calculated] |
| Total | 100% | [Total] |
Performance Tiers
Categorize directories based on their scorecard results:
Tier A (Score 8-10): High performers
- Continue investing time in optimization
- Encourage reviews and engagement
- Consider paid upgrades if available
- Examples might include: Product Hunt, G2, specific niche directories
Tier B (Score 5-7): Moderate performers
- Maintain presence with minimal effort
- Update quarterly
- Monitor for improvement potential
- Most directories fall here
Tier C (Score 1-4): Low performers
- Minimal maintenance only
- Consider removing if taking significant time
- Focus efforts elsewhere
- Evaluate annually for removal
Cost Per Acquisition by Directory
CPA Formula:
CPA = (Time spent x hourly rate + Fees) / Conversions
Example comparison:
Product Hunt:
- Time: 5 hours x $50 = $250
- Fees: $0
- Conversions: 50 signups
- CPA: $250 / 50 = $5 per signup
G2:
- Time: 3 hours x $50 = $150
- Fees: $0
- Conversions: 20 signups
- CPA: $150 / 20 = $7.50 per signup
Paid directory X:
- Time: 2 hours x $50 = $100
- Fees: $200
- Conversions: 10 signups
- CPA: $300 / 10 = $30 per signup
Optimizing Based on Data
Use your tracking data to continuously improve directory performance.
Optimization Opportunities
High Traffic, Low Conversion
Diagnosis: Listing attracts clicks but visitors don't convert
Actions:
- Review landing page experience - is it aligned with directory expectations?
- Check if description sets accurate expectations
- Ensure CTA is clear and compelling
- Consider creating a directory-specific landing page
Low Traffic, High Conversion
Diagnosis: The right users find you, but not enough of them
Actions:
- Invest in getting more reviews on this directory
- Consider paid/featured placement
- Optimize for directory's search algorithm
- Add more keywords/categories if allowed
High Traffic, High Conversion
Diagnosis: Star performer - protect and expand
Actions:
- Actively maintain and update listing
- Encourage reviews from happy customers
- Respond to all reviews promptly
- Explore premium options for even more visibility
Low Traffic, Low Conversion
Diagnosis: Poor fit or poor execution
Actions:
- Evaluate if audience matches your ICP
- Consider complete listing rewrite
- Deprioritize if no improvement after changes
- Reallocate time to higher-performing directories
A/B Testing Directory Listings
Where possible, test different approaches:
- Tagline variations: Benefit-focused vs outcome-focused
- Description length: Concise vs comprehensive
- Screenshot order: Feature-first vs outcome-first
- Pricing display: Free-first vs value-first
Testing Tip
Run each variation for at least 30 days with 100+ visitors before drawing conclusions. Document changes and results in your tracking spreadsheet.
Long-Term Tracking
Directory ROI compounds over time. Establish regular review cadences to track long-term performance.
Monthly Review
Time required: 30 minutes
- Review traffic and conversion numbers for all directories
- Respond to any new reviews
- Note any significant changes or anomalies
- Update spreadsheet with monthly totals
Quarterly Review
Time required: 2 hours
- Calculate quarter-over-quarter performance changes
- Update directory scorecards
- Review backlink profile changes
- Identify optimization opportunities
- Plan next quarter's directory submissions
- Update listings with new features, screenshots, or statistics
Annual Review
Time required: 4 hours
- Calculate full-year ROI
- Compare year-over-year performance
- Identify top and bottom performing directories
- Remove or deprioritize underperforming listings
- Research new directories to add
- Refresh all visual assets and descriptions
- Set goals for the coming year
Tracking Long-Term Trends
Key trends to monitor annually:
1. Traffic trend: Is directory traffic growing, stable, or declining?
- Growing: Double down, optimize for more
- Stable: Maintain presence
- Declining: Investigate cause, consider alternatives
2. Conversion trend: Are conversion rates improving?
- If declining: Landing page or listing may need refresh
- If improving: Replicate what's working
3. SEO impact: How have backlinks affected organic traffic?
- Track correlation between directory links and organic growth
- Calculate SEO ROI separately
4. Customer quality: Are directory customers as valuable as other sources?
- Compare LTV by acquisition source
- Note any retention differences
ROI Calculation Template
Use this template to calculate and track your directory submission ROI.
Master Tracking Spreadsheet Structure
Sheet 1: Directory Submissions
Columns:
- Directory name
- URL
- Submission date
- Category selected
- Link type (dofollow/nofollow)
- DA score
- Cost (if paid)
- Time spent (hours)
- Status (pending/live/rejected)
- UTM link used
- Notes
Sheet 2: Monthly Performance
Columns:
- Month
- Directory name
- Sessions
- Users
- New users
- Engaged sessions
- Engagement rate
- Signups
- Trials
- Purchases
- Revenue attributed
Sheet 3: ROI Calculator
Inputs:
- Total time invested (hours)
- Hourly rate
- Total paid submissions
- Tool costs
- Total sessions from directories
- Total signups
- Trial-to-paid conversion rate
- Average LTV
- Backlinks acquired (by DA tier)
Calculations:
- Time cost = hours x rate
- Total cost = time + paid + tools
- Direct value = signups x conversion rate x LTV
- Backlink value = (high DA x $300) + (med DA x $75) + (low DA x $20)
- Total value = direct + backlink + brand
- ROI = ((value - cost) / cost) x 100
Sheet 4: Directory Scorecard
Columns:
- Directory name
- Traffic score (1-10)
- Engagement score (1-10)
- Conversion score (1-10)
- SEO score (1-10)
- Efficiency score (1-10)
- Weighted total
- Tier (A/B/C)
- Action items
Sample ROI Calculation
3-Month Directory Campaign ROI Example:
COSTS:
Time invested: 80 hours
Hourly rate: $50
Time cost: $4,000
Paid submissions: 5 x $50 avg = $250
Analytics tools: $50/mo x 3 = $150
Total cost: $4,400
RESULTS:
Total sessions: 8,500
Signups: 340 (4% conversion)
Trials started: 170 (50% of signups)
Paid conversions: 34 (20% of trials)
Revenue: 34 x $99/mo = $3,366 MRR
Projected annual value: $40,392
Backlinks acquired:
- 3 DA 60+: $900
- 12 DA 40-60: $900
- 25 DA 20-40: $500
Backlink value: $2,300
TOTAL VALUE:
Direct revenue value: $40,392
Backlink value: $2,300
Total: $42,692
ROI CALCULATION:
ROI = (($42,692 - $4,400) / $4,400) x 100
ROI = 870%
Payback period: ~5 weeks
Template Tip
Copy this structure into Google Sheets or Notion and customize for your specific metrics. Update monthly for accurate tracking. The compounding effect means Year 2 ROI typically exceeds Year 1 by 2-3x.
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