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Metrics Used for Website Performance Analysis

 

There are four stages in a site visitor lifecycle:

  • Reach - your site visibility on the web
  • Acquisition - getting your target market to your website
  • Conversion - getting website visitors to take the action you want on your site
  • Retention - keeping your site visitors coming back

Marketing campaigns are designed specifically to fulful one of these four phases.

  • Reach campaigns are more about getting traffic volume
  • Acquistion campaigns are more about getting the right kind of traffic - they are more about qualified visitors than traffic

 

Measure Reach Acquisiton Conversion Retention
TRAFFIC        
Traffic Volume X      
# Visits X      
# New Visitors X X    
New Vs Returning Visitors X     X
% New Visitors X X    
Entry Pages & Content X      
Visitor GEO information X      
REACH CAMPAIGN METRICS X      
Impressions X      
Open Rate X      
VISITORS        
Average Visits per Visitor   X    
Avergae Page Views per Visit   X    
Average Page Views per Visitor   X    
Cost Per Visitor   X    
Bounce Rate   X    
Visits per Heavy User   X    
Top Content Pages - New Visitors   X    
% Visits < 90secs   X    
Average Time on Site   X    
ACQUISITION CAMPAIGNS        
Response / Respondents   X    
Cost Per Click [CPC]   X    
Cost per Acquisition   X    
MARKETING MIX        
Referring Domains [URLs]   X    
New Visitor Paths   X    
Search Engine Referrals   X    
Keywords Used   X    
CONTENT        
Site Wide Conversion Rate     X  
Sales Funnel Conversion Rate     X  
Search Funnel Conversion Rate     X  
Offer to Conversion Rate     X  
Lead Generation     X  
Process Abandonment Rate     X  
CAMPAIGN     X  
Campaign Conversion Rate     X  
Cost Per Conversion     X  
Campaign ROI     X  
SEGMENTATION     X  
Segment Conversion Rate     X  
Average Order Value [AOV]     X  
AOV New     X  
AOV Returning     X  
% Orders New vs Returning Visitors     X  
Sales per Visitor     X  
PRODUCT        
# Returning Visitors       X
Average Frequency Returning Visitors       X
Loyalty       X
Frequency       X
Recency       X
SEGMENTATION        
Activity of Retained Visitors       X
Content Viewed       X
Sales Retained       X
Retention Rate       X
Frequency of Retained Visitors       X

 

Next: Getting Started with Google Analytics

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