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
Web Analytics Index | Getting
Started | Metrics
| Google Analytics | Urchin
| Using Consultants
|
