Exhibit 21.12 shows one of the dashboards for measuring website performance at Google Analytics, the most widely used web analytics service on the net. It provides a snapshot of the site’s performance over a week.
Web analytics tools and metrics used for monitoring performance are covered in Chapter Digital Marketing. As outlined in that chapter, the following metrics that are useful for assessing a website’s health and performance:
Depending on your imperatives and initiatives, some of these measures are of greater significance. For instance, if your imperative is to drive traffic, you need to track unique, new and repeat visitors, and their bounce rate. For gated offers, on the other hand, you should track conversions, conversion rate and cost per conversion.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
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