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.
Two-day hands-on training on Digital Marketing, conducted at the NUS Business School. Designed to make you more effective in developing and executing digital marketing strategies. You learn to use Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.
Is marketing education fluffy too?
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.