Performance Metrics — Digital Marketing Plan

Web analytics tools and metrics used for monitoring performance are covered in Section Metrics of Chapter Web Analytics. The section outlines a list of metrics that are useful for assessing a website’s health and performance. The key metrics relating to acquisition, engagement and conversion are as follows:

• Unique Visitors: The number of users who visit the site over the reporting period.
• New Visitors: The number of first-ever unique visitors (Assumes cookies have not been deleted).
• Repeat Visitors: The number of unique visitors who visit the site more than once during reporting period.
• Conversions: Number of visitors who complete a target action such as purchasing something, subscribing to newsletter etc.
• Conversion Rate: Proportion of visitors who perform a target action.
• Bounce Rate: Proportion of visitors who leave the site without visiting any page other than their landing page.
• Abandonment Rate: Proportion of visitors who start but do not complete a target action.
• Cost per Conversion (CPCon): Cost of ad campaign divided by the total number of conversions resulting from the campaign. (Inbound URL from ad is tagged).

Depending on your business imperatives and initiatives, certain metrics may hold greater significance. For example, if your primary objective is to generate website traffic, it is important to monitor metrics such as unique visitors, new visitors, repeat visitors, and bounce rate. On the other hand, if your focus is on lead generation through gated offers, you should track metrics such as conversions, conversion rate, and cost per conversion. It is essential to identify the most relevant metrics for your specific objectives and regularly monitor and analyse them to optimize your digital marketing strategy and improve performance.