Metrics

Service providers such as Google Analytics support a wide range of metrics for analysing the behaviour of users on the internet. These include:

  • Users (Unique Visitors): Number of users who visit site over the reporting period.
  • New Users (New Visitors): Number of first-ever unique visitors (Assumes cookies have not been deleted).
  • Repeat Users: Number of unique visitors who visit the site more than once during reporting period.
  • Session (Visit): A session begins when a user visits the site, and it comprises a series of interactions over a time period (30 minutes for large-screen devices, 30 seconds for mobile phones).
  • Sessions: Number of sessions.
  • Sessions/User: Average number of session per user, over a time period.
  • Pages/Session (depth): Number of pages visited on average, over a session.
  • Page Duration: Time spent on web page.
  • Session Duration: Time spent on web site, for that session.
  • Share of Voice for Search: Proportion of search traffic to brand’s website.
  • Bounce Rate: Proportion of visitors who leave the site without interacting with the page.
  • Abandonment Rate: Proportion of visitors who start a target action, but do not complete it.
  • 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.
  • Cost per Conversion (CPCon): Cost of an advertising campaign divided by the total number of conversions resulting from the campaign. (This requires that the inbound URL from the ad has been tagged so that analytic tools can distinguish the traffic resulting from the campaign).
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