Internet Marketing Metrics

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Table of Contents

Introduction ………………………………………………………………………………….. 4
1. Track Visits ……………………………………………………………………………….. 5
2. Bounce Rate ……………………………………………………………………………… 9
3. Page Views and Average Page Views Per Visit ………………………….. 13
4. Track Referrers ……………………………………………………………………….. 16
5. Track Conversion Rates …………………………………………………………… 18
6. Rate of Return Visitors …………………………………………………………….. 23
7. CLV (Customer Lifetime Value) …………………………………………………. 26
8. CPA, CPL and ROI …………………………………………………………………… 29

Introduction

They say that ‘that which is measured, grows’. That is to say that the simple act of measuring some metric or other can be enough to help that metric improve. This is true for weight loss, where simply weighing yourself regularly can help the pounds fall off and of course it is true of digital marketing.
If you are not measuring the progress of your website or the growth, then there is no way for you to apply the scientific method to ensure that it continues on an upward trajectory. Without measuring, you have no way of knowing what’s working and what isn’t and you are essentially flying blind!
But measuring the success of a website is something that requires a certain science in itself. What precisely should you be measuring? What are the most important metrics? And how do these numbers work together to provide a detailed understanding of your traffic and your success? This guide will attempt to answer all those questions and more by focussing on the 8 most important metrics you need to be tracking!

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