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Which Site Metrics Really Matter?

"Every analytic solution can generate a perfect storm of data that obliterates the horizon in innumerable details." So says Charles Thrasher, media specialist and project lead for adCenter. And he offers a thorough overview of how to best determine which metrics should be used as key performance indicators (KPIs) for your Web site.

Thrasher borrows from the Jason Burby and Shane Atchinson's book "Actionable Web Analytics" to suggest some KPIs for a commercial site--metrics that are typically tied to revenue. Think about using stats like overall conversion rate, average order size and the Web site's effect on offline sales as possible KPIs.

Meanwhile, for sites where commerce isn't the primary focus, Thrasher borrows from "Web Analytics An Hour a Day" by Avinash Kaushik and suggests using visitor loyalty, recency, length of visit and depth of visit as your primary KPIs.



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