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Metrics Tools to Monitor the Customers that Come to Your Web Site

Acquisition measurement focuses on how many visitors your Web site acquires and where they all come from. There are several metrics that you can use to gauge how successful both your Web site and marketing initiatives are in acquiring prospects and customers. The acquisition metrics you should be watching for are as follows:

  • Percent of new visitors. You can use this number to flag big changes in new visitor acquisition and their effect on overall Web traffic. You use this number in conjunction with your total conversions to help you determine if they are giving you conversions or just slowing down your servers.

  • Average number of visits per visitor. This stat can help you ensure that content consumption remains stable, which is an indirect measure of user experience.

  • Average number of page views per visit. This metric allows you to understand the changing nature of visitors attracted to your Web site. Do they peruse the whole site, or escape after one or two pages?

  • Page stick and slip (time on page and bounce rates). View big changes in stickiness (how long a user stays on a page) or slip (how quickly visitors leave a page) on your home page and key entry pages, including pay-per-click (PPC) campaign landing pages.

  • Average pages viewed per visitor. This is a short-term measure of how well you direct visitors beyond your home page or a landing page.

  • Cost per visitor. This is a rise/fall metric that shows fluctuation of visitor acquisition costs due to an increase or decrease in your marketing spending.

When used harmoniously these metrics can help achieve your marketing initiatives and improve your Web site.

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