2. Digital Media Metrics

Website Performance Management
1. Unique Visitor Traffic
  - The total number of vistors to the site in a given time period
  - Not counting mutiple visits from the same URL or person
  - The purpose is to understand whether the web content and campaigns are driving new vistiors
2. Repeat Visitors
  - The total number of repeated vistors to the site in a given period of time
  - E.g. If there is too few repeat visitors, it suggests there is not enough content that prospects find relevant and useful
  - E.g. If there is too few new visitors, it suggests that the audience is not growing to generate new business
3. Direct Traffic
  - The traffic comes from users who have:
    - Typed the website's URL directly into the browser
    - Visited the web pages via a bookmark
    - Clicked on an untagged link from an email or document
4. Inbound Links (also knowna as Referral traffic)
  - Originate from a link on another site
  - Can help to boost the site's search engine rankings
5. Organic Traffic
  - The traffic generated from "organic" search queries
  - Builds up the indexed webpages
    - E.g. The number of pages on the site that have received at least one visit from organic search
    - This metrics allows us to identify how many of the pages are being indexed by search engines and getting by users
6. Landing Page Conversion
  - Tracks site visitors ho execute a desired action based on the objective of the website
    - E.g. Purchase a product
    - E.g. Filling out a lead generation form
  - Visitor-to-Lead Conversation Rate - The percentage of visitors who become leads
  - Lead-to-Customer Conversation Rate - The percentage of leads who become customers
  - Visitor-to-Customer Conversation Rate - The percentage of visitors who become customers
7. Bounce Rate
  - Is a negative metric as it tracks the percentage of new visitors who leave the site after viewing only one page
  - Bounce rate tells if the user have the right audience coming to their pages and if they are meeting the expectations
8. Customer Attrition Rate
  - The rate which the company loses customers over time
  - Calculation: Customers lost in a given time period/Total number of customers
9. Organic Search Conversion Rates
  - This metric tracks any inceases in the percentage of visitors who arrive at the site through organic search and completed a desired conversion action
10. Average Session Duration
  - How long a visitor spend on the site
  - Helps to understand how the site performs from a user experience
Social Performance Engagement
1. Customer Response Rates
  - The mention of the brand on social channels
  - The team's respomse rate to these mentions
2. Customer Service Savings
  - This metric helps to qunatify the actual cost savings generated by organization's customer service efforts on social media
  - Calculation: Number of customer service inquires completed * Cost per hour of customer service * Average time of a customer service transaction on social media
3. Audience Growth Rate
  - To track the social media momentum
  - Able to track different growth periods. E.g. Did an event on social channels two months ago have the sane growth rate as an event two days ago?
4. Average Engagement Rate
  - This metric compares the posts' engagement with the overall follower base
  - Able to identify those whom are listening among the followers

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