Learning to Love Marketing Analytics

From Pexels.com Click-Through Rate (CTR) is a KPI that details the “number of click-throughs for a specific link divided by the number of times that link was viewed”. Similarly, to Visit Duration , CTR is a helpful metric for businesses to track and understand using Google Analytics as it can be very telling of a link’s value to target users.  CTR and Linking Falling under the category of a visit characterization, CTR is helpful for determining how relevant internal and external links are to your users. Internal links are those that link to other pages within your own website and external links are those that go to relevant resources on other websites. In fact, the hyperlink added in the previous sentence on “external links” is an example of external linking and the hyperlink on “Visit Duration” in the first paragraph is internal linking to my other blog post.  A CTR Experiment An SEO company called 411 Local ran a three-month experiment on impr...

From Pexels.com For those who are unfamiliar with web analytics tools, such as Google Analytics, they can be dizzying to dive into. Not necessarily because of the tools’ nuances, but because learning the terminology is like a second language -- digital marketing ‘speak’, if you will.  This terminology is used to describe different metrics. In his book, Web Analytics 2.0 , author Avinash Kaushik describes metrics as a “quantitative measurement of statistics describing events or trends on a website”. In other words, metrics tell us about our website visitors’ actions. These insights are beneficial to businesses of all industries, not just e-commerce.  One metric that is particularly helpful is Visit Duration. The following breaks downs this metric’s ins-and-outs: Visit Duration Defined Falling under the category of visit characterization, visit duration is descriptive of a website user’s length of time spent on the site (also known as a Session ). On a mo...