This document discusses 5 important analytics metrics for digital marketing: unique visitors, traffic sources, bounce rate, time on site, and conversion rate. It defines each metric and explains their importance. Unique visitors measure the number of unique people visiting a site. Understanding traffic sources helps optimize exposure strategies. Bounce rate shows the percentage of one-page visits. Time on site measures average time spent on a site. Conversion rate, which is the ultimate metric, measures how efforts translate into business objectives. Knowing these metrics helps digital marketers measure performance and improve strategies.

1. DIGITAL INSIGHTS
5 Most Important Analytics
Metrics Explained
Digital marketing and communications
offer the unique feature of accurate
measurements and analysis to determine
the highest ROI.
There are terms that are in use that
people in this field must be familiar with
them, here are a few
Metrics
Unique Visitor
Traffic Sources
Bounce Rate
Time on site
Conversion rate
If you can’t measure it, you can’t manage it

2. 2
Unique visitor
Under this title there are two kinds of metrics, sessions
and unique visitors.
Sessions are the total number of visits to your site.
Unique users are the unique visitors to your site. So the
difference between the two is if someone visits your site
twice in one time period, that second visit would be
counted as Sessions but not Users.
When you know your unique visitors, you know your
site’s traffic. You can begin to track whether that
number goes up or down. For most companies, growing
traffic is a high level goal. Now that you know what your
traffic is, you can measure the impact your growth
strategy is having.
Unique users are the
indicator you are looking
for as far as the interest
people have in your
brand. This is something
that can be controlled
and managed under a
good strategy
Traffic Sources
It is very important to understand where
the traffic to your website is coming
from.
Is it from paid media, social pages or
Google search? Or other links.
Understanding the sources allows you
to refine your exposure strategy by
focusing more on the valuable traffic
sources and increase the value offering
to customers so that they keep coming
back, allowing you to increase
conversion.
Not all traffic is created equal

3. 3
Bounce rate
Bounce Rate is a metric that shows up throughout many different screens in Google
Analytics. Bounce rate is the percentage of visitors who leave your site after viewing
one page, whatever page it is that they land on. A bounce is a negative thing, as it
means the person did not find what they were looking for, or did not like the interface,
and left without taking any action on your site.
But the more valuable bounce rate metrics are the ones that show you the individual
bounce rates for each page on your site. This is recommended to identify “problem”
pages and seeing what actions you can take to improve the quality of those pages and
get more people to stick around.

4. 4
Time on site
The golden rule:
You want customer’s
time? Give them value
content
Time on Site is an important metric for sites that have
become at the heart of digital strategy.
Time on site measures the average time a visitor spends
on your site. Your goal should be to grow the average
time on site for every visitor by improving the quality of
content on your website and making it easier for people
to navigate and find what they want.
Later on correlation between time spent on site and
conversion becomes a reliable pattern to increase
marketing objectives.
Conversion rate
Conversion is the
ultimate metric
This is the ultimate metric.
This is where all your efforts and marketing and paid
media and content really work or they don’t.
The beautiful thing about conversion is that once it starts
to work effectively, and once you are able to establish
patterns and correlations, you can actually set your
marketing objective backwards. Starting from what you
can convert and scaling it to the number your business
desires to achieve.

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