Increasing the Conversion Rate: Critical Metrics for Ad-Driven Sites
Over the last week, I have been discussing which metrics are critical for analysis, depending upon the type of website. The last two posts covered: Critical Metrics for Lead Generation Sites and Critical Metrics for e-Commerce Sites. Both posts covered analytics you need to be paying attention to if you run an e-commerce or lead generation site, respectively, as well as common metrics for all types of websites.
The analytics you should devote your time to depends on what type of website you have. Here’s a quick classification of a few analytics:
Side Note: Relative importance of site metrics based on site type. Critical goals should be measured and improved. Trend indicators can tell you if your site is headed in the right direction. Good means that it's something to keep your eyes on but it's not a primary indicator. Don't waste your time with Not Important indicators.
The final main type of website is ad-driven, which is a different kind of animal than e-commerce or lead generation. Join me after the jump an intensive breakdown of critical metrics for ad-driven websites as well as some secondary metrics worth tracking.