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The Beginners Guide to Online Marketing step-by-step

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How To Make Your online marketing metrics Look Like A Million Bucks 2018

internet marketing metrics

  Online marketing metrics? it's easy if you do it smartly by  doing less and the right way of measuring some basic metrics    that can be enough to help that metrics improve your website.    in this article you will discover how to measure your success.

  Enjoy listening this introductory podcast.


   Open the gates for online marketing metrics by using these simple tips. 

digital marketing metrics

online marketing metrics


The first thing to look at is the number of visits you are getting to your website. This metric in itself is not necessarily all that useful, seeing as it doesn’t necessarily provide much information regarding the type of person visiting your site, the way they’re engaging with your content or anything else.

What’s more, is that most websites will not see a visit as the ‘end goal’. If you are intending on building brand awareness,

engagement and following, then you will need to reduce your

bounce rate (see below). If you are trying to make money, then

your ‘goal’ will be to increase your AdSense revenue, or to make more sales of your products. Visits in itself is really just an aside! 

Despite this though, you need to know your visits in order to make sense of all the other data that you’re getting. You need to know your visits so that you can know what percentage of those visitors are buying from you and thereby calculate your conversion rate.Your visits tell you how many people you have to work with and they let you formulate a strategy on that basis.  

And if your main income comes from AdSense impressions
(rather than clicks), then there is a very good chance that your

number of visits is going to correlate pretty much directly with your overall revenue.  

When looking at this metric though, it’s important to recognize the subtle distinctions between the different kinds of ‘hits’ and ‘visits’. 

For example, you have both ‘visits’ and ‘unique visits’. In many

ways, the latter is actually more useful as this uses cookies stored on your visitors’ computers in order to identify repeat visitors. So if you have one mega fan who visits your website 20 times a day, then your ‘unique visits’ metric will help you to compensate for that and give you a more useful number that is a better reflection of your site’s popularity. 

Another thing to consider is the difference between ‘hits’ and

‘visits’. Hits are different from visits because they actually

represent every single demand placed on your servers. This

means each new visit to your site but it also means image that

gets downloaded and might also include ‘bots’ (scripts that work for search engines and other sites as a way of indexing the

content on your site). 

This means that if someone were to link directly to one of your
images and embed it on your page (which isn’t the done thing but it does happen!), then you would see a massive increase in your hits that wouldn’t necessarily tell you anything about how many people were actually reading your content.  

So at the very least, you should look at visits rather than hits. And 
most likely you are going to want to look at 
your unique visits. 

more than that. And even then, this metric is going to be most

useful when used in conjunction with others. Nevertheless, this is 
your starting point and it is the first metric you need to track. It is 

the broadest and most general descriptor of your overall success 

and is definitely a useful number to watch.  

the broadest and most general descriptor of your overall success 

and is definitely a useful number to watch.  

Note: This is a good time for us to point out that none of these
metrics is infallible and it is certainly possible to ‘fool’ the reports.
For example, if someone is using private browsing on their
computer, then they won’t be storing cookies and that means that
they may be counted as a new visitor (although normally the IP
address is also taken into account). If a user has multiple
computers more likely, then this too can also upset your statistics.

How to Increase Your Visits.

So how do you go about increasing your page visits? The first
thing you are doing correctly is monitoring them and seeing how
they increase, as this way you can now try to make changes and
see how your site improves or doesn’t. This will then let you know
what’s working, what you need to change and more.
There are numerous different ways to increase page views and
basically the answer here is: marketing. These days, that can

  • SEO

The key is to create a synergy between all these things and have
a strong brand that drives through all of them. Content is very
much the key as unless you’re a big, well-recognized online store,
this is what is going to give people a
reason to come to your
website and it is what Google is going to be able to index and use
to decide where you should appear on the SERPs (Search
Engine Results Page). Content builds trust and engagement and
encourages your visitors to share your site on social media and it
you something of value to offer on social media too. 

From there, you can also focus on building inbound links to your
site from reputable and trusted domains, as well as using
influencer marketing by teaming up with other brands and site
owners to increase your exposure.

The last element – advertising – of course means spending
money on a CPC (cost-per-click) ad campaign, a banner or
perhaps a video ad. This will bring its own set of metrics, which is
something we’ll be looking at more further into this post.


Your bounce rate tells you what proportion of your traffic lands on
your site and then immediately leaves. This is a bounce and it
basically means that although you have a visit, you aren’t
engaging with that visitor and they aren’t stopping to read what
you’ve created

This is a good example of why visits don’t tell the whole story. If
you have 1,000 daily visits with a 99% bounce rate, then that
means that only 10 people are actually sticking around to read
your site!

But bear in mind that a bounce rate still doesn’t tell the wholestory. That’s because a bounce rate isn’t based on the amount of
time they spend on your site but rather their interaction. So
someone might bounce from your site after spending a while
there – and this simply means that they didn’t click to read any of
your other pages.

So even if you have a bounce rate at about 60%, that doesn’t
necessarily mean that visitors aren’t reading your site – they may
be reading the page but simply not feeling the need to read
further. If your ‘site’ is a one page sales script, then this won’t
necessarily be a bad thing!

A good bounce rate is generally thought to be anything from 26%-
60% and you can consider anything under 30% to be very much
in the ‘outstanding’ category. Being around 40% is very average
and shouldn’t be a cause for concern. If you’re about 55%, then
you’re getting into the higher portion but again, this is only a
cause for concern depending on the type of site that you are

Finally, if you have a bounce rate over 70%, then that is
considered poor/disappointing regardless of the nature of your
website or blog.

As a general rule, your bounce rate is arguably more important
than your visits because it tells you about engagement and what
percentage of your traffic is likely to come back, is likely to buy
from you and is likely to become a ‘fan’.

A similar metric to this is your ‘average time on site’. This is
similar to a bounce rate but can potentially be even
more brutal,
as it tells you how many of your visitors visited your site, spent a
few seconds on your page and then left immediately!

The average time on site metric is a very useful one for illustrating
engagement too but as with bounce rates, it’s important not to get
too worried if your metric doesn’t look good. The thing to
remember is that 55% of visitors will spend fewer than 15
seconds on your website regardless of the content.

You could write an entire article about why this is. Suffice to say
that as a species, we humans are becoming more impulsive and
more impatient. We always feel busy, we always feel rushed for
time and we rarely feel that we have the time to stop and smell
the roses – let alone stop and read a website that we find
generally interesting!

How to Shrink Your Bounce Rates

The question you really need to be asking yourself, is how you
can get your bounce rates lower and your time on site higher.

There are many different factors that play a role here. One such
factor is the design of your website and as in real life, first impressions are incredibly important here! If someone visits your
website and they feel that it isn’t particularly attractive or well
designed, then this might be enough to cause them to
immediately turn and leave!
The colors you use can have a big influence here and it’s worth
looking into things like color psychology. For instance, did you
know that the color red tends to make people leave faster? Blue
and other ‘cool colors’ meanwhile have a calming effect and lead
to visitors spending longer on a page as a result.

Another very important thing to look at with regards to your
bounce rates is your page load times. Countless studies and.

reports confirm that this is a huge influencing factor that can be
devastating for your site’s performance. If your visitors have to
wait even a few seconds for your page to load, they will very often
get bored and turn away. Make sure that you use as many speed
optimization tricks as you possibly can to help your site appear as
soon as the visitor has typed the address into their URL bar and
hit ‘enter’. Reduce the number of large images, use AJAX scripts
to change the order of loading elements and make sure that
you’re on a good hosting package.

Always avoid large blocks of text too. Remember what we just
said: people are always in a hurry. They don’t have time to wait
for your site to load but they
also don’t have time to read through
massive swathes of information. You can combat this issue by
breaking up your text into smaller, more spread-out paragraphs
and by using lots of headings. Ideally, your headings should
contain a lot of the information in your site so that someone would
be able to skim through your site
only reading the headings and
still get a complete picture of what it is you want to say.

From there, the key is then to keep checking back to see how
your changes are actually affecting your website. This is the entire
point of using metrics in the first place – as now by checking back
you’ll able to see which of your changes has helped and which
has made no difference. Do more of the former and less of the


Your page views is a metric that sites somewhere snuggly
between your views and your hits. This basically tells you how
many individual pages have been viewed, regardless of who
viewed them or how many times. Thus it might also be referred to
as impressions.

Your page views are important in their own way because they tell
you how many times the content on your site is being loaded up.
And if you have a lot of CPM ads (pay cost per impression), then
that tells you how much you’re going to earn from them. It’s also
useful to consider aspects like your unique visits vs page views
when you look at factors like conversion rates (below). This is
useful because each new page view can be considered a new
chance for you to impress your visitors.

This metric is closely related to another very useful one: that
being the average page views per visit. This is similar to your
bounce rate but provides a little more in-depth data that shows
you how many different pages your visitor looked around on your
site. This is a very useful thing to know because it can tell you
whether you are being successful in getting your visitors to not
only interact with your site but also to keep reading.

If you think of your visitors in terms of leads, then the visitors who
read the most pages on your site are the most engaged with your
brand and are thus the ‘warmest leads’. The more page views you
get from each visitor, the more likely it is that they will eventually
buy when they see your product.

Another related metric/term that you should keep an eye on is
your average cost per page view. This tells you how much you
are paying to get each hit on your page. If you aren’t doing any
paid marketing, then of course this will likely be a very small
number (the only cost being your hosting). But if you are spending
money on AdWords and other things, then this is a useful way to
look at your expenses.

Now this is a metric that won’t be readily available in most
dashboards. But the thing to keep in mind is that most of the
metric in internet marketing aren’t; you need to calculate
them yourself!

To work this one out, all you need to do is take the average spend
on your website and then divide it by the number of page views.
Don’t forget to include all your other costs too in order to make
this data as accurate as possible.

How to Increase Your Page Views.

Other than by marketing your site to increase visits, the other
thing you need to do is to keep your visitors on your page and to
keep them reading. Remember how we said that content was the
key to SEO and to social media marketing? Well, it’s also the key
to engagement. This is why it’s not enough for you to simply
create a
lot of content – you also need to make sure that your
content is top quality and is unique, interesting and generally the
sort of thing people actually want to read and stick around for.

You can also use plugins and other techniques to try and
encourage people to stick around and go deeper down your rabbit
hole. For example, WordPress plugins showing ‘related posts’ can
be very helpful in this regard because they suggest similar
content based on what the visitor is already enjoying.

Another useful strategy is to make multi-part articles. This is why
you will often see posts split into lots of pages: it increases the
page views and thereby increases the impressions for adverts
that you are earning from!

Note that advertising itself is actually bad for your page views.
Why? Because when someone clicks on an advert, they
invariably get taken away from your site! Even if the new page
opens up in another window or tab, that can still be enough to
break the engagement. This is why you shouldn’t put AdSense on
a sales page!


Not all of the data you’ll find in your Analytics or WordPress
dashboards is going to be quantitative – some of it will be
qualitative, meaning that it doesn’t show numbers but rather

And the most important of that qualitative data is the referrer.
Your referrer section shows you
where your traffic is coming from.
Are more of your visits coming from Google for instance? Or are
they coming from your Facebook page?

This is very important for countless reasons. For starters, this lets
you see which of your marketing efforts are paying off and which
money is well spent – which is something that looking at your
profits can’t necessarily tell you. If you spend money on an SEO
service for example and your profits don’t go up, you might be
tempted to think the company isn’t doing its job. But if you look
closer and realize that your referrers from Google have gone up
massively, then that might tell you that the problem isn’t with the
SEO company but with your bounce rates, or your product.

Likewise, you can look at your referrers as a way to see what kindof person is coming to your site. If you have a product aimed at
martial artists and all your traffic is coming from a martial arts
forum then this tells you a few things. A) That forum is a good
source for future links, b) you should look into getting more links
from similar sites and c) you might want to consider making a
product for martial artists.

Pay careful attention to your referrers so that you can improve all
the other metric and so that you can spot anomalies that could
upset your data!


Your conversion rate tells you how many of your visitors are
‘converting’ in the way that you want them to. In most cases, that
is going to mean that they are buying a product from you – but it
could also mean that they’re signing up to a mailing list or even
that they’re clicking on an advert on your website. This is the point
at which your site has achieved its end goal.

The way you track conversion rates is a little different, seeing as
this is a flexible term that can mean very different things
depending on the nature of your website and your business. The
way you are normally going to do this, is by using ‘goals’. Goal
tracking basically means that you place a script on your ‘goal
page’ and this then leaves a cookie on the browsers of your
visitors. That goal page will likely be the ‘Thank you for
subscribing’ page, or perhaps your order confirmation page. You
know that once a visitor reaches this page, they will have to have

In turn, that also means that you can now track their trajectory
through your website and you can see what proportion of your
visitors make it to that page.

Tracking conversion rates is incredibly important for the majority
of online businesses because this is what is going to have the
  biggest impact on your ‘bottom line’. A lot of people believe that
they need to focus on increasing their views and engagement but
if you are looking at your website from a purely business
perspective, then conversion rates are really all that matter.

How do you know if your advertising expenses were a good
investment? Only by tracking your goals and looking at your
conversion rates.

And likewise, tracking your conversion rates is the only way that
you get more people to buy your products in a systematic way. As
with the previous metrics we’ve looked at, once you
know your
numbers in this area, you can then make changes to try and
improve them and track whether or not your changes are actually
making a positive impact.

How to Improve Your Conversion Rates.

The great thing about your conversion rates is that you have full
control over all of the factors influencing them.

When you’re looking at your visits for example, this is partly going
to be dictated by your search ranking. While you can do
everything you can do to improve your search ranking, the final
decision ultimately lies with Google. The algorithm they use is a
secret and thus no guarantees can be made. Sometimes you will 
see spikes or troughs in your number of views, hits or page views
and be completely unable to do anything about it.

Your conversion rates might change inexplicably too and they
might seem mysterious sometimes. But you still control all the
factors – from your product, to the price, to the sales script, to the
site design. And that means you can keep tweaking until you get
the precise result you’re looking for.

And there’s a great strategy you can use to accomplish this,
called ‘A/B Testing’ or ‘Split Testing’. Here, you essentially create
two identical versions of your website with just one slight change
and then you compare them to each other, while paying close
attention to the metric.

So for example, if your conversion rates aren’t quite as high as
you’d like them to be and you blame your ugly header font, then
you can try to make two identical versions of your site with only
the heading being different. You’ll then send a portion of your
visitors to the new version with the new header and you’ll be able
to compare the conversion rates. If the new site is making far
more sales from the same number of visitors, then you can adopt
that new change across all your sites. If it isn’t, you just reject the

" Conversion Rates Vs Views "  A relatively new term in the world of marketing, sales and persuasion is something called ‘pre-suasion’. 

The general idea behind this term, is to get the customer ready to
want to buy from you. The argument is that people are much
more likely to buy at certain times and especially if you have
made the effort to get them in the mood for buying first. People
are more likely to buy in the evening for example because when
we’re tired, we become more impulsive and more emotional.

What’s more though, is that people are more likely to buy from
you when they have gotten to know your brand and when they are
convinced that you know what you’re talking about. The same
logic applies to dating – you’re more likely to get a girl/guy’s
number if you have spent longer chatting to them and showing
them that you’re fun to hang out with!

So one of the best ways to improve your conversion rates is to
show the
right kind of person your sales page. You can do this by
showing visitors your sales page only after they have racked up a
number of page views for example, or by using strategies like

Of course targeting is also important – and that means showing
your site to the correct demographics. Are more of your buyers
young men? Then target young men with your advertising and
  SEO! Find out what young men want to read and put that content 
on your website! 


Rate of Return Visitors is another metric that will give you more
insight regarding the actual engagement you’re enjoying on your
website. As the name rather suggests, this will tell you how much
of your traffic is generated by visitors who keep coming back to
your site.

This metric is harder to track in a true manner because people will
change computers and cookies over time. However, by looking at
IPs and tracking how many of those are changing over time, you
can get a good estimate of how many of your visitors have been
fans for a long time – but this will be slightly skewed by your
number of new users. Using something like a user login can help
you to improve the accuracy of this metric somewhat depending
on the tools you use, as this way users with new computers can
log in using their old accounts and thereby identify themselves.

But in this case, a rough estimate is good enough for your
purposes. The aim is just to get a rough percentage of how much
of your traffic is new traffic. And this is very important, seeing as it
can tell you a lot about the nature of your visits.

For example, if you have a lot of visits, then you might think that
this means you have a very successful marketing campaign. But
then if you take a closer look and realise that the vast majority of
those visits are from people who check your site once a week…
suddenly you realize that your engagement is
great but your
marketing is not so hot. This illustrates a very obvious area for

Or what about sites with excellent rates of return visitors but
terrible conversions? This is interesting because you would
expect a site with high levels of conversions and clear
fans to get
a lot of sales and a lot of subscribers. If that’s not what you’re
seeing, then it could suggest that the product is not very enticing
for your visitors, it could suggest that you are using too much of a
‘soft sell approach’ or it could mean that you need to fix the sales
copy on that page.

How to Improve Your Rate of Return Visitors.

Of course this is again an area where it is very important to make
sure your site is
great and that the content is the writing of thing
that keeps bringing your visitors back.

But at the same time, you can also use a number of other tricks to
encourage regular visits. One example is to create multi-part
articles that show up once a week. Likewise, you can also
increase your return visitors by talking about upcoming posts and
events that will get your readers exciting.

Perhaps the single most important thing though is to make sure
you are consistent. This means you should post your new content
on a consistent basis but it also means you need to stick to one
topic and one tone. People tend to subscribe to sites or to
bookmark them because they want a regular dose of information
or entertainment. If they keep checking back and there’s no new
content, then you might lose a follower.

Social media and email marketing are also very useful for bringing
people back to your site repeatedly, as this way you can remind
people that your brand exists and encourage them to visit back!
Make it as easy as possible for people to bookmark your page or
subscribe you and consider reminding them to do so in the body
of your content.


Your CLV is your ‘customer lifetime value’. This is the most
important metric to track in terms of making money and it’s
another one you’re going to have to calculate yourself by looking
at a range of
other metrics from your panel.

First, look at the amount you are charging for your product and
more importantly how much you make for each sale. What is your
profit margin for each unit you shift? This will be the RRP minus
your ‘COGs’ (cost of goods sold). And while you’re at it, don’t
forget to look at any discounts you might offer sometimes or the
cost of delivery etc.

From here, you can then look at your number of unique visitors
and the total number of sales. Roughly divide the total profit per
year by the number of visitors and you have a rough average
value for each of your customers.

Customer Lifetime Value really measures the value of all your
leads and visits. In other words, buying customers are worth X
amount of money to you and visitors who never buy from you are
worth 0. But if you take the average amount, then you can work
out a value for
each visitor to your site, which we call CLV. 

If you have 100 visitors, 1% conversion rates and a product worth
$100 (with 100% profit) then each visitor is worth $1 to you,
because statistically they are likely to earn you $1.

What’s more, is that you can then look at how many of those
sales are
repeat customers and factor this in to work out how
many of your customers actually buy multiple times and are thus
worth $500 in reality. This gives you a more long-term idea of how
much you can earn from a visitor, except it’s worth noting that
cash flow issues might rear their ugly head here.

To increase your customer lifetime value, you simply need to
improve your conversion rates and your targeting. If you make
your money from adverts meanwhile, then you could increase
your CLV by looking at your AdSense optimization. How well
placed are the adverts around your site? How relevant are the
ads being shown?

What if you don’t want to sell anything from your website? What if
your aim is simply to build trust and gain a massive following?

Well in that case, you should still consider the CLV. This is still
important because it is going to give you a budget for marketing
your site and for promoting yourself. And this in turn will result in
more hits.

It is up to you how you decide to define a ‘customer’ – whether
that means a visitor, an email subscriber or an
actual customer.
And this will depend on your goals.

Which brings us nicely to the next metric… 


CPA is the ‘Cost Per Action’ and this is a term that becomes
relevant when you start paying for advertising.

If you use Google AdWords or Facebook Ads to try and drive
more visitors to your website, then this is a form of PPC
advertising. That stands for ‘Pay Per Click’ and it basically means
that you’re paying a certain amount for each person who clicks on
your ad and thereby paying a certain amount for each new visitor.

PPC tells you how much you are spending and allows you to
tightly control that number. But it tells you nothing of the value that
you’re getting in return. This will elevate your visits and that’s all –
you want to elevate your sales.

This is where ‘CPA’ comes in and uses goal tracking to show you
how much you are spending for each person to buy a product
from you. If you use Google Analytics and combine that with
AdWords, then you can literally see how many of the clicks you
get from your ad campaign are resulting in sales and this in turn
allows you to work out the average amount you pay for each new

Meanwhile, a ‘CPL’ is a ‘Cost Per Lead’, which tells you how
much you are paying for leads. A lead will often be considered a
  warm lead who subscribes to your mailing list – but you could also
choose to count highly engaged visitors as your warm leads. To
calculate a CPL in this way, you could look at your number of
visitors and then compare this to the average page views per visit
or the average time on site. That way, you can work out the
percentage of your visitors who end up being engaged visitors
and therefore leads.

Of course you can also calculate your CPA and CPL without
using Google Analytics or AdSense. If you are paying an SEO
company to help your site to climb the SERPs for example, then
you can calculate your CPA by looking at the amount you’re
spending on that marketing versus the number of sales and the
amount of profit you are making. This is simply all your costs
versus all of your profits.

Likewise, you can work this out if you sell through a mailing list by
looking at how much you are paying for each lead who subscribes
and then looking at the lifetime value of each subscribe. How
many of them read your emails and how many of them buy your

How to Improve CPA and CPL.

One way to improve your CPA and CPL is to target the right niche
– one that isn’t too competitive so that you can reduce the cost of
advertising in that industry. Another is to make sure that you have
  done everything you can to reduce your bounce rates, improve 
engagement and enhance conversion rates so that the people you are paying to bring to your site are actually likely to buy from you. You can also do this by increasing the value of the product you sell, so that you improve the profit for each sale or by
tweaking and improving your sales page to enhance conversions.

Another trick is to use advertising that charges on a CPA basis.
Facebook now offers this service and allows you to set up CPA
ads for things like page likes and even sales of special offers.
This way, you can agree to
only pay when a click turns into a
positive action – rather than wasting money on an ineffectual or
poorly targeted campaign!

Oh and CPL is also improved by delivering an amazing product
and excellent service of course! If people don’t enjoy the
experience of shopping with you, they won’t do it again!

What to do With This Data.

All this work is going to help you to calculate how much you are
spending on the types of leads and customers you are aiming to
bring to your site and how much you are earning from them.

If you pay for 100 clicks and each costs you $1 but you have a
conversion rate of 1% and they pay $200, then your customer is
worth $2 to you and you are only paying $1. If some customers
  tend to buy repeatedly, then your average value might be worth
even more.

This then helps you to ensure that your final metric – your ROI –
is high. Your ROI is your return on investment which tells you how
much of the money you are spending on advertising, hosting and
everything else you are getting back.

If your average customer is worth MORE to you than you are
paying to bring them to your website, then you can rest assured
that you will not lose money and you will continue to reliably bring
in profit that will increase over time.

By working out your customer lifetime value, you can work out
what your budget is for advertising spend and that way keep
growing and scaling your business while minimizing risk.
Meanwhile, you can continue to improve your conversion rates
and organic traffic in order to make more sales and allow yourself
to spend more on those adverts.

By tracking all of this data and looking at it in a synergistic and
cohesive manner, you can predict exactly your earnings, you can
identify where to invest your money and you can look at the
failings that are damaging your profits and your engagement.

It takes time to get a handle on all this data but once you manage
it, you can take the guesswork out of your internet marketing and
turn it into a simple equation.