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Show Me the Money: How much value is your website generating?

Measuring Success with Google Analytics - Official site for the book Advanced Web Metrics with Google Analytics by Brian Clifton, 11 May 2010. Guest post by Dave Chaffey. "It never ceases to amaze me how much emphasis organisations still put on measuring website volume – 'How many visits (or conversions) did our last campaign generate?' It surprises me because volume metrics are a very useful guide to failure – but not success. That is, low traffic and conversion numbers tell you that something went wrong. For example, wrong message, wrong audience, wrong timing, or a landing page error – but they are a very blunt metric for success. A key meaning for measuring success is knowing which visits and conversions are your high value ones. In other words, which visitors are the most profitable to acquire. This can be measured directly if you are a transactional site, or indirectly as new leads/contacts/advocates. That is the principal behind optimisation – focusing your efforts on attracting/converting your most valuable visitors and pages..."

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