MetricLust

In its infancy, social media was designed to connect people- but has since transformed into one of the most used business tools that allow brands of all sizes to increase their brand awareness and engagement. With the ability to offer free organic marketing or paid targeted marketing, social media platforms has taken the center stage and become a big part of big brands’ marketing channel mix. Social media continues to grow rapidly. The number of people using the top platform in each country has increased by almost 1 million new users every day during 2018- totaling more than 3.26 billion social media users each month in 2019 (Kemp, 2018-19). With more than 200 social media sites available (see left) to the public, it may be hard for a business to distinguish which ones they should be present on. It’s easy to feel pressured to be on all of the platforms, but a company should consider a few key points before integrating social media into their marketing campaigns. Like any market...

Understanding where your potential consumers are coming from is a key aspect of optimization. If you have ever studied digital marketing, I am sure you’ve heard the words “organic,” “direct,” and “referral” in relation to the traffic on your website. Search engine optimization (SEO), paid media placements,  pay per click advertisements (PPC), blogging, social media, and more, helps increase the amount of traffic to a website (Kiel, 2019). Web Analytics platforms, such as Google Analytics, divides the traffic from these sources and categorizes them into organic, direct, or referral traffic. Organic traffic is traffic that comes directly from search engines, while a direct traffic visitor arrives directly without coming from anywhere else on the web. Forms of direct traffic include clicking on a bookmark, or links from documents that don’t include tracking variables, such as PDFs or Word documents (Alexander, 2016). Although all traffic is important, one often overlooked traffic c...

According to the Web Analytics Association, “bounce rate” is the single page view visits divided by entry pages. Essentially, a “bounce” occurs when someone visits your website, views a single page, and leaves with no engagement with other pages on the website. Marketers can find their bounce rate on their web analytics platforms, such as Google Analytics or Adobe Analytics. If one looks into their Google Analytics, for example, and sees the average bounce rate for a page is 50%, then that means that 50% of the people coming to their website leave after viewing only the page they entered on (Capstick, 2018). Bounce rate is important, but it is not everything. The initial implication of high bounce rates is unfavorable. Avinash Kaushik, a digital marketing professional, states that a high bounce rate shows that “the content on your site didn’t match what the visitor was looking for so they left without viewing another page. Pages with a high bounce rate are not delivering on th...