Every brand gets performance reports of their online, social, and mobile marketing communications efforts. Yet many brands are unsure about their measurement and want to become more confident. They want to know what metrics are available, what is known about them, how to select them, and how to analyze and report them in ways that help them understand the impact of their digital communication. This book is the go-to source for understanding digital metrics. Published in association with the American Advertising Research Foundation (ARF).
Definitive reference for brands that advertise, market, or engage with their customers and prospects through email, web, mobile, or social.
ACKNOWLEDGEMENTS 6
FOREWORD 9
INTRODUCTION 10
HOW TO CHOOSE THE RIGHT METRICS 12
Six Questions Brands Should Ask to Select Metrics
HOW TO LOCATE METRICS IN THE FIELD GUIDE 13
METRICS LISTED ALPHABETICALLY 14
METRICS LISTED BY CATEGORY 27
METRICS LISTED BY MARKETING STAGE 40
GUIDE TO THE METRICS ENTRIES 54
The 12 Fields in the Metrics Entries
SOURCES FOR METRICS DATA 56
DIGITAL METRICS FIELD GUIDE ENTRIES
Abandonment Rate (Page)* 60
Abandonment Rate (Shopping Cart)* 61
Actions Rate (Facebook) 62
Actions (Facebook) 63
Active User Rate (Mobile Apps)* 64
Ad Awareness* 65
Ad Impression* 66
Average Order Value* 68
Average Time Spent on Page* 69
Average Time Spent on Site (Session Length)* 70
Bounce—Email* 71
Bounce (Website or Social Network)* 72
Bounce Rate - Email 73
Bounce Rate (Site or Network)* 74
Brand Advocate* 75
Brand Awareness* 77
Brand Lift* 79
Brochure Downloads 80
Browse to Buy Ratio 81
Browser 82
Channel 83
Check-Ins—Page (Facebook) 84
Click 85
Click Stream 86
Click-Through 87
Click-Through Rate (CTR)* 89
Click-Through Rate After Video Exposure 90
Comments* 91
Consumers—Page (Facebook) 92
Consul³j
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