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mark rask

mark rask Digital marketing manager

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Internet data.....what is the most important metric?

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I am in a nada internet 20 group. We share lots aof ideas and lots of data at each meeeting. Most of our meetings center around our internet composite. It is much like the financial commposite that nada uses for other 20 group meetings. It has everyones internet data in it and rates and ranks each member under different measurements. It is a great accountabilty tool that we use as a group. One section is dedicated to analytics off of our website. the other two sections are for cars.com and autotrader data.

While there are a ton of measurements in our composite I am trying to figure out which are the most important. Originally we ranked evry page by bounce rate. We have found that a higher bounce rate is not always a problem. If you market properly and get the person to the page that they want to be on it could result in a bounce. Pages per visit fall in to this category as well. So does time on site.

Some of the othe measurements in our composite are thigs such as Number of visits, Number of unique visits, % direct, referral, organic and paid. As you can imagine this can all get very confusing if trying to focus on it all.

 We decided in our group to start focusing on the unique visitors number and rate our pages by that. We came to conclusion that for us this wwas an important number. We do however still realize that we still need to be aware of all of the other measurements as well.

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