Website Measurement Plan Example
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WEBSITE OBJECTIVE
MARKETING GOALSKPIsMETRICS/ REPORTS
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Build brand awarenessBuild credibility as a leading brandOverall traffic to the websiteN of sessions
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Drive traffic to website through content generationOverall traffic to blogN of sessions to the blog
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Improve Organic Search performance for relevant search termsTraffic to the blog by marketing channel
N of sessions to the website and blog by medium
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Run paid media and social media marketing campaigns targeting potential customers
Visits and pageviews to guides and how to articles
Bounce rate; Pages per Session; Session Duration
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Retarget to potential customersUser engagement with website contentSessions by visitor type
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Grow customer baseIncrease traffic to the website through different digital marketing programsTrending overall traffic to the websiteN of sessions over time
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Capture new leads through digital marketing programsUser engagement with product pagesN of pageviews to product pages
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Increase user engagement with productsUser engagement with website contentClicks - navigation, slider, CTAs, product promotion
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Increase user engagement with website contentBlog subscriptions
N of conversions for newsletter subscriptions
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Nurture leads with useful information that will make customers more likely to make a purchaseNewsletter subscriptionsN of conversions for blog subscriptions
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Traffic from email (newsletters)N of sessions from email traffic
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Engagement with newsletter content
N of sessions to landing pages used in newsletter
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Purchases from email traffic (newsletters)
N of purchases by channel (email)
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Customer LoyaltyIncrease the number returning visitors to the website
Returning visitors' sessions to the website
Sessions by visitor type
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Increase purchases and revenue from returning visitorsPurchases from returning visitorsPurchases by visitor type
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Increase website traffic from existing customersExisiting Customers' (custom dimension) sessions to the website
Purchases by customer type (custom dimension)
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Increase purchases and revenue from existing customersPurchases from existing customers
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SalesIncrease sales through the websiteSales
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Grow revenueN of website salesRevenue
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Website revenueReturns
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Website ROIRevenue by product
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Internal promotion views/clicks/revenue
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Shopping and Checkout behavior
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Product performance
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Product list performance
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