Post on 23-Aug-2014
description
About the Speaker
Gary Viray is a Co-Founder of Search Opt Media an
SEO company in the Philippines
I love to talk about technical marketing SEO consultancy
content marketing and link acquisition strategies
I am a self-confessed data cruncher A Google Analytics
Certified Individual and an Adwords Qualified Individual
I blog about inbound marketing and SEO at garyviraycom
You can follow me on Twitter garyshack
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
I am optimizing
sites buthellip
Organic Traffic
Bounce Rate
Ave time on Site
of Bananas
I just build links and
do outreachhellip
I admire your efforts
but I need PROFIT
Are you really
looking at the right
data
Lack of Structured Thinking
ordinary human + machine + better process
gtstrong human + machine + inferior process
httpwwwgaryviraycomprocess-seo-scalability-strategyhtml
You need a SOLID FRAMEWORK
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
I am optimizing
sites buthellip
Organic Traffic
Bounce Rate
Ave time on Site
of Bananas
I just build links and
do outreachhellip
I admire your efforts
but I need PROFIT
Are you really
looking at the right
data
Lack of Structured Thinking
ordinary human + machine + better process
gtstrong human + machine + inferior process
httpwwwgaryviraycomprocess-seo-scalability-strategyhtml
You need a SOLID FRAMEWORK
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
I am optimizing
sites buthellip
Organic Traffic
Bounce Rate
Ave time on Site
of Bananas
I just build links and
do outreachhellip
I admire your efforts
but I need PROFIT
Are you really
looking at the right
data
Lack of Structured Thinking
ordinary human + machine + better process
gtstrong human + machine + inferior process
httpwwwgaryviraycomprocess-seo-scalability-strategyhtml
You need a SOLID FRAMEWORK
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Organic Traffic
Bounce Rate
Ave time on Site
of Bananas
I just build links and
do outreachhellip
I admire your efforts
but I need PROFIT
Are you really
looking at the right
data
Lack of Structured Thinking
ordinary human + machine + better process
gtstrong human + machine + inferior process
httpwwwgaryviraycomprocess-seo-scalability-strategyhtml
You need a SOLID FRAMEWORK
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
I just build links and
do outreachhellip
I admire your efforts
but I need PROFIT
Are you really
looking at the right
data
Lack of Structured Thinking
ordinary human + machine + better process
gtstrong human + machine + inferior process
httpwwwgaryviraycomprocess-seo-scalability-strategyhtml
You need a SOLID FRAMEWORK
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
I admire your efforts
but I need PROFIT
Are you really
looking at the right
data
Lack of Structured Thinking
ordinary human + machine + better process
gtstrong human + machine + inferior process
httpwwwgaryviraycomprocess-seo-scalability-strategyhtml
You need a SOLID FRAMEWORK
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Are you really
looking at the right
data
Lack of Structured Thinking
ordinary human + machine + better process
gtstrong human + machine + inferior process
httpwwwgaryviraycomprocess-seo-scalability-strategyhtml
You need a SOLID FRAMEWORK
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Lack of Structured Thinking
ordinary human + machine + better process
gtstrong human + machine + inferior process
httpwwwgaryviraycomprocess-seo-scalability-strategyhtml
You need a SOLID FRAMEWORK
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
ordinary human + machine + better process
gtstrong human + machine + inferior process
httpwwwgaryviraycomprocess-seo-scalability-strategyhtml
You need a SOLID FRAMEWORK
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
httpwwwgaryviraycomprocess-seo-scalability-strategyhtml
You need a SOLID FRAMEWORK
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
You need a SOLID FRAMEWORK
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
BUSINESS OBJECTIVES
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
The Great FAVS
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Feasible
Attainable
Valuable
Straightforward
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
EX SELL TICKETS
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
GENERATE LEADS
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Tip 3-5 business
objectives is
enough
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
GOALS
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Goals are specific
strategies
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
REMINDER
GOALS IN GOOGLE
ANALYTICS = GOALS
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Goals are itemized units of
the business objectives
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
KEY PERFORMANCE
INDICATORS (KPIs)
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
KPI VS METRIC
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
A METRIC is a COUNT
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives
References
wwwkaushiknetavinash
cutronicom
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
KPIs are unique to every company
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
TARGETS
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
SEGMENTS
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Slice and Dice
Analytics Data
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
FRAMEWORK
Segments
Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups
Targets
$300 Average on Size $1MMo
45 Profit MarginSale1000 Sign-ups per month
KPIs
Average Order Size Monthly Revenue Profit MarginSale
Web Sign-ups
Goals
Sell Products x y zMake Profit
Capture Leads using ManyContacts Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References
wwwkaushiknetavinash
cutronicom
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Letrsquos Start Cracking
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
METRICS TO AVOID
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Average
Ratio
Percentage
Compound Metrics
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
eg Ave Time on Site
gtgt Segment it (Channels)
gtgt Distribution (length of visits)
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
A sample of
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Sources Conv Rate
Google 066
Yahoo 082
No insight metric =(
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Sources Conversion Visits Conv Rate
Google 55 8300 066
Yahoo 67 8600 082
Raw numbers give you key context around performance
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
POLISHED DATA
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 67 8600 082
Using chi-squared test Not Statistically Significant
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Sources Conversion Visits Conv Rate
Control 55 8300 066
Treatment 87 8600 106
Using chi-squared test Statistically Significant
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Control Limits
(Average KPI Value) +- (3 x (Standard Deviation))
httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Control Limits
Use it for Cart and Abandonment Rate
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Site Abandonment Rate ()
= [1 ndash (the total orders placed on the website total add to cart
clicks)]
Cart Abandonment Rate ()
= [1 ndash (the total number of people who start checkout the total
number of add to cart clicks)]
Checkout Abandonment Rate ()
= [1 ndash (the total number of people who complete checkout the
total number of people who start checkout)]
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
More KPIs
1 Conversion Rate
2 Average Order Value
3 Days amp Visits To Purchase
-look for dispersiondistribution and not averages
4 Visitor Loyalty amp Visitor Recency
- Filter out new visits
5 Task Completion Rate
- what happens to the 98 Survey is the key Do Data sampling
6 Share of Search
- Searchmetrics Semrush
- compete Alexa
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Tandem KPIs
Acquisition
CTR ltgt Bounce Rate
Sessions ltgt Users
Behavior
Time on Site ltgt Page views per Visit
Outcome Metrics
Conversion Rate ltgt Average Order Value
Conversion Rate ltgt Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer
Revenue ltgt Profitability
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
Key Takeaways
Have a Solid Framework on top of your processes
Remember FAVS in setting your business objectives
Goals are specific strategies
KPIs are metrics that help you understand your performance against your objectives
Every company has a different set of KPIs
KPIs should give actionable insights
Be Careful dealing with Average Percentage Ratio and Compound Metrics
Use Statistical Analysis
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
SESSION-BASED
METRICS
CUSTOMER-LEVEL METRICS
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References
wwwkaushiknetavinash
cutronicom
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868
CONTACT US
Search Opt Media Inc
Skylounge Altiva Bldg
Cypress Towers Taguig City 1632
wwwsearchoptmediacom
Phone Number (+632) 696-9145
Email infosearchoptmediacom
US Number (415) 685-5868