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Online, email, and mobile metrics
Key concepts covered in this chapter:
- Impressions and pageviews
- Media display time
- Media interaction rate
- Clickthrough rates
- Cost per impression, cost per click, and cost of acquisition
- Visits, visitors, and abandonment
- Bounce rate
- Friends/followers/supporters, likes
- Downloads
- Email metrics
- Mobile metrics
Introduction
In this chapter, we focus on metrics used in web-based and other marketing efforts enabled by the widespread use of information technology. Digital marketing has experienced exceptional growth, and the ecosystem remains messy. With respect to metrics, many advertising media terms, such as impressions, are used to describe and evaluate web-based advertising; other terms, such as clickthrough ...
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