Chapter 3. The Awesome World of Clickstream Analysis: Metrics

New Web Analytics 2.0 mind-set: got it. New shiny set of tools: yep. Ready to jump in? You betcha!

It's time to start exploring the awesome world of Clickstream analysis with the building blocks of metrics and key performance indicators (KPIs).

I'll destroy some myths, take down (with love) some highly recommended but unactionable methodologies, and help you get better at diagnosing the causes of poor performance.

That means, with this chapter, you'll start honing your skills to become an analysis ninja!

Chapter Contents

Standard Metrics Revisited: Eight Critical Web Metrics

Bounce Rate

Exit Rate

Conversion Rate


Web Metrics Demystified

Strategically Aligned Tactics for Impactful Web ...

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