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Many times the exercise of what to measure has to begin with a discussion of what you should not measure.
I know as a kid that I went years before I would touch the stove because of one very, very bad exercise in curiosity after my mom had cooked a sumptuous meal.

Because your website’s key performance indicators (KPIs) differ based on the goals for your site, e.g. e-commerce, content/advertising, lead generation, customer support, it’s tough to tell you what to measure, but some KPIs are completely useless for many companies.

A recent study by Compete attempted..

to find the silver bullet of web measurement and synthesize it into one metric, engagement. Engagement is defined as the amount of time spent on a site. They collated the top 200 sites using this metric. Is this appropriate? I think not.
As Seth Godin says, what matters is, “Intent. Permission. Action. Retention.” Period. Full stop.
Anything else just muddies the water anyway.

To learn more about how web metrics and measurement can jumpstart your revenues and profits, go to the Webinar Hart Creative Marketing, Inc., recently held to explain more about this subject matter.

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