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Strategy
Measuring is knowing! Online marketing is a good example of this. The numbers are flying around your ears, but what are those numbers actually worth? According to Leendert Bos (De Indruk email contact lists uk Marketing & Communicatie) there are 7 metrics that you as a marketer should always make measurable:
Metric 1. How many unique users do you have on your website?
Sounds simple, but it isn't. Because what is a unique user? Ideally, you want to measure that 'cross-domain'. After all, a unique user is someone who visits your website at multiple times on multiple devices and from multiple IP addresses.
Only if you give a user a unique ID, you can measure this properly. And cookieless browsing does not really help you to get a good picture of this.
Conversion rate is perhaps the most underrated metric in online marketing. The number of conversions divided by the number of visitors x 100 is the number with which you measure the effectiveness of your website. Make sure that you only include hard (real, valuable) conversions in this number.