Analytics Without a CPA Goal: Stump Ian, Question 5 (or 6?)
Ian Lurie Nov 8 2007
“How do you know your Internet Marketing is working, if there is no CPA?”
I use several different metrics:
- Pageviews / Visit
- Time on site
- Non-CPA conversions, like e-mail newsletter signups
- Segments defined by complete reads of specific site sections, etc.
3 and 4 are the best – they’re the most flexible. A conversion doesn’t have to be a purchase or a form completion. It can also be any time a user reads more than 5 pages on your site, reads one entire white paper, or spends more than 4 minutes on the site.
For example, on my own blog I track two non-CPA conversions:
Goal 1 is a more typical conversion – an e-mail signup for automatic update notifications from my blog.
2 and 3, though, are not. Goal 2 is defined by any visitor who reads my entire book online, in one sitting. Goal 3 is defined by anyone who reads at least one entire chapter of my book online.
You can track effectiveness using pageviews and time on site, too. I wrote another post about that – you can read it here. The principles I outline in that post work for any form of measurement – you don’t have to restrict it to keywords.
So, even if you don’t have a cost per acquisition goal, you can still measure marketing effectiveness.
Zain, I hope this answers your question – if not, please comment below and I’ll see if I can provide more detail.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More