Marketing Metrics

The most important marketing, advertising, social, and funnel metrics and KPIs.

Sessions

A Session, sometimes called a Visit, is the set of interactions, or web requests, made within a given time frame by a single user visiting a specific website. A single Session often contains multiple activities, such as page views, events, or transactions. In web analytics, a session is either capped by exiting the website or by a period of user inactivity.

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Sessions per User

Sessions per User counts the average number of sessions initiated by each user or visitor to your website/application. This metric is mainly used to determine how frequently users return to your website or app.

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Sessions with Event

Sessions with Event is the count of the number of Sessions in which at least one defined Event is triggered. Marketing teams use this to evaluate the quality of the sessions on their website.

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Sign Up Conversion Rate

Sign Up Conversion Rate measures the percentage of your website visitors that convert or sign up in response to your marketing campaign. This conversion metric is used to specifically measure how many people respond by signing up out of all the people that have seen your call-to-action.

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Spend to Maximize Impression Share

Spend to Maximize Impression Share describes the investment level or budget an ad campaign needs to maximize Search Impression Share with its current targeting settings. It is based on the idea that an ad campaign’s spend or budget controls the frequency with which an ad is displayed.

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Subscribers

The Subscribers metric counts the number of paid or non-paid users who have periodic access to a product or service. Most often, this metric refers to a subscription-based business model, for example, newspapers, magazines, phone, internet service, the use of software-as-a-service (SaaS), or even access to seasonal theatre performance.

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Text Message Clicks

Text Message Clicks counts the number of times people have clicked on the option to send a text message to the number linked in your social media profile page. This option is available as a contact method for businesses on social media platforms such as Instagram.

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Trial Conversion Rate

Trial Conversion Rate measures the percentage of users that have converted to a paid account from a trial period. Commonly referred to as Free Trial to Paid Conversion Rate, this metric indicates product value by measuring the number of users that find enough value in the product to pay for it. Trial Conversion Rates vary based on the type of trial you use. In SaaS, the standard practice is to either have a freemium product or a free trial period that usually spans a couple weeks.

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Trials

Trials is a count of the number of trial accounts started during a given period of time. The Trials metric helps a business gauge interest in their product and make sales predictions.

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True Trials

A True Trial is defined as a user who starts a trial and comes back a second time within the first 7 days. The True Trials metric is meaningful for any software company that offers prospects a trial before they choose to buy. Prospects who sign in twice within the first 7 day period are more likely to become paying customers. Tracking True Trials enables you to assess lead quality, product engagement, and probability of a win much earlier than only looking at Win Rate.

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Unique Inline Link Clicks

Unique Inline Link Clicks is the count of the number of users who clicked links posted in the contents of your ad.

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Unsubscribes

Unsubscribes measures the number of users who choose to cancel or not renew their subscription. Reasons typically include customer dissatisfaction, lack of value added, and competing offers.

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