Add to cart or ATC conversion rates are typically around double those of E-commerce conversion rate. They are calculated by dividing the number of add-to-cart event by the number of visitor sessions. There is less...
Digital marketing metrics
Dave ChaffeyConversion rate
Conversion rate is almost a self-explanatory term, but when benchmarking conversion, it’s important to consider the denominator. Are you dividing sales by number of unique visitors or visitor sessions? In Google...
Website macro and micro-conversions
Macro and micro-conversions are terms popularized by Google digital marketing evangelist Avinash Kaushik. He uses this visual to explain that typically overall macro-conversion rates are low, typically around 2%...
Bounce rate
The bounce rate can be defined as the proportion of visitors to a website page or site that exit after visiting a single page only, usually expressed as a percentage. Where is bounce rate reported in Google Analytics...
Allowable Cost per Acquisition (CPA)
Setting an Allowable CPA for customer acquisition investments helps business answer the question: How much can we afford to pay for a new customer? The allowable CPA is useful to control media spend since it sets a...
