Insights, Journals

Journal: Marketing Analytics vs. Web Analytics

The terms marketing analytics and web analytics are usually used interchangeably. However, it is essential for any marketers to identify the differences between these two terms before planning any analytical capabilities for their marketing campaigns. Web analytics referred to the technical monitoring of web pages, such as page load time, page views, time on site, etc. Marketing analytics, on the other hand, focus on business-related KPIs which represents the impacts of marketing campaigns. Marketing analytics are hence not just about user activities on web pages but also other media such as social media, email, and offline events. However, since Web 2.0 is connecting more and more people around the world to the brands and products, marketers must equip themselves with necessary knowledge about web analytics to understand the visitor experience online which is empirical for any strategies on customer acquisition and retention.

Two kinds of web transaction data that is very useful for web analytics are:

  • Cookies: unique identifier stored in browser files that allows the site to recognise a visitor and adapt content
  • Tags: a set of Javascript code that sends a record to the web logs, including page, user, and action information

In a blog post, Kaushik identified the most important metrics for different sizes of business:


Cost per acquisition: the cost associated with acquiring a new customer

Click-through rate: the average number of click-throughs per hundred ad impressions

Percent new visits: percent of total visits by people who are visiting your site for the first time

Bounce rate: percent of visits in which the person left your site from the entrance page without interacting with the page

Page depth: number of pages viewed in a session

Loyalty: number of visits over a specific period of time

Event/ Visit: average number of pre-defined actions completed during a session

Checkout abandonment rate: percent of filled carts that are abandoned without completing the purchase process

Macro conversion rate: simply number of sales divided by the number of visitor sessions

Micro conversion rate: number of predefined goals achieved divided by the number of visitor sessions

Per visit goal value: cumulative predefined value of goals achieved divided by the number of visitor sessions

Days to conversion: average time between purchases made by a consumer

Percent assisted conversions: conversions with more than one ad/ media/ marketing touch prior to converting