Digital marketing analytics is the interpretation of customer behavior into actionable business data. Today’s marketers can use digital analytics tools to study many online channels their buyers might interact with and identify new revenue opportunities from existing campaigns. Digital marketing analytics also give the creative, fluid side of marketing a data-driven foundation on which businesses can build a profitable, scalable marketing strategy. Analytics draw the line between opinion and fact.

Digital Metrics for Websites


A Visitor (or User) is someone who visits your site. Visitors are tracked by a cookie placed in their browser by a tracking code installed on your site.

Page View

A Page View is when a page on every site is loaded by a browser. A page view is measured every time your tracking code is loaded.


A Session is a series of activities taken by a visitor on your website, including page views, CTAs, and events. Sessions expire after 30 minutes of visitor inactivity.


Traffic (or Visits) is the total number of site or page visits in a given time period.

Traffic by Channel

Traffic by Channel is the total number of sites or page visits per referral channel, e.g. social media, email, landing pages, etc.

Traffic by Device

Traffic by Device is the total number of sites or page visits per device type, e.g. smartphone, tablet, desktop, etc.

The ratio of New Traffic to Returning Traffic

The Ratio of New Traffic to Returning Traffic is the percentage of a net new site or page visitors you receive as compared to the total amount of returning traffic.

Time on Page

The Time on Page is the average time each visitor spends on your site or page.

Interactions per Visit

Interactions per Visit are what actions your visitors took did when on your site or page.

Bounce Rate

The Bounce Rate is the percentage of people who visited your site or page but didn’t take any action or look at any other pages as compared to the total number of pages or site visitors.

How Digital Marketing Analytics Connects Every Business Activity

With digital marketing analytics, marketers can understand the effectiveness of their entire marketing strategy, not just the effectiveness of their website. Using digital marketing analytics allows marketers to determine how each of their marketing initiatives (e.g., social media vs. blogging vs. email marketing, etc.) stack up against one another, identifying the true ROI of their activities, and understand how well they’re achieving their business goals.

The central question is: How can you structure an appropriate business goal to visualize your marketing team’s efforts in the most accurate way possible?

As a result of the information they can choose from full-stack digital marketing services, marketers can also diagnose deficiencies in specific channels in their marketing mix, and make adjustments to strategies and tactics to increase their overall marketing activity.