Engagement in marketing means user interaction with web pages and content. Metrics help businesses understand how well their website and content are performing and how users interact with businesses.
Some of the most often measured metrics are:
- Click-through rate: It measures how many users clicked on a link or post compared to the number of total views.
- Conversion rate: It is a proportion between people who have made the desired action (following the link, leaving contact information, buying a product, etc.) and total website or page visitors.
- Bounce rate: Bounce rate is a proportion between users who have visited only one page on the site and left and those who have discovered the website further.
- Time on page/site: It is the average time users spent on a page/site.
- New vs returning visitors: It is a ratio between users who have visited your website for the first time and those who have already been there.
- Frequency and recency: Frequency is a time frame during which a product was not used. Recency is the amount of time that a user has used a product during a period of time.
- Dwell time: It is the average time users spent on the page before returning to the search engine results.
