One Minute Guide to Usability

How to Measure Brand Lift with Web Analytics

Measuring visitor interactivity on your web site can be a daunting task. Google has provided some helpful tips on measuring brand lift in web analytics to help you gain insight into the effectiveness of your campaigns. Visitor metrics like depth of visit and length of visit, coupled with campaign tagging, all help you measure the level of interactivity visitors are having with your site.

It's fairly simple to get the basics of brand lift setup. For email campaigns, paid search, paid links, add a simple campaign ID to each URL and use filters to segment out visitors for each of these metrics:

• Depth of Visit
• Length of Visit
• Visitor Loyalty and Recency
• Top Content

When faced with the task of showing brand value to your campaigns, these metrics should help greatly. You can begin to view your visitors based on their user behavior, rather than on a click and conversion basis alone.