How It Works
Goals, Events, and Key Performance Indicators
The goal of a Web site or campaign may depend on the type of
industry, but usually it will be an action that results in revenue for
the company.
The goal of a Web site is also intrinsically linked to the action that
you want visitors to perform.
Analyzing each step in the process is called funnel analysis or path
analysis and is critical to understanding where problems in the
conversion process may lie.
The clicks visitors make once landed on a site, whether they follow
the desired steps or not, are referred to as a click path.
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