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1  Channel promotion

Channel promotion

 measures evaluate the volume, quality, value and cost of where the web-

site, social presence or mobile site visitors originate – online or offline, and what are the 

sites or offline media that prompted their visit. Web analytics can be used to assess which 

intermediary sites customers are referred from and which keywords they typed into search 

engines when trying to locate product information. Similar information on 

referrer

 is not 

typically available for visits to social media sites. Promotion is successful if traffic is gener-

ated that meets objectives of volume and quality. Quality will be determined by whether visi-

tors are in the target market and have a propensity for the service offered (conversion rates, 

bounce rate and cost of acquisition for different referrers).