A01 chaf6542 06 se fm indd

Channel promotion

Measures that assess why 

customers visit a site – 

which adverts they have 

seen, which sites they 

have been referred from.

Referrer

The site that a visitor 

previously visited before 

following a link.

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Chapter 12  Digital business service implementation and optimisation

Key measure: referral mix. For each referral source such as offline or banner ads online it 

should be possible to calculate:

● 

% of all referrals (or visitors);

● 

cost of acquisition (CPA) or cost per sale (CPS);

● 

revenue per visit generated;

● 

contribution to sales or other outcomes.