The document discusses different levels of measuring the success of a website, including outputs, outtakes, and outcomes. Outputs are basic metrics like visitors and pageviews, while outtakes provide more meaningful insights into user behavior. Outcomes are the highest level of measurement, directly linked to business objectives and measured over the long term, such as leads, sales, and return on ad spend. The document emphasizes that outcomes best show the real impact of digital activities on business goals.

1. socialwebthing.com
MEASURING THE SUCCESS OF YOUR WEBSITE
By Ben Cotton
@bencotton
socialwebthing.com

2. THE BARCELONA PRINCIPLES
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1. The Importance of Goal Setting and Measurement
2. Media Measurement Requires Quantity and Quality
3. AVEs are not the Value of Public Relations
4. Social Media Can and Should be Measured
5. Measuring Outcomes is Preferred to Measuring Media Results
6. Business Results Can and should be Measured Where Possible
7. Transparency and Replication are Paramount to Sound Measurement

3. WHAT ARE OUTPUTS, OUTTAKES & OUTCOMES?
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Outputs
These really are the low-hanging fruit of measurement. They are easily quantified
numbers, such as visitors, unique visitors and new vs. returning visitors. Historically,
too much emphasis has been placed on Outputs; they should be considered the first
step of measurement, not the only one. They offer context, not insight.
Outtakes
Outtakes go somewhat deeper and measure more meaningful activity. This could be
pageviews, avg. duration per visit and bounce rate. As digital marketing professionals
I believe this is the level everyone should aspire to as a minimum requirement. If
your agency just gives you Outputs it may be time for a change.
Outcomes
Finally, Outcomes are measured over a longer term, require more buy-in from the
client and greater resource to measure, but most importantly are linked back to
business objectives. Outcomes are high value activities, such as data capture, leads,
sales, conversion rate and traffic acquisition cost. In short, Outputs and Outtakes are
useful, but Outcomes show digital activity in its most impactful light.

4. OUTPUTS, OUTTAKES & OUTCOMES
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OUTPUTS
• Visitors
• Unique visitors
• New vs.
returning
OUTTAKES
• Pageviews
• Avg. visit
duration
• Bounce rate
OUTCOMES
• Data capture
• Leads
• Sales
• Conversion rate
• Traffic
acquisition cost
BUSINESS VALUE
LOW HIGH

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CONTACT DETAILS
@bencotton
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linkedin.com/bencotton
slideshare.net/bencotton
THANK YOU