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This post is the second part of my post on “3 KPIs for Measuring Twitter”. In the first part, I wrote that one of the KPIs for measuring Twitter is the Percent Visit Rate (%VR). %VR measures what percent of your followers click on your link to visit your site. KPI: % Visit Rate = (Visits/Followers)*100)) Measuring VR the wrong way Referring Sites/Domains Report Late last year I did a small survey to understand how people measure the success of the links they post on Twitter. I found out that most of the people rely on “Referring Sites/Domains” report in their web analytics tool to see the traffic they get from Twitter. This seems like a great approach but there are two problems with this: Twitter.com is not the only way to access Twitter. A lot of people use 3rd party tools like Tweetdeck to access Twitter. A click on a link from such a tool won’t show up in the “Referring Sites/Domains” reports in the web analytics tool, it will be listed as “Direct Traffic” or “No referrer”. You can...

The popularity of Facebook is growing. With 400 million users spending an average of almost an hour per day on the site, marketers are clamoring to invest in advertisements, Facebook Fan pages, custom applications, contests and more. However, the analytics capability of for Facebook is pretty limited. So marketers spending all this money on facebook have very little insight into how their fan pages are performing. Earlier this week I saw a tweet (message on twitter) with a link to Google Analytics hack for measuring facebook fan pages. We tried this hack but it had too many bugs and after wasting 2 hours we gave up on that solution. As we were struggling with the GA hack, I got an email from Webtrends announcing their Facebook Measurement Capability. So I guess that is going to be our solution for measuring Facebook fan pages and custom apps but I will have to wait and see if it will live up to the expectations. Here are some screenshots of Webtrends Facebook measurement reports Here ...

How do you measure if you are being effective on Twitter or not? In my opinion it really comes down to measuring if anybody is paying attention to what you are saying or not, everything else follows. If you can measure the true impact on the bottom line then you are way ahead of a lot of people on Twitter. Congratulations to you!!! However, not everybody is yet in a position to measure at that level. This post is about metrics that you can measure on daily basis even when you don’t know the final impact on the bottom line. Key actions as a result of your Tweets As I said above, your success on Twitter comes down to one thing: Is Anybody paying attention to what you are saying on twitter? If people are paying attention to what you are saying then one or more of the following will immediately happen: Retweets @[twitter username] replies Visits from the links posted in your tweets Let’s look at each of these measures Retweets When some Retweets your message, their followers see you...

You are running an A/B test (or multivariate test) but are in a hurry to make a decision to pick the winning page. Should you pick a winner based on initial few days of the data before your tool has actually declared a clear winner? This question comes up quite often during the conversations with the clients. I always warn against such an approach and advice to be patient and get statistically significant results before pulling a plug on an underperforming variation o declaring a winner. I wanted to share few graphs with you to illustrate my point. The following example is from a test that I am currently running. First Two Weeks : If you make a decision without completely getting through the test, you will pick “Yellow” as the winner while declaring “Blue” a loser. Month Later : There does not seem to be a clear winner. Few More Days Later : Seems like “Blue” is trending higher. Should you pick “Blue” now? Finally : We don’t have a clear winner yet. As you can see, picking a w...