Internet Marketing Metrics

6. Rate of Return Visitors Rate of Return Visitors is another metric that will give you more insight regarding the actual engagement you’re enjoying on your website. As the name rather suggests, this will tell you how much of your traffic is generated by visitors who keep coming back to your site.

This metric is harder to track in a true manner because people will change computers and cookies over time. However, by looking at IPs and tracking how many of those are changing over time, you can get a good estimate of how many of your visitors have been fans for a long time – but this will be slightly skewed by your number of new users. Using something like a user login can help you to improve the accuracy of this metric somewhat depending on the tools you use, as this way users with new computers can log in using their old accounts and thereby identify themselves.

But in this case, a rough estimate is good enough for your purposes. The aim is just to get a rough percentage of how much of your traffic is new traffic. And this is very important, seeing as it can tell you a lot about the nature of your visits.

For example, if you have a lot of visits, then you might think that this means you have a very successful marketing campaign. But then if you take a closer look and realise that the vast majority of 23