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Page Depth: Measuring PPC Traffic Quality

Posted on 2.28.2008
You are spending money on PPC advertising, but are those visitors real? Do you genuinely have some hot prospects on your website or are you just accepting automated traffic that will never convert into an actual sale? What's a good way to measure traffic quality from PPC traffic? Perhaps it's Page Depth.

Measuring the traffic quality of inbound visitors is a challenge for most Internet marketers. While most of us are content at the end of the month to understand the ROI (return on investment), the ROAS (return on advertising spend) or even get a grip on the lifetime value for each customer from individual traffic sources, another important and yet quick metric for measuring lead quality is page depth; the average amount of pages a visitor sees during a session on your website.

It's easy to determine page depth - just divide the number of visitors received by the total number of pages viewed.  While page depth often includes conversion pages (which may skew the results slightly) it does give us factual evidence on the quality of leads being paid for in a timely fashion. There are many reasons for a minimal page depth including issues with site architecture (confusing navigation), poor landing page choices, or the site’s general appearance - any combination of these could be preventing visitors from going deeper through your site. Assuming that there are no serious usability issues with your site, Page Depth is a powerful means for measuring the quality of leads coming from your different traffic generating sources.

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