My small business (digital subscription product) is in the process of completing our website. What metrics should I have the dev include to help the marketing department in the future?

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A few key metrics that should be included on the website that can help the marketing department include website traffic (total unique visitors, pages visited, etc.), customer acquisition costs (cost per acquisition), customer retention rate (average length of subscription), sales funnel analysis (conversion rate at each step), and lead conversion rate.

At the very least, you should make sure that your development team has built-in metrics for tracking website traffic and user engagement. It would be wise to have measurements of page visits, bounce rate, time spent on site, conversion rates, and A/B testing. Additionally, it is important to include analytics on what content users are accessing most often, the paths they take through the website, and any areas of the website users may be struggling with or leaving prematurely.

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