Which combination of metrics would you use to assess a website-based marketing campaign?

• A. SEO keyword ranking, number of unique visitors, and average time on site/page.
• B. Lead conversion rate and revenue per user.
• C. Email open rate and click-through rate.
• D. Traffic source distribution and bounce rate.

Answer: (A)

To evaluate a website-based marketing campaign, you want metrics that capture visibility, reach, and engagement. SEO keyword ranking shows how well the site appears in search results, reflecting how discoverable the campaign is to people searching for relevant topics. The number of unique visitors indicates reach—the total distinct people the campaign is drawing to the site. Average time on site or page measures engagement, showing whether visitors find the content worth staying to read or explore further.

Together, these metrics give a well-rounded view of how the campaign performs on the website: it reveals who’s finding the site, how many people are arriving, and whether those visitors are genuinely engaging with the content. Other metrics can be useful in specific contexts—like conversion rate or revenue per user for outcomes after visits, or email metrics for email campaigns—but they don’t provide the same balanced picture of on-site visibility, audience size, and engagement as this combination.