Don't Shrug
The weight of the world rests on understanding your organization's Web stats.

By
Liz Murphy
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Think of online conversions as the equivalent of direct-mail response rates. In direct mail, the number of total pieces mailed is divided by the number of responses to yield your response rate. It’s the same formula for the online world, except “total mailed” is “unique visitors” (number of individuals who visit your site) and “responses” are “online actions” (donations, memberships, e-mail subscribes, etc.).
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- Companies:
- American Diabetes Association

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