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In assessing conversions, going a step further and looking at the conversion rate, helps provide more context as to your performance. You could also look at metrics like:
- Conversion by traffic source, and conversion by traffic source by device
- Conversion by geography
- Conversion by time of day
- Conversion by piece of content, or URL/internal source
These can help give more color on your conversions performance. Occasionally you need an intermediary metric to optimize against, and that could be attention. Attention is correlated with conversion rate, so where conversion rate isn’t available, optimizing to that, will help ensure you have the best conversion rate possible (given the audience/proposition/targeting/creative/landing page).
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