GinMalt grooming will use Google Anyalitics to track the success of the co-branding advertising effort. Google Anyalitics has in-depth tracking information that covers almost every conceivable metric. We will use Google Anyalitics to track to primary metrics; conversion rate and bounce rate. The conversion rate will inform us about how effective each ad variation is at causing consumers to perform a desired action. For GinMalt grooming a conversion is setting up a grooming appointment. The second metric, bounce rate, will allow us to better Taylor our ads to our customer base. Ads that have high bounce rates are not targeting the correct audience because the people who click on them quickly determine that the site is not what they are looking for. Minimizing bounce rates will make ads spending more efficient and maximizing conversion rates will make ads more profitable.
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