Winning the Zero Moment of Truth - Measure Success

June 2011

Bounce rate metrics are a huge concern for Google Digital Marketing Evangelist Avinash Kaushik. He asserts that success is measured by more than the number of times someone clicks "add to cart". By analyzing non-revenue-based gains, you can adjust both tactical and strategic plans to ensure short and long-term results. A true indicator of success is the customer that makes repeat purchases and becomes an active fan of your brand.

‘I came, I puked, I left.’ You work really, really hard on all these ZMOT campaigns, and your glory is plastered all over the web. And people come to your site, puke, and leave instantly because it’s such a horrid experience.

Avinash Kaushik, Digital Marketing Evangelist

Zero Moment of Truth (ZMOT)