Internet.com describes the importance of online metrics: "Web analytics is becoming one of the hot sectors in Internet marketing and e-commerce technology. Increasingly, brand and e-commerce managers—under pressure to deliver return on investment—are looking at technology to help shape and optimize their websites." This article deals with the needs and strategies of online marketing metrics. The author throws light on the various aspects of Internet metrics for web design and development, web page, marketing and promotional elements, financial parameters, search engine optimization, technical services, etc.

Internet marketing has now become a part and parcel of the overall marketing and selling activities of most companies. Therefore, it is essential to know about marketing metrics, which are applicable to traditional marketing, and apply the concepts with suitable modifications, to online marketing. Marketing metrics can be defined as "measurements that help with the quantification of marketing performance, such as market share, advertising spend, and response rates elicited by advertising and direct marketing."Along the same lines, online marketing metrics is the quantifying of web marketing initiatives in terms of their effectiveness by way of performance, market share, customer response, branding and return on investment.

Internet businesses, social networking sites and individual networking (blogging) are attracting individuals and communities towards web marketing. There are now millions of websites in virtual space and it is essential for web businesses, social sites and individuals to be top in their web sphere. In the jungle of websites, it is essential for a web- owner to know where his website stands among competing sites, whom it attracts, how many it attracts, the reasons behind attracting the prospects and the cost of attraction. The web-owner also has to know the exact paths for improvement and the cost of improvement. Online marketing metrics is the way of responding effectively to these issues.

Online Marketing, E-Business, E-commerce Technology, Internet Metrics, Internet Marketing, Social Networking, Businesses and Consumers , B2C, Promotional Cost, Internet Marketing, Brand Equity.