A structured measurement and improvement programme is necessary to assess a website's effectiveness. Actions can then be taken to adjust the website strategy or promotional efforts.
The processes and systems intended to monitor and improve the performance of an organization are based on the study of performance measurement systems.
Organisations define a measurement framework which defines grouping of specific metrics used to access digital marketing performance.
Techniques to collect metrics include the collection of site visitor activity data such as that stored in web analytics systems and in site log files.