Measuring audience loyalty

Omniture (and other analytics packages) have a section on “Loyalty”. The stats are misleading though. The “Return frequency” report, for example, double-counts multiple visits which makes results look far more favourable than they really are.

An alternative is using the loyalty score. When most users return with a week it gives a value higher than Daily Unique Visitors. When most users don’t return with a week the value if lower than Daily Unique Visitors.

For example, here is the extreme case of no visitors returning within a week:

Total Daily Unique Visitors for last week = 10M
Weekly Unique Visitors = 10M
Loyalty score = TDUV / WUV = 10M / 10M = 1M

Here is the other extreme where all visitors return every day:

Total Daily Unique Visitors for last week = 10M
Weekly Unique Visitors = 1.4M
Loyalty score = TDUV / WUV = 10M / 1.4M = 7.14M

The site i work at has a loyalty score of: 8M / 7M = 1.1M



Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s