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Channel buyer behaviour 

Describes which content is 

visited, time and duration.

Channel outcomes 

Record customer actions taken as a 

consequence of a site visit.

Channel profitability 

The profitability of the website, 

taking into account revenue and cost and discounted  

cash flow.

Channel promotion 

Measures that assess why 

customers visit a site – which adverts they have seen, 

which sites they have been referred from.

Channel satisfaction 

Evaluation of the customer’s 

opinion of the service quality on the site and supporting 

services such as email.

Churn rate 

The proportion of customers (typically 

subscribers) that no longer purchase a company’s 

products in a time period.

Click ecosystem 

Describes the customer behaviour 

or flow of online visitors between search engines, media 

sites, other intermediaries to an organisation and its 

competitors.