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It's probably most important to keep your eye on the outcomes you're expecting from your site, whether it's orders, sales leads, downloads, or something entirely different. Establishing goals for your site should be one of the first you do in the planning process, and your primary analytics data collection should be structured to measure your success. Most importantly, you can use conversion rates to determine which types of content are producing the most conversions and which audience segments you are reaching with your content. And, of course, which pages are not doing as well and which segments are not responding to your message.
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