[Ted S]

KPI stands for Key Performance Indicators and are a subset of metrics that you should be monitoring constantly to gauge your growth, challenges and overall site success.

Keep in mind that marketing ties into the whole user experience. I can drive millions of people to your website, that's what I do -- but if they get there and the site doesn't meet their needs, doesn't have a clear path, action or way to take the next step -- people will leave and all the marketing in the world won't stop that. When you think about a campaign, think about the objective you want the user to make it through, how you are going to measure if they make it through and how you are going to tell what is going wrong when they don't.