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Quote: The number of visitors is one way of measuring an e-commerce site’s ability to attract potential customers. But visitors and browsers—defined as visitors who view two or more pages on the same visit—don`t have the same significance when measuring the success of a search campaign, according to a recent report on search metrics from search engine marketing firm MoreVisibilty.

That makes the visitor-to-browser ratio a key measure in determining whether a search campaign has been successful and in planning future campaign spending, says Joe Laratro, CTO at MoreVisibility. That measure calculates the percentage of visitors (those who click through to a site) who go on to surf a site (view multiple pages)...