Latency:

• The average number of days between visits for a given visitor during a reporting period. For example, those who visit on average of every seven days.

You must make sure when analyzing the performance of specific marketing campaigns or sales to take the latency factor into account. Just because your campaign did poorly on sales at first does not mean that people won’t necessarily come back a few days later to check out what you’re advertising or make a purchase.

Remember that viral marketing inherently has a latency period for the message to spread.

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Glossary Definition From Website Magazine, February 2008.

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