It is possible to write Integrated Path Analysis in the format of a set of formulas:

This puts online analysis on the same footing as any other form of sales analysis.

The only other important number we need at this point is total visitors. This enables us to convert any of the figures in the Integrated Path Analysis into absolute numbers. Presenting web analysis in this format is instantly understandable by management staffers who are not involved in the web. In addition, for our own purposes, these numbers offer an obvious set of key performance indicators by which we can set targets and assess improvements.

When we do start working on specific improvements, we will need to start using more detailed metrics that reflect activity in those areas.

For example, clickthrough rate tells us something about the design of our ads, whereas average duration for a specific page tells us how people are using that page (see "Framework for Performance Assessment" for further information in this regard).

However, over the years, I have come to see the information offered by Integrated Path Analysis as the best single statement of affairs about a website we can have. It is viewable at a glance, yet the individual components contain a wealth of information about the performance of the entire online process.