Business objective helps you identify the point at which your site expense becomes effective.

Think of it as your site’s break-even point. The business objective metric measures how many conversions you’ll need to break even. Anything beyond that is profit. Knowing this figure helps you set goals and gives you parameters from which you can determine your SEO (search engine optimization) effectiveness. The formula:

• Business objective = total conversions needed to break even or turn a profit.

The value can be measured in dollars, number of opt-in subscriptions, reduction in calls to the tech support line, number of members, etc. The value will be determined by what type of site it is.