Capture The Conversation

Best Practices


Is Average Session Duration the Best Fallback for Measuring Performance (When Goals Are Not Used)?

Gregory Nostrant, July 23, 2015

Interpreting data and analytics is a constant effort here at Room 214, as we support the work we deliver with intricate reporting designed to impact our client’s greater marketing goals. Clarifying and expanding upon data for our clients is foundational throughout our agency.

Website Magnifying GlassOne recent hypothesis that arose was ‘Does the average session duration (spent on a website) correlate with a respected page conversion metric?’ As one would presume, the longer a visitor spends on a website the higher the conversion (engagement) rate. We tackled this thought head on with a sample of six clients from either business to business or business to consumer markets. To help our sample be more representative, we increased our test to six samples. In addition to helping reduce bias error, we measured the data for each sample in different quarters and different years.

Through Google’s Analytics Acquisition and Channels tab, we were able to collect the data of average session durations and goal conversion metrics ranging from email sign ups to form fill outs. Once the data was analyzed through Pearson’s Correlation Coefficient formula, the results validated that average session duration is in fact correlated with the Goal Conversion Rate.

Search Magnifying GlassThrough these findings we hope to demonstrate how important it is to have high quality, engaging content across your website. In particular, landing pages should have goals associated with them but in the absence be sure to measure performance based on average session duration. By employing content such as (Interactive Video), (Video Scribing), and (Infographics), your web content can really make the difference between a quick website visit and a more meaningful action.

To take this experiment a step further, we wanted to determine if pages per session had any correlation with a respected page conversion metric. While using the same parameters of the first study, the results indicate that there is a weak positive relationship. By discovering that pages per session have less of an impact on a respected pages conversion metric, we hope to see all of you focusing your attention to attain higher average session durations.

Posted below we have condensed our data for these experiments and averaged the six samples of both the Average Session Duration and Pages per Session.

Avg. Session Duration Image
Avg. Pages per Session Image

Conflict and Happiness — Two Peas In A Pod

James Clark, July 23, 2015

“Hey — knock it off!!!”

More often than not, conflict is seen in a negative light. Children are sometimes interrupted by parents when they argue with a sibling; however, this strategy stifles the child’s ability to work out the problem, and the parent finds herself managing the same battle over and over again. Learning to deal with conflict at a young age leads to children becoming critical thinkers as adults, leading to creative solutions to issues on the job.

Read More

Buying Online Advertising Header

The Ad Buying Food Chain: How Purchasing Online Advertising Works

Jason Cormier, April 7, 2015

I always love the opportunity to get a greater understanding of the work within my occupation. As much as I enjoy the many points of view on digital advertising, I’ve found knowing the foundational elements central to the (ad) food chain has helped me have smarter conversations. Read More


Facebook Image Sizes Quick Reference Infographic (2015)

Brent Walker, January 23, 2015

Knowing what size to create and upload photos to the ever-changing landscape that is Facebook can push even the calmest people to the brink, so we collected all the information you could need into an easy-to-read and visual infographic detailing every image you’ll ever upload.

Read More

Twitter Image Sizes Quick Reference Infographic (2015)

Brent Walker, January 22, 2015

Images on Twitter seem simple, but there are a lot of nuances to the sizes images are uploaded and displayed at – especially with Twitter’s responsive layout. This infographic should act as a quick-reference guide to optimizing the images on your Twitter feed for maximum effect and engagement.

Read More
2015 Digital Marketing and Social Media Trends

The Top 3 Digital Marketing and Social Media Trends in 2015

Jason Cormier, December 24, 2014

As an annual wrap-up on behalf of Room 214 — I’d first like to give thanks to all who’ve helped us reach the ten-years-in-business mark as a “born digital” agency.

As Robb High says, “you’re never wrong at the time you make your predictions.” Humbly, the experience gained from a range of forward-thinking clients helps make the following forecast in digital marketing and social media trends for 2015 a fairly confident one.

Read More

How To Reach Your Facebook Fans

Leah Lesko, December 23, 2014

Learn more about Facebook’s announcement to prioritize ‘engaging’ content and how it impacts your content strategy.

Read More
Screen Shot 2014-10-10 at 4.51.13 PM

Productivity Apps for Agency Survival

James Clark, October 13, 2014

I’ve been using a few apps for scheduling and communications which have made a positive impact on my personal productivity.


We’ve all been subjected to the pain and suffering associated with managing our own personal, family, team, client and agency schedule. It’s a nightmare with endless frustrations.

Read More

3 Takeaways From Snapchat’s Pitch Deck

Laura Oxler, August 19, 2014

The “We reject your $3 million acquisition offer, Facebook” app is ready to get serious and make some money. Here are 3 points the app wants to get across to advertisers.

Read More
Don't Get Scroogled

Don’t Get Scroogled

Matt LeBeau, May 1, 2014

For many people, no recent update has been more confusing than the changes to Google accounts and services, including the forced connection between Google services like YouTube and Google+. While the most publicized aspect of this change was the elimination of anonymous YouTube comments, the related effect was that in order to post a new comment on YouTube, users first had to join Google+.

Read More