In order to increase clarity about what to measure and how to measure it, TL deploys its 4x5 conversion cube. The cube defines the four steps to a successful on-line customer relationship: visitor acquisition, visitor engagement, visitor “conversion” (also known as the Key Performance Indicator or “why did I build a site in the first place); and customer retention (upsell, cross-sell, re-sell) The cube also provides a matrix to set up measurement for each of these key steps for the five different types of sites (and many organizations have a mix of these)--each with their own goals and measurement protocols. The five site types are: brand (or ”awareness”); e-commerce (direct sales); content provider (or publisher); lead generation; and self-service. Using the conversion cube, each step can be set up for measurement; and each content area can be deployed, optimized or retired depending on its measurable contribution to web ROI.