Located in a small shop-lot near Jalan Besar, Kuala Lumpur, CM specializes in apparels and accessories targeted towards young working adults. CM was established in 2015 and has been performing well in terms of its sales volume. Dan, the owner has expanded his business online and consulted you, the Digital Marketing Manager, on e-marketing performance measurement related issues.

It is a known fact that certain percentage of site visitors could be lost at each stage in making a purchase. Discuss four potential reasons. 

Dan intends to monitor and improve his social media marketing programme. Discuss the various metrics that could be used to measure and manage the social media marketing.