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Add source buckets and conversion rate to Marketing Metrics handbook page

Shane Rice requested to merge srice-update-marketing-metrics-for-buckets into master

Why is this change being made?

The Inbound Marketing team is moving to measuring inquiry submission as our primary KPI and we want to update the handbook to reflect this change. This update adds relevant data for source buckets for submissions by Google Analytics medium and defines a couple of different conversion rates we find useful.

@dmor can you review and merge if you agree with these?

cc @dpduncan @darawarde

Author Checklist

  • Provided a concise title for the MR
  • Added a description to this MR explaining the reasons for the proposed change, per say-why-not-just-what
  • Assign this change to the correct DRI
    • If the DRI for the page/s being updated isn’t immediately clear, then assign it to one of the people listed in the "Maintained by" section in on the page being edited.
    • If your manager does not have merge rights, please ask someone to merge it AFTER it has been approved by your manager in #mr-buddies.
    • If the changes relate to any part of the project other than updates to content and/or data files please make sure to ping @gl-static-site-editor in a comment for a review and merge. For example changes to .gitlab-ci.yml, JavaScript/CSS/Ruby code or the layout files. (this requirement has been removed pending identification of a new DRI for the handbook)

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