Web Analytics Key Metrics - Web analytics

What are key metrics? How they are used?

Key metrics popularly known as Key Performance indicator is a measurable value that tracks the company’s business achievement its objectives. You have a website and it has a tracking code in it. Now, you need to make sure what you want to measure. To measure, to evaluate business targets key metrics are used. Analyzing may help you retain your customer and hold them.

What to Measure


  • Page views – Page views are the number of views of a page. Multiple pageviews can be possible in a single session. If pageviews is improved, it directly influences Ad Sense revenue and average time on website.
  • Bounce rate − Bounce rate reflects the percentage of your visitors returning back only after visiting one page of your website. It helps you to analyse how many visitors are doing so. If the bounce rate of a website increases, it is webmaster’s headache.
  • Pages per session – This helps in finding out the number of pages that surfed in a single session. For example, a user visited your website and surfed 3 pages, then the website pages/session would be 3.
  • Demographic info − Demographic data identifies Age and Gender. With the help of Demographic Info, percentage of Male/Female visitors coming to your website can be analysed. To analyze the ratio of this data, you can make a strategy according to genders. Age group data helps you to find upto what percentage of the age group is visiting your website. So, you can make a strategy for highest percentage of age group visitors.
  • Devices − This data shows the devices info. In devices info, you can easily identify number of percentage of visitors that has come from mobile, how many have come from desktop, how many have come from tablets, etc. If you think that mobile traffic is high, then you are responsible for website traffic.


Traffic sources − In the acquisition, you need to check all your sources of the traffic. Major sources of the traffic are −
  • Organic traffic as you know is the traffic coming through all search engines (Google, Yahoo, Bing....)
  • Social traffic is the traffic coming through all social media platforms (like − Facebook, Twitter, Google+, ...)
  • Referral traffic is the traffic that comes through your website that is linked.
  • Direct traffic is the traffic that comes directly to your website. For example, typing the url of your website, clicking on the link of your website given in emails, etc.
  • traffic_source
  • Source/Medium −This source medium gives you an idea of the sources from where you are getting traffic (Google, Yahoo, Bing, Direct, Facebook...).

Site Content

Landing pages − Landing pages initially are the pages where the visitors land first (normally, home pages of the websites are the landing pages). With the help of this metrics, you can search the top pages of the website. With the use of these metrics, you can estimate the number of pages that are getting 50% or more traffic of the website. So, you can easily find out which type of content really works for you. Further, based on this analysis, you can plan further the next content strategy.

Site speed − Site speed is the metric used to check page timing (average page load time). With the help of this metrics, it is easy to find out which page takes more time to load. You can also analyse how many pages have taken high time to load, etc.

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