Key Website Metrics Every Business Should Track
Business owners and marketing teams invest significant time into marketing efforts, however understanding how website metrics truly reflect the performance of your website and digital marketing efforts can be challenging.
By tracking key metrics, you can not only gauge your progress but also optimise your marketing strategies, guide decision-making, and identify areas for improvement. There are so many metrics within each platform which can be overwhelming, ultimately there are a few key metrics coupled with your own website metrics which will give you the best picture of how your marketing is going.
Here are the key website analytics and metrics you should be regularly checking.
Sales or Leads
Ultimately, the success of your digital advertising campaigns should be measured by their impact on your bottom line. Keep track of the number of sales or leads generated from your ads or marketing channels. Ideally having this data flow back into Google Analytics will help you identify where your sales are coming from.
Website Traffic Sources
Understand where your visitors are coming from and which sources are driving the most conversions. This insight allows you to allocate your resources effectively.
Website Traffic Growth
Monitor the growth of your website traffic month-on-month and year-on-year. This helps you identify trends and opportunities for further expansion.
Website Engagement Rate
Measure how engaged your website visitors are by tracking metrics such as top page views, engaged sessions, engagement rate & events. If your Google Ads campaigns have the highest engagement rate of all your website traffic, you might want to invest more into this channel.
Demographics of Website Visitors
Gain insights into the characteristics of your audience, including their geographic location, device usage, and age. This information can inform your targeting and content strategies.
Conversions & Conversion Rate
Calculate the percentage of website visitors who take a desired action, such as making a purchase, contacting you, or signing up for a newsletter. This metric indicates the effectiveness of your advertising in driving conversions. Often email marketing has a very high conversion rate and understanding which emails resonate with your audience can help inform your future email campaigns.
Customer Lifetime Value (LTV)
Understand the long-term value of your customers by calculating their lifetime value. This helps you prioritise high-value customers and tailor your marketing efforts accordingly.
Cost Per Acquisition (CPA) or Cost Per Conversion
Calculate the average cost you pay to acquire a customer or generate a conversion. This helps you assess the efficiency of your advertising spend.
ROAS (Return on Advertising Spend) or MER (Marketing Efficiency Rate)
Measure the revenue generated for every dollar spent on advertising. A high ROAS or MER indicates effective advertising performance.
Empowering Growth Through Data Analysis
By consistently tracking these key metrics and leveraging the insights gained, you can fine-tune your digital advertising strategies, maximise your ROI, and drive sustainable business growth.
Remember, data-driven decision-making is the key to success in today's competitive digital landscape.
Essential Tools for Gathering Website Metrics
To gather information about these metrics, you can utilise various tools and platforms:
Your website platform's built-in analytics (e.g, Shopify, WooCommerce).
Google Analytics (GA-4) for comprehensive website tracking and analysis - This is the most common (& free) way to gather website analytics.
Google Search Console for monitoring organic website performance in Google search results.
External analytics programs like Triple Whale for more advanced analysis, particularly for large e-commerce businesses.
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