Top 10 Web Analytics Metrics

Home » Digital Marketing » Top 10 Web Analytics Metrics Top 10 Web Analytics Metrics

You launched your website. Is your job done?

No; as a business owner, you should measure how your website gains in terms of various relevant analytics metrics.

There are so many metrics that you can track on the analytics but you should not miss the ones that can really make or break your online business, so now, you should opt for a robust and powerful tracking tool for your purpose. And Google Analytics is a great choice for webmaster and for your business.

I have listed out an overview of the top 10 metrics that every website owner should consider religiously.

Website Traffic

Get your basic right about visits, sessions, users, unique visitors and repeat visitors. At the fundamental level, what will interest you is to know how many people have landing or visited your website. Your analytics platform will analyse your website traffic from two different ways:

Sessions – A session is the period time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, E-commerce, etc.) is associated with a session.

Users – The Users and Active Users metrics show how many users engaged with your site or app. In Google Analytics a unique identifier is associated with each user. This identifier can be a single, first-party cookie named _ga that stores a Google Analytics client ID, or you can use the User ID feature in conjunction with the client ID to more accurately identify users across all the devices they use to access your site or app.

At some point you will notice that sessions are going up but don’t ignore unique visitors. Here is where most of the marketers feel content because they have higher percentage of loyal band of visitors. Not live with this notion but instead boost your website discoverability to reach new audience for your website and business.

Traffic Sources

This metric will tell you from which online digital channels the visitor has entered your site. If you use Google Analytics there will be following channels: Direct (users that typed your URL directly into their browser, or who had bookmarked your site), Display (Traffic driven via Google Display Network – GDN), Organic Search (unpaid search), Paid Search (Google and Bing CPC Traffic), Referral (traffic that comes after clicking on external links present on any website that leads to your website), Social and Other (those traffic sources which are not classified or not mapped).

Analytics Traffic Sources - Channels

The key takeaway is you have to nurture all source of traffic if you want to see the performance of any traffic source.

Bounce Rate

I am sure when you think of bounce rate a sense of negativity will cut your mind. What does bounce rate means? The percentage of single-page sessions in which there was no interaction with the page. A bounced session has a duration of 0 seconds or simple written bounce rate refers to the percentage of visitors who landed on a particular page of your website and departed right away and not considered to visit any other page.

What should worry you is high bounce rates because it is an indication that your website page is not up to the mark in aesthetics, call to action, communications, content and sometimes readable. However, don’t dig the well as in certain cases a high bounce rate is normal. For example: A campaign landing page can have a high bounce rate but that is not the indication of the action taken on the page.

Bounce Rate

A high bounce rate can also guide you in identifying ways to engage your visitors better so that they are enticed to move forward on your site.

Conversion Rate

I am sure you are not running or developed a website for showing off. It definitely has a purpose and need of hour to come up with your website. The urgency could be driving attention to your online shop or website in the form of visits or with the objective to have specific measurable action (that could be buying a product, lead form, subscribing to an email newsletter, downloading an e-book, video viewing and more). And when the action happens you can consider that you have a converted a visitor. There are lots of terms that are coined such as click-to-visit rate, visit-to-lead rate, look-to-book ratio and many more. These percentages of visitors converting is the conversion rate. On Google Analytics you can configure a conversions as “Goals” and for e-commerce website it can be configured as “Sales”.


Conversion Metric

Conversion Rate metric is considered to understand ROI of the website and also to try to improve engagement on your website.

Average Session Duration (ASD)

This metric is very closely knitted with the content on your website and page where the visitors lands. In case if you are a publisher and you have healthy average session duration that means you have a higher chance of earning with higher eCPM. In case of e-commerce website or a service selling website or app; if the ASD is higher than chances of retaining the visitors becomes high and hence can increase your conversion rate.

Average Session Duration

Definitely, higher the average session duration the better the other metrics.

Landing Pages

You should definitely keep a close eye on the most visited pages or popular pages where the traffic lands. If you are making a sales funnel specially for your lead generation or e-commerce conversion-friendly sales funnel. Landing pages are the key to the gateways for a visitor to explore your site further. “Sticky” the landing pages with clutter free content, call-to-action, well-designed and more importantly all-trackable, then it will be very beneficial for your business.


Exit Pages

The flip-side of landing pages are the exit pages. These are the pages from where the visitors are leaving your website or terminating their journey on your website. It is always important to identify the reason of the exit as few exit are relevant like the “thank you” page of the lead generation campaign, “transaction successful page” of an online transaction. The theory is very clear; if your landing pages double up as exit pages then is most likely that users are not able to find that they were looking for.

Exit Pages in Analytics

Reviewing the exit pages and having a conversion ratio optimisation (CRO) strategy along with visitor nurturing program will able to create an experience till the last-mile.


This is the most relevant, difficult, researchable and analytical metric in any analytics world. It is straight-forward than unless you have a riveting content on your website page, users will find it not important to them. It is always suggested that to do an A/B testing to know what kind of content performs better and what doesn’t.

Mobile Traffic

Trying to make this article more India focused; by 2020 it is expected that 500M users will have 3G/4G connections. Some of the global companies has declared themselves as Mobile companies it is a clear trend that mobile is going to with the larger part of the audience in the globe. Google has also revealed that more than 50% of it searches are from mobile devices. One of the Google update was named as “mobilegeddon” on April 21, 2015 and a Google-backed project called as AMP – Accelerated Mobile Pages was launched on 7-Oct-2015 are some of the moves just to understand mobile traffic but also to serve mobile-device traffic better.

Internet Usage 2009 2016

Source: StatCounter

Mobile traffic metric will help you to understand whether your website is actually matching to that trend and is the consumption of content is better.

Network Referrals

Last but not the least. For any business engaging with their consumers and nurturing them across social networks is common. This metric will help you to gain insights across all social media platforms and which platform is sending more traffic. This is a sign that reflects your content consumption pattern and also social conversation. Well a right method to up your ante to get a reliable social media marketing strategy.

Social Media Network Referrals


I hope that nailed some of the important tracking metrics. Always consider your website + app seriously as it is the window of your business to the online world and it is important for you to know whether it is powerful enough to improve your presence and this can only happen only by robust factual data garnered via tracking.

This article discuss some of the basic analytics metrics that you can track, but if you wish to move ahead with more analytics success then you should opt for my Google Analytics Services.

About Ryan Govindan (21 Articles)
Father of ViVa, data-driven marketer, digital marketing professional and a doer.
Contact: Website

Leave a comment

Your email address will not be published.