To succeed in online marketing, you need an effective website. The key to telling if it’s working or not is website metrics!
There are many different types of data available through Google Analytics and other tracking platforms like Adobe Digital Insights (ADI). It can be overwhelming to determine which ones matter most or figure out what they all mean for your site’s performance.
Here, we’ll dive into a few key website metrics to track. Keep in mind that you should expand and look into other data points as time goes on, but these 5 are sure to get you started!
Pageviews give you an idea of the total number of times your pages have been loaded in a browser. The more times a page is viewed, the higher its view count will be. For example, if someone views and then reloads an article or submits new information onto your website without leaving their browser, this counts as two visits. This metric is important to track because it can help your narrow down the most-viewed pages on your website.
Also known as unique users, this metric measures users who have visited your website at least once and it counted only once during the time reporting period. Understanding how many unique users you have each time period can help give you a sense of new vs. returning users, as well as overall website growth. Depending on the nature of your product or service, your unique users might be vastly different from pageviews, meaning that you have a lot of returning users.
Bounce rate is the percentage of visitors who leave your site after viewing only one page. This metric is important to track because it can be an indicator of whether your site is providing what users are looking for. If you want to reduce bounce rates, the first thing that needs analyzing is what’s causing people to visit your site in the first place. Then, work with your UX/UI team to define what is causing users to leave after visiting one page. Are there no calls-to-action? Are your products/services hard to find? These are the types of questions you can look to answer if your bounce rate is too high.
Average Time on Page/Site
Time on site measures the average amount of time visitors spend on your site. This metric is important to track because it can give you an idea of how engaging your website is and how long people are spending on it; the longer you hold visitors on a page, the better. A longer average time duration generally indicates that you are attracting quality visitors who are benefiting from your website features or the information you have shared with them.
Pages Per Visit
Pages per visit measures the average number of pages that visitors view during a single session on your site. This metric is important to track because it can give you an idea of how much content on your site is being consumed each time a user visits.
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