Your website is one of the most important assets your business has.
And every top-performing business pays close attention to its most important website metrics.
Obsessing over the details, from big things like your traffic to smaller details like how fast your pages load, can give you the edge over your competitors. Here are some of the most important metrics you should track and share free ways to improve each metric.
1. Website Traffic
2. Traffic Sources
3. Page Load Speeds
4. Search Engine Impressions and Clicks
5. Goal Conversions
6. Top Pages
Why Website Metrics Matter
Website metrics are how you measure your site’s performance. Metrics tell you what’s working, what’s not, and where you can improve.
Without paying attention to your metrics, you’re working off assumptions, and you have no idea how much your website helps your business grow or the opportunities you’re missing.
Honestly, it doesn’t need to be complicated or time-consuming. The metrics we’ll discuss today can all be measured in minutes, using free tools like Google Analytics.
6 Website Metrics You Should Measure
There are so many metrics you can measure — the choices are almost unlimited. But just because you can measure something doesn’t mean you should. In this post, You’re going to see six metrics that matter to your business. Let’s jump in.
Traffic is essential for any website; this metric tells you how many visits your site receives. In many ways, it’s the metric you should measure because without traffic, there is nothing else to measure.
Traffic tells you how many people visit your website over a given time, and it’s a great way to tell if your website is growing, standing still, or even in decline.
Once you’ve learned how many visits your website receives, it’s worth finding where that traffic is coming from. This tells you how people come to your website and helps you determine:
- The sources that drive the most traffic.
- Ways you can grow your traffic.
This data is available in Google Analytics and, by default, is grouped into six channels:
- Direct: Traffic from entering your URL directly into the browser address bar.
- Social: Visit from social media channels like Facebook, Twitter, and LinkedIn.
- Email: Clicks from email campaigns, or links within any email message sent (e.g., email signatures).
- Organic Search: Traffic from search engines like Google and Bing.
- Referral: A visit to your site from a link on another page.
3.Page Load Speed
The faster your pages load, the better, for two reasons:
- People HATE waiting for web pages to load; if your pages don’t load instantly, some visitors will bounce before they consume any of your content.
- Faster page speeds help sites rank higher in Google.
4.Search Engine Impressions and Clicks
Search engines are one of the best ways to grow traffic to your website. For example, Sumo generates over 170k clicks each month from Google alone:
The great thing about SEO work is that it compounds over time. Look at how the clicks to Sumo from Google have trended upward over the past 12 months:
When measuring search performance, focus on two metrics:
- Clicks: The number of times a user has clicked through to your site from Google.
- Impressions: The number of times your site has shown in search results.
These two metrics go hand in hand; often, as impressions increase, so will clicks. But if you see impressions increase and clicks stay the same, this gives you some opportunities to improve.
What’s the action you want someone to take when they visit your website?
Maybe it’s an email sign-up, making a purchase, or downloading a lead magnet. Whatever it may be, you can often measure your goal with Google Analytics.
In Google Analytics, you can measure goals in four ways:
- Destination: Visiting a specific URL on your site.
- Duration: Sessions that last a specific amount of time or longer, like 1 minute or more spent on your site.
- Pages/visit: The number of pages you’d like people to visit per session.
- Events: An action you desire people to take on your website, such as played a video or clicked a CTA.
By measuring goal conversions in Google Analytics, you get a quick snapshot of your site’s performance and the progress you’re making toward your goals.
With most websites, you’ll find that the Pareto principle — AKA the 80/20 rule — rings true, with the most traffic to your website coming from just a few of your top pages.
This is certainly true of the Buffer Library, a hub for SEO-focused content.
When just a few of your pages account for so much of your traffic or sign-ups, it’s important to keep an eye on how those pages perform.