Envision this: your website is more than a website. It’s your business, but online. It’s accessible 24 hours a day, 7 days a week and 365 days a year. Websites rarely take a holiday, apart from when they’re undergoing any major updates or launches. In a nutshell, websites are your digital billboard, with multiple layers (and metrics), to help you reach and serve people needing your services and content.

No pressure, right? Ditch the ‘uhms’ and ‘ahs’ and start looking at your website in a new light. Dive into your analytics and learn about these important website metrics for marketing that you should be tracking in 2021- as well as what you can do with the insights.

Goal Completion Metrics

Once you’ve nailed down the ultimate goal for your website (whether it’s getting someone to contact you, converting a sale, or getting someone to subscribe to a newsletter), not only do you need to design your website to foster this action, you need to make sure that your Google Analytics goals are set up to capture metrics like this so that you can measure performance. If you aren’t completing this goal, it may be time to revisit your UX/UI and consider revisiting your website. 


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Traffic by Source and Medium Metrics

This really does what it says on the tin. Figuring out where your traffic is coming from is highly important to any marketing strategy. Traffic metrics allow you to pinpoint what marketing channels are working, which ones need some more love and which ones are underperforming and may just simply not be right for your website. 

Some Mediums examples include;

  • Social Media (then broken down into source sections for Instagram, LinkedIn, Facebook, Twitter, TikTok, Youtube and so forth).
  • Email 
  • Referrals 
  • Paid Search
  • Direct traffic 
  • Partnership campaigns
  • Organic Search
  • Affiliates
  • And more campaigns

If you’re not already using UTM links to help track all campaigns that lead back to your site, this is vital for having a better understanding of your marketing channels’ performance. Here’s a handy UTM link builder template – that way you can track all of these metrics specific to certain campaigns, such as your Black Friday Sale or a Webinar campaign you ran. 

New vs Returning Users Metrics

Identify whether your traffic is indicating shifts in new or returning traffic. Returning users signal the relationship you’re building with your audience, making them more important than new users as they’re closer to conversion and understand your offering. To boost your returning user metrics, you need to make sure your content offering is serving their needs and being distributed in a way that works for them. New users are more directly linked with brand awareness and they sit at the very top of the funnel. If you see a spike in new user traffic, it can indicate increased brand exposure. If you’re struggling to increase new users, it may be time to revisit your SEO strategy and social media marketing. 

Audience: Geo Location 

Location metrics allow you to understand where your users are coming from and can help you tailor content as well as resources that can help them. Plus, you can make sure your website is understandable in their language based on their location. But finding out your users are located outside an area in which you are legally allowed to service means you need to rethink your content and website design to make sure you’re reaching people in which you can work with or sell to. 

Time on Page Metrics

The more the merrier is the way to go on time metrics. If your users are sticking around for longer and continue to dive deeper and deeper into your site visiting multiple pages, it means they’re genuinely interested and benefit from the content you’re presenting to them. This also means that the likelihood of them being interested in your service or product is high. Watch for which pages have the highest time on page rates and see if you can relay those insights to improve other areas of the website or update your content marketing strategy.

Top Pages 

Top landing page metrics are where you’ll find your secret sauce. Take learnings from the top most visited pages, paired with conversion rates (see below a few sections) and you can pull insights about topics, keywords, content and design that are working for these pages in particular. If you’re looking to improve your homepage, for example, have a look at your top-performing pages and then see if you can pull any concepts or ideas into it from what is performing the best. 

Exit Rate and Pages Metrics

Understanding why and when people leave your site is important- exit metrics will help you pinpoint the last thing users saw before they decided they weren’t getting what they were looking for or when they had lost interest. However, keep in mind that if someone spends a lot of time on one single page then exists, they may well have found the answer to their question but did not need further information. This is a case where there’s potential for them to come back as a returning user. 

Bounce Rate 

A website that performs well answers the question or resolves the issue your users have when they arrive. If the title of your blog post is misleading, for example, they’ll jump right back into their google search results and leave you in the dust (along with a damaged bounce rate metrics). The more accurate your website appears in search results and marketing campaigns, the more likely people stick around. You should also make sure your content and pages are very clear so that users can find what they are looking for. The least amount of clicks or scrolls is optimum, as digging around too much will lead users to exit your site and find something more straightforward.

Conversion Rate Metrics

Conversion metrics measure the number of people who came to your site against the number of people who converted into a sale, a call or even newsletter signups. You can measure the site as a whole while you can also use this metric to compare blog posts, landing pages and more. You’ll find what’s converting the most and then analyze what the takeaways are from that page and how they may be applied elsewhere.

Did you catch it all? We know there’s a lot of metrics to digest here, which is why we don’t like to leave you hanging. If you’re keen to start talking about understanding and making improvements to your website, from consulting, design or development, we’re here to help. You can always reach out, with no strings attached, even if you’re not ready to bring on an agency just yet. But if you are, that’s also great. Get in touch with us today, we can’t wait to meet you!