42 Must-Track Web Analytics Metrics to Skyrocket Marketing

In the digital era, data is king. Analytics provide the feedback loop for marketers to refine strategies and maximize ROI. But an overwhelming sea of metrics, dimensions and reports can leave teams suffering from analysis paralysis.

Focusing on the essentials separates high-impact analytics from vanity metrics. Here are 42 of the most vital web analytics metrics every digital marketer should be tracking in 2023:

1. Sessions

The number of sessions indicates how much traffic your website or marketing campaign is driving. It represents the instances of site/app usage and engagement over a given time frame.

Compare sessions over weeks, months and years to spot trends and quantify growth. Drill-down by source, campaign, geography etc. to diagnose channels driving traffic.

2. Pageviews

Total pageviews measures how many individual pages on your site were viewed. More pageviews means visitors are exploring deeper into your content.

Compare top landing vs. exit pages. Analyze pageview funnel fall-off to ID poor performing pages. Increase pageviews by improving navigation, on-site search etc.

3. Bounce Rate

Bounce rate shows the % of visitors that left your site after viewing just one page. High bounce means your site is failing to engage visitors enough to explore further.

Diagnosing entry pages with high exit rates reveals areas like poor page relevance, slow load times or confusing navigation that should be optimized to improve engagement.

4. Pages/Session

Average pageviews per session indicates website engagement levels and consumption of content. More pages viewed means visitors are spending more time exploring your content.

Low numbers signal your content isn’t resonating or navigation needs improvement. Use page-level data to increase depth of visit.

5. Average Session Duration

The length of an average session shows how long visitors are spending on your website. Higher times signal engaged visitors.

Fall-offs indicate problems. Review activities, site speed, mobile optimization etc. to minimize early exits. Exit intent technology also targets abandonment.

6. Conversion Rate

Conversion rate is the percentage of visitors that complete a key goal like email signups, purchases, content downloads, registrations etc.

Improving conversion is the top priority for most marketing campaigns. Use segmentation and on-site analytics to diagnose where users are dropping off in funnels.

7. Goal Completions

The raw number of visitors completing key conversion goals i.e. how many purchases, newsletter signups, activated accounts etc. happened.

Tracks the overall success and ROI of marketing efforts. Optimize site experiences, offers and messaging to increase conversions across goals over time.

8. Form Completion Rate

Percentage of visitors that fully complete and submit forms like email signups, inquiries, surveys etc. Extensive, complex fields decrease completion.

Use progress trackers, dynamic validation and minimal requirements to optimize forms for usability. Improves lead generation and signups.

9. Form Drop-off Rate

The % of visitors who start but don’t fully finish form submissions. Shows at which fields users are abandoning a process.

Commonly caused by friction points like compulsory info, complicated inputs or lack of value clarity. Reducing form fields typically improves completion.

10. Cart Abandonment Rate

In ecommerce, cart abandonment rate shows the % of visitors who add items to their cart but don’t complete checkout.

High rates erode sales. Use discounts, trust seals, gamification tactics, cart heat maps etc. to guide more visitors through purchase.

11. Top Entry Pages

Most-visited landing pages. Reveals best-performing pages for initial engagement along with visitor expectations and interests.

Optimize content, calls-to-action and conversion flows on key entry pages to capture more of your traffic. Promote top performers in marketing.

12. Top Exit Pages

Pages with the highest exit rates. Identifies weak points failing to engage visitors as well as technical issues hurting retention.

Analyze user behavior on exit pages to reduce drop-offs. Improve speed, navigation, pinch points etc. to retain visitors longer and nurture conversions.

13. Traffic Sources

Analyzing the sources driving website traffic shows the impact and ROI of individual marketing channels and campaigns in generating awareness, visits and leads.

Compare direct, organic search, social media, paid search, affiliate, email, referrals etc. Double down on high-volume, high-quality sources.

14. Keyword Conversions

Shows which search keywords are driving goal completions like purchases for SEO and PPC. Spot high-converting keywords to guide further optimization.

Refine targeting, bids and budget around profitable keywords. Eliminate unproductive keywords that burn budget without results.

15 Keywords Driving Traffic

Top keywords that are generating traffic helps optimize SEO and PPC strategies aroundsearched terms and topics that attract your target audience.

Optimize pages and content for ranking and relevance on trending and high-potential traffic keywords. Expand rank tracking.

16. Organic Search Traffic

Volume of website visitors coming from organic search engine results. Essential for measuring SEO success and diagnosing issues hurting performance.

Benchmark growth over time. Analyze rank fluctuations, technical problems, link impacts etc. Leverage insights to refine optimization initiatives.

17. Paid Search Traffic

Volume of visits driven by paid search ads in Google, Bing etc. Shows the impact of PPC campaigns in generating traffic and conversions.

Informs budget allocation decisions between channels. Continuously optimize ads, keywords and landing pages to improve PPC ROI.

18. Social Media Traffic

Analyze visits referred from social platforms like Facebook, LinkedIn, Instagram etc. Quantifies impact of social media marketing efforts.

Compare platforms and campaigns to optimize spending. Leverage insights to create more engaging social content and ad creatives.

19. Referral Traffic

Volume of referral visits reveals influence of brands linking to you, highlights overlooked partnerships and quantifies WOM sharing by readers.

Pursue partnerships and PR outreach with strong referrers. Enable social sharing to perpetuate referrals.

20. Email Click Through Rate (CTR)

In email campaigns, click-through-rate shows how compelling subject lines and content are in driving opens and engagement.

Higher CTR indicates relevant messaging and targeting. Review lowest and highest performing emails to refine ongoing nurture streams and promotions.

21. Email Open Rate

Open rate measures how many recipients open an email campaign, indicating attention-grabbing subject lines or sender authority to have emails opened.

Boost open rates through compelling personalized subject lines, segmenting disengaged subscribers and targeting engaged segments.

22. Email Conversion Rate

The % of email recipients that complete a desired action like clicks, orders, event sign-ups etc. Shows email content effectiveness at driving specific goals.

Improve email copy, offers, and calls-to-action to motivate more readers to convert. Test subject lines, content formats and sending cadence.


Number of downloads of key assets like whitepapers, ebooks, PDF guides, samples, trial software etc. Indicates content traction.

Highlight most popular gated resources in promotions and provide related content recommendations to encourage cross-downloads.

24. ROI of Paid Ads

Measures profit generated from paid advertising like PPC, social media ads, retargeting etc. based on conversions driven and costs.

Optimize bids, placements and creative to maximize conversion value from budget spend. Manage platforms, campaigns and keywords ruthlessly to sustain positive ROI.

25. Site Search Terms

Analyzing search keywords used on-site reveals topics visitors are seeking information on and gaps in existing content.

Add content to address informational needs and optimize findability. Ensure site navigation and architecture align with actual search behavior.

26. Site Search Conversion Rate

The percentage of on-site searches that result in a goal completion like file downloads, purchases etc. within the same session.

Indicates how well your site search is able to satisfy visitor queries. Optimize query results and recommended content to boost on-site conversions.

27. Site Search Exit Rate

The percentage of on-site searches that are immediately followed by the visitor leaving your website. Indicates poor relevancy.

Improve results page relevance, expand keyword synonyms and optimize site content to keep search visitors engaged rather than losing them to other sites.

28. 404 Errors

Page error rate indicates broken links,removed pages, site issues redirecting requests etc. Frustrates visitors.

Fix underlying problems. Use custom 404 pages to redirect visitors to relevant sections rather than losing them. Monitor weekly.

29. Site Speed

Faster site speed reduces abandonment and boosts conversions across devices. Page load time metrics show real-world visitor experience.

Set speed targets e.g. <3 sec load time. Diagnose pages slower than target. Optimize images, code, hosting etc. to accelerate site-wide.

30. Traffic by Device Category

Analyze visitors by device category like mobile, tablet, desktop etc. Accounts for differences in behavior and needs.

Informs tailoring of experiences for each device type. Ensures platform capabilities are optimized e.g. mobile pages for small screens.

31. Traffic by Browsers

Compare visitor traffic from browsers like Chrome, Safari, Firefox etc. Spots compatibility issues affecting segments.

Optimize site design, functionality and security for popular browsers. Identify poorly performing browsers and debug causes.

32. Traffic by Location

Analyze visitor traffic by country, region, city etc. Highlights opportunities in underserved geographies.

Informs localization like languages, currencies etc. Diagnose issues specific to a geography like slow page loads.

33. Traffic by Time

Visitor traffic by time of day, day of week and seasonality reveals usage patterns.

Informs staffing, uptime monitoring and promotion scheduling. Identify periods of low traffic to boost engagement.

34. Top Content by Page Views

Content like blog posts that attract the most pageviews should be benchmarked and promoted to amplify impact.

Reuse high performing themes, topics and formats. Expand distribution through repurposing content into multiple formats.

35. Scroll Depth

Scroll tracking shows how far down a page visitors scroll before leaving. Indicates engaging vs. ineffective content.

Optimize page layout, hierarchy and length by analyzing fall-off by section. Place key info above the fold. Follow with value-adding complementary content further down.

36. Clickmaps

Click heatmaps visualize on-page clicks to reveal engagement hotspots. Uncovers navigation issues and optimization opportunities.

Redesign page layout based on actual usage patterns. Place key CTAs and information in high-visibility spots that attract eyeballs.

37. A/B Test Conversions

Running A/B tests lets you benchmark landing pages, offers, content etc. against the existing version and statistically identify improvements.

Implement changes that lift conversion rate. Test iterative changes over time to drive continuous optimization.

38. Cohort Analysis

Analyze groups of similar users by common attributes like sign-up date, first purchase etc. Identifies high potential segments.

Informs tailored experiences and offers for each cohort. For example, onboarding new users, re-engaging churn risks, upselling loyal users etc.

39. Customer Lifetime Value

The revenue generated from a customer over their entire lifespan with your business. Quantifies long-term value beyond initial purchases.

Informs retention initiatives and loyalty programs. Calculate CLV for market segments to focus high-margin products and services.

40. Net Promoter Score (NPS)

NPS measures brand loyalty based on how likely customers are to recommend you on a 0-10 scale. Higher equals more evangelists.

Benchmark and monitor NPS over time. Improve product experience and support to increase positive word-of-mouth and organic growth.

41. Voice of Customer Data

Analyze sources like surveys, reviews, and social media for unfiltered feedback directly from your customers on their experience.

Identifies pain points and new feature opportunities. Incorporate insights into product dev, content creation and customer service improvements.

42. Sales Cycle Length

The average time taken for prospects to move through initial interest to closed deal. Longer cycles require more nurturing touchpoints.

Optimize sales process and accelerate time-to-close through automation. Define benchmarks by product, deal size, industry etc. to set targets.

Key Takeaways

Analytics underpin data-driven marketing. But focus your tracking on metrics that truly matter. Avoid vanity metrics that give little actionable insight.

Set KPIs around engagement, experience and conversions. Continuously optimize to improve website and campaign performance. Use both web analytics and marketing automation data.

Segmenting metrics reveals optimization opportunities within niches. Tie analytics to clear business objectives. Let data guide strategies, activities and tools to maximize marketing ROI.

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