8 Key KPI Website Analytics to Track

KPI Website Analytics are objectively measured key performance indicators used to enhance website performance and inform online strategy. They provide crucial insight into user behaviour and help website and marketing managers in their business operations.

What are KPIs?

KPIs or key performance indicators are a set of quantifiable measurements used to gauge a company’s success against its business objectives to determine its success and achievements. They are particularly helpful when measuring a marketing campaign’s success or your business’s overall online success against your competitors.

KPIs can come in various forms, including financial, customer-focused, satisfaction-focused, or process-focused monitoring operational performance across the business.

Marketers usually track website analytics within Google Analytics 4, a platform designed to collect, evaluate and monitor the data on your website.

Types of KPI Website Analytics

• Sessions and Users

The number of sessions and users is a crucial key performance indicator as it tracks and monitors all traffic sources on your website. This is one of the key performance metrics as it is a great indicator of how your business is performing online and its online visibility. Make sure to consider how the website traffic develops to make informed decisions about your future SEO efforts and digital marketing strategy.

• New and Returning Visitors

The number of new and returning visitors can tell you so much about your online performance. As a rule, returning visitors have already shown a certain level of interest in your website; the next step is to guide them further to the funnel and monitor the data to see how regularly they return. Tracking the number of new users on your site indicates that your website is being found.

By monitoring the behaviour of both sets of users, you can appropriately inform your future marketing efforts. Ask yourself, are new and returning users both exiting off a certain webpage? This could mean the webpage they are landing on is not fulfilling their needs; use these actionable insights into user engagement to make data-driven decisions.

• Bounce Rate

Bounce rate is the percentage of visitors who quickly leave a website after only visiting one webpage. A low bounce rate usually correlates with a higher session duration on your website and a higher number of pages viewed per session. The average bounce rate across all industries is around 47%, but the bounce rate varies by device, with mobile having an average bounce rate of 51%. Search ‘bounce rate per page’ in GA4 and see the top 10 pages via bounce rate.

• Goal Conversion Rate

A goal conversion rate is the percentage of people who take an action on your website. Some examples of goal completions or goal conversions include a purchase, newsletter sign-up, call or contact form submission. These conversions can be set up within Google Analytics 4, which can be tracked and assigned a monetary value to understand how much revenue a conversion creates.

Monitor your conversion rate through various angles, including on different landing pages, channels and products, to streamline your strategy and improve your conversion goal rate.

If you’re a small business looking for more key website analytics to track, see our blog here.

• Average Page Load Time

The KPI Website Analytic of the average time it takes to load is important to monitor your website’s performance and how this can affect your visitors. If your website has a long loading speed, user experience could be affected, and visitors could be leaving your site within a short time frame without exploring any of your website or content.

The ideal page loading times are between 0-2 seconds. However, 3 seconds is also an acceptable loading time. Anything above 3 seconds increases the likelihood of visitors leaving your site. A low average page load time can improve the time visitors spend on your site but must go hand in hand with that webpage providing relevant information instantly to your user.

• Average Session Duration

Average session duration is a good KPI Website, Anslytic, that can inform you and your team what level of quality the traffic you are receiving is. This can help you understand if your website is appearing for the right search terms whilst also allowing you to understand better if the content on your website is relevant and providing value for your customers.

• Top 5 Search Queries

The top 5 paid or organic search queries that lead visitors to your website can provide deep insight into how your website is performing. Is traffic coming from the correct search terms or irrelevant ones that do not relate to your business or niche at all? Is your website only appearing and receiving traffic for one specific type of search intent, or are you covering all bases for your target audience?

• Pages per Session

Similarly to the top 5 search queries and bounce rate, the number of pages a user visits per session can show the quality of traffic your website attracts. Are your users finding your website worthwhile and relevant to their original search terms? Are internal links encouraging them to remain on your site and find out more, or are they dropping off after their initial visit? How many pages are being visited on average?

What KPI Website Metrics Should I Track?

• Sessions and Users
• New and Returning Visitors
• Bounce Rate
• Goal Conversion Rate
• Average Page Load Time
• Average Session Duration
• Top 5 Search Queries
• Pages per Session

Now you know which metrics to track you need to know how to find them, check out our blog ‘How to Check my Website Analytics‘ for the steps.

Conclusion

KPI Website Analytics are key performance indicators that can measure how your website is performing and inform your future online strategy. They are particularly helpful in managing campaigns and working towards your business goals to drive overall business success and online growth.

Marketers usually use tools like Google Analytics 4, a platform designed to collect, evaluate and measure data about your website performance.

Our Website Analytics and Tracking Services allow your business to unlock valuable insights about your website performance. Learn more here!