Skip to main content

Nowadays, people spend the majority of their time online. Therefore, having a robust online profile, especially a website, can make or break your chances of increasing your income. 

You should have efficient website optimization if you want to be successful at online promotion. However, how can you determine whether it is effective? The crucial factor is website metrics. 

This article will show you 15+ important website metrics in 2023 that every marketing team should track to understand deeply how the website performs.

15+ Important Website Metrics Every Marketer Should Track in 2023

What Are Website Metrics?

Website metrics are quantitative measurements you can take on a website to monitor its performance and statistics. It might be related to audience demographics, specific user habits, or anything relevant.

Metric tracking is crucial to your website’s success because it can point out particular problems and highlight positive elements. You can use this information to decide on product options, website layout, and advertising.

Many people still use website KPIs instead of website metrics. However, they are different. Metrics tend to be more operational and tactical. They measure the performance of specific business activities. On the other hand, website KPI measures the progress of key business goals. People use KPIs for strategic decision-making.

What Are Website Metrics?

How Can Metrics Impact Your Website’s Success?

Website metrics have a significant impact on your website’s success since they will help you complete these following tasks:

Monitor Website Performance

You must track website metrics to determine how well your website performs. The performance statistics will help you assess whether or not you are achieving your goals.

You also can check whether your website is producing the intended results by looking at reports and other visual presentations that you can get from web analytics programs.

Optimize Your Site For Improved Performance

Website metrics are essential for site optimization and speed enhancement. The collected data will show you what is functioning well and what is not.

When you see results, you can increase your focus on your best-performing tactics and make adjustments to the others.

Make An Informed Decision Or Future Direction

The website metrics might inspire you to attempt some new ideas and tactics. It goes beyond just suggestions for how to make your website better. You can learn about your perfect clients and other information that will help you develop your goods and services.

For instance, you might discover that your most popular pages discuss particular products, which motivates you to create more comparable items. Additionally, you can learn more about the website visitors’ demographics and hobbies, which will help you identify your target market.

Determine ROI And Reach More Funding

Data collection about the website’s performance is also required to prove the worth of your website development and online marketing activities. Utilizing metrics web analytics, you can determine your initiatives’ return on investment (ROI) and convince the management that your web marketing initiatives are helpful. This process will enable you to secure more financing to maintain and grow your efforts.

15 Website Engagement Metrics To Watch

You can obtain a variety of data from a website. However, we just list the top 15 critical metrics that you have to take into account as follows:

1. Bounce Rate

Your website’s bounce rate is the number of visitors who enter your site but leave without interacting over the total number of visitors during the same time frame. The lower this rate is, the better your website is performing.

However, the bounce rate assessment still depends on many variables. For instance, your landing pages’ layout and where they direct visitors may result in a high bounce rate but a high conversion rate. Additionally, some pages, such as the checkout pages for online stores, will always have high bounce rates despite your attempts to control them.

It’s best to be aware of the average bounce rates in your sector because they can differ. You can create statistics in Google Analytics to assist you in maintaining track of your bounce rates.

2. Average Time On Page

This measurement shows how long users typically stay on a particular page of your website. If a post receives a lot of traffic but has a low average time on the page, it means that users are not reading it.

In addition, you also can evaluate your content’s effectiveness. If users spend more time on a page, they are interested in its content. It will help if you consider creating more content with the same type. When assessing your content strategies, taking into account both your bounce rate and average duration on a page can be helpful. 

3. Number Of Visitors/Traffic

Website traffic metrics are the number of visitors your website receives over a specific time frame. It is one of the most frequently monitored website data since generating website traffic will be the focus of most of your digital marketing efforts.

You can assess your site’s development by comparing traffic over a specific period, such as year over year. Besides, you can find out what hours and days of the week that your site has the most traffic by looking at more detailed traffic statistics. From that, you can develop appropriate sales and marketing strategies.

Number Of Visitors/Traffic

4. Average Pageviews Per Session

The term “session” usually refers to the amount of time a user stays on your website. Monitoring your average page views per session can give you helpful insights into how your design and content work. 

By checking this measure in your Google Analytics dashboard, you can quickly assess the health of your website. For instance, if the average pageview per session is extremely high or low, you may have a navigational problem. If it takes someone ten clicks to locate the page they are looking for, they will feel frustrated.

5. Average Session Duration

Monitoring a session’s duration can be an essential measure, but challenging to evaluate. 

Consider how frequently you open a web page and then keep it open for several hours or even days. If session length were calculated based on the actual time a page was available, this could give you a wildly inaccurate idea of how long people spend on your website. 

Although a longer session time is what you should aim for, there are some factors to consider. For instance, knowing what makes for a good benchmark can help you frame your data; according to some studies, three minutes is a good goal. 

6. Top Traffic Sources

A website’s traffic sources, such as links from other websites or natural search engine results, indicate where visitors are coming from. You can enhance your content distribution and marketing tactics by knowing the sources that drive traffic to a site. Using the data, website administrators and content producers can choose where to focus their time on content creation.

7. Social Referrals

Social referrals are referrals from social media, either paid or unpaid. According to a study by 2022 Visual Objects, 67% of small companies use social media as their primary digital marketing tool.

It is beneficial to monitor all traffic sources. But because social media is essential to small companies, you should track social media referrals because it’s a critical aspect of your buyer’s journey and a website engagement metric.

8. Device Sources

The kind of equipment visitors use to reach the site is another crucial statistic to monitor. Understanding how users access the site is essential because it informs how to format the material. For instance, consider creating content designed for mobile devices if most site visitors use their phones to reach the site.

You can use this metric to determine the most popular device types (PC, tablet, or smartphone) people use to reach your website. You can also see which of the most popular browsers (Chrome, Safari, Firefox, and Edge) and running systems (iOS, Android, Windows, and macOS) people use to render your website. 

9. Returning Visitors Session

Another method of evaluating a website’s content’s worth is to look at the percentage of repeat users. You can divide the number of repeat visits by the overall number of website users to determine the percentage of returning visitors. 

More people are coming back to the site, possibly because they like what it offers, as indicated by the increase in returning users. 

Returning Visitors Session

10. Conversion Rate

The conversion rate calculates the proportion of site visitors who take the desired action, like purchasing. Monitoring your conversion rate gives you insight into the quality of your prospects as well as the overall effectiveness of your website.

For instance, you can assume that your on-page conversion strategies are not effective if you have a high traffic rate and a low conversion rate.

With the help of this data, you can change your website’s settings to better suit the requirements of your users.

11. Customer Lifetime Value

Customer lifetime value (CLV) is the overall revenue derived from a single customer, and you can use it to assess how well a given offer has performed over time. In this straightforward computation, you must subtract the advertisement cost after adding up all sales over a specified period.

The lifetime worth of a customer would be $950, for instance, if they spent $200 on takeout food from a restaurant over five years while using a coupon for $10 off. To determine how much cash flow a specific online coupon might generate, you can compute this across all repeat consumers.

12. Click-through Rate

Click-through rate is also one of important website metrics to evaluate how your technical attempts work.

If your website receives many search engine impressions but has a low click-through rate, your meta description may not be attractive or relevant to their search keywords. Therefore, you must improve the title tag and meta description to entice more users to click.

Click-through Rate

13. Social Sharing

It’s a sign that you’re giving your audience valuable information when your posts are shared frequently on social media. 

Social media share icons on websites typically include counters that show you how many times your content has been shared on various social media networks. When your audience size is large, the social share buttons can also persuade readers that the content is worth reading.

14. Top Exit Pages

You can learn where a visitor chooses to quit a website by looking at exit pages. If you find that the majority of users abandon the same page after arriving, you could consider altering the page to make it more appealing and user-friendly. 

For instance, you might think about making the ordering process simpler if you observe that customers frequently abandon their carts midway through. To encourage people to keep exploring, you can also include links to other pieces of material.

15. Top Pages

You can determine which specific sites receive the most traffic by collecting data for the top-performing ones on a website. Understanding which web pages work best can reveal what users find appealing. It might be worthwhile to allocate more resources to writing more blog entries if a specific blog receives the most traffic.

Top Pages

Advantages Of Website Metrics

Website metrics give you insight into how well a website converts visitors into buyers or encourages them to purchase. They let you know whether your website content, including articles, images, videos, and other features and functions, meets users’ needs and expectations. 

Using website metrics can bring you several advantages, such as:

  • Finding and strengthening a site’s weak points.
  • Determining who is visiting, when they are coming, and why.
  • Evaluating the effectiveness of various digital marketing efforts.
  • Understanding the motivations behind your customers’ interests.
  • Utilizing current data to forecast upcoming trends
  • Helping you set a direction for your website
  • Identifying the area that you need to emphasize


There are many available analytics tools for monitoring various website metrics like Google Analytics, Statcounter, CrazyEgg, SEMrush, and Ahrefs,… Most website management services will combine those tools together to get the most comprehensive reports on how the website operates.

Among them, Google Analytics is undoubtedly a robust and thorough instrument for monitoring the data from your website by yourself. You can access the dashboard to use it independently or use one of the available plugins to incorporate it into your WordPress dashboard better. 

There are two ways that you can use to track statistics on a WP website as follows

Way 1:

  • Make a Google Analytics account. Google Analytics is one of the best tools for website optimization. You have to sign up for GA and choose to track the website. Then you fill in your website details and get a tracking ID.
  • Install MonsterInsights or other Google Analytic plugins if you want. With this added plugin, you can easily connect your WP website to your Google Analytics account without dealing with any code. 
  • Connect your website to Google Analytics. Choose Insights » Settings in your WordPress dashboard. Then click on the Authenticate with your Google account button. The next step is allowing the chosen plugin to access your Google Analytics data.
  • View Reports. You will have access to premium reports directly from your WordPress dashboard that can help you learn more about the traffic to your site, your efforts to generate leads, and the success of your form submissions.

Way 2:

  • Install WPForm plugin. You need to install and activate this plugin on your WordPress website at the beginning. Learn how to install the WPform plugin here.
  • Enable the User Journey addon. Go to your WordPress homepage and select WPForms » Addons to get started. After that, look for the User Journey addon and activate it by clicking on it.
  • View User Journey details. After enabling the User Journey addon, all of your form submissions from now on will include these User Journey details within the entry. So, people will fill in your forms over time, and then you can track these visitor details.

Yes, there are so many website metrics that you should track to understand your website performance. However, some metrics are essential and more important than others; you must pay more attention since it will significantly impact your website performance. 

For example, website traffic is considered the most important metric you need to track since most of your digital marketing efforts will hinge on getting people to visit your site. Trying to analyze your website traffic will give you more chances to raise its conversion rate and sales volume.


In general, tracking and understanding website metrics is crucial since it can help you know how your website performs and make informed decisions to improve its performance. You cannot control how your site visitors behave, but you can optimize all factors within control such as content, speed,… to influence behavior. Try our website optimization service if you don’t have enough time to execute. Our professional team can help you figure out all the metrics and solutions to have a successful website.