Traffic, specifically number of visits, is a fundamental measurement of site reach and growth. It’s helpful at gauging how well your marketing efforts are working, and helps to give a great overall snapshot of site performance. You spend all this time figuring out how to get traffic to your website, but the key is to make sure it’s the right traffic.

Percent of New Sessions

An average percentage of first time visits to your site.

This metric measures how many of your site visits are from first-time visitors or returning visitors, and indicates the efficacy of your marketing efforts at driving new site traffic. However, this is an important KPI to for measuring the ‘stickiness’ of your site, or whether your site is worthy of multiple visits from users. 


Open & Click Through Rate

Click through rate (CTR) helps us understand how well your site is performing from search engine results pages as it measures how many people click your site’s listings. This metric indicates how compelling and relevant your search results are, and the impact of your improvements to search results. 



Average Session Duration

The average length of all site visits combined. 

Alongside bounce rate and pages per session, average session duration contributes to the user engagement story by illustrating how long users stay on your site. At the site level, it’s a helpful metric for indicating engagement the true value of your site content (time is money, right?). 

 Bounce Rate

The percentage of single-page site visits. 

At the site level, bounce rate is useful as a general signal of user engagement and the state of content quality, and helps to identify when problems exist on your site. 

What’s a good bounce rate?

This will honestly depend, as there’s no hard and fast rule. 50% is an industry indicator, but this number should always be taken into consideration with other metrics, the nature of your business and industry. I often see bounce rates that range from 25% - 65% across different industries.

Average Pages Per Session

How many pages per session should I aim for?

The unofficial industry standard is 2 pages per session.

For most sites, the goal is keep users engaged, nurture their interest, and get them to take the next step. More pages per session often indicates that your users are highly engaged and willing to explore more of your site. This is an excellent way of measuring interest and curiosity about your company. Use the behavior user flow reports to follow their click trail.

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The quantifiable measurement of expected or desired site outcomes, reported as goal completions and conversion rate.

When evaluating overall initial site performance, conversion rate tells us about the effectiveness of your site and marketing efforts. Used with other engagement metrics, goals also contribute to your site’s analytics story by highlighting value as they relate to your business goals.



The sum of all parts. All previous numbers are variables in the equation that lead to this number