Measuring Website Success: Key Metrics and KPIs

Your website generates data. But which numbers actually matter?

Essential Metrics

Traffic Metrics

• Total Visitors - How many people visit your site?
• Traffic Sources - Where do visitors come from?
• New vs Returning Visitors - Balance matters

Engagement Metrics

• Bounce Rate - Percentage who leave after one page
• Time on Site - How long visitors spend
• Pages per Session - How many pages visitors view

Conversion Metrics

• Conversion Rate - Percentage who complete a desired action
• Goal Completions - Number of specific actions completed

Metrics by Business Type

E-commerce

• Revenue
• Average order value
• Cart abandonment rate

Lead Generation

• Form submissions
• Cost per lead
• Lead quality score

Tools for Measurement

• Google Analytics 4
• Google Search Console
• Hotjar (heatmaps)