20+ Key Website Metrics to Maximize Your Website’s Potential

Team DiviFlash

Updated: January 14, 2025
Table of Contents

You are already putting a lot of effort into website design, content creation, and marketing, so why not make sure it pays off?

Website matrices can help you with that.

By measuring different metrics you can assess how your site is performing, identify areas for improvement, and more. 

However, among so many metrics available, which one should you focus on?

We have listed 20+ website metrics and categorized them into distinct groups. We also provided tools names that you can use to find out metrics.

What Are Website Metrics?

Website metrics are numerical data about your website’s performance. With the help of analytics tools, you can collect this data and then measure your site’s progress or success.

When you have access to these metrics, you can make data-driven decisions to optimize your website. Some of the examples of metrics are total visitors, traffic sources, conversions, and technical health.

Once you find out necessary metrics, then analyze and judge them. If you see metrics are not meeting expectations, take action and, if necessary, refine your strategy.

Measure Traffic Metrics to Understand Your Audience Reach

Without any doubt, traffic is the lifeblood of a website, and with traffic metrics, you can determine its reach. For example, you will get to know how much traffic your site is getting, from where they are coming, their behavior, etc.

Here are some of the key traffic metrics that you have to measure:

  1. Total Visitors

To get a complete picture of the overall reach of your website, you have to measure your website’s visitors. Measuring total visitors means tracking the number of people who are visiting your site, including repeated visitors, in a given timeframe.

For example, if you see 1000 to 1500 visitors over a month, that means your website is attracting more traffic. It also indicates that your marketing campaign is on the right track.

  • How to Measure: It’s super easy to track the total visitor metric. In Google Analytics > Audience > Overview, where it’s labeled as “Sessions.”

Note: We have a detailed guide on how to add Google Analytics to Div website. You can check it out to see the step-by-step process.

  1. Unique Visitors

A “unique visitor” is an individual who visits a website within a specific period of time. 

For example, if 500 different visitors visit 1000 times on your site in a week, your website is receiving 500 unique visitors that week.

  • How to Measure: Similar to total visitors, you can also find unique visitors on Google Analytics. Inside the tool, go to Audience > Overview and look under “Users”.
  1. Traffic Sources

Traffic source refers to the channels or places where your website visitors come from.

This metric lets you understand which marketing channel is bringing in the most traffic. It can be any channel, including:

  1. Direct Traffic: Who types your website address directly into their browser.
  2. Organic Traffic: Who finds your website through search engine results.
  3. Paid Traffic: Who comes to your website through paid advertising like Google Ads.
  4. Referral Traffic: Who lands on your site through links from other websites.
  5. Email Traffic: Who arrives via links in your email campaigns or newsletters.

Once you know which traffic source is responsible for driving the most traffic, work on that channel to bring more.

  • How to Measure: With the help of Google Analytics’ Acquisition, you can see a detailed report of your traffic sources. (Google Analytics > Acquisition > All Traffic > Channels)
  1. Pageviews 

If you want to check the traffic for a specific page on your website, you can do it using the pageviews metric. This metric will count the total number of page loads, including repeated views by the same user.

By tracking this metric, you can find out the top performing content. Next, try to optimize your site’s other content similarly to what makes that content perform well.

  • How to Measure: To measure the pageviews metric, you can utilize Google Analytics by navigating to Behavior > Site Content > All Pages.

Track Engagement Metrics to Analyze Visitor Interaction

Engagement metrics mean getting insights into how users are interacting with your website. With this metric, you can identify what keeps visitors engaged and refine your strategy accordingly to maximize user satisfaction.

Some of the key engagement metrics that you should consider are:

  1. Average Session Duration

Who doesn’t want their visitors to stay long on their site? You guessed right, EVERYONE. And you can only achieve this on your site when you provide relevant, high-quality content, an easy-to-navigate structure, and more.

Anyways, you can track average session duration matrices by using Google Analytics. The average session duration is 2m 41s, and if you see less, it concludes you have so much room for improvement on your website.

  • How to Find: In Google Analytics, click on “Audience > Overview,” then select the “Average Session Duration” metric.
  1. Bounce Rate

One of the things that harms a website’s search engine rankings is bounce rate. It basically means when a visitor leaves the site by just viewing a page and doesn’t interact with any other content on your site.

Visitors usually leave when they realize the content is not relevant to their search query. Besides poor content relevance, poor UX is also one of the key factors for bounce rate.

Usually, 41% to 55% is the average bounce rate across all industries. But if you see a rate higher than 55%, then you have to work on things like content relevance, page load speed, site usability, etc.

  1. Average Session Duration

Who doesn’t want their visitors to stay long on their site? You guessed right, EVERYONE. And you can only achieve this on your site when you provide relevant, high-quality content, an easy-to-navigate structure, and more.

Anyways, you can track average session duration matrices by using Google Analytics. The average session duration is 2m 41s, and if you see less, it concludes you have so much room for improvement on your website.

  • How to Find: In Google Analytics, click on “Audience > Overview,” then select the “Average Session Duration” metric.
  1. Pages per Session

Pages per session means the number of pages a visitor views or visits during their session on your site. If a visitor finds your website engaging and easy to navigate, they are more likely to view other pages as well.

The average pages per session across all industries are 3 to 5. However, lower than 2 page views per session means your site has issues like poor navigation, content structural issues, etc.

How to Measure: To track Pages per Session in Google Analytics, go to Audience > Overview, and check the “Pages/Session” metric. 

  1. User Behavior Flow 

With User Behavior Flow, you will see a visual map of how users navigate through your site. You can see where users enter your site, the pages they visit in sequence and where they drop off.

This will not only help to identify areas of friction in the user experience but also highlight opportunities to improve site navigation.

  • How to Measure: To track User Behavior Flow in Google Analytics, navigate to “Behavior,” then “Behavior Flow.” You can also use advanced tools like Semrush for more detailed insights.

Measure Conversion Metrics to Optimize Revenue Potential

The ultimate goal of a website is to convert visitors into customers, subscribers, or leads to maximize the revenue potential. Here are some of the conversion metrics that you should keep in your account:

  1. Conversion Rate

By measuring the conversion rate, you can identify what amount of visitors has taken the action you want them to take. It can be purchasing your product, downloading your digital content, subscribing to your newsletter and more.

The average conversion rate is 2 to 5 percent. And lower than this means you have to identify and address the reasons behind the unwanted underperformance.

  1. Cost Per Conversion

The cost per conversion metric lets you find out the average cost for a single conversion. So that you can understand the cost-effectiveness of your marketing efforts.

With this metric, you can determine profitability and optimize your campaigns for maximum return on investment. For example, if you spend $1000 on ads and receive 100 conversions, your cost per conversion is $10.

To reduce your cost per conversion, you can focus on optimizing your ads, improving targeting and more.

  • How to Measure: To determine your Cost Per Conversion, divide the total amount spent on your marketing campaign by the total number of conversions achieved.

Measure SEO Metrics to Improve Search Engine Rankings

When it comes to tracking search engine performance, identifying optimization opportunities, attracting more organic traffic, and more, it’s mandatory to work on SEO metrics.

Here are some of the key SEO metrics to measure:

  1. Organic Search Traffic

“Organic search traffic” refers to traffic derived from search engines such as Google, Bing, and Yahoo. That means getting an idea over what amount of traffic is coming from unpaid search results.

It’s particularly important to track this metric if you are investing in both SEO and paid marketing. As a result, you can determine which marketing strategy is delivering the best return on investment.

  • How to Measure: Use Google Analytics’ “Traffic acquisition” report to see “Organic Search” sessions. You can also use tools like Ahrefs or Semrush for deeper insights and competitor analysis.
  1. Keyword Rankings

Keyword ranking metric means any particular keyword’s ranking position in the search results.

It helps you understand whether your SEO strategy is driving your desired results such as visibility as well as organic traffic. The better the ranking position of your keyword, the more potential for traffic and visibility.

For example, if you sell Divi plugin, then ranking high in keywords like Best Divi Plugins will drive targeted traffic and sales.

  • How to Measure: Before measuring keyword ranking metric, make sure to select your targeted keywords. After that, use tools like Google Search Console, Ahrefs, SEMrush or Moz Pro to track keyword rankings.

Note: Check out our guide on how to add Google Search Console to Divi website. We provide clear instructions with screenshots to make the process easy to follow.

  1. Click-Through Rate (CTR)

CTR lets you find the amount of users who click on your website link after seeing it in search engine results. With this metric, you can determine if your website’s search presence needs improvement or not.

Typically, higher CTR indicates positive user engagement. Also, CTR is correlated with ranking and higher rankings will lead to a higher CTR.

  • How to Measure: You can measure CTR by using Google Search Console. In the GSC, navigate to Performance > Search Results. There you can view your website’s CTR , impressions and more for specific keywords.
  1. Backlinks

One of the things that contributes the most to improving a website’s authority and search engine visibility and credibility is BACKLINKS. With a good number of high quality backlinks will also boost your site’s ranking rapidly.

However, there is no ideal number of backlinks that guarantees top rankings. Identify the quality and quantity of your competitors’ backlinks, and then try to acquire as many links as they have.

  • How to Measure: With tools like Ahrefs, Moz, SEMrush, or Majestic, you can identify the number of backlinks you are getting from other websites.

Assess User Experience Metrics to Enhance Visitor Satisfaction

With user experience metrics, you can track how your website’s visitors are interacting with your site. This metric also lets you understand if your website’s design and functionality are satisfying users or not.

Some of the user experience metrics to track include:

  1. Time on Page

To determine if your content is engaging enough, you can use the time on page metric. With this you see the average amount of time a visitor spends on a specific page.

The average time on page around all industries is 54 seconds. If you see below this average, it may indicate that your content isn’t engaging enough and you have to improve it.

  • How to Measure: In Google Analytics,  navigate to Behavior > Site Content > All Pages. Then view the “Avg. Time on Page” column to see the average time spent on each page.
  1. Device Type

When you know the device types used by your visitors, you can optimize your website’s design and functionality accordingly. Users visit sites from devices like desktop, mobile, and tablet.

For example, if your site is receiving 60 to 70% traffic from mobile devices, optimize your site for mobile-design. By doing so you can ensure a great user experience and increase engagement.

  • How to Measure: You can measure device type metrics with the help of Google Analytics. Just go to Audience > Mobile > Overview.
  1. Exit Rate

The exit rate metric means measuring the percentage of visitors who leave your website from a specific page. Although nobody will stay on your website forever, an exit rate above 60% is alarming.

That means your site’s content doesn’t meet user expectations, has poor UX, etc that you have to work on.

  • How to Measure: To measure the exit rate of your website, take help from Google Analytics. Within this tool, negative to  Behavior > Site Content > Exit Pages.

Review Technical Performance Metrics to Ensure a Smooth Website Experience

To ensure the best possible user experience, you must focus on your site’s technical performance metrics. With these metrics, you can also understand your site’s overall health condition as well.

  1. Crawlability

Your web pages have to be indexed in the first place in order to appear in SERPs. Crawlability means a search engine’s bots ability to discover and understand the content on your web pages.

When bots can easily crawl your site, they will index your content more quickly which will lead to more visibility in the search results. And any crawl error can prevent important pages from being indexed, negatively impacting your site’s SEO performance and search rankings.

  • How to Measure:  With the help of Google Search Console’s Coverage report, you can identify crawlability-related issues.
  1. Internal Linking

In simple terms, internal linking means linking one page to another page of your website while maintaining relevance. This type of linking will enhance user navigation, pass authority to other pages, and help search engines understand your site.

While there are many different types of internal linking, contextual links are one of them. A relevant contextual  link every 200-300 words of content is good practice, but there is no rule on how many you should add per page.

  • How to Measure: You can use tools like Screaming Frog, Semrush or Ahrefs to analyze internal links. Also, tools like linkwhisper will provide automatic link suggestions, identify orphaned content, and offer in-depth link reporting.
  1. Server Response Time

Whenever a user enters or clicks your site’s URL, your web server processes the request and delivers the necessary data to load the page. And fast response time provides a better user experience while slow response time will impact overall performance.

The ideal server response time is 1 to 2 seconds. The worst case scenario is if a site takes longer than 3 seconds to load, 83% of users will leave the site.

  • How to Measure: To measure your website’s server response time, you can use Google PageSpeed Insights, it’s a free tool. For more advanced insights, go for premium tools like Pingdom, or GTMetrix.

How to Use Website Metrics to Improve Visibility: Actionable Strategies

After assessing matrics, it’s obvious that you will work on aspects that are not meeting your business goals. However, here are certain aspects that you should prioritize:

  • Identify High-Performing Content: Find out your high-performing pages or posts and analyze them. Try to find out what makes them attract more traffic, like topic, keyword, or structure, and then create more content with similar attributes.
  • Enhance User Experience: Use metrics like page load time and bounce rate to identify friction points. If page load time is slow, then optimize your site’s code, images, and server response time. Alternatively, for bounce rate, evaluate the content for relevance to the search query.
  • Focus on SEO: Monitor Keyword Rankings, Organic Search Traffic, and CTR on a regular basis to track your SEO strategy’s effectiveness. If necessary, optimize your content with the right keywords, improve meta descriptions, and more.
  • Leverage Different Traffic Sources:  With traffic source metrics, you can identify where your website visitors are coming from. It can be organic traffic, social media, paid traffic. Focus on the channel that drives more traffic and double down on your efforts there.
  • Optimize for Different Platforms: Use metrics like mobile responsiveness to see how your site is performing on different devices. If you see any issue with devices like mobile or tablet, fix them to ensure a seamless user experience.

These are some of the few actionable strategies. Besides them, you can also use metrics like conversion rates, average session duration, and more to track and improve your site’s performance.

Start Tracking Your Success

Since you are here, you probably have a great idea about website metrics and how to measure them. We only included the top and must-know metrics that are mandatory to track for websites of any kind.

More than that, we have categorized all the metrics into six different categories for your convenience. Because of this, you can easily identify which area to focus on based on your business goal.

Now the choice is yours.

If you find any metric hard to understand or need more clarification, feel free to comment. We will be more than happy to contribute to your website’s success.

Team DiviFlash

At DiviFlash, we are more than just a team – we are a collective of Dev Experts, Word Artists, Design Virtuosos, and Marketing Maestros, all united by our profound expertise in Divi and WordPress. Our mission is to provide you with accurate, insightful, and in-depth content aimed at enriching your understanding of Divi, WordPress, and the art of web design.

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