Website Metrics Every Small Business Should Track

Data analytics for ANY small businesses can be overwhelming. Where do I start? What do I look at? How do I track it? These are just some of the questions we receive all the time. This blog post will break down the best website metrics you should be tracking so you can start to get the data you need to improve user experience and help your bottom line.


How often should I be looking at the data?


Choose a time frame for tracking that works for you, whether this is daily, weekly, or monthly, but be sure to stick with it. The goal is to be able to use trends to track and predict what might happen in the future with your website. After a while of tracking you will begin to notice different things.


Website Metrics You Should Be Tracking Are:


  • Traffic source: Traffic source shows you HOW people found your website (Facebook, Instagram, Google, Bing, Yahoo, etc). You want to track this so you can better optimize the sources bringing you the most traffic. The image below is an example of this data from Google Analytics.




  • Keyword rankings: This is important to track so you know what people are searching before they land on your website. You can then better optimize your site for these keywords. You can tell what content is performing well and optimize those pages accordingly. From Google Analytics, click on "Acquisition, Search Console, Queries". You must connect your Analytics to Search Console for this option to work.



  • Bounce rate: People tend to think a low bounce rate is good but it depends on the goal or the objective of each page. Looking at the per page bounce rate is key. If a blog post has a high bounce rate but a good conversion rate (say for a clicking a call to action on a landing page) then your page is working. Keeping in mind the goal of the page will help to determine if you want a low or a high bounce rate.


  • Pages per session: If you notice your users are only visiting a few pages per session, take a look at the pages, and notice if there are any more interlinking opportunities. Can you lead them to other related pages on your site? Again, keep in mind the pages they are visiting when analyzing pages per session. To get this number, click on "Audience"



  • Conversion rate: Identify key metrics from your website and then use those metrics to determine conversion rates. Metrics can be coupon codes, sign up forms, completed purchases, and calls to action on landing pages.


  • Website load time: Not only do your users appreciate a fast website, but search engines do as well. Load time has a direct impact on your rankings. Think With Google shows the importance of this: “[When] page load time goes from one second to 10 seconds, the probability of a mobile site visitor bouncing increases 123%.” Google PageSpeed Insights is a great tool to help you get your website load time.


Where Can I Learn More?


The Google Academy is a great place to dig in more to the data if you are a little more advanced. But if you are brand new to this, start here, gather data, and then move to Google Academy.


Our digital marketing education series has more blog posts to help you take charge of your marketing.

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