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Google Analytics: KPIs to Measure Success
Knct Social / 19 Oct /

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When you are rustling up a meal ahead of a party, you test it for taste so all the ingredients are in perfect balance. A course correction can quickly be done in case the dish is found wanting on the taste quotient. A pinch of salt, a dash of spice, and so on. The same applies to a business website. You have invested a lot of thought into the brand’s website, but you definitely need to check the key performance indicators or KPIs of the site so you can make analyse and make changes.

Google Analytics is a boon for a business/e-commerce site or a blog for your brand too. Depending on your goals, you could watch and analyse certain KPIs about your site. The KPIs you would need to track differ from industry to industry and website to website.

Some of the KPIs your business site needs to track are as follow:

  • Page views
    One of the basic KPIs for a website is page views. This is useful if the purpose of your site is e-commerce. But, page views can’t be a great indicator of great interest in your site...which takes us to the next KPI...
  • Time spent
    The time spent indicates interest, and is a better indicator than page views.
  • Repeat/return visitors and unique visitors
    This is a KPI that shows visitors, and also return visitors, who have been interested enough to come back to your site.
  • Traffic sources
    So, how did your visitors come to your site? Did they come from a social media platform or search engine etc? You can then improve conversions and boost engagement by focusing on these sources.
  • Landing pages
    Google Analytics lets you look at the most common pages of your website that your visitors land on. If your visitors have looked for something on a search engine and land on a sub-page, you should make sure your site is easily navigable and visitors find what they were searching for.
  • Bounce rate
    This KPI is the percentage of visitors who leave your site almost immediately. Usually, if a visitor comes to your site and stays only for five seconds or less than that, it is considered part of the bounce rate. Within the website too, you can check what the bounce rate of different pages are. If you analyse the pages that have the highest bounce rate, you can find out what content encourages your visitors to stay longer and explore other pages. You can also see what pages need the most improvement. You can improve landing pages so that visitors leave footprints and engage with the rest of the site.
  • Exit pages
    You would also check the Analytics of the exit pages. Which was the page that your visitors went to before abandoning the site? A high rate of exit for a specific page means that page is not interesting enough.
  • Conversion rate
    This is the ratio of many visitors came and how many of them carried out actions that you wanted them to. You can track conversions via sign-ups on a trial period, submission of forms, downloads, etc. You can add many conversion goals in Google Analytics, and track the success of the same.
  • Social media referrals
    One of the most important KPIs you can track if you want to understand what traffic social media sends to your site, you can use social analytics of Google. This is useful if you are a brand with a good social media presence. Accordingly, you can improve Facebook, Twitter or any other social platform posts.


There are several other KPIs that Google Analytics has on offer, and the key to boosting your site is not just tracking the various KPIs, but also interpreting them well. Knowing the objective/goal of your website is one of the key steps ahead of tracking the right KPIs. Having tracked the right KPIs, you can then ensure that all the pages and content are in alignment with the objective of your business/brand website. A recipe for the perfect meal lies, as we said before, in the balance of its various ingredients.

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