Skip to main content

Google Analytics and Your Website: Key Metrics Every Business Should Track


Digital real estate is one of the most valuable assets your business can possess in today’s world. Yet, just as physical property needs careful monitoring and management, your online presence must be guided by meticulous scrutiny. For that, one of the most robust tools at your disposal is Google Analytics.


Google Analytics, a free web analytics service offered by Google, provides detailed statistics about a website’s traffic, traffic sources, and conversions, among other things. But, the sheer abundance of data can seem overwhelming, leaving businesses unsure of where to direct their focus. The purpose of this post is to help navigate this ocean of data by outlining the key metrics every business should track.


Users and New Users

Users are individuals who have interacted with your website at least once during a given time period. If the user is new to your website, they are classified as a “New User.” These metrics are crucial as they offer insight into your reach and potential customer base. By tracking these, businesses can identify growth patterns or detect anomalies that might require attention.



A session is a group of interactions a user has with your website within a given time frame. It could involve page views, transactions, social interactions, and more. Tracking sessions provide a comprehensive perspective on how users interact with your website, thus revealing potential opportunities for optimization.


Pages per Session and Average Session Duration

While the number of sessions informs you about the number of interactions, the Pages per Session metric and Average Session Duration give you deeper insights into the quality of those interactions. A high Pages per Session figure indicates that users are exploring your site, which is a good sign of engagement. The Average Session Duration also sheds light on engagement levels, as a longer average time typically suggests more meaningful interactions.


Bounce Rate

The Bounce Rate is the percentage of single-page visits in which the person left your site from the entrance page without interacting with it. A high bounce rate might be a red flag, indicating that the landing page’s content isn’t relevant to visitors or the user experience is poor.


Conversion Rate

One of the most essential metrics to track is your website’s conversion rate. Conversions can be any desired action that you want the user to take, such as making a purchase, filling a form, or subscribing to a newsletter. The Conversion Rate is the percentage of website visitors who complete a desired action.


Traffic Source

Understanding where your traffic is coming from can help inform your marketing strategies. Google Analytics classifies traffic sources into four main categories: Direct, Referral, Organic Search, and Social. Tracking these can help optimize your marketing spend and effort.


User Demographics

Understanding your audience is crucial in tailoring your content, products, and services. Google Analytics provides comprehensive demographic information about your website visitors, including age, gender, geographical location, and even their interests.


Exit Pages

The Exit Pages metric shows the last page that users visit before they leave your site. High exit rates may indicate an issue with a specific page that’s causing users to leave.


Site Speed

Google has stated that the speed of your website impacts search engine ranking. Slow pages also drive away users, potentially damaging your conversion rates. Tracking site speed helps identify pages that may need optimization to improve user experience.


Goal Completion

In Google Analytics, you can set up specific goals tied to your business objectives. These goals can include lead generation, viewing a specific page, or download of a product brochure. By tracking Goal Completions, businesses can evaluate the effectiveness of their website in achieving their objectives.



Google Analytics is a powerful tool that, when used effectively, can provide businesses with key insights to optimize their online presence and drive growth. By tracking these metrics, businesses can develop a thorough understanding of their audience’s behavior and adjust their strategies accordingly.


Remember, the key is not to get lost in the sea of data but to focus on the metrics that align with your business goals. As Google Analytics evolves, new metrics and features may become available that can further enhance your understanding of your online performance. Therefore, it’s essential to stay updated and continually refine your analytics strategy as you gather more data and insights.

Ikonik Digital

As an ROI-focused agency, Ikonik Digital helps brands and businesses reach & understand their customers while growing the bottom line.