Important Website Metrics

  • Introduction

  • Website Traffic

  • Traffic Sources

  • Bounce Rate

  • Top Pages

  • Conversion Rate

  • Conclusion


Owning a website is essential as a business, and it’s even more essential to look at your website metrics to determine the performance.


Your website metrics are going to assist you when it comes to improving, discarding and updating parts of your website


The metrics allow you to see what is popular on your website, what works most effectively, what works less effectively, and so on. All this real time data enables you to see activity as it happens and identify the important performance indicators.

It can be quite difficult to get started with understanding your website metrics; which is exactly why we put this guide together to assist you in building up your knowledge to use website metrics to the best of their ability. The metrics we will be discussing are mainly Google Analytics metrics which you can get with your Tickety Boo Business website.

We also provide a more advanced and extensive system for analytics that you can upgrade to at any time. It stores all social media metrics alongside website metrics in one simple place, with other functionalities such as keyword tracking.

Website Traffic

This is probably the most important metric to track. Website traffic means the total number of people that visit your website. Essentially, if your website traffic is high, you’re doing something right.


Keeping a close eye on your website traffic gives you a good indication on the performance of it, and if it perhaps increased after a particular action


If your website traffic increases after posting a blog, running an advert or any other feasible action; this shows you should use these strategies more often, to your own benefit. If your website is currently suffering from a low amount of traffic, this indicates you need to adopt a new approach and strategy.

It’s crucial to keep an eye on the metrics for your website traffic. You need to understand if your website is still attracting new visitors, and what makes your website visits increase. Once you understand what approach instantly increases website traffic, you know to take that certain approach as people react positively to it.

Traffic Sources

This continues on from the previous - whilst it’s important to know how many people visit your website, it’s also important to know where they came from. Google Analytics actually breaks down the sources from where traffic is coming from into these four categories:


Organic search: traffic coming via search engines

Organic search is the traffic on your website that appear from search engine results. To appear in search engine results, you must optimise your website using keywords and phrases which people then search for. If your site has these keywords and phrases in, it will be ranked highly due to relevance. Seeing how much traffic came from organic searches enables you to see how well your website ranks on webpages and if your SEO (keywords and phrases) is working effectively.


Referral: traffic from another website

Traffic may be coming from another website for a number of reasons. Your business may be working with another, and therefore they’ve linked to your site, or another site has linked to your content as good content, the possibilities for referral traffic are endless. Referral traffic means that people have chosen to visit your website by clicking through from another site.


Direct: traffic typing your URL into browser

Direct traffic relies heavily on people knowing who you are. Direct traffic means that people have visited your website through using your exact URL. It’s a good sign to have a high amount of direct traffic because that means people know of you and you have a built up audience that return back to your website directly, or your website URL has been spread through word of mouth and people are visiting it out of interest.


Social: traffic from social media

This is the most obvious one, the social media traffic. This is simply website traffic that arrives from your social media channels. It’s good to have high levels of social media traffic as it shows you’re doing something right on social media and the strategy you have is working, it’s engaging your target audience enough for them to visit your website to find out more.



Bounce Rate

Bounce rate is how many of your website visitors left as soon as they arrived. It’s often described as “single-page sessions” and you’re looking for a low bounce rate as this means that more people have continued browsing rather than a high bounce rate with more people leaving instantly.

Obviously, bounce rate will not tell you why people are leaving. This is what you will need to determine yourself through experimenting and seeing what lowers and improves your bounce rate. Some common reasoning for a high bounce rate is:


Slow load times

Broken website

Bad first impression/not engaging

Badly targeted keywords


These may not apply to your website, and there may be completely different reasons as to why your bounce rate is high; whatever they may be, you need to work to determine them and understand what you can do better to lower bounce rates.

Top Pages

Google Analytics actually gives you a section where you can see where the most website traffic goes; what pages are most popular. You will be shown the number of pageviews and the percentage of those pageviews compared to total website views.


From this, you can then determine what type of content your website visitors enjoy


If they visit one certain page the most out of them all and it’s different from the rest; it will be obvious that they simply enjoy that page more and find it the most interesting. This then allows you to produce and create more content that you know your visitors are going to enjoy, from seeing what content they enjoy the most.

Conversion Rate

All sites will have a different definition of a conversion rate and what counts as a conversion. Conversions can range from a sale, a subscriber/newsletter sign up, a social share, a social follow, and so on.


You need to determine what conversion would matter the most to you


Conversions work alongside your overall website goals, for example if you wanted to get more email subscribers, your chosen conversion rate would be sign ups. If you wanted to grow your following, your specific conversion rate would be social shares and follows.

The higher your conversion rate, the better. If your conversion rate is low it means you’re either using the wrong approach and need to change your strategy. This can range from changing your content, changing your call to action button/text, etc. All websites are unique and therefore you have to determine yourself what works and what doesn’t, and the only way to do this is through experimenting to find what’s most effective.


Tracking website metrics can seem very daunting and scary. But once you get used to checking them and understanding what all the metrics and numbers mean, it’s easier than ever to see what works effectively and what doesn’t work as effectively.


You by no means have to track all these website metrics, you must just make sure you’re tracking the ones that matter to your business


You must experiment and determine what works best for you not for anyone else. To even begin experimenting you need to have a clear understanding of what already works (what gets you the best results) and what doesn’t work as well (what gets the worst results). And to do this, you’ve got to keep track of your website metrics.

For a website, it’s important to have goals. It’s important to make sure these goals work alongside the metrics you choose to follow; allowing you to see how your results are helping you or hindering you in progressing towards your goals.

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