Are you looking for ways to improve your online marketing strategy? Want to know the website metrics you should track in Google Analytics?

We share 8 website metrics you should measure in this infographic.

8 Website Metrics You Should Measure to Improve Your Marketing Strategy [Featured Image]

Here’s a quick summary:

  • Pageviews
  • Mobile vs. Desktop Visitors
  • Page Timings
  • Traffic Acquisition
  • New vs. Returning Visitor
  • Time On Site (TOS)
  • Landing Pages
  • Exit Pages

Check out the infographic for more detail.

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8 Website Metrics You Should Measure to Improve Your Marketing Strategy [Infographic]

As your marketing strategy continues to evolve, so too will the tools and techniques you use to measure its performance.

At its most basic level, a web analytics tool can measure the traffic coming to your website, but many people don’t take advantage of the advanced features that could improve their marketing results dramatically.

Here are eight website metrics you should be measuring in order to improve your marketing strategy.


Pageviews are one of the most common metrics used by website owners. Pageviews will tell you what pages have been viewed, and how many times each have been viewed.

This is helpful for finding out if users like certain pages, which can help point out areas of improvement for your marketing strategy.

For example, if a particular page or piece of content isn’t getting as much attention as other pieces on your site, it might mean that something about it needs changing.

But make sure you don’t take everything at face value; remember that even high-quality content may not be getting pageviews simply because it hasn’t been shared enough via social media or another medium.

Mobile vs. Desktop Visitors

Knowing which devices your site visitors use to access your site and how they use those devices will give you key insight into where your website could be optimised for maximum impact.

Specifically, if most of your visitors are coming from mobile devices, it may make sense to optimise the mobile experience for your visitors (which could lead to higher engagement).

The same goes for using desktop computers: if most of your traffic is coming from desktop users, it makes sense to optimise that portion of your website.

Page Timings

If you’re analysing web page performance, make sure to check how long it takes for your site pages to load. Page load time is critical because it has a direct impact on user experience.

Studies show that 40% of users will abandon a website if it takes more than 3 seconds to load!

But slow page loads aren’t just an annoyance; they have negative effects on conversion rates and customer satisfaction, and Google’s latest Page Experience update could also mean you suffer lower rankings because of it.

So keep an eye on them!

Traffic Acquisition

If you’re interested in growing your business, traffic acquisition is an important metric to keep an eye on. This tells you where your traffic came from.

It includes organic search results, referrals from other websites, banner ads or even email marketing campaigns that promote your site. Traffic acquisition may also refer to referrals from social media sites like Facebook and Twitter.

Take note of your main traffic source, then figure out how you can improve each source for greater returns. Also monitor trends over time—are there any spikes?

Identify these trends by checking traffic by day of week or time of year.

New vs. Returning Visitor

A new visitor is someone who visits your website for the first time. A returning visitor is someone who has already visited your website once.

Returning visitors are more likely to make a purchase on your site than new visitors, so it’s important to find out how many returning visitors you have each month. But don’t stop there!

How often do they return? Is there any way to increase their frequency? If you track these metrics over time, it will be easier to tell if marketing campaigns (e.g., social media) lead to an increase in returning visitors.

Time On Site (TOS)

As the name suggests, this refers to how long your visitors are staying on your site. The longer they spend, on average, per visit, generally speaking, signifies that your content is engaging and relevant.

If someone leaves quickly, there’s a good chance they weren’t happy with what they saw. If you have a lot of pages on your website but low TOS, then it might be a sign that something needs to change in order for you to catch their attention.

It could be that your layout isn’t well-designed or pleasing enough to keep them from clicking away.

Landing Pages

This metric refers to the page each visitor first landed on when they visited your site. For a lot of websites, the home page will be the most popular landing page on a site.

Whichever page your visitors are landing on the most, you need to know why. Maybe it’s what people initially search for in Google? Or maybe it’s simply an easy place for new users to start from?

Whatever it is, make sure you take time to understand what users get from their point of entry onto your website.

Exit Pages

Exit pages are pages that your visitors leave your site from (for example, if they hit back or close their browser window).

If you know where people are exiting your site, you can look at what factors may be influencing their behavior and try to modify things like copy, design and even content to increase conversions.

For instance, maybe when people land on your pricing page, they tend to click away—perhaps it’s not scannable enough? Knowing where your customers decide not to buy is just as important as knowing where they decide to buy.