Join Dataflo @ SaaS Insider's India 2022 on May 26 - 27
Register Now

Google Analytics: 15 Metrics Every Marketing Leader Must Measure in the Website Analytics tool

Google Analytics: 15 Metrics Every Marketing Leader Must Measure in the Website Analytics tool

Google Analytics is one of the most important tools for a marketer to keep track of the website analytics - the question is however, in a tool that provides literally hundreds of metrics what should you focus on a daily basis. In this post, we cover just that. Here are the 15 most important metrics every marketer should measure in Google Analytics.
Krishna Srinivas V
Krishna Srinivas V
Aug 26, 2021
15 KPIs to measure in Google Analytics

For a tech company a website is more than just an online way of reaching your customers. It is a manifestation of your organization and often leaves the first-ever impression on your customers. If you own a website, you would definitely want to make it effective and winning.

A successful website is where users like to stay, which compels them to visit and allows you to turn their visits into conversions.

That is why it is so crucial to measure the right set of metrics a.k.a Key Performance Indicators (KPIs) that help you accurately understand what is working and what is not on your website.

Undeniably, Google Analytics is the first choice when it comes to website metrics.

Google Analytics for tracking Website KPIs

With a tremendously broad base of users worldwide, Google offers marketers its robust website metrics called Google Analytics. It is a powerful marketing tool that has remained unchanged in almost every marketer’s bag. Moreover, it’s free! Marketers can monitor more than 200 metrics free of cost on Google Analytics

However, the tricky part is zeroing in on a handful metrics from the hundreds of metrics in a way it will give a wholesome  that you should always  

15 Important Metrics to Measure in Google Analytics

As a marketer, you don’t need to track every metric offered by Google Analytics, as all of them are not essential for delivering better content to your audience. We have a comprehensive list of metrics and KPIs that can help you earn a better rank for your content on Google:

1. Number of Users and Sessions

This metric informs you about the number of individuals that visit your website over a certain period. The number of sessions is the frequency of users visiting a particular site.

Where to view: Audience > Overview

2. Bounce Rate

When a user leaves your site after visiting one page, it is known as a single session. Bounce rate is the percentage of all those single sessions. A high bounce rate may signal issues like poor content, technical glitches on your website, lack of internal links or call to action (CTA), etc.

Where to view: Audience > Overview OR Behavior > Site Content > All Pages

3. Average Session Duration

This metric demonstrates the average time spent by the users in a single session on your website. It is shown in terms of seconds and calculated by dividing the total duration of all sessions by the total number of visits/sessions.

Where to view: Audience > Overview

4. The Ratio of New to Returning Visitors/Percentage of New Sessions

These metrics depict the percentage of new visitors of all the total sessions. This shows you how well your website is managing to get new users while maintaining the existing users.

Where to view: Audience > Overview OR Audience > Behavior > New vs Returning

5. Pages Per Session

It is the number of average pages viewed in a single session. A higher number indicates that the users are engaging more while navigating among the pages of your website.

Where to view: Audience > Overview

6. Pageviews/Pageviews by Page

It is the page-wise total number of views. It’s a key metric to know if the page content is attracting new or existing users.

Where to view: Behavior > Site Content > All Pages

7. Average Time on Page

It’s the average time for which a visitor is engaged to a page. If the pageviews are lower for a certain page, you can enhance it by adding SEO content, multimedia content, etc., to increase engagement.

Where to view: Behavior > Site Content > All Pages > Avg. Time on Page column

8. Top Queries in Site Search

In this metric, you analyze the top queries searched by the users. This analysis assists to know the demands and expectations of your customers. Required improvements in your website will help to engage more users.   

9. Top Landing Pages

Google Analytics allows you to view the top landing pages of your website that attract the highest traffic. It helps you to analyze content quality, user experience, and marketing campaign efficacy, etc.

Where to view: Behavior > Site Content > Landing Pages

10. Channel-Wise Sessions/Sources of Traffic

It is the key metric to know which source of traffic works best for your website. It analyses sources like Direct search, Organic, Social, Paid Search, Email, Channels, etc.

Where to view: Acquisition > All Traffic > Source / Medium

11. Google Ads Analytics

Link your Google Analytics to your Google Ads account, and you can access the metrics of your Google Ads campaign.

12. Device Metrics

Through this metric, Google Analytics allows you to know the source device through which most users are engaged to your website.

Where to view: Audience > Mobile > Overview

13. Cost Per Conversion/Referral

This metric informs you about the average cost of the marketing campaign that you incur for achieving a sale. You can calculate the cost per conversion by dividing the total cost for inviting traffic by the total number of conversions.

14. Exit Pages

Exit pages refer to the last page that a user views before leaving your website. An analysis of exit pages is essential to improve their content, eventually engaging traffic and increasing conversions.

Where to view: Behavior > Site Content > Exit Pages

15. Goal Completions and Goal Conversion Rate

Here, you get to know how well your website is doing to achieve specific goals. A goal may be defined as the number of visits or sales made or even the number of downloads.

Where to view: Conversions > Goals > Overview


Google Analytics has made it simpler to track hundreds of metrics conveniently. As you need not examine all of them, the ones listed above might help you develop an influential website.

Cut through the data clutter, today. Take Dataflo for a spin.

Thanks for signing up! We'll reach out to you shortly.
Oops! Something went wrong while submitting the form.