Identify, define and interpret commonly used
web analytic metrics and KPIs.
web analytic metrics and KPIs 1
Web performance metrics
The metrics commonly used to assess the performance of a
web pages are contents and industrial dependent. Because
most web contents are different and dependent on the purpose
of the website. University of Greenwich website is different
from ASDA website
KPI stands for Key Performance Indicators. This a term used
to assess the performance of any metric.
What metric should be used to measure the performance of
websites ?
Is the metric measuring what is intended to measure?
web analytic metrics and KPIs 2
Web performance metrics and KPIs
• The common metrics used to assess the performance of a
web page are as follows.
Conversion/Conversion
Source of traffic /Channels/ Rate.
Acquisition. Page Load Time/Loading
Page View. problems.
Bounce/Bounce Rate. Pages Per Session and Scroll
Average Session Duration. Depth.
Dwell Time/session. Goal/KPI.
Many more
web analytic metrics and KPIs 3
Web performance metrics and KPIs
Source of traffic /Channels/Acquisition - This is how the user or customer
get to your website.
Is it from a search engine eg google, yahoo ?, or from a paid advertisements like
AdWords or AdSense. The knowledge of these may make the owners of the
webpages to know where his traffic are coming from, hence optimise the
sources.
web analytic metrics and KPIs 4
Web performance metrics and KPIs
Page View- what is the most popular page that users view, this will enable the
owners to optimised the particular pages, and questions like; what made such
pages popular? Can such information be used to improve other pages? So that
other pages could become popular also. How can these popular pages be
commercialised to generate incomes.
web analytic metrics and KPIs 5
Web performance metrics and KPIs
Bounce/Bounce Rate.
This is the rate at which customer enters a web page and leave immediately
without doing anything. It is a very significant indication that all is not well with
the web page. Why are customer's getting to the page and just leaving with out
engaging
web analytic metrics and KPIs 6
Web performance metrics and KPIs
Average Session Duration/Dwell Time/session.
This metric are usually underrated, but it could provide an insight into some very
important factor for a Web analytic and Website Optimisation Engineer (WOE).
Take for instance a Registration form page. The amount of time that users spend
in that page filling the form may be an indications of how easy users find the
form. Some forms may be too difficult , this may be the reason that users spends
so much time and hence may not be registering.
web analytic metrics and KPIs 7
Web performance metrics and KPIs
Goal and Conversion Rate.
This is the rate at which a users get to doing what the website is set up for. For
example, the table below shows conversion rates. What is the purpose of the
website and how many visitor complete them
Number Types of web Number Conversion
of sites that Rate
visitors bought
20 Cloths 10 50%
websites- eg
Primark
100 Movie 10 10%
webpage
Eg Netflix
50 Youtube or 50 100%
Vimeo
20 Membership 5 25%
registration
web analytic metrics and KPIs 8
Web performance metrics and KPIs
Page Load Time/Loading problems.
This metric although is a technical base metric could affect user’s engagement
with web pages. Imagine web pages with lots of heavy image file, rendering
such pages may demand lots of computation power therefore may not load
properly or will take lots of time to load. This is very frustrating for users.
This experience may make the user leave without conversion.
web analytic metrics and KPIs 9
Web performance metrics and KPIs
Pages Per Session.
This metric is among the popular calculated metric from the number of pages
divided by the duration of the session. Most Website Optimisation Engineer
(WOE) uses this metric to know the general speed of scroll by users.
web analytic metrics and KPIs 10
Web performance metrics and KPIs
Scroll Depth:
This measures if user scrolls all the way down the pages. It also provides where
important information should be place on for the users to consume before
Bouncing off. Afterall why place information at the bottom of page when most
users don’t scroll to that deep?
web analytic metrics and KPIs 11
Customised metrics and KPI
These are the metrics you got from calculation using other metrics
Customer Lifetime Value (CLV).
CLV is the average amount spend by a customer or is expected to spend
through out the lifetime of the customer.
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Customised metrics and KPI
Cost Per Conversion (CPC).
web analytic metrics and KPIs 13
Customised metrics and KPI
Practical sessions google analytics.
web analytic metrics and KPIs 14
