Tracking KPIs in Google Analytics

Tracking KPIs in Google Analytics

“You can’t measure what you’re not managing.” ― W. Edwards Deming

KPIs or ‘Key Performance Indicators’ are a set of measurements reflecting what you as a business need to track. These KPIs could track performance or success. In this example we relate KPIs to Google Analytics and how you should be using it to easily track the performance on your website.

If you’re redesigning your current site, tracking KPIs should be considered during the build to ensure you have the correct pages in place that your able to track. These can then be setup in Google Analytics as Goals. Below, you’ll see some of my Goals setup in Google Analytics.

Tracking KPIs in Google Analytics

Google recently updated the Dashboard in Analytics so it’s now much easier to find. Just select the account you want to work on, hit Admin and Goals sits under ‘Profile’.

Goals in Google Analytics

Google Analytics Goals

So to summarise KPIs can be…

  • Indicators of Success
  • They can be presented in numbers or rates
  • Compared over time
  • Differ on industry and type of website

So now let’s look at some KPIs that relate directly to your website…

Conversion Rate: Tracks the number of visitors who have performed an action.

Goals Conversion Rate: Will display a count for the number of times a visitor has reached a page on your site that you have defined.

Type of Users (user defined): The user defined variable allows you to “label” a visitor if they complete a certain action on your site, such as making a purchase or visiting a key page. These labels are useful because they last across multiple visits to your site.

Bounce Rate & Time on Site: Very important pieces of information. Are visitors finding your content relevant? and how long are they staying to read it?

Type of Sources: This includes traffic from various sources and mediums such as Search Engines, Referring sites, Direct, E-mail or custom campaigns.

What are your KPIs? do you use Google Analytics to track them or do you use alternative software?

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By Steven Burles

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