/ Data Analytics

Web Analytics Metrics that you aren’t tracking

Bill gates and I make an average of 5750 Million Dollars a Year

See how massively generalised above statement is? Yet there a great chance we might be doing the same mistake with our web analytics plan. ( recall: Average Session Time, Average Page Visited per Session )

Gone are the days when a visit itself was a feat to celebrate, but now with the pervasive web and user attention shortening rapidly we need to rise above these vague generalisations and need to think about user a “human being” rather than a number in your data.

As Avinash Kaushik puts it:

Stop with the “One Night Stand” focused metrics

So instead of chasing top-level metrics like clicks, impressions, exit rate etc, we need to be thinking from the business perspective. Putting users at the front line of the game. Instead of visits, we shall be focusing on the behaviour across session to probe deep into what went wrong(or right)

So I have compiled few awesome metrics that will help you shift gears from number focused to business focused:

Visitor Loyalty

This reports how often people visit my website.
This is quite different from ‘average visits per visitor’ which usually between 1–2 which hides the truth. Visitor loyalty gives you the full distribution of visits by the number of visits by that user.

This helps you understand how many visitors are loyal i.e. are coming back to your website. If not you can take the decision to re-market or create loyalty campaigns for the same.

Visitor Loyalty

Visitor Recency

How long has it been since a visitor last visited your website?
If you have a content publishing website like buzzfeed.com you would want your user to visit your website frequently ( 1 day ago ). Or if you have a website where you are selling a course, you would use this metric to understand how many visitors are not returning back for a long time or if most visitors are new ( that’s 0 days ago ), so that you then increase your frequency of marketing to avoid churning of users.

Visitor Recency

Days/Visit to Goal

How many times or for how many days a user visits before he finally converts (make that purchase, or give that email)
They can be deeply insightful in terms of perfecting the marketing messaging on your website.

Help you measure success correctly. Many simply measure conversion in the same session as the success. But if multiple sessions lead to conversions you might not be attributing right the campaign / acquisition drivers.

Measuring Days & Visits to Purchase is a great way to start that process.

Days/Visit to Goal

Length of Visit

Distribution by the number of pages visited each time a visitor came to the website. This is a major replacement of “average session time”.

This allows you to see a full detailed distribution of how much time people are spending on your website rather than hiding it all under one “average” umbrella.

Depth of Visit

How many pages users are visiting in one session? This again replaces “average # of pages visited” to provide you with a complete understanding of how many people are exactly visiting how many pages of your website.

You shall analyse, what kind of website are you? Do you want users to engage? If yes then it could be alarming for you if most of your visitors are only visiting one page per visit. (I bet Facebook would freak out if it ever has maximum visitors just visiting one page per session, as they aim to engage users on their platform)

Depth of Visit

Economic Value

Last but not at all the least, revenue. Yeah! I know I have been ranting about focusing more on users and business values than numbers, but this is one number you won’t be able to (and shouldn’t) avoid.

You need to segregate each channel and divide your goals into macro and micro conversions. This allows you to track conversions across all channels and see which channel performed better for you.

So we have now seen the unicorn web metrics that helps you realign your focus from vague numbers to real business objectives. Use them wisely and you sure will be able to help your users love your product and get a big pat on the back from your boss (or maybe an increment :D )

Web Analytics Metric

Go ahead and Share it. Save your fellow entrepreneurs or analysts from the wrath of vague data and numbers. Do it!

This post is compiled from various teachings of the amazing data analytics guru Avinash Kaushik. Here are few posts that you may refer:


Six Web Metrics / KPI's To Die For


Your Web Metrics: Super Lame or Super Awesome?


I Got No Ecommerce. How Do I Measure Success? - Occam's Razor by Avinash Kaushik