📊 Web analytics: what metrics should you track on your website?

In today’s digital environment, having a website is no longer a guarantee of success. To achieve results, you need to analyze what is happening on the site – who visits, what they are looking for, where they stop, and why they leave. This is what web analytics is all about.
In this article, we’ll look at the key metrics that you should track to make informed decisions and improve your website’s performance.

🧭 1. Number of users (Users)

This is a basic metric that shows how many unique people have visited your website over a certain period. It gives you an idea of the reach and effectiveness of your advertising campaigns.

🔁 2. Sessions

The number of visits, regardless of who came in. One user can make several sessions. Important for evaluating repeat visits.

🕒 3. Average session duration

This indicator indicates the interest of visitors. A short time spent on the site may mean that the content does not meet expectations.

📉 4. Bounce rate (Bounce rate)

The percentage of users who left immediately after opening a single page. A high rate may indicate problems with content, design, or loading speed.

🧭 5. Traffic sources (Traffic Sources)

A very important metric that will show:

  • Where users come from (search, social media, advertising, direct events)
  • Which channels work best

📱 6. User devices

Understanding whether the majority of your audience uses mobile devices or desktop is critical to optimizing your design.

🛒 7. Conversions

This is the main goal of most websites: sale, application, subscription. Important:

  • Set up goals in Google Analytics
  • Track the user’s path to conversion

📦 8. Login and exit pages

This data allows us to understand:

  • Where users visit the site
  • Where they most often go

This helps to identify “weaknesses” in the site structure.

🔍 9. Search queries (via Google Search Console)

It is a source of valuable SEO information:

  • What queries are used to find the site
  • What is the average position in search results
  • CTR (click-through rate) for queries

✅ Conclusion

Web analytics is not just about numbers, it’s about understanding user behavior. By tracking key metrics, you can:

  • improve the UX,
  • increase conversion,
  • invest effectively in advertising.

Don’t be afraid of numbers – properly configured analytics will become your ally in business growth.