Digital analytics has been a positive game-changer for marketers and business owners. This near-instant information can show you who is looking at you, what they’re looking for, and what they’re buying. All this data can be a little intimidating, so here are the 7 biggest metrics to keep an eye on.


Web traffic is the number of visitors who come to your site. You should pay special attention to organic traffic, which comes from search engines, not links. If those numbers are poor, focus on beefing up your search engine optimization strategy.


Your click-through is the ratio of how many people click on your ad to how many times it is served. If the rate is bad, try using stronger keywords.

Page Load Time

Average page load time is one of the most important metrics you can follow. A page that takes too long to load is one of the biggest reasons people click away. If your load time is bad, the resolution of your graphics may be higher than necessary, causing the lag.


Your conversion rate is critical because it shows whether you have sealed the deal with a visitor or not. It tells the story of the whole process from search to sale. If the rate is bad, make sure you don’t have too many barriers to buying (multiple clicks, pages, etc.)

Bounce Rate

Bounce rates are important metrics because they show you the number of visitors who leave your site without visiting any of your other pages. You want people to stay on your site and click around. A bounce rate may point to changes you need to make on your home page.

Indexed URLs

Google has an Index status report that works as a sort of archive of what Google considers fresh or noteworthy as it scours the web. If none of your URLs are indexed, your search engine rankings aren’t what they should be, so focus again on SEO.

Number of Backlinks

Another Google analytic you need to track is the number of backlinks that are listed for your site. A backlink is a link to your web page that is posted on another site. Google views that as a referral, and five or more solid backlinks can really improve SEO rankings. If your number is low, start backlinking other sites. They may return the favor!

This data is readily available to any webmaster. Review it often and use it to grow your site and business!