Startups Blog

Measure What Matters: 7 Key Website Metrics for Business Owners

Written by Ben Walker | Aug 25, 2025 9:28:09 AM

Have you recently opened a website and wondered whether it generates the expected results? Most business owners are left confused about the results generated by a particular digital marketing strategy because they don’t know which metrics to track.
 

Remember that in digital marketing, you can track almost everything, ranging from Average Page Views Per Visit, bounce rate, conversion rate, and much more. Every click tells a story, but knowing the numbers greatly matters. But which are the key metrics that truly matter for your business? Let us look at them one by one in the article below: 

Bounce Rate

Bounce rate is a metric that indicates the percentage of visitors who land on your page but leave without exploring the content further. Now, why is bounce rate significant? It showcases whether the content present on the site is relevant to the user's search query and helps improve the overall user experience. 

Conversion Rate

The next metric that you must consider is the conversion rate. This is the percentage of visitors who came to your site and took the desired action. Conversion rate is a key metric because it transforms visitors into customers.

One thing you must know is that conversion rate doesn’t always mean an economic transaction. It can also suggest signing up for a newsletter, opting for a trial, downloading a mobile application, or any other CTA mentioned on the webpage. If you are not seeing positive results in your conversion rate, you can aim to improve your UX and check whether the page is relevant to search queries.

Keyword Ranking

Speaking about search queries, another metric to consider is keyword ranking. This shows the position at which your webpages appear in SERPs for a specific keyword or search query. For example, you have optimized your website for “best running shoes for men.” When a user searches for this keyword, your website appears in the 5th position. In this case, your keyword ranking is 5.

Keyword ranking is crucial because it showcases your website's visibility. Moreover, it is a key indicator that determines whether your SEO efforts are generating results. 

Average Page Views Per Visit

As the name suggests, this metric showcases the average number of pages a visitor views per visit. Now, as a whole, the average page visits per session is 4, irrespective of the industry you are in. However, remember that this is the average, and the real number depends on your business model, type of website, industry, and numerous other factors.

Business owners must strive for an average page view of 4 or more. Even a 4.4 average would mean they are doing much better than many of their competitors. 

Traffic Sources

Traffic sources showcase how effective your marketing strategies are. When determining online traffic, you must check out the sources, your audience’s behavior, ROI from your marketing activities, and other behavioral analytics. All this information together helps you understand how effective your digital marketing campaign is and whether you can attract the right type of audience through your strategies. 

Returning Users

This metric shows the number of people who have previously visited your website and came back after a specific time period. It is essential to look at this metric because it showcases whether you could hold the interest of your target audience. Returning users are a sign that your audience found your website helpful or valuable. 

Engagement Rate

Engagement rate showcases how actively visitors interact with your content. If a session lasts more than 10 seconds, if the visitor visits two or more pages, or if it leads to a conversion, the engagement rate increases. Engagement rate is essential because it determines the ROI of your marketing efforts. 

Conclusion

Every owner must consider the key metrics mentioned above. Even if you have hired a digital marketing company for your marketing campaign, keeping a close eye on these metrics is important to ensure that you are heading in the right direction. By taking a proactive approach, you can control your marketing efforts and generate positive results.