10 Important Google Analytics Metrics You Need to Track

Google logo in front of eclectic storefront

When you’re using SEO and paid advertisement to increase traffic and drive conversions, it’s important to have a tool that can help you track your results or progress. But first, you need to know your business goals — what are you trying to achieve? Are you looking to increase sales or create more awareness for your brand? You need to track Google Analytics Metrics to help you measure your success. 

Incoming Traffic

You need to track where the incoming traffic is coming from. The primary sources of your traffic include direct visitors, referral visitors and search visitors. Direct visitors are those that type your URL into Google’s address bar; referral visitors are those that visit your website because they saw it either on a blog or another website; search visitors are those that type certain keywords in Google. 

As soon as you can determine where the traffic is coming from, calculate which incoming traffic gives you more conversions. You can then take action based on your data by improving your marketing strategies or maximizing traffic from a certain source.

Average Time Spent

This metric shows how much time, on average, a visitor spends on your website. Tracking this metric tells you how your website is performing. If the average time spent is lower, it means that your visitors are not enjoying what they see on the website. Your website may be slower, or the layout is not great. It could also mean that your visitors do not like the content you publish. You can analyze why your visitors don’t stay on your website longer and then take action using the other metrics. If you’re not highly adept with Google Analytics or SEO, get help from professionals. 

Bounce Rates

The bounce rate is the percentage of visitors that visit only one page on your website and then leaves. When your bounce rate is higher, it could mean that you have poor landing pages or the user encountered a technical problem. Investigate why your bounce rate is high by checking your landing pages, making sure it’s working, and checking if there are no broken backlinks that may contribute to the problem. If you need assistance, you can always contact Google Analytics experts, who can give you more data on why the bounce rate is high and what you can do to correct it. 

Organic VS Paid Traffic

Organic traffic are those coming from search engines that are not paid. Paid traffic are traffic from paid advertisements. Tracking this metric tells you which of the two is more effective. If you get more organic traffic, consider maximizing your SEO efforts to drive more traffic and conversions. If you get low traffic from our paid ads, check whether the ads are attractive and effective. You may consider tweaking them and tracking the progress afterward.

Top Performing Landing Pages

This metric tells you which pages get the most traffic. Check all these pages and analyze why they performed well. Evaluate the content, layout, call to action you used, and the overall user experience. As soon as you have the data on why these pages are performing, apply it to the other pages that are not getting any traffic. For your top-performing pages, consider boosting them to generate more traffic and increase conversions. 

Conversion Rate

If you’re running a business, then Conversions should be the top metric you need to track as that shows whether or not your marketing efforts are paying off or reaching out to your target market. The conversion rate is the percentage of visitors that performed an action divided by the total number of interactions. If the social media ad was shown about 2000 times and about 100 people converted from that ad, your conversion rate is about 5 percent. 


Location report gives you insights on where your visitors are coming from. Tracking this metric gives you opportunities to enhance your marketing strategy for that certain location or improving your content that would appeal to that certain geographic location. If you use social media, consider advertising to this location to generate more conversions. 

In-Page Analytics

This metric gives you information on the percentage of clicks on each of the internal links on your website. It can help you identify where the visitors click on your site and what areas are the most popular with the visitors. If there’s an important link that you would like your visitors to see, such as a sales page, then make sure that you place it in areas of your site that gets the most click.

Worst Performing Pages

Apart from tracking your top-performing pages, you need to also find out what pages are not performing well. Analyze why the pages are not getting any traffic and improve them. You may consider updating the content or adding more relevant information and high-quality photos. You can check your top-performing pages to help you improve the low-performing ones. If you need help, don’t hesitate to get in touch with the experts. 

Get in Touch With Pixaura

Do you need help evaluating these important Google Analytics metrics? Our team of expert professionals are committed to helping out startups and established businesses build a good reputation for their brand and drive more conversions. We can help with your Google Analytics A/B Testing and other Google Analytics Metrics that you need to track. Talk to us about your goals and what you want to achieve, both short-term and long-term. We’ll review your current strategies and determine whether they align with your current goals. Our team is more than happy to help you determine what metrics you need to track to help you achieve your business objectives. Contact us today!