Blog Post Image

Key Digital Marketing Metrics To Grow Your Business – Part 2

In this second part of Key Digital Marketing Metrics To Grow Your Business, we shall be looking at 9 key metrics.

Website Traffic Metrics That Matter for Growth

These first 10 items outline the website traffic metrics that matter most for success with digital marketing.

Do you have Google Analytics installed on your website? You’ll need it, or something similar in order to track this type of data.


  1. Overall Website Traffic

Your website serves as your home base, and the face of your brand. Therefore, all of your digital marketing efforts will likely focus on driving traffic there. Individual campaigns may focus on list building or increasing social media reach, but the ultimate goal of that activity is to send more traffic to your website over time.

Because of this, measuring website traffic metrics regularly will provide you with a number of insights such as which campaigns are working and when.

If at any point you see a steady decline in traffic while still conducting consistent marketing efforts, consider troubleshooting your website. You may find broken links, a Google Algorithm penalty, or other technical issues deterring visitors.

Tips for sending more traffic to your website:

  • Optimize all pages on your site with relevant keywords
  • Consistently publish in-depth content on your blog
  • Promote your content on social media channels
  • Create targeted ads to a landing page with an offer

More resources to help you improve this website traffic metrics:


  1. Traffic by Source

This useful website traffic metric sheds light on exactly where your website visitors are coming from.

With the myriad of marketing platforms available and limited time to capitalize on all of them, the Traffic By Source metric is one to watch.

Use it to determine which sources are winners, and which ones need a little more attention. Or, use it to narrow down where you’ll spend your valuable time creating content.

Here are the four main website traffic sources tracked by Google Analytics:


Key Digital Marketing Metrics To Grow Your Business
Key Digital Marketing Metrics To Grow Your Business – Part 2


  • Organic Search: These users clicked a link on a search engine result that brought them to your website.
  • Direct Visitors: These users typed your URL directly into the search bar, or perhaps have it bookmarked and returned to visit.
  • Referrals: These users were sent to your website when they clicked a link from another website.
  • Social: These users came to your website after finding your social media profile or content posts.
  1. New Visitors vs. Returning Visitors

The value of this dual metric is that it helps you determine how relevant your website content is over time. Multiple visits can indicate you are providing information that people find so valuable, that they keep coming back.

As you release new content on a regular basis (think: blogs), you can review your New vs. Returning Visitors metric to see how any given content piece is performing.

Simply put:

If you’re looking to drive more organic traffic to your website, New Visitors may be of importance to you.

If you would like to measure how many people come back to browse and consume info, the Returning Visitors website traffic metric is important to note.

Tips for increasing new and returning visitors:

  • Create and publish valuable blog content that can be found organically via search engines
  • Use Twitter to promote blog posts, and add 1-2 relevant hashtags
  • Send an email blast to your subscribers after a new piece of content is published
  1. Sessions

Sessions refer to the number of visits your websites receives. Google specifically counts this in 30-minute increments, meaning it triggers this website traffic metric only once every half hour for each individual user.

Think of Amazon, as an example:

Users may trigger a session in the morning to shop, and then visit again later in the day to add something new to their cart. Each of those are considered unique sessions.


  1. Average Session Duration

Depending on your website’s function (informational, ecommerce, etc.) or the industry, the time on site metric can vary in its relevance to your campaigns.

A study by Brafton found these average session duration numbers by industry.


Key Digital Marketing Metrics To Grow Your Business
Key Digital Marketing Metrics To Grow Your Business – Part 2

Average Session Duration is a general indicator of how long visitors spend on your site entirely. This helps you to understand how your site performs from a user experience (UX) standpoint.

  • Is your website easy to navigate?
  • Are users finding what they’re looking for quickly?
  • Is the content valuable and worth reviewing at length?

Average Session Duration (time on site) can help answer these questions and many more.

Tips for increasing a visitor’s time on page:

  • Add a video to your content
  • Use Bucket Brigades to help readers stay engaged
  • Increase the readability of your copy (larger fonts, more white space)

Read More: Development & management of a purposeful and responsive website with an intelligent user interface and user experience.


  1. Page Views

This is the total number of pages viewed. A user who repeatedly visits the same page will trigger this metric, so it’s the broadest of all page-related measurements for digital marketing success.

However, it’s one of the most important website traffic metrics.

It’s relevant to know how many pages are visited on your website in a given time period. This helps you to understand if your entire site is of value or if only certain pages are.


  1. Most Visited Pages

To further determine which areas of your website are most valuable, look at this metric. You can find it in the “Behaviours” section of Google Analytics.

The Most Visited Pages metric uncovers all sorts of information about exactly where your site’s visitors are going and for how long. For a deeper analysis, check out the Behaviour Flow.


Key Digital Marketing Metrics To Grow Your Business
Source: Roadside


  1. Exit Rate

Here’s a metric that is very specific and reveals quite a bit about your website design and user experience.

If your campaign is meant to drive new users to your website for a more general “learn more” branding effort, the Exit Rate metric will show you exactly where they left after they reviewed your content.

Unlike Bounce Rate which triggers when someone views only one page, Exit Rate tells you where the user lost interest after spending some time exploring.

Make sure they don’t lose interest in your brand!


  1. Bounce Rate

Different from Exit Rate, the Bounce Rate metric is the percentage of people who leave (bounce away) from your website after viewing only one page.

This metric can help reveal that visitors may be leaving because:

  • The site takes too long to load
  • They did not immediately find what they were looking for
  • They found relevant content but were not compelled to click further
  • An error page loaded

Unless your website is set up to send users to a separate URL for conversion, you should look to the Bounce Rate number to determine if your campaign is effective.

An overview of average bounce rates for certain environments is noted below, in a chart by Kissmetrics.


Source: CrazyEgg

If you are marketing a new product but your link sends users to the website’s Home page, you’re likely to have a high bounce rate. Therefore, combat this by sending them to a page that is highly relevant to the path you want them on.

Tips for reducingbounce rate on your website:

  • Decrease your page load time
  • Add internal links to your page copy
  • Include images or other visuals in your content
  • Use a compelling call-to-action
  1. Conversion Rate

Google Analytics can help measure the number of conversions made on your site.

However, conversions may mean different things depending on the campaign.

For example, they could be:

  • an actual sale,
  • a subscriber,
  • a completed download,
  • a lead entry,
  • and more.

Oftentimes, the number crunchers only look to this digital marketing metric to determine if your campaign is effective. However, it’s only one piece of the puzzle and should be part of your overall digital marketing strategy.

Below, take a look at some others related to your online strategy such as:

  • Social media metrics
  • Advertising metrics
  • Email marketing metrics