Why we need certain metrics/KPIs to measure our performance?

Certain metrics/KPIs are needed to gain insightful analysis about our website performance. Each business has a different goal, makes them need different metrics to measure their performance.

In this case I will give you a general standard in making an insightful analysis. Remember, this is a general standard. You can add more additional metrics and combined them to get additional insight because each business is different and unique. Please, always consider about your business goal and rely on that goal in making a deeper insight.

In this article, I will  divide your business into three categories, small, medium, and large. I  also see the metrics from three point of views; acquisition, behavior, and outcomes. Let’s we start!

1. Metrics/KPIs for Small Business

ACQUISITION

Cost per acquisition  calculates how much cost each transaction is from all campaigns.
Example:

You can see that campaign via Facebook is more cheaper than Email. Maybe, you can improve your budget on Facebook than Email for future campaign.

BEHAVIOR

Bounce Rate tells about how relevant your campaign is with your landing page. The more relevant, the smaller bounce rate you got.You can see that campaign via Facebook is more cheaper than Email. Maybe, you can improve your budget on Facebook than Email for future campaign.
Check Abandonment Rate tells you where your visitor break the conversion path.

OUTCOMES

Macro Conversion Rate calculates about how much your revenue is. For e-commerce website, you can see revenue metrics. And for non ecommerce site, you can see your total goal value.  Use an excel to manage this data easier.

2. Metrics/KPIs for Medium Business

ACQUISITION

Cost per acquisition
+ Click Through Rate CTR tells you how appropriate your ad and visitor search result is. The higher CTR, the more appropriate it is.

BEHAVIOR

Bounce Rate
Check Abandonment Rate
+ Page Depth Segment this metrics into meaningful class, based on your content type.
+ Loyalty depends on the content of your power  to get your visitor back. You have to consider about how many times you need to update your content.

OUTCOMES

Macro Conversion Rate
+ Micro Conversion Rate identify the economic value from all behavior. Set a goal for this data, and calculate their value.
+ Per Visit Goal Value How much valuable your visitor behavior during a single visit.

3. Metrics/KPIs for Large Business

ACQUISITION

Cost per acquisition
Click Through Rate
+ % of new visit It is important to know about, how powerful your campaign in grabbing new visitor.

BEHAVIOR

Bounce Rate
Check Abandonment Rate
Page Depth
Loyalty
+ Events Per visit The bigger  business you have, the more  complicated website you have. With count this data in you can get more insight about how interactive your website is. Make an advance segment to help you classify which interaction is good and which is not.

OUTCOMES

Macro Conversion Rate
Micro Conversion Rate
Per Visit Goal Value
+ Days To Conversion Most of advertiser make a plan for single visit conversion. But, the reality is, most of visitor do a conversion  after they come to the site in multiple time. Make audience feel that you will stay here if they need something from you (find it in Days to transaction or Time Lag in Days).
+ % Assisted Conversions The number of media that your visitor visited/used before finally come and do conversions in your site (find it in Multi-Channel Funnels – Assisted Conversions).

Here’s the summary

Happy analyzing