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Website metrics to track in 202

Website metrics, statistics, and KPIs aren’t the most glamorous subjects, but they play an important role in your website and digital marketing strategy. Additionally, tracking the most basic numbers can help you identify what’s working for your business and the areas that need improvement.

It can also help you identify any abnormal results, e.g., those caused by a website outage. Therefore, tracking your site’s metrics is vital as it sets you apart from your competitors and helps in improving its performance.

Here are some website metrics you should track in 2020.

1. Bounce rate

This occurs when someone visits your site and immediately clicks off or closes the browsing tab. Your bounce rate shows how many users didn’t find what they were looking for on your website. While getting this number to zero is impossible, reducing it is critical since every lost user is a missed opportunity.

To minimize your bounce rate, start by identifying why a visitor clicked off and add the right content and navigation to keep them around.

2. Exit pages

These are the pages on your website that have a high exit rate. For example, if a user visits multiple pages on your website and then leaves while on your home page, that is an exit page. However, some pages on your website, such as your order page, may have a high exit rate since users have already made a purchase.

Unfortunately, having a high exit rate can indicate problems along your conversion funnel. Therefore, try and find out what is making your users exit such pages.

It is important to note that Exit Rate and Bounce Rate are two separate metrics all together, but continuously are confused as the same. Here’s a great article from Google on Exit Pages vs Bounce Rate to help clear the water.

3. Conversion rate

The conversion rate of your website is an important metric as it has a massive impact on your brand’s profitability. For example, if you can increase your conversion rate from 2% to 4%, your profits will double. Tracking your conversion rate depends on your conversion goals as different brands have different CTAs.

For instance, your conversion goal may be to make a sale while another business might want to increase its email subscriber list. Thus, identify what your conversion goal is before tracking it to measure the success of your website.


There are many different types of great metrics to track this year, all depending on a wide array of factors that might be uniquely important to you and your business. If you need help or would like more information about website metrics and digital marketing for your own company then we are here to help. Let’s Talk.

About Brad Nietfeldt

Brad Nietfeldt

As one of the most sought after digital marketing gurus in America, Brad’s entrepreneurial career involves writing and producing music, successful tech start ups, working for several fortune 500 companies and in his early 20s he was of the first support staff at the then start up currently known as PayPal.com. Learn more.

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