5 Web Performance Metrics in Google Analytics

Evinex Blog Web Performance Metrics in Google Analytics

Nowadays you can get a variety of visitor data such as where they come from and how long they stay at a page. Analyzing the website data and understanding your visitor’s behavior will give you a great impact on the improvement of website performance.

Google Analytics is a Google’s web analytics tool that gives you advanced statistics of a website by tracking visitors. It helps you to find what pages are working on your website and what errors your website has. It gives you the opportunity to not only boost traffic but also increase conversions and grow your business.

Here’re 5 web performance metrics you should check regularly.


5 Web Performance Metrics to Check

  1. Bounce Rate

    Bounce rate is the percentage of the users who stayed at only the first page and closed the browser. The actions visitors take are seeing other page or closing the page. To draw visitors to read more contents and take actions, you should minimize the gap between the landing page and the information your visitors are seeking for getting them engaged and reduce the bounce rates.

  2. Average Time on Page

    Sometimes it is hard to understand web page performance by looking at only pageviews. Instead, the thing you have to focus on is average time on page. This tells you averagely how long your visitors stay on the page. Ask others to read and measure the time that took to understand the contents. If the average time is less than the estimate time, visitors may leave the page before reaching to the end. On the other hand, if it’s more you need to review your contents and check if there is any usability problem.

  3. Average Pages/Session

    This is the average value of the page numbers that visitors view from the moment they enter the website. It is calculated as [ total number of pageviews / total number of visitors ]. To enhance visitor engagement, check if you have enough internal links and calls to action in each page. If your site is a corporate site, consider if your navigation and the elements of your sidebar are designed effectively. Also if it is a blog, you can place “Related Posts” to lead visitors to read more.

  4. New/Returning Visitor Rate

    Users are divided into new visitors and returning visitors. Checking new visitor rate lets you know if you are spreading your web pages or not. Since the ratio depends on what business stage you are (i.g. most of startups have more new visitors than returning visitors). It is very important to set your goals with a specific percentage based on what you want to focus, acquiring new visitors or retaining returning visitors.

  5. Conversion Rate

    Conversion should be a part of your business goals and a very important process to the success of your marketing efforts. Especially for e-commerce sites, tracking conversions is critical. Even if you don’t, you also can set any activities as conversion goals. Google Analytics helps you to set up goal types (destination, duration, pages/session or event) and the value.


In conclusion, it is very important to grab how people are using your website for a better web performance. With those 5 web performance metrics with Google Analytics, you can upgrade your website to the next level. To improve your web performance, you can also use Google Webmaster Tools. Check out “7 Things You Can Do with Google Webmaster Tools“.


Which web performance metrics do you place an importance on?

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