Which Metrics in your Analytics Reports You Should Put Your Eyes On?

2018/03/27 07:59

KOBIT Report guarantees the best web analytics

To run a successful business on the web, you need to engage in a continuous process of refining and improving your online marketing approach. A low performing web page will damage your brand. But first, you have to understand where the problem or the problems lie. As Lord Kelvin once said: “If you cannot measure it, you cannot improve it”.

KOBIT analyses your Google Analytics data and breaks it down into easily comprehensible natural language sentences enriched with easy to understand graphs. The purpose of KOBIT is to give you the knowledge from which you can undertake the actions to improve your website. Many reporting tools out there need some knowledge of Google Analytics before they are used. Yet, we designed KOBIT for people with no knowledge of Google Analytics.

The Metrics that define your strategies

There are countless metrics provided by Google Analytics and, for a newcomer, it can be overwhelming to make sense out of them. To help you start improving your website right now, we compiled a list of the most important ones:

KOBIT Analytics Sample Report


Traffic Sources

Let’s start with the beginning and see how people are reaching your site. There are three important traffic sources:

  • direct visitors
  • search visitors
  • referral visitors

Usually, each source has its own level of conversions and you should start calculating how much each of these sources is converting and devise separate strategies accordingly.

New Visitor Conversion

Moving forward from traffic sources, you will find out that it is useful to separate new visitor conversion rate from your returning customer conversion rate. This metric will help you figure out how to improve the experience for the visitors that are coming to your page for the first time. If this rate is decreasing, you should identify what the problem is. The usual culprits are user experience or website design.

Return Visitor Conversion

OK… the visitor wasn’t converted the first time he reached your page but you made a strong enough impression to make his return. This metric isolates these returning visitors and helps you figure out how to increase their conversion rate.

New Returning user KOBIT Analytics Report 

Bounce Rate

Bounce rate is maybe the simplest metric to understand but it’s also the most powerful. Its technical definition is simple: the percentage of sessions on your website with a single page view.

To get useful information out of this metric, I advise you to measure it on at least two levels:

  • aggregate, at the entire site level
  • separate from your top landing pages

What I like most about it is that it’s hugely actionable.

For example, you can measure it for your search words (both paid and organic). It will show you if your site is optimized for the wrong keywords or if your landing page needs improvements. In either case, you should work to fix the problem.

It’s worth mentioning there’s one exception where measuring bounce rate in aggregate might not be the best choice: blogs. Blogs are unique because people come only to read your posts. When finished… they leave. Your bounce rate will increase but that is OK.

E-commerce related metrics

If you have an e-commerce website and focus only on your sales numbers, then you will miss essential information on what is working or what is not working on your website. KOBIT provides several useful metrics that will help you boost your revenues.

E-commerce conversion rate

An e-commerce conversion is reported every time a visitor makes a purchase. If your rate is increasing, then it’s time to celebrate. Otherwise, something could be wrong and you must find out where the problem lies: user experience issues, inventory problem, etc.


This one represents the total number of orders or completed checkouts. A single transaction could include a single product or several products. It could also include several units of the same product. Each transaction has its corresponding transaction ID. For each e-commerce transaction, you can include information about the total value, purchased items and so on.

Unique Purchases

This is the number of times when a product was part of a transaction. For most sites, this number is higher than transactions because transactions tend to have many products. To increase revenue, you can use this metric to tune your product offerings. For example, if you have a product ordered many times but there are only a few unique purchases it means that the customers are ordering it in bulk. A sensible approach would be to offer a discount, should a customer orders a certain quantity.


This list is not intended to be exhaustive or definitive. Rather, its purpose is to help you get useful information you can act on. Acting on your data is the single most important aspect of web analytics, yet it is this that most people stumble with. KOBIT, with its plain English and graphs, will help you to intuitively understand what is driving your website’s performance.