Key Google Analytics Metrics for Every Startup

2018/08/17 08:00

analytics for startups

Running a startup? These are the Google Analytics metrics you should pay attention to.

Businesses of every size, all over the world, rely on Google Analytics to understand their website traffic and how their content and campaigns are performing.

However, what many businesses struggle with is knowing what data and metrics to pay attention to based on their specific goals.

Why use Google Analytics at all?

If you’re just starting out, chances are your online presence is going to play an important role in the success of your startup.

You will be pressed to find a business today that doesn’t rely on the web to attract new customers and make sales, regardless of the industry they’re in or the size of the business.

Your website is an incredibly powerful marketing tool but if you don’t have a view of how visitors are engaging with your website and your content, how will you know where you can improve and excel? This is where Google Analytics comes in.

Yes, you could probably do without this tool but this simply gives your competitors an open invitation to draw customers away from you. Used correctly, Google Analytics will help your brand thrive online and ensure that you better understand your customer’s habits and needs.

Basically, your website’s data is always going to relate back to your startup’s turnover, which of course is a top priority.

3 Metrics that are most important for Startups

Below are the Google Analytics metrics that you should be paying attention to as a startup:

Traffic Sources

Knowing where your visitors are coming from will not only tell you a lot about them but it will tell you which of your promotional efforts are generating the best returns.

Your traffic sources report will tell you which visitors are:

  • Navigating directly to your site by typing in your website URL
  • Are being referred to your website by other, related sites
  • Are reaching your site via social media platforms
  • Are being directed to your site from paid ad campaigns

For example, if you’re currently running a social media campaign on Facebook and Instagram and have set up an automated email campaign, your traffic sources report will provide you with additional data, telling you which of these campaigns are producing the best results.

It also pays to know which pages visitors are landing on from each traffic source and what they are doing once they reach your site. This data will allow you to optimise the user journey on your site in an effort to achieve higher conversion rates.

Bounce Rate

Your bounce rate tells you how many visitors landed on your site but left almost immediately. There are three main reasons why your site could have a high bounce rate:

  • Your website does not match certain search queries. This could indicate that your website is ranking for irrelevant keywords.
  • Your content isn’t meeting searcher expectations. A high bounce rate could allude to the fact that searchers aren’t finding the information they’re hoping for once they reach your site.
  • Your website isn’t user-friendly. Visitors could be leaving your website if it’s slow or not optimised for mobile devices.

Albeit a simple metric, it could help you turn your entire site around. Ideally, your bounce rate shouldn’t be higher than 40%.

By navigating to the Behavior menu and clicking on Site Content > All Pages, you’ll be able to see which of your pages have the highest bounce rate. These are the pages you should be focusing on first, especially if they’re receiving high amounts of traffic.


Google Analytics Goals are an incredibly useful tool if you want to track the user journey on your site.

Setting up goals around actions you want your website visitors to take will help you identify where there might be issues in the journey that may be preventing them from converting. Goals can be linked to a destination page, an event such as completing a lead form or downloading an ebook, spending a certain amount of time on your site or a visitor viewing a certain number of pages during their session.

When combined, these three metrics can tell you a lot about what’s really working on your site, what’s important to potential customers and what marketing efforts are going to give you the best returns. While it’s great to be able to show how many people visited your site in the last week, this number doesn’t mean much if it’s not impacting your startup in a positive way.  

Use these metrics to better cater to the needs of your visitors, portray your brand in the best possible light and reach your business goals.

It’s also important to pull reports on a regular basis to accurately ascertain which changes are actually making a difference. When you wait too long between reports, there are other factors that could begin impacting your results, leaving you with inaccurate feedback and insights.

Google Analytics can be an incredibly powerful tool for your startup, especially when you know what to look for.