What is Google Analytics KPIs?- Learn about various KPIs for your Website

In order to measure the success of your website, It is necessary to monitor your sales. There are also key parameters like KPIs (Key Performance Indicators), which are important for the success of websites. By using KPIs, you can also define your macro and micro objectives.

Some of the Macro Objectives like: Displaying products and advertisements for sales

Some of the Micro Objectives like Downloading PDF Document, Newsletter Subscription, Viewing of a product video

How to monitor KPIs?

It is easy to drive perfect KPIs to your website by using Google Analytics tool if your goals are clearly defined. To do this, First, you need to login to Google Analytics, then integrate the code snippet on your page and Analyse your page.

Below the page, you can find a description of predefined KPIs and explanation on how to use analytics tool.

Overall, you will find the Google Analytics has different categories like audience, acquisition, behavior which are also examples of important KPIs.


In this category, you can find all reports related to the number of visitors on your page. You can view details regarding the demographics, interest, and behaviors of visitors on your page.

Number of Visitors:

Number of Visitors will show you the number of regular visitors, website’s popularity and overall satisfaction of your visitors.

The evaluation of no. of visits can be found in the Audience category.

From the above table, you can find the no. of visitors your page had, the number of users returned to your page and the no. of pages they visited.

Session duration:

Below audience, behavior, and Engagement, You can also see the time period that the visitors stayed on your website.

Here various groups are present. Among these, the first group is for the visitors who stayed on your website for 10 seconds. This also includes the users who immediately left the page.

Bounce Rate:

Bounce Rate is an important factor for all website users. It shows the percentage of visitors view a single page or leave the page immediately.

It is a factor which works against your website in Search Engine Indexing.

It also has a negative effect on your website evolution on Search Engines and, thus, has a negative impact on its rankings in the search engine results.


It is an area in Google Analytics which deals with the traffic sources of your website.

The number of users from Organic SERPs:

Under the Acquisition, you can find the number of visitors who come to your site through organic search.

It is also possible to determine the proportion of users who come to your website through organic search results.

You can also view the Keywords that led users to your page under SEO and Queries.

The number of news Letter opens:

Under the Campaigns of the Acquisition category, the performance of the other marketing campaigns can be monitored in addition to AdWords campaigns.

You can monitor your newsletter campaign by adding the corresponding parameters to URLs.


Behavior provides the details about the use of your subpages and how the users interact with your page contents.


 Average Page load time:

It can be viewed under the Behavior and Site Speed category. Long loading time has a negative impact on other parameters like bounce rate.

Average time on Page:

Average time on page is an important parameter which shows the average time a visitor stays on a page. It can be viewed as behavior.

AdSense Revenue:

You can examine sales figures in Google Analytics using AdSense Campaigns under behavior and AdSense category.


Conversion Segment Analyses how to achieve your predefined objectives.

Conversion Rate:

Under conversions, you can view the conversion rate of your objective and also determine how many transactions are going within a certain time period. Some of these transactions may include Purchase of a product, Subscription to Newsletter, Reading of Article etc.

Each of the above examples represents a conversion because conversion refers to the achievement of specific goals.


Don’t rely on a single parameter because of the sales of your online shop are increasing doesn’t mean that you are making more profit. If the no. of returns go up(Even more than the sales), then your profit will go down by considering a single parameter.