Part 1 covered bounce rate, exit rate, and average time spent on pages. These are important metrics that should be constantly monitored and used to revamp your pages. But they aren’t the only metrics that can help. This article will continue with other metrics that you should look into.

Entrance Pages
Webmasters focus too much attention on exit pages but entrance pages can be telling as well. If visitors use search engines to find your page, this will add a tick to the entrance page count for that page. In most cases, the home page is going to have the highest entrance rate count. But if you find that other pages are getting significant hits, you can find out what it is about those pages that are sitting well with your readers. Use this information to possibly improve other pages that aren’t getting as many hits.

Page Views and Referrers
This is going to tell you which pages are getting visited the most. This can be used in conjunction with the referrers metric to get an idea of where the traffic to these pages is coming from. This could be an indication of pages that have gone viral. The great thing about exploring these metrics together is you can determine which pages are getting legitimate views and which are likely due to referrer spam. Referrer spam is a technique that tries to get webmasters to visit the spam site. The belief is that Google will see this as valid visits. It’s important to filter out this when doing any kind of analysis. It is certainly disappointing to see a surge in page views due to referrer spam but it is good to know when it is happening and try to block it.

Conversions
This is a metric that is too frequently overlooked. Yet, it is probably one of the most important. In many web analytics tools you can set up actions that get triggered when the user performs those actions. This then becomes part of your metrics. You’ll see this called goals or events in many of the tools. But it means the same thing. Take a look at the documentation in your web analytics platform on how to set this up as it may be different from platform to platform.

As stated in part 1, not everyone is going to agree on which are the most important metrics and will depend on what you are trying to accomplish with your website. However, these are ones that appear again and again when searching for information on which web analytics metrics tend to be the most important.