Common metrics tracked in web analytics include page views, unique visitors, bounce rate, session duration, and conversion rate. These metrics help gauge user engagement and the effectiveness of marketing campaigns.

Web analytics is a powerful tool for understanding how users interact with your website, providing valuable insights that can inform marketing strategies and improve user experience. Here are some common metrics tracked in web analytics, along with their significance:

1. Page Views: This metric measures the total number of times a page on your website is viewed. It helps gauge the popularity of specific content and can indicate how engaging your website is overall. A high number of page views may suggest that users find your content interesting, but it should be analyzed in conjunction with other metrics to assess quality engagement.

2. Unique Visitors: Unique visitors track the number of distinct individuals visiting your site within a specified timeframe, typically measured over days, weeks, or months. This metric helps you understand your audience size and growth over time, providing insight into your website's reach.

3. Bounce Rate: Bounce rate indicates the percentage of visitors who leave your site after viewing only one page. A high bounce rate can suggest that the landing pages are not engaging or relevant to users, prompting the need for optimization. It's important to analyze this metric in the context of the type of content and traffic source.

4. Session Duration: This metric measures the average length of time a user spends on your site during a single visit. Longer session durations typically indicate that users find your content valuable and are engaged with it, while shorter sessions may point to issues with content relevance or site navigation.

5. Conversion Rate: Conversion rate tracks the percentage of visitors who complete a desired action on your site, such as making a purchase, signing up for a newsletter, or filling out a contact form. This is a crucial metric for evaluating the effectiveness of your website in achieving business goals, and improving this rate can significantly impact revenue.

6. Traffic Sources: Understanding where your traffic comes from (e.g., organic search, social media, direct visits, referral links) is essential for optimizing marketing efforts. Analyzing traffic sources helps identify which channels are most effective for driving qualified visitors to your site.

7. Customer Retention Rate: This metric measures the percentage of customers who continue to engage with your website over time. High retention rates often correlate with strong customer satisfaction and effective user engagement strategies.

By regularly tracking these metrics and analyzing the data, businesses can gain actionable insights that inform marketing strategies, improve user experience, and drive overall success.