Top website metrics to track in 2024

Written by
Visions Team
July 10, 2024

Monitoring and optimising website performance is more critical than ever. With the influx of new technologies, changing user behaviours and an increasingly competitive market, staying on top of key website metrics can make the difference between success and stagnation. Here's a detailed guide to the top website metrics you should be tracking in 2024 to ensure your website not only attracts visitors but also converts them into loyal customers.

1. Traffic Sources

Understanding where your visitors come from is fundamental to optimising your marketing efforts. Traffic sources can be categorised into several types:

  • Organic Search: Visitors who find your website through search engines.
  • Direct Traffic: Visitors who type your URL directly into their browser.
  • Referral Traffic: Visitors who come from other websites that have linked to yours.
  • Social Traffic: Visitors from social media platforms.
  • Paid Search: Visitors from paid advertisements on search engines.

Why it’s important: Knowing which sources drive the most traffic helps you allocate resources effectively. For instance, if organic search is your main traffic source, investing in SEO might be worthwhile. On the other hand, if social media drives significant traffic, focusing on social media marketing could yield better results.

2. Bounce Rate

Bounce rate is the percentage of visitors who leave your site after viewing only one page. A high bounce rate can indicate that your landing page content is not engaging or relevant to visitors, or that the user experience needs improvement.

Why it’s important: A high bounce rate can signal issues with your website's content, design or load time. By analysing and reducing your bounce rate, you can enhance user engagement and increase the chances of conversion.

3. Conversion Rate

Conversion rate is the percentage of visitors who complete a desired action, such as making a purchase or filling out a form. This metric is a direct indicator of how well your website meets its business goals.

Why it’s important: Improving your conversion rate can significantly impact your bottom line. By optimising your site to boost conversions, you can turn more visitors into customers, leading to increased revenue and business growth.

4. Top Landing Pages

Top landing pages are the first pages visitors see when they arrive at your site. These pages play a crucial role in forming first impressions and guiding users further into your site.

Why it’s important: Optimising your top landing pages can improve user experience and increase conversions. By ensuring these pages are engaging, relevant and aligned with user expectations, you can reduce bounce rates and guide visitors towards desired actions.

5. Top Exit Pages

Top exit pages are the pages where visitors most frequently leave your site. Identifying these pages can help you understand where users are losing interest or encountering issues.

Why it’s important: High exit rates on certain pages may indicate problems with content, usability, or functionality. By addressing these issues, you can improve user retention and encourage visitors to stay longer and engage more with your site. BUT, exit pages can be good sometimes, such as the order confirmation page.

6. Average Session Duration

Average session duration measures the average amount of time visitors spend on your site during a session. Longer session durations typically indicate that your content is engaging and valuable to users.

Why it’s important: Monitoring this metric helps you understand how effectively your content captures and retains visitor attention. By increasing the average session duration, you can enhance user engagement and improve the likelihood of conversions.

7. Number of Sessions per User

This metric indicates how often users return to your site. A higher number of sessions per user suggests that visitors find your site valuable enough to return multiple times.

Why it’s important: Encouraging repeat visits can lead to higher brand loyalty and more opportunities for conversion. By providing valuable content and a great user experience, you can increase the number of sessions per user and build a loyal audience.

8. Form Abandonment Rate

Form abandonment rate measures the percentage of users who start but do not complete a form on your site. This metric can indicate issues with the form design or user experience.

Why it’s important: A high abandonment rate suggests that users may find your forms too long, confusing, or intrusive. By improving the form design and reducing friction points, you can improve completion rates and increase conversions.


Tracking these key website metrics in 2024 will provide you with a comprehensive understanding of your website's performance and user engagement. Whether you're focusing on increasing traffic, improving conversion rates, or enhancing user engagement, these metrics will guide you in making informed, strategic decisions

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