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Website KPIs Every Business Should Track: 15 Key Metrics

Website KPIs Every Business Should Track
Having a website is only the first step. To understand whether your website is helping your business grow, you need to measure its performance.

Website KPIs (Key Performance Indicators) are measurable values that help you understand how effectively your website is achieving your business goals.

The right KPIs depend on what your website is designed to achieve. A service business may focus on leads and enquiries, while an eCommerce business may focus on sales and revenue.

In this guide, we’ll explain the website KPIs every business should track and how they can help you make better decisions.

What Are Website KPIs?

Website KPIs are measurable indicators used to evaluate your website’s performance.
They can help answer questions such as:
  • How many people visit my website?
  • Where do visitors come from?
  • Which pages perform best?
  • Are visitors taking action?
  • How many leads are we generating?
  • How much revenue does the website generate?
  • Is our SEO working?
  • Are visitors engaging with our content?
Instead of relying on assumptions, KPIs provide data that can help you identify opportunities for improvement.

Why Are Website KPIs Important?

Tracking website KPIs can help businesses:
  • Understand website performance
  • Measure marketing results
  • Identify problems
  • Improve conversions
  • Understand customer behaviour
  • Measure SEO performance
  • Improve user experience
  • Make better marketing decisions
  • Are visitors engaging with our content?
However, you don’t need to track every available metric.
The most useful KPIs are the ones directly connected to your business objectives.

15 Website KPIs Every Business Should Track

1. Website Traffic

Website traffic shows how many people visit your website.
You can monitor:
  • Users
  • Sessions
  • New visitors
  • Returning visitors
  • Traffic trends
Traffic can help you understand whether your marketing activities are bringing people to your website.

However, more traffic doesn’t automatically mean more business.

Relevant traffic that generates enquiries or sales is usually more valuable than traffic that doesn’t lead to meaningful actions.

2. Organic Search Traffic

Organic traffic comes from unpaid search engine results.
Tracking organic traffic can help you understand the performance of your SEO strategy.
Monitor:
  • Organic users
  • Organic landing pages
  • Search queries
  • Organic conversions
  • Traffic trends
If organic traffic is increasing alongside relevant leads or sales, your SEO strategy may be contributing to business growth.

3. Conversion Rate

Conversion rate measures the percentage of visitors who complete a desired action.

For example:

1,000 visitors → 50 conversions = 5% conversion rate

Depending on your business, a conversion could be:
  • Contact form submission
  • Purchase
  • Booking
  • Quote request
  • Phone call
  • Registration
  • Download
Conversion rate is often more useful than traffic alone because it shows whether visitors are taking action.

4. Leads and Enquiries

For service-based businesses, leads are one of the most important KPIs.
Track:
  • Contact form submissions
  • Quote requests
  • Consultation bookings
  • Phone enquiries
  • Email enquiries

You can also separate total enquiries from qualified leads to understand the quality of the leads your website generates.

5. Sales and Revenue

For eCommerce businesses, sales and revenue are essential KPIs.
Track:
  • Number of orders
  • Total revenue
  • Revenue per visitor
  • Average order value
  • eCommerce conversion rate
A website receiving fewer visitors but generating more revenue can be performing better than a website with high traffic and few sales.

6. Average Order Value

Average Order Value (AOV) shows how much customers typically spend per order.
The basic formula is:

Average Order Value = Total Revenue ÷ Number of Orders

For example:

£10,000 revenue ÷ 200 orders = £50 average order value

Tracking AOV can help eCommerce businesses identify opportunities to increase revenue without necessarily increasing traffic.

7. Traffic Sources

Understanding where visitors come from can help you identify which marketing channels are working.
Common sources include:
  • Organic search
  • Direct traffic
  • Social media
  • Paid advertising
  • Email marketing
  • Referral websites
Compare traffic sources with conversions and revenue rather than looking only at visitor numbers.

8. Engagement

Engagement metrics help you understand how visitors interact with your website.
Depending on your analytics platform, useful measures can include:
  • Engagement rate
  • Engaged sessions
  • Average engagement time
  • Pages viewed
  • Key events
Engagement should always be considered in the context of the page’s purpose.
For example, a visitor who quickly finds a phone number and calls your business may have a successful visit even if they don’t view several pages.

9. Top-Performing Pages

Find out which pages attract visitors and generate conversions.
Important pages may include:
  • Homepage
  • Service pages
  • Product pages
  • Landing pages
  • Blog posts
  • Location pages
Don’t only look at which pages receive the most traffic.
Also identify which pages generate the most:
  • Leads
  • Sales
  • Engagement
  • Revenue

10. Landing Page Conversion Rate

Landing pages are often created for specific campaigns or marketing activities.
Track:
  • Landing page visitors
  • Conversions
  • Conversion rate
  • Traffic source
  • Revenue or leads generated
If one landing page performs significantly better than another, analyse what may be contributing to the difference.

11. Mobile Performance

Monitor how your website performs on different devices.

Compare:

  • Mobile
  • Desktop
  • Tablet
Look at:
  • Traffic
  • Engagement
  • Conversions
  • Revenue
If mobile users make up a large percentage of your traffic but convert significantly less than desktop users, investigate your mobile design, forms, navigation, and performance.

12. Website Speed

Website performance is another important KPI area.
Monitor:
  • Page loading performance
  • Core Web Vitals
  • Server response
  • Mobile performance
A slow website can negatively affect user experience and may contribute to visitors leaving before completing important actions.

13. Search Rankings and Visibility

Search rankings can help you understand how visible your website is in search results.
Track important keywords related to:
  • Products
  • Services
  • Locations
  • Industry topics
However, rankings shouldn’t be treated as the only SEO KPI.
A keyword ranking highly but generating no relevant traffic or conversions may have limited business value.

14. Returning Visitors

Returning visitors are people who come back to your website.
This can be particularly useful for:
  • Blogs
  • Content websites
  • eCommerce stores
  • Membership websites
  • Businesses with longer buying journeys
A growing number of returning visitors can indicate that people are finding your content or website useful enough to return.

15. Return on Investment

Ultimately, businesses need to understand whether their website and marketing activities are producing a worthwhile return.
Consider the relationship between:

Marketing Cost → Website Traffic → Leads/Sales → Revenue

For example, if you spend £1,000 on marketing and generate £5,000 in attributable revenue, you can evaluate whether that investment is producing an acceptable return.
Always consider the full cost of acquiring and serving customers rather than looking at website revenue in isolation.

Website KPIs by Business Type

Not every business needs to track exactly the same KPIs.

Business Type

 Important KPIs

Service Business

 Leads, enquiries, calls, conversion rate

eCommerce

Revenue, orders, AOV, conversion rate

Local Business

 Local traffic, calls, bookings, enquiries

B2B Business

 Qualified leads, enquiries, downloads

Content Website

 Organic traffic, engagement, returning visitors
Choose KPIs based on what your website is expected to achieve.

Website KPIs vs Website Metrics

The terms KPI and metric are sometimes used interchangeably, but they aren’t exactly the same.
A metric is simply a measurable piece of data.
A KPI is a metric that is particularly important for measuring progress toward a specific business goal.
For example:

Website visitors: Metric

Qualified leads generated: KPI for a lead-generation business

The most important numbers are those that help you make better business decisions.

How to Set Website KPIs

Start with your business objective.

For example:

Goal

Generate more leads.

KPI

Qualified website enquiries.

Target

Increase qualified enquiries by 20%.

Supporting Metrics

  • Website traffic
  • Organic traffic
  • Landing page conversion rate
  • Form completion rate
This approach connects website activity with actual business outcomes.

How Often Should You Track Website KPIs?

You don’t necessarily need to review every KPI every day.

Weekly

Monitor:
  • Leads
  • Sales
  • Major traffic changes
  • Website problems

Monthly

Review:
  • Traffic
  • Conversions
  • SEO
  • Top pages
  • Marketing channels

Quarterly

Conduct a deeper review of:

  • Business goals
  • Conversion performance
  • SEO strategy
  • Website usability
  • Marketing ROI
  • Website improvements
The right reporting frequency depends on your website’s traffic, marketing activity, and business model.

Tools for Tracking Website KPIs

Several tools can help businesses measure website performance.

Google Analytics

Useful for tracking:
  • Users
  • Traffic sources
  • Engagement
  • Conversions
  • Events
  • eCommerce performance

Google Search Console

Useful for monitoring:

  • Search queries
  • Impressions
  • Clicks
  • Search visibility
  • Indexing

PageSpeed Insights

Useful for checking website performance and Core Web Vitals.

Microsoft Clarity

Can provide additional insights into user behaviour through features such as heatmaps and session recordings.
Use analytics and tracking tools responsibly and ensure your implementation follows applicable privacy and consent requirements.

Common Website KPI Mistakes

Tracking Too Many KPIs

You don’t need dozens of numbers to understand your website.
Focus on the KPIs that matter most to your business.

Focusing Only on Traffic

Traffic doesn’t automatically equal customers.

Ignoring Lead Quality

100 enquiries aren’t necessarily better than 20 qualified enquiries.

Looking at One Month in Isolation

Compare data over time to identify meaningful trends.

Not Connecting KPIs to Business Goals

Every important KPI should have a reason for being tracked.

Website KPI Checklist

Before creating your website performance report, make sure you track:
  • Website traffic
  • Organic traffic
  • Traffic sources
  • Conversion rate
  • Leads and enquiries
  • Sales and revenue
  • Average order value
  • Engagement
  • Top-performing pages
  • Landing page performance
  • Mobile performance
  • Website speed
  • Search visibility
  • Returning visitors
  • Marketing ROI

Frequently Asked Questions

What are the most important website KPIs?
The most important KPIs depend on your business. Service businesses may prioritise qualified leads and enquiries, while eCommerce businesses may focus on revenue, orders, average order value, and conversion rate.
There is no fixed number. Start with a small set of KPIs directly connected to your business goals rather than tracking every available metric.
Website traffic can be a KPI when increasing traffic is an important business objective. However, traffic alone doesn’t show whether visitors are generating leads, sales, or other valuable outcomes.
There is no single conversion rate that is considered good for every website. Results vary depending on the industry, audience, traffic source, offer, device, and type of conversion.
Start by identifying which KPI is underperforming. Then investigate the relevant part of the customer journey, such as traffic quality, page content, user experience, website speed, forms, or calls-to-action.

Improve Your Website Performance with GetWebsite.io

Tracking website KPIs helps you understand whether your website is actually supporting your business goals. Instead of focusing only on visitor numbers, look at the metrics that matter to your business, such as qualified leads, sales, conversions, and revenue.
At GetWebsite.io, we provide professional Website Design, SEO, Website Maintenance, and Website Speed Optimisation Services for UK businesses. We can help you build and improve a website that is designed around measurable business objectives.
A website should not just look professional — it should help your business achieve results.
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