7 Website Metrics You Should Be Tracking For Your Inbound Marketing Plan

Inbound marketing is all about understanding your target audience and making sure that you are providing them with the content they want.

In order to do this, you need to know what they are looking for on your website.

Website analytics can help you identify what people find interesting in your site so that you can better tailor the content of future posts to meet their needs.

This blog post will discuss 7 metrics that should be tracked for an effective inbound marketing plan.


Users are any time a unique visitor lands on your website. You can see this in Google Analytics, which assigns each customer an ID using cookies and stores them in the browser on the computer they are visiting the site from. For example, if you visit our website twice using a Firefox Browser, then Google Analytics will log you as one user. If you visit a website with Firefox and then Safari, it will log that as two users.


Website Sessions is the number of times an individual visits your site over a set time period. An increase in sessions can be attributed to people being more engaged with the content on your website, which means that they are likely discovering new information and passing it along through word-of-mouth marketing.

Top Organic Keywords By Session

The top organic keywords by session are the number of times that a user visited your site and also typed in one or more keywords. This can be attributed to people searching for content on the topics they are interested in, which is important because it means you will have less competition when ranking for these keywords.

Bounce Rate

The bounce rate is another important statistic for measuring engagement with the content on your site. Your website bounce rate is the percentage of people who visit your website and then leave without viewing any additional pages. This is a critical metric to track because it can tell you where there are problems with the organization or layout on your site which cause users to bounce out before they spend time exploring what you have to offer them.

Average Session Duration

The average session duration number on your website analytics is the average length of time a person spends on your site during a specified date range. This number is useful to know because you can use it to determine how successful the landing pages are that people land on as well as where they spend most of their time while browsing around your website.

Percentage of New Sessions

A new session is a visitor who has not been to your website previously. The percentage of new sessions are created by new users, or first-time visitors, over a specific period of time. It can only be established through the use of cookies, making it a challenge because people clear their cookies from time to time. This difference arises from visits that are 30 days old or older than those counted as “new sessions.”

Click-Through Rate (CTR)

The Click-through rate is important because if your site receives a lot of clicks but few people click on the links, this means that there may be something off with your titles or descriptions. The Click-through rate tells you what percentage of people who landed on a specific page clicked through to another page.


There are many metrics to track, and each will provide a different piece of information about your website.

These are just 7 examples to help get you started, but I like to use Databox to both monitor my own metrics and continue to learn.

The goal is to find those few that are most valuable for your organization and then work on improving them over time.


This post may contain affiliate links. Click here for my disclaimer.


Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

Share via
Copy link
Powered by Social Snap