Measuring how many people are coming to your site is the most cut and dried — but it’s only one piece of the metrics pie.
These numbers consider the quality of your site traffic. Once visitors come to your site, they’ll do one of three things: read the page they came to, click to more pages beyond their entry page, or leave.
Engagement metrics focus on these actions visitors are taking once they get to your site — and how good you are at keeping them there. The three key engagement metrics in Google Analytics are: ▪ Pages per Visit: This is the average number of pages a visitor views when coming to your website.
The more engaging your site is, the more inclined visitors will be to continue clicking beyond the entry page. ▪ Average Time on Site: This refers to the typical amount of time visitors spend on your site, despite whether they continue to stay on the page they came in on or navigate elsewhere within your domain. ▪ Bounce Rate: This represents the percentage of single-page visits to your site. It gives you a sense of how many visitors left your site from the entrance page rather than clicking further into your site as compared to total visitors. Like Pages per Visit, Bounce Rate can help you determine the performance of your entry pages based on the actions visitors take (or don’t take) after they’ve arrived on your site.
Engagement metrics are especially important for reports created in the Traffic Sources and Content tabs.On report pages, Pages per Visit and Average Time on site are located at the top middle of report pages, while Bounce Rate is at the far right. So, how do you know if your site is “engaging?” Ask yourself: Is your site user-friendly? How simple is it for a visitor to click to the next page? Is there interactive content in which your readers can participate? Does landing page content match the keywords in its title? Considering these questions when designing your site is a surefire way to improve the quality of your web traffic.