Top 10 User Engagement KPIs to Measure

In at this time’s low-attention financial system, website engagement will be thought-about an indicator of your web site’s success.

Content engagement metrics are necessary as a result of they present how your content material technique aligns with consumer curiosity.

Furthermore, buyer engagement is said with general profitability, as engaged customers are extra probably to purchase, turn out to be repeat clients, and share the product/service with different folks.

Before you resolve on the precise consumer engagement metrics you need to observe, you have got to decide which of them take advantage of sense for your online business.

Here are a few of the commonest (and most necessary) consumer engagement metrics.

1. Pageviews

What are Pageviews?

Pageviews, periods, and customers are the commonest metrics used to point out site visitors in your web site. Pageviews are probably the most fundamental of all consumer engagement metrics, measuring an occasion of a consumer visiting a selected web page in your web site.

Measuring pageviews can assist you to perceive how usually folks go to your web site. A better quantity will be assumed to be an indicator of curiosity and/or good search engine optimisation practices, since search engines like google and yahoo are sometimes the most important drivers of site visitors to web sites.

Conversely, pageviews also can point out that persons are poking round your web site as a result of they will’t discover something.

Pageviews present site visitors however with out tying within the context of different associated metrics, they will’t allow you to to totally perceive the which means behind these numbers.

How to Track Pageviews

You can use Google Analytics to observe most consumer engagement metrics. It is maybe probably the most complete free analytics software program software accessible.

You can discover pageview metrics beneath Audience > Overview, and choosing a related time interval.

Aside from pageviews displaying how many individuals visited your web site over a given time frame, pageview evaluation may also be used to present whether or not web site modifications (i.e., a brand new format, a web based advert marketing campaign, and many others) are performing as anticipated.

As a easy rule of thumb, when your pageviews improve, it implies that the modifications you carried out should be working — a minimum of when it comes to driving site visitors.

How to Optimize/Improve Pageviews

An improve in pageviews will be an indicator of fine search engine optimisation practices.

Some issues you are able to do to improve pageviews:

  • Provide a very good consumer expertise: Ensure your web site masses quick. Users have a tendency to abandon web sites that don’t load in 2-Three seconds. To enhance website load velocity, take into account the implications of your design on usability, categorize content material so it’s simply discovered, and be sure that your web site/content material is mobile-optimized — since greater than half of the world accesses the web from their cellphones.
  • Give your guests attention-grabbing content material to click on on: Create viral content material, however again it up by making it value folks’s time (not clickbait). Use search engine optimisation finest practices, like key phrase analysis and inner linking of associated content material, to be sure that content material is discovered and browse. Break lengthy posts into collection and have well-liked posts prominently.
  • Promote your web site: Get the phrase out on social media, visitor running a blog, and associated boards.

2. Time on Page

With so many web sites churning out content material regularly, gaining an understanding of how a lot time folks really spend in your content material has turn out to be an necessary consumer engagement metric.

There are two methods to take a look at time spent:

  • Micro view: time spent on web page
  • Macro view: the common session length or common time spent on website

What is Time Spent on Page?

It’s pretty simple: the time spent on web page consumer engagement metric measures the time a consumer spends on a web page in your web site.

This metric gives a sign of curiosity.

For instance, the common individual reads at a price of about 200-250 phrases per minute. If you have got articles which are 2,100 phrases lengthy (the optimum weblog publish size, as discovered by Medium) and a customer solely spent 10 seconds on that web page, you may make certain that they weren’t very within the content material.

What is Average Session Duration?

Average Session Duration (previously often known as Average Time Spent on Site) measures the size of a median session (Session Duration), over a selected time interval, divided by the entire variety of periods over a selected time interval.

Session refers to a gaggle of consumer interactions along with your web site. The common session length refers to the entire time spent in your web site. This is totally different from time spent on web page as a result of it tracks all the exercise a customer has accomplished in your web site versus monitoring simply the time spent on a sure web page.

How to Track Time Spent

You can use Google Analytics to observe how a lot time folks spend in your web site. You can discover each common session length metrics beneath the ‘Acquisition’ tab.

Google Analytics tracks web page actions utilizing timestamps each time a web page masses or when an exercise triggers extra occasions. This is measured by wanting on the distinction between when the primary occasion occurred in contrast to the following.

For instance: if a web page was considered at 9:23 am and the following one was considered at 9:26 am, the time spent on web page for the primary web page is Three minutes.

The drawback with utilizing timestamps to observe exercise is that it can not observe the time spent on the exit web page. The exit web page is the final web page the customer sees earlier than they exit the web site fully.

This implies that if a customer spends 5 minutes in your web site however doesn’t go to one other web page, Google Analytics has no manner of figuring out or recording this.

So if somebody solely visited one web page and exited it, Google Analytics information the session length as 0 — no matter how a lot time they really spent in your web site.

Thus, the values of common session length and time spent on web page reported are normally decrease than what they really are and shouldn’t be taken at face worth.

Instead, take a look at the distribution of session length knowledge to have a greater concept of the everyday session — and take away outliers.

What Counts Toward Time Spent?

Many folks surprise about what precisely counts towards the time spent on website consumer engagement metric. Website parking happens if you open a tab and go away it open to learn afterward.

The reply is that it is dependent upon how the Google Analytics code is triggered and how briskly it’s despatched to Google Analytics.

Additionally, Google solutions, “By default, a session lasts until there’s 30 minutes of inactivity, but you can adjust this limit so a session lasts from a few seconds to several hours”.

An identical query you could have: does watching video rely towards time on website? The reply? Yes! Google Analytics tracks interplay occasions, or occasions the place a consumer interacted with the web site.

How to Optimize/Improve Time Spent on Page

Because each web site is totally different (when it comes to trade, dimension, optimization), you need to concentrate on evaluating your present web site statistics to your individual previous knowledge.

Choose a selected time-frame (a 12 months is really useful) and use Google Analytics superior filtering choices to decide which pages obtain probably the most site visitors, constantly.

Make your manner to Behavior > Content Drilldown.

On the Primary Dimension subject, select Page. Then, make your manner to the Advanced filtering possibility. Choose to filter by Unique Pageviews, then select a quantity to match up in opposition to.

Google Analytics - Content Drilldown

You’ll see the common time spent on web page change.

If you realize that your common weblog publish is about 500 phrases, and your readers spend between 1-2 minutes studying them, then you definately’re in a very good vary.

But in the event that they spend much less time on the web page, then analyze what might be making them exit prematurely: Is it your writing model? Does your web page take a very long time to load?

How to Optimize/Improve Average Session Duration

Session durations are slightly more durable to optimize. Because it measures extra of a macro view, there are totally different concerns than that of time spent on web page.

For one, you want to take into account the general consumer expertise in your website. This contains:

  • The selection and worth of content material in your website.
  • Ease of navigation in your website and consumer website expertise.
  • Clear calls-to-action (CTAs).

If you’re ready to optimize these three issues, you may even see common session length rise.

3. Bounce Rate

Closely associated to time spent is the bounce price. A standard development noticed is that the bounce price is inversely proportional to the common session length: because the bounce price will increase, the common session length decreases.

What Is Bounce Rate?

The bounce price is the proportion of tourists to an internet site that exit after solely viewing one web page. The bounce price provides a sign of how good your content material is, as a result of if persons are leaving with out taking motion, then your content material isn’t doing its job.

People might bounce for a number of causes:

  • Your CTA/provide isn’t clear.
  • Your content material/provide isn’t what they anticipated.
  • They received bored.
  • You’re not providing one thing totally different.

While it is vital to measure how engaged your guests are, it’s additionally necessary to measure how unengaged your guests are.

You might need excessive site visitors numbers however if you happen to even have excessive bounce charges, this implies your content material isn’t participating sufficient to make web site guests stick round.

How to Track Bounce Rate

In Google Analytics, go to Behavior > Site Content > All Pages. You will see a column for Bounce Rate.

Recall that utilizing Google Analytics will be barely problematic since you want a set off occasion in order that Google Analytics gained’t rely an early exit in the direction of your bounce price.

Aside from Google Analytics, you should utilize the SimilarNet software to observe bounce charges and even dimension yours up in opposition to your rivals.

How to Improve Bounce Rate

Look at your pages with excessive engagement and low bounce charges. Try to decide what you probably did proper on the web page that might be utilized to different pages.

Similar to Average Session Duration, some particular methods you may decrease bounce charges:

  • Produce nice content material and use inner linking to get folks fascinated with clicking by to different associated pages in your web site.
  • Deliver in your content material. Be dependable, useful, and memorable.
  • Use clear CTAs.
  • Provide an amazing consumer expertise: no pop-up adverts, audio, or automated video playback.

4. Top Exit Pages

What is the Top Exit Page?

Exit pages are the final pages accessed earlier than leaving an internet site. The exit price measures the proportion of people who go away your web site from the exit web page.

The exit pages (and subsequently, the exit charges) are associated to bounce charges in that they each take into account the final pages a customer goes to on an internet site.

The foremost distinction between these consumer engagement metrics?

The bounce price takes into consideration the variety of guests that exit your web site after visiting a single web page.

Calculating the exit price will be useful, particularly when your web site encourages clients to observe a sure path (the customer’s journey). Knowing your high exit pages can assist you make sense of why your exit price is the way in which it’s.

Some pages are designed to have excessive exit charges, like your contact web page, or a “Thank You” web page. When a web page is designated as an exit web page, a excessive exit price signifies that clients accomplished the specified motion.

A excessive exit price on a non-exit web page will be attributable to:

  • Poorly organized data in your web site (hierarchical points).
  • Missing CTA (so the individual simply exits the web site).
  • Overwhelming quantity of knowledge.
  • Lacking/Missing data.

How to Track Top Exit Pages

Exit pages will be decided by going to Behavior > Site Content > Exit Pages on Google Analytics.

There, you’ll see the variety of exits, the variety of pageviews, and the exit price (% Exit). To calculate the exit price, divide the variety of occasions a customer exits a selected web page by the entire variety of web page views.

It’s value noting {that a} excessive exit price is correlated to time on web page values that fluctuate loads, and might, in truth, contribute to bloated knowledge.

How to Optimize/Improve Top Exit Pages

Carefully plan your consumer movement/journey so as to plan for which pages ought to have excessive exit charges.

Since high exit pages and exit charges are associated to bounce charges, to optimize them, you have got to:

  • Improve your content material.
  • Improve website usability/data group.
  • Have clear CTAs.

5. Pages per Session

What is Pages per Session?

Another manner of measuring curiosity in your content material is pages per session, or the variety of distinctive web page visits per session.

From a enterprise perspective, the upper the pages per session metric, the higher. This is as a result of a excessive pages per session rely reveals that your web site guests appeared round and visited multiple web page – really participating along with your web site.

Bounce charges are related to pages per session, however whereas bounce charges take a look at the subsequent step (or web page), pages per session seems on the complete path the customer follows.

How to Track Pages per Session

Go to Acquisition > All Traffic > Channels on Google Analytics. You’ll see a column for Pages/Session.

To calculate the variety of pages per session, take the sum of the variety of pages every consumer visited and divide it by the entire variety of periods.

A excessive worth of pages per session does not essentially imply that persons are fascinated with your content material – that’s why it is vital to take a look at pages per session along with common session length and bounce price.

A web page with excessive pages per session – however low session length and bounce price – can point out web page flipping conduct due to disinterest, irrelevant content material, or problem in navigating your web site.

How to Optimize/Improve Pages per Session

Provide ‘next steps’, or content material that aligns with customer curiosity. Align your content material hierarchy/movement with the customer’s journey.

6. Page/Scroll Depth

What is Page/Scroll Depth?

Page (or scroll) depth measures how completely your viewers consumes your content material by monitoring the place on the web page they cease studying.

This can point out two issues:

  • Readability: If your content material is simple to learn, folks will go additional down the web page.
  • Interest: It is assumed that the additional folks scroll down your web page, the extra they need to eat your content material.

How to Track Page/Scroll Depth

Google Analytics does not have a built-in possibility to measure scroll depth, which is why you have got to set up the Scroll Depth Google Analytics plugin to allow monitoring.

The plugin tracks the proportion of your web page the place guests cease: 25%, 50%, 75%, or 100% depth, in addition to which parts they scroll to, and pixel depth.

Pixel depth gives an absolute measure of the place the viewers stops, evaluating this throughout units the place display heights range. The plugin sends the info to Google Analytics through Events.

Another possibility is to use Google Tag Manager. Just just like the Scroll Depth plugin, it permits you to observe pixel and proportion depth.

How to Improve Page/Scroll Depth

Consider the weather that correlate to the assorted scroll depths the place folks drop off:

  • What’s taking place?
  • Is there one thing concerning the web page that’s negatively impacting consumer expertise?
  • Is content material beginning to fall flat as guests make their manner deeper into an article?

Armed with the info and understanding you now have behind the most well-liked consumer engagement metrics, you’ll have a number of choices to method fixing this drawback.

7. Unique Visitors

What Is a Unique Visitor?

Unique customer is a time period used to refer to an individual that visits an internet site a minimum of as soon as throughout the reporting interval. Google places extra emphasis on monitoring web page views (or visits) however the distinctive guests metric reveals what number of people your web site really reaches.

How to Track Unique Visitors

Whenever you go to an internet site, Google Analytics assigns you a shopper ID that’s saved in a cookie in your browser. This shopper ID is exclusive to each browser and never IP deal with, so if you happen to go to an internet site utilizing one other browser, Google Analytics will acknowledge you as one other distinctive consumer.

This can pose an issue or report inaccurate outcomes due to conditions resembling:

  • Multiple folks in a family sharing one laptop. There could also be a number of guests however just one is registered.
  • A single consumer can go to your web site from totally different computer systems or totally different browsers. This can be counted as a number of visits, once they really got here from one individual.
  • Someone manually clears their cookies and can be counted as two customers in reporting.

In Google Analytics, go to Audience > Overview and take a look at the Users metric. This will inform you the variety of distinctive guests to your website.

Tracking and evaluating your stats for distinctive guests over a selected time interval can inform you whether or not any new guests are discovering your web site (helpful if you launch new campaigns or adverts), or in case your site visitors comes from returning customers.

How to Optimize/Improve Unique Visitors

  • Know your viewers. If you have got a very good grasp of who your present viewers is, you should utilize these metrics to take steps to discover a new/associated viewers phase.
  • Promote your web site, taking care to look towards the influence on totally different viewers segments.

8. New vs. Returning Visitors

What Are New vs. Returning Visitors?

New customers are customers who’re accessing your web site for the primary time on a selected machine.

As talked about, Google makes use of shopper IDs to observe customers. If you’re utilizing a cell phone to entry an internet site — then utilizing your desktop to go to the identical web site once more (however the first time on the desktop) — Google counts this exercise as two new guests.

To their credit score, Google is changing into smarter about this. When you’re signed in on Google Chrome utilizing two totally different units, it’s going to solely file the primary machine as a brand new customer and the second machine as a returning customer.

Returning guests are those who have beforehand visited your web site. Google defines new customers inside a two-year time-frame. If you revisit an internet site inside the two-year time-frame, you’re thought-about a returning customer, and if you happen to go to an internet site once more after greater than two years, you may be counted as a brand new customer once more.

This metric is introduced as a pie graph, evaluating the ratio between the 2.

How to Track New Visitors vs Returning Visitors

Find this knowledge beneath Audience > Behavior > New vs Returning.

You’ll see a desk evaluating the conduct of latest and returning guests with a few of the metrics beforehand mentioned, resembling bounce price, pages/session, and common session length.

You can test new customers beneath Acquisition > Overview. Under the Acquisition tab, you’ll additionally give you the option to see the Source/Medium of the site visitors, in addition to Referral Source.

If your returning guests metric is greater than new customers, this could be an indication that you’ve a loyal band of followers. The reverse scenario demonstrates that you’ve some work to do to get folks to come again once more.

How to Optimize/Improve New vs. Returning Visitors

Your New vs Returning Visitors graph can replicate the outcomes of campaigns you used to promote your web site.

Just a few examples:

  • Display promoting goals to goal new (related) customers, so if the marketing campaign was profitable, anticipate a rise in new customers (barely bigger than from social, relying on the promoting funds).
  • Organic search tends to lead to even distribution.
  • Email advertising out of your CRM ought to lead to extra returning guests. If it’s a brand new listing of prospects, anticipate extra new guests.
  • Direct site visitors is counted when folks sort your web site’s URL of their browser or retrieve it from their bookmarked websites — it will present principally returning customers.

You can phase your channels in accordance to these site visitors sources.

It’s necessary to stack these dimensions in opposition to different metrics, like aim completion.

If your returning guests convert greater than new guests, consider methods to enchantment to this group.

Or, if there’s a better bounce price with returning guests, there could also be one thing incorrect along with your content material or consumer expertise.

9. Conversion Rate

Customer engagement is linked to general profitability and might lead to conversions.

What is Conversion Rate?

The conversion price is the proportion of web site guests that full desired actions, resembling:

  • Purchasing any of your services or products.
  • Downloading your app, e-book, and many others.
  • Contacting your online business/submitting a type.
  • Engaging along with your web site ultimately.

A excessive conversion price tells you that your advertising ways are efficient as a result of they resulted in your web site guests finishing your finish aim.

How to Track Conversion Rate

The wonderful thing about conversion charges is that you would be able to tailor them to be broad or particular when it comes to issues like:

  • Overall conversion price
  • Marketing channel conversion price
  • Keyword conversion price

Most social media platforms like Facebook, Twitter, and Pinterest have their very own built-in analytics instruments that can be utilized to observe conversion charges. For web sites, you should utilize instruments resembling Google Analytics or Google AdWords to observe sure conversion charges.

There is a devoted tab on Google Analytics for conversions, which permits you to analyze knowledge based mostly on targets, attribution, or multi-channel funnels. There’s additionally an possibility particular to ecommerce.

How to Optimize Conversion Rate

Because conversions are the tip aim, advertising is usually tasked with conversion price optimization (CRO), which goals to maximize the variety of conversions.

The fundamental precept of CRO?

To make the whole lot seamless and simple for the web site guests to convert.

What makes CRO distinctive is that goals to improve income with the site visitors you’re at the moment getting—so you are able to do CRO even if you happen to don’t have that a lot site visitors to start with.

CRO begins with measuring analytics to know your baseline, analyzing this knowledge and implementing modifications (normally referred to as break up or A/B testing). OptinMonster has a number of A/B testing instruments and Google Optimize gives a free different.

There are a number of methods to improve conversion charges (listed below are 53 methods you are able to do so), relying on what you’re making an attempt to optimize — in addition to some unusual CRO ways to take into account.

10. Abandonment Rate

What is Abandonment Rate?

Cart Abandonment Rate (additionally referred to as abandonment price) is the proportion of carts deserted to the variety of initiated (or accomplished) transactions. This is very pertinent for ecommerce companies.

Based on the Baymard Institute’s analysis compilation, about 69.23 p.c of on-line buying carts are deserted, which means that for each 10 transactions, solely Three had been profitable.

If you’re an ecommerce enterprise proprietor, the aim is to hold abandonment charges low, and for patrons to convert or buy from their deserted carts.

How to Track Abandonment Rate

Google Analytics now has a Conversions tab particularly for ecommerce.

Once you’ve set it up, go to Conversions > Ecommerce > Shopping Behavior. There, you’ll see details about the totally different levels of the client journey for the time interval you chose.

This contains clients that:

  • Didn’t add something to the cart.
  • Added one thing to the cart.
  • Abandoned it.
  • Those who deserted at checkout.

Tracking cart abandonment at totally different levels permits to you monitor any uncommon modifications. For instance, if one stage’s abandonment price is greater than typical, then this can be an indication of usability points.

Google Analytics - Abandonment Rate

When you click on on the purple arrow beneath every of those dimensions, Google will immediate you to create a phase. This will be utilized to different reviews and components, resembling machine used, browser used, demographics, and site visitors sources.

This is helpful so as to infer what influenced the cart to be deserted. For instance, if guests are abandoning their carts at checkout, it might be that your checkout course of is just too lengthy, fee choices are too restricted, or your transport charge is just too costly.

How to Optimize/Improve Abandonment Rate

To enhance abandonment charges, AcquireConvert suggests a BEFORE and AFTER technique, particularly:

  • Improve the shopping for course of BEFORE folks try AND
  • Implement a follow-up technique AFTER they abandon their carts


Always be certain that your web site is safe and functioning properly, with clear CTAs.

Additionally, have a fast checkout course of. Ecommerce large Amazon earns a lot due to their fast checkout course of that features one-click ordering, sprint buttons, and extra. Also, take into account providing visitor checkout so that individuals don’t have to create an account to make a purchase order.

Finally, keep away from surprises—like transport prices. Shipping price is the #1 cause for deserted carts. Also, to assist keep away from surprises, present the purchasers progress indicators till checkout is full.


Most importantly, ship deserted cart emails. Depending in your electronic mail advertising software program, that is pretty simple to arrange.

Send a minimum of three emails: the primary one inside an hour. If they’re a first-time buyer, you may want to ship them a reduction code to encourage them to store. Create urgency with a time-sensitive provide.

Final Thoughts: User Engagement Metrics

User engagement metrics are necessary to observe as a result of elevated engagement is linked to elevated profitability.

The excellent news is {that a} free Google Analytics account can observe most of those metrics, and all of those metrics are interrelated. This implies that optimizing for one metric can assist enhance one other.

For finest outcomes, concentrate on creating content material that your audience needs to learn, with clear CTAs. From there, concentrate on optimizing your web site and consumer website expertise.

Image Credits

Featured Image: Paulo Bobita
Screenshots: Taken by creator

Content Marketing KPIs: Your Guide to Picking the Right KPIs for Content


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