Key Performance Indicators (KPIs) to Track for Traffic Growth

Key Performance Indicators (KPIs) to track for traffic growth primarily include:

• Unique Website Visitors: Measures the number of distinct individuals visiting your site in a given period, helping assess the reach and effectiveness of marketing campaigns in attracting new users.

• Traffic by Source: Identifies where visitors come from (organic search, direct, referral, social media, paid ads), allowing prioritization of marketing channels that drive the most and best-quality traffic.

• Website Traffic Growth Rate: The percentage increase or decrease in visitors over time (monthly or yearly), calculated as (\frac{\text{Current Period Visitors} - \text{Previous Period Visitors}}{\text{Previous Period Visitors}} \times 100). This KPI reflects overall brand visibility and marketing effectiveness.

• Organic Traffic: Tracks visitors arriving via unpaid search engine results, indicating SEO performance and the quality of organic reach.

• Pageviews: The total number of times pages are viewed, showing content popularity and engagement levels.

• Average Time on Page: Measures how long visitors stay on a page, indicating content relevance and user engagement.

• Conversions: The rate at which visitors complete desired actions (purchases, sign-ups), linking traffic quality to business goals.

These KPIs together provide a comprehensive view of traffic growth by measuring quantity, source quality, engagement, and conversion effectiveness. Tracking them consistently enables data-driven decisions to optimise marketing strategies and improve website performance. Tools like Google Analytics and Matomo can automatically track most of these metrics.