Having the right analytics tracker is an important element of running an agency hub. Being able to understand what those analytics are actually saying is a necessary skill.

While the vast majority of content creators will look at the top 3 analytics (Visitors, PageViews, and Keywords) I submit to you that there are actually 9 website analytics that truly matter as Key Point Indicators (KPI) and are vital to your success in managing your hub.

Visitors

Why It’s Important: This is the actual number of visits or “hits” your site has received. It is one of the primary indicators of your site’s reach and popularity.

New Visitors vs. Returning Visitors

Why It’s Important: This is an indicator as to how many new people are coming to your site. While every agency would like to see a loyal following, you’ll never be able to spread your message without growing your base.

Pageviews

Why It’s Important: Is your site a one view wonder or is it compelling to your visitors? Chances are that if your pageviews are equal to your visits then you have stale content elsewhere or potential navigational issues.

Time On Site

Why It’s Important: Are you attracting readers or scanners? The lower the Time On Site is, the greater the chances are that your content is not actually being consumed but simply scanned.

Referring Sites

Why It’s Important: It is always good to see who is sending you traffic, and more importantly in what context is that traffic coming over from. The site that is sending you traffic may be someone that you may want to partner with in the future or perhaps even add to a list of links that you develop. Contextually, is the traffic coming from a positive article about your organization or is it coming from a negative rant about service rendered? It’s important to know when there is both the positive and the negative out there about your organization.

Keywords

Why It’s Important: This is how the search engines are categorizing your site. Are the keywords relevant and accurate? If not, then it’s time to comb over your content and polish it up.

Visitor Geolocation

Why It’s Important: Are your visits from the locale you serve, or are they from everywhere but where you would want them to be? This is an important indicator as to whether or not you are reaching your geolocation target audience

Content Overview

Why It’s Important: This gives you an idea as to what is popular and what is not. Repeat the popular types of content more often, while tweaking the less popular content to make it

Average Pageviews Per Visit

Why It’s Important: This is an indicator as to how “sticky” or useful your content is. Unlike a peanut butter and jelly sandwhich, the stickier your content is the better off you will be when it comes to being thought of as an authority or a trusted source of information.

About The Author

Dave Konig has authored 141 articles for PIOSocialMediaTraining.com

Dave has been involved in Social Media since 2005 through the current major services and some defunct ones as well. During this time he has been able to hone the craft by testing out the theories of others, creating his own philosophies, and gathering a better understanding of the mediums involved through networking and most importantly actual practice.

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Related posts:

1. Analytics 101 – Traditional Service Overview
2. Agency Hub Site Design 101