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What are KPIs for website analytics?
KPI is the abbreviation of Key Performance Indication. It decomposes the goal into several key indicators, and effectively promotes the completion of the goal by managing and assessing these key indicators.
The same goes for KPIs for website analytics. It decomposes the goals of the entire website into several levels of key indicators, manages and optimizes each key indicator at each level, and ultimately completes the overall goal of the website.
It seems that the KPIs of website analysis are not much different from traditional KPIs, but the actual situation is different. The KPI of website analysis is more important for the entire website analysis, which determines the value of all your work. Why do you say that? What is the role of KPIs in website analysis? Please read on.
The role of KPIs in website analysis
What role do KPIs play in website analysis? It may have no effect, or it may directly affect the value of the entire website analysis. Why do you say that? Let’s first look at two different situations.
Situation 1: When you get a website, communicate with the person in charge of the website about the goals and needs of the website, then you log in to the website to familiarize yourself with the structure and functions, and then start to implement the tracking code in the pages of the website, including default tracking. code and various possible custom codes to meet the different needs of website owners. After a few days, the website analytics tool was tracking massive amounts of data on every aspect of the site. We transform this data into meaningful information and write it together with our suggestions into a website analysis report and give it to the person in charge of the website. There are usually two situations here. In the first situation, the website leader recognizes the report and starts optimizing and testing according to your suggestions. In the second case, the person in charge of the website is more thoughtful and sensitive to numbers. He will raise some assumptions to question your report and data, at which time you may need to re-analyze or collect more data to verify and refute these assumptions.
Situation 2: When you get a website, communicate with the person in charge of the website and confirm the goals of the website, not his needs. Then you log in to the website to familiarize yourself with the structure and functions, and convert the website's goals into measurable target indicators, and break this indicator into several key indicators that are enough to have an impact on the target indicators. Implement custom tracking code across pages and different features of your website based on the data needed to calculate key metrics. After a few days, the website analytics tool is tracking a large amount of data on every aspect of the website and the data you customized previously. Calculate key indicators, analyze the performance of key indicators, write the analysis results together with solutions and suggestions into a website analysis report, and submit it to the person in charge of the website. There are usually two situations here. In the first case, the person in charge of the website approves the report and optimizes and tests according to your suggestions. In the second case, the person in charge of the website is more thoughtful and sensitive to numbers, and he will propose Some assumptions question your report. At this time, you may want to see whether these assumptions are related to the target indicators and whether they are enough to affect the target indicators. If so, measure these assumptions into measurable key indicators and optimize your analysis reports. If not, then simply ignore them.
In case 1 above, the KPI is the measured needs of the website owner. This type of KPI is very common, even in the consulting reports provided by some high-end website tool manufacturers. However, in fact, this type of KPI plays a minimal role in website analysis. The common feature of this type of KPI is that the data is scattered and has no hierarchy. Most of it is raw data, which makes it impossible to obtain effective insights and cannot be closely integrated with the website goals or business.
In case 2 above, the KPI is the website goal that has been measured and broken down layer by layer. All indicators are expanded layer by layer with the target as the center. The performance and changes of each KPI are enough to have an impact on the website's goals. The common feature of this type of KPI is that all indicators are based on website goals and have a clear hierarchy. Raw data will never appear and actions can be generated. All changes are closely related to website goals or business.
Now let’s answer the role of KPIs in website analysis: In website analysis, data is like a vast ocean, segmentation is our boat and oars, website goals are the other side of the sea, and KPIs are the lighthouse and our compass. It helps us reach our target quickly and accurately. Without KPIs, we are likely to get lost in a sea of data.
5 criteria for website analytics KPIs