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How to track your KPIs

Your KPIs will be a set of measurements you take on a regular basis in order to track the performance over time. 

This data can be used to make performance predictions for changes in any of the measured data. Standard performance indicators are: 

  • Daily, weekly, monthly visitors 
  • Daily, weekly, monthly page views 
  • Most requested pages
Ability to measure

Specific tagging of pages or landing pages (pages your visitors see first – for example from a link from a directory or sponsored link) can be used to measure conversions.

By conversions, I mean the visitor has completed an online form or clicked a special button you are particularly interested in. 

The performance indicators for conversions are: Number of views Number of submissions Number of completed enquiry forms How successful your website is depends on your ability to measure this data and then compare them with your expected results.

Expected results

Your expected results will depend on previously measured KPI results or perhaps based on a needs analysis.

For example you may need 100 enquiries to convert to 20 sales that generates £20,000 of orders each month. 

Based on these figures, you need at least 4 enquiries a day for your website to be judged a success. 

If you have a clear path set for the actions you want your visitors to take, you can either use web analytics to track these specific actions, or you can include tagged pages or landing pages throughout the path your visitors take and then count the number of visits to those pages using your webstats analyser tool. 

You can then measure the number of visits to each page on a daily, weekly or monthly basis and compare with previous results to determine whether things are improving. As soon as unexpected results are discovered, you will be armed with enough information to make business decisions to get the results back on track. 

Depending on the results, you can do things such as price changes (up or down), create or modify offers, or analyse whether the marketing material is expressing the advantages to attract the right prospect.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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