Important KPIs to Track on your Website

The Race Framework

Not sure how to measure your content performance? No worries! We have a list for your reference. Let’s follow the RACE framework so that it is easy to determine which stage of the buyer’s journey we are at and what metrics we should be measuring.


This is the beginning of the buyer’s journey. At this stage, brands are trying to build their brand awareness. They are looking for website visits from their target market. Main metrics to consider:

  1. Unique visitors (site traffic)
  2. Bounce rate
  3. Number of searches
  4. Top performing content
  5. Social media or other website referrals


This is the second stage of the buyer’s journey. This is when brands are trying to engage with their target market and trying to embark in lead generation. Lead generation is when you are seeking your target audience to sign up for newsletters or something along those lines to keep connected with you (the brand). Key metrics here are:

  1. page views/visit
  2. time on site
  3. page depth
  4. returning visitors
  5. number of leads


This is when the real deal comes in. At this stage, your target audience has become your customer. They have made their decision to spend money on the product or service you are offering. Key metrics to measure include:

  1. number of sales
  2. percentage of lead generation to sales conversion
  3. average order value
  4. Cost per acquisition
  5. Checkout abandonment rate

Engage (sometimes we call it “Delight”)

We are not done just yet! Once your customer are happy (hopefully) with their purchase, you want to keep them happy because they will be and are your best advocate for your brand! It is 5 times more expensive to obtain new customers than retaining existing ones. Important metrics to measure are:

  1. Number of active customers
  2. Number of brand mentions on social media (with your branded hashtags or just an [@].
  3. Content shares

Here we have it! This is a simple list of key metrics to monitor when you have a website, especially a website with eCommerce capabilities. Remember, your website is the home for your brand, social media platforms are there to amplify your presence. Read more to learn more of my blogs about digital marketing practices or learn more from these experts!

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