How to Track Website Traffic: 55 Things to Track on Your Website

March 16, 2007 - Get free updates of new posts here

Noah wrote about measuring and testing, and I’ve been running a list of things that should be measured on a website and wanted to share it. Some of things might not be relevant to all websites, but it will show you how to track website traffic and more. Some numbers/stats take a little bit more to explain. Many of these numbers can be tracked by stats programs or site (such as Google Analytics), but many will require custom reporting, which usually can be quickly scripted.  Please comment and leave feedback or add if I missed something obvious.

X = hour/day/week/month/quarter/year


  1. Unique visitors per X
  2. # of visits per X
  3. Visits per visitor 1 is not good, 5 is better, 100 is crack
  4. Pageviews per X
  5. Pageviews per visit
  6. % increase from month to month
  7. #s increase from month to month
  8. Year running: uniques, pageviews, increases
  9. Visitor time duration
  10. Visitor lifetime


  1. Visitors from Top 10 countries
  2. % of visitors from each top 10 countries
  3. Revenue per country
  4. Profit per country
  5. Cost per country

Media Specific

  1. Bandwidth usage per X
  2. Bandwidth per unique visitor
  3. Images per visitor
  4. images per visit
  5. Videos per per unique
  6. Videos per per visit


  1. Total revenue
  2. Revenue per unique visitor
  3. Revenue per member
  4. Revenue per country
  5. Lifetime value of customer
  6. Revenue per customer
  7. Profit per customer
  8. Profit per unique visitor
  9. Cost per user
  10. Cost per visit
  11. Cost per marketing/advertising campaign
  12. Revenue per marketing/ad campaign
  13. Profit per marketing/ad campaign
  14. Conversion rates for all marketing/ad campaigns

Blog Related

  1. Visitors per post
  2. Revenue per post
  3. Comments per post
  4. Revenue per post per month
  5. Posts per day/week/month/year

Search Engines & Referers

  1. Revenue per search engine
  2. # of visitors per search engine per X
  3. Top keywords from searches
  4. Revenue/profit per keyword search
  5. Revenue/profit per referring site


  1. Ad impressions per unique/visit/member
  2. Ad clickthru rate per unique/visit/member
  3. Ad impressions per X
  4. Ad clickthru per X

Specific site: Facebook

  1. Users per school/city/state/country
  2. Revenue/cost/profit per school
  3. Friends per member
  4. Invites per member
  5. Revenue/Cost/Profit per M/F
  6. Revenue/cost/profit per

Other specialized areas with specific stats:

  1. Affiliate programs
  2. Paid membership sites
  3. Social sites
  4. Directories
  5. Forums

I learned a lot about numbers, statistics and utilizing them in every minute decisions when I worked at Wells Fargo. Combine this with SEO and you have a powerful answer for any site. Usually after watching a lot of the numbers from your website/business, you’ll find that there’s two or three numbers that will give you the best representation of how you are doing at any given time. But that’s another post.

This post written by Andre Nosalsky.

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16 responses to “How to Track Website Traffic: 55 Things to Track on Your Website

  1. Dave McClure Reply

    great list.

    one other important area to track is clicks coming from internally-generated emails.

    altho not all blogs/websites do a lot of email, for those that do a significant # of web visits can be driven by regular weekly/monthly emails that provide a summary of recent activity or news roundups or other notable info.

    however, it’s a common oversight to not embed tracking information in your email clickthrus that enable you to determine that those visits came from email traffic (so remember to do that).

    if you use it properly (and don’t spam the hell out of your users), email can be a very simple & effective way to drive repeat visit behavior to your website. trick is to make it:
    1) useful & interesting to open, read, & click
    2) measurable so that you know how it impacts your site
    3) not spam, so that sending too much lowers your deliverability

    i think way too many people these days forget about email as a basic useful device to communicate & engage users in a (regular) conversation…

    – dmc

  2. Andre Reply

    @Dave, you make good points. I think anything that can have an impact on the bottom line, public opinion or customer sentiment should be tracked and studied.

    @Brian, I think you can to a Print-to-PDF and go that way.

    @Marshall, Google Analytics is pretty good at tracking the general webstats, but to get good numbers, you’ll need custom type of solution that is focused on a specific business. BTW, I think I should be reading your site more for advice 🙂

  3. Jason Reply

    Great article. The follow up should include what tools you can use to track these numbers. E.G.,,,, ect ect.

  4. Damon Billian Reply

    # of accounts opened daily, weekly & monthly
    # of times accounts login
    # of unconfirmed accounts (if you have email confirmation)
    # of accounts that confirm
    # of times a specific product/product tab is utilized
    # of times the faqs are accessed
    # top 5-10 of which faqs are accessed