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.