Are you tracking the right metrics to make better data-driven decisions for your mid-to-large WordPress agency?

With all the data that’s available out there to online business owners, it can be tough to figure out which ones to monitor regularly. And wasting time measuring data that has very little to do with your success or growth is easy to do.

That’s why we’re here to help.

Metrics help tell you the story behind your efforts. They give insight into your progress (or lack thereof) and give you direction so you can continue to grow. And there really is no better way to get to the truth of how your business is running than to look at the numbers.

After all, number don’t lie.

If you want to really dig in to see how well your website is helping your agency grow, take a look at the these top metrics, that not unlike your eCommerce KPIs, can help you outdo out the competition and become the agency to beat.


Top Metrics WordPress Agencies Should Track


Monitoring your WordPress website’s metrics is easy and affordable when you sign up for a free Google Analytics account.

For help with connecting your WordPress website to Google Analytics, check out this easy to follow tutorial. Once you’re site is connected, you’re ready to start tracking data.


1. Site Traffic


Some people might tell you that obsessing over site traffic does your business no good. And we partially agree. Though you shouldn’t make site traffic your number one priority, it’s important to monitor the numbers every now and then.

The amount of site visitors that come to your website will help you determine whether your site is growing, declining, or staying the same.

Just go to Audience > Overview in Google Analytics to get an overall idea how your site is performing in terms of:

  • Users
  • New Users
  • Pageviews
  • Pages/Sessions
  • Average Session Duration
  • Sessions
  • Number of Sessions per User
  • Bounce Rate

The goal for you is to have an increasing number of site visitors (returning and new), a low bounce rate (meaning people stick around once they arrive), and long session durations.


2. Traffic Sources


Knowing where your clients are coming from will help your agency focus your marketing efforts in the right places. Go to Acquisition > All Traffic > Channels to find out where your site visitors are coming from.

Here are the most important traffic sources to focus on:

  • Organic Search: traffic via search engines
  • Direct: traffic from typing your site’s URL into the browser
  • Referral: traffic from another website
  • Paid Search: traffic from clicking on paid ads
  • Social: traffic from social media networks

Knowing where the bulk of your clients are coming from will let you cut down on marketing costs that aren’t driving traffic or converting customers. It will also help you see where you need to make improvements.

For example, if you notice a lot of your site traffic is coming from social media, you might want to consider working on your SEO to boost organic traffic.

Try optimizing your site for speed and performance, publishing high-quality blog content, and honing in on the right keywords to attract those running simple Google searches.


3. Top Pages


The quickest way to find out what content on your website is performing the best is to go to Behavior > Overview. You’ll see each page on your website, the number of pageviews it has, and the percentage of pageviews it makes up.

Knowing what content receives the most traffic helps you determine exactly what kind of content your site visitors like the most, so you can give them more of it.

Want to see how well your site’s landing pages are doing?

Landing pages are designed to either get people to sign up for your email list or push them through the sales funnel. To see how well your landing pages are doing, go to Behavior > Site Content > Landing Pages.

Here you’ll see a bunch of related metrics such as number of sessions, bounce rate, conversions, and generated revenue. Stop wasting time creating landing pages that don’t convert. Instead, see what your site visitors like and use that as a template for all your site’s landing pages.


4. Conversions


There are many ways to track your agency’s conversion rates. To start, you’ll need to create goals in your account so Google Analytics knows which activities to track on your site and count as a conversion. For instance, you might want to monitor email subscribers, purchases, or even social shares.

After you’ve done that, go to Conversions > Goals and click on any of the menu items below:

  • Overview
  • Goal URLs
  • Reverse Goal Path
  • Funnel Visualization
  • Smart Goals

Each will give you insight into how well you’re meeting your conversion goals and where you’re falling short.

For example, as seen in the image above, if you click on Funnel Visualization you’ll see how people move through your sales funnel and where they fall off. By knowing where people give up and leave, you can make changes to encourage them to finalize signing up for your services or buying your products.

The higher the conversion rate, the better your agency is doing. If you notice your conversions are lower than expected, your calls to action might be weak, your copy may be ineffective, or you might be attracting the wrong kind of traffic (poor SEO optimization plays a role in this).

As a WordPress agency, you should be advising your clients to continually optimize their sites for SEO. After all, the number of conversions an online business has significantly impacts profits.

But you should be doing the same for you own online business too.

Running simple A/B tests on your website can reveal small things that boost conversion rates. Though running a growing agency is a lot of work, you should never stop improving your site. Even minor changes can have a big impact on your bottom line.


5. Keywords


Part of being able to scale a WordPress agency is driving the right kind of traffic to your website and converting them as paying customers.

Remember, it doesn’t matter how many people are coming to your website if they don’t convert.

It’s likely you’ve done your keyword research using tools like SEMRush or Ubersuggest. You’ve probably even run Google searches to see what your competition is publishing so you can create better content and outrank them.

But have you checked which search queries are actually bringing traffic to your website?

To do this using Google Analytics you first need to connect Google Analytics to Google Search Console. Once you’ve done this, go to Acquisition > Search Console > Queries. Here you’ll see exactly what people are typing into Google searches before they click on your site and visit.

You’ll also find the number of clicks, impressions, the CTR, and the average position in Google search results for each keyword. All of this data can help you improve your keyword research efforts so you drive the right kind of people to your site that want what you have to offer.

And there you have it! Some of the very best metrics all mid-to-large size WordPress agencies that want to continue to grow should track at all times.

If you find yourself measuring these metrics and still needing help with scaling your WordPress agency, check out our WooCommerce solution based on AWS or our enterprise WordPress platform to give your agency the security, speed, and performance it needs to grow.