Below are some common website analytic formulas you can use to help measure specific KPI’s “key performance indicators” for your website. This is a basic analytic formula list as I will be posting more advanced formulas shortly. Keep in mind some KPI’s may not be relevant to your needs because calculated metrics are user-defined. If you have a request on how to calculate a metric not mentioned here post it in the comments or on my Facebook page and I will give you the formula.

Bounce Rate (Percent)

Single Access/Entries

When a given page is the entry page, how often do visitors leave the site without accessing any other pages

Weighted Bounce Rate (Percent)

(Single Access/Entries) * (Page Views/Total Page Views)

Same as Bounce Rate, but gives a higher value to pages that are viewed more often on the site, thus pushing your most popular pages with this problem to the top of the list

Page Views per Visit (Numeric)

Page Views/Visits

What is the average number of pages per visit

Page Views per Visitor (Numeric)

Page Views/Daily Unique Visitors

What is the average number of pages per unique visitor (daily uniques, weekly uniques, monthly uniques, etc.)

Exit Rate (Percent)


Exits/Visits

When a certain page is part of a visit, how often is it an exit page

Entry Rate (Percent)

Entries/Visits

When a page is part of a visit, how often is it an entry page?

Multi-Page Visit Entry Rate (Percent)


(Entries – Single Access) / Entries

When a page is the entry page, how often does it lead to at least one other page

Visits per Visitors (Numeric)

Visits/Daily Unique Visitors

What is the average number of visits per unique visitor (daily, weekly, monthly, etc.)

Page Views/No Reloads (Numeric)

Page Views – Reloads

How many page views did a page get, not counting reloads, but counting Back button or additional path views to the page

Reload Percentage (Percent)

Reloads/Page Views

What percentage of the page views were reloads of that page.

Entry to Exit Ratio (Percent)

Entries/Exits

What is the ratio per page of how often it is the entry page vs. how often it is the exit page

Average Order Value (Currency)

Revenue/Orders

Average revenue you earn per order

Order Conversion (Percent)

Orders/Visits

What percentage of visits results in an order

Buyer Conversion (Percent)


Orders/Visitor

What percentage of visitors results in an order

Checkout Conversion Rate (Percent)

Orders/Checkouts

What percentage of checkouts results in an order

Checkout Initiation Rate (Percent)

Checkouts/Visits

What percentage of visits results in a checkout

Average Order Size (Numeric)

Units/Orders

How many items are purchased in an order, on average

Event Conversion (Percent)

Orders/Event

Used for tracking success events, what is the percentage of visits that result in that success event. (For example, registrations per visit, form completion per visit, download per visit, etc.)

Product View Conversion (Percent)

Orders/Product View

What percentage of product views resulted in an order

Abandoned (Numeric)

Cart Adds – Orders

How many cart additions did not result in an order

Abandonment Rate (Percent)

1 – (Orders/Cart Adds)

What percentage of visitors added an item to their cart and then didn’t purchase it (This can be very interesting at a product level.)

Abandoned Revenue (Currency)


(Revenue/Orders) * (Cart Adds – Orders)

What is the general amount of revenue that has been abandoned (Revenue is based on the value of the average order.)

Event Conversion Rate (Percent)

Orders/Instances

What percentages of instances (or setting the variable) resulted in an order? For example, when setting a Event upon internal search, what percentage of searches on this keyword resulted in an order?

Campaign Conversion Rate (Percent)

Orders/Click-throughs

What percentage of click-throughs resulted in an order

Revenue per “Action” (Currency)

Revenue/Instances

When an event is set when someone clicks something (like an internal promotion or specific navigation), this will show the amount of revenue that was a direct result

Average Item Value (Currency)

Revenue/Units

What is the average revenue per item purchased

Do you have a specific type of KPI you want to measure, ask away in the comments or maybe you have a KPI that you want to share.

Aaron R. - CEO

Confident, creative and highly qualified interactive marketing and web design professional with 17+ years of distinguished performance in construction internet marketing, social media, SEM/SEO, branding, web design, lead generation and e-commerce.