How to use KPI’s – Website Analytic Formulas for Beginners
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.

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