1.Total Sessions per Month (including comparison to previous month)
This is an overall measurement of your marketing and outreach success.
2.Average Duration per Session
Sometimes, a site will get a LOT of views, but the majority of them are less than 3 seconds. That tells us that the site is not providing what the users are looking for. Time to re-evaluate name, layout, etc.
This seems unimportant, but can tell you a lot. If your users are all on desktops, they might be older. If they are all on mobile devices it might tell us that your product is something that they are introduced to on the go. Maybe they are doing a preliminary search and will come back later. Or maybe they are reminded of your site (or what it provides) when they need it out in the world.
If you advertise on Facebook and they tell you that you are paying for a certain number of clicks, this can verify that the number they give you is accurate. You can see if posts on social ACTUALLY get clicks that take people to your site. If you have some really weird referrals (like some spammy sites in Asia) you can know that the other numbers you have may not reflect legitimately interested and connected users.
5.Time of Session
I have a client who works with people who have anxiety. She gets a significant amount of clicks between midnight and 3am. WHEN people login to your site can tell you a lot about why they are there.
Page depth reflects how many pages people go to in one visit. Do they get what they need and move on? Maybe they always leave your site on a page that you thought was engaging. If people are looking at many pages on your site, they are better prospects and sincerely interested.
7.Time on Page per Traffic Source
See #4 above. If you have a google ad going and people referred from that ad aren’t taking time to read the page that they are landing on, you should change your ad or your content, because something’s not working.
8.Quarterly Number of New Users
This is an overarching metric to show you the results of your efforts in a more long term format. It’s usually pretty uplifting.
9.Geolocation of users.
This is more important than it may seem at first. Again, it’s personal and custom to your business, what you offer, and who you are reaching. If you have a local business that doesn’t sell online, hundreds of hits from the Ukraine can tell you that your site isn’t reaching the right people. Additionally, it can warn you that someone is trying to hack into your site. See post about hacking for more info.