Digital Analytics metrics to share with your VP of Marketing


Tweet about this on TwitterShare on FacebookShare on LinkedIn

Mobile phone with city lights in background

If you’ve been following this series, you’ve probably noticed some common themes throughout the posts and some similarities in metrics across objectives. For starters, the basics don’t waver between functions. Therefore the principals of dashboard design, the need to link KPIs to objectives and the benefits of providing each individual the most relevant information (and only the most relevant information) will be present across all marketing departments.

This post will, like the others in this series, share some of the most informative tactical metrics, strategic indicators and visualizations to use on your Digital Analytics Dashboard. However, it will avoid metrics related to areas we have already covered including emailcontent, social or ecommerce (which are often included in digital analytics dashboards) and will focus instead on reach, acquisition, lead generation, loyalty and conversion metrics.

We will also go beyond traditional web analytics metrics and include mobile measures. While there are many similarities between web and mobile (mobile web & mobile app) metrics, you’ll also see some differences in both naming and logic.

So let’s jump right in and look at some top metrics for web and mobile analytics. The following list of operational metrics, while extensive, could be a good starting place for your Digital Analyst as they pick and choose metrics for their tactical dashboard. Additionally, metrics selected will be greatly impacted by the objective of the website or mobile app. Whether your site or app aims to increase brand awareness, communicate with or educate your target audience, improve brand interactions, increase loyalty or act as a sales portal, your metrics should always act as an indicator of your performance compared to your goals.

Top Operational digital analytics metrics for your dashboard

Performance Metrics – How is our website or app performing?

Web Mobile Web & Apps
  • Page loading time
  • Bounces, bounce rate
  • Time on site
  • Average session depth (pages viewed)
  • Exit pages & Exit survey completion rate
  • App crashes and exceptions
  • App loading time
  • Average session length
  • Depth of Visit (screens viewed)
  • Exit screens
  • Device types, operating systems

Reach Metrics – How effectively are we reaching our intended audience?

Web Mobile Web & Apps
  • Unique visitors
  • Visits
  • Traffic per non-branded keyword
  • Keyword ranking
  • Social Page Shares
  • Inbound links, redirect rate
  • Viral coefficient
  • App downloads
  • App store views
  • Organic User Growth Rate

Engagement Metrics – Is our audience engaging at the level we need to reach our revenue goals?

Web Mobile
  • Sessions, Visits, Pageviews, Pages per session
  • Visit frequency
  • Number of visits per visitor
  • Average session time
  • Average session depth (pages viewed)
  • New Visitors, New vs returning visitors
  • Engaged or Active visitors (% visitors that complete goal)
  • Active users (# and as percentage of total users)
  • Micro conversions/goal completions: posts read, videos watched, content downloads, forms filled in, contact requests, requests for more info, subscriptions & sign ups
  • Social & external shares
  • Comment rate
  • App launches, Sessions, New Unique sessions
  • Active users: Daily active Users or Monthly Active Users ( % Users active in last 30 days)
  • Average session time
  • Session interval (average time between visits)
  • Depth of Visit (screens viewed)
  • Number of permissions granted, Number (or %) push notifications opened
  • Churn rate, retention rate
  • Social Shares
  • Online & App store app reviews: number, quality and reach
  • Average customer rating

Audience Metrics – Who is visiting our site or app and are they our target segment? And how does our audience differ between devices?

Web Mobile
  • Traffic by source (search engine traffic, referral traffic, direct traffic, email traffic, campaign traffic)
  • Quality of traffic by source
  • Visits by country, conversions by country, bounces by country
  • Event tracking
  • Behavior flow
  • Visits by device/operating system, conversions by device/operating system, bounces by device/operating system
  • Visits by region, conversions by region, bounces by region
  • Event tracking
  • Behavior flow

Conversion Metrics

Web Mobile
  • Micro conversions/goal completions: posts read, videos watched, content downloads, forms filled in, contact requests, requests for more info, subscriptions & sign ups
  • Lead form abandonment rate, shopping cart abandonment rate, exit pages
  • Time to conversion
  • Leads, Lead Generation Rate
  • Conversion rate – total, per page
  • # items added to shopping cart, # product likes, # items added to wishlist (retail apps)
  • Intent to purchase: branded keyword visits, direct visits, call rate, contact rate, store location pageview
  • Task completion Rate
  • App downloads & revenue produced by downloads
  • Total Lifetime installs & Uninstalls
  • In-app purchases
  • ARPU (Average Revenue Per User)
  • Lifetime App user value
  • Leads
  • Time spent viewing ads, # ads shown
  • # items added to shopping cart, # product likes, # items added to wishlist (retail apps)
  • Shopping cart abandonment rate
  • App updates & % Users using updated version

Key Performance Indicators to share with your Executives

The operational metrics above offer a great starting point for looking at your web and mobile performance, but it’s unlikely they will captivate your executives who most often search for information on costs, revenue and satisfaction. So what KPIs may they request on their Digital Analytics dashboard?

Mobile App Performance

Key stakeholders will definitely want to know how well your app is performing. How you measure this will depend on the key objectives of your app. For example, if it is an ecommerce app then App Revenue would likely be a strong indicator. If it is an educational app, then session time may be a more appropriate measure. Most likely, you will wish to create a unique compound metric including weighted information on downloads, ratings, crashes and exceptions, uninstalls, in-app goal completions and revenue generated.

It is also exceptionally useful to benchmark your mobile app performance compared to industry averages.

Cost per Acquisition & Conversion Rate

If your team is running campaigns, or generally investing in inbound marketing, your executives will likely request information on the Cost per Acquisition and Conversion Rate of both web-based, mobile web-based and app leads. Comparing the Cost per Acquisition and Conversion Rate by device, audience segment or even channel will enable you to streamline campaign investment and increase acquisitions.

User Value

Your executives may wish to understand the value of users across different devices and channels. Average Revenue per User (ARPU) may be a useful metric to show User Value. Average Lifetime User Value can help you quantify not only the value of a user over a session, but over their lifetime as a customer. Additionally, combining ARPU with Conversion rates can help you to forecast future revenue through your device channels.


Return on Investment is one of the trickiest KPIs to define, and it may also be extremely difficult to measure. Not only is it difficult to define a truly reflective cost of investment that includes the opportunity cost of human and technological resources, but it is also tough to quantify the benefit your efforts have created. While net profits or the impact on revenue may be captured, the effect on brand and loyalty may be harder to gage.

Your executives will, however, appreciate a ROI indicator on their dashboard that shows the return from each device type. Even if you are not able to accurately capture every aspect of ROI, using a consistent formula over time will still help to paint a story of performance.

User Loyalty

A computed metric including information on frequency of use and recency of use can be of great value to your stakeholders. Combined with information on the ARPU of loyal users, it can provide greater benefits in enabling your team to predict future performance and revenue – and encourage them to invest in creating and maintaining a loyal user base.

Data Visualizations for your Digital Analytics Dashboard

Visualizing data can help us to effectively explore how our indicators are performing across segments or time. Below are some of our picks for top visualizations to include on your Digital Analytics Dashboard:
Cost & Revenue chart

This is a great chart for helping you to quickly decipher the profitability of users across devices. In the example above we can see that the Cost per Acquisition of eReader app Users is relatively high while their Average Revenue is quite low. This may discourage you from investing substantially in trying to attract this relatively expensive user segment. Mobile App Users on the other hand show relatively high Revenue per User and a relatively low Cost per Acquisition. Your best bet may be directing your campaign budget to try to acquire these users.

Chart showing quality of traffic by source

The chart above shows traffic quality per source for your app users. Generally speaking, we would hope to invest the greatest effort and resources into increasing traffic through the channel that has the lowest bounce rate, the highest time on site and highest average goal completions. This is due to the fact that Bounce Rate can act as a signal for dissatisfaction (although it’s always worth analyzing this further as this metric can be deceptive and it’s significance can differ depending on your objectives), while Time on Site can reflect user Engagement (which can lead to loyalty and revenue) and Average Goal Completions may correlate to revenue.

Line chart showing app performance over time

Device Performance over Time can not only give you an indication of likely user satisfaction and ratings, but also to help you forecast revenue as poor performance can impact directly on conversions.

Chart to understand user demographics

Understanding the way users behave across regions can help us to better invest resources to promote conversions. The chart above shows a negative correlation between App downloads and website sessions across two different size markets. While the group on the upper right has a generally higher number of both app downloads & website sessions compared to the group on the lower left, we can clearly see that generally countries either tend towards higher app downloads or higher website sessions but not both. This may be due to mobile penetration or Internet accessibility on mobile devices. If we invest sensibly we can better acquire leads by making sure we are targeting our best segments, where they are, in each country.


What are we missing? How are you measuring your web and mobile performance, comparing these and benchmarking them against industry averages?

Tweet about this on TwitterShare on FacebookShare on LinkedIn

Megan Wilcock

VP of Business Development for Sweetspot. Responsible for strategic brand development, marketing and business development. BA/BComm graduate from the University of Melbourne. My passion lies in finding creative solutions and encouraging collaboration.

Add a comment

Try Sweetspot today!

Not Another Dashboard.