facebook twitter instagram linkedin youtube thumbs-up thumbs-down

Subscribe &
Stay Connected

Join our newsletter to get useful tips and valuable resources delivered to your inbox monthly!

By Blair Kelly Outreach

KPIs (Key Performance Indicators) Every Website Owner Should Track in Google Analytics in 2020

11 minute read
KPIs (Key Performance Indicators) Every Website Owner Should Track in Google Analytics in 2020 Featured Image

If you want to improve your website and make sure it’s performing as it should be, it’s important to consistently audit what is working and what isn’t. To do this, it’s important to know what Key Performance Indicators (KPIs) you should be looking at.

For a high-level overview, watch the 4-minute video from Twenty Over Ten and FMG Suite’s Chief Evangelist, Samantha Russell, as she discusses the KPIs that financial advisors should be tracking in Google Analytics. Then, read on below for a deep-dive into what each metric means, and how to find the data in your Google Analytics account (please note, Twenty Over Ten’s CMS has a direct, one-click integration with Google Analytics).

What are the Top 5 Key Performance Indicators Financial Advisors Should Be Tracking?

Google Analytics measures an astounding 10,000 metrics, but these are the top 5 that you should be tracking when auditing your website:

1. What Is The Average Number Of Total Visitors Per Month To Your Site?

The first KPI is the total number of visitors per month, and typically we see just under 300 visitors per month.

2. What Is The Number Of Pages A User Will Visit Per Session?

While it obviously can vary, this is usually just under two pages per session. So, most people when they come to your site, whether they’re reading a blog post or landing on your home page, they are only going to visit one or two pages per session.

3. What Are The Three Most Visited Pages On My Website?

Many times if you are blogging regularly and creating content, your top ranking pages can be some of your blog posts. But if we’re only looking at more of the static pages, then the 3 most visited pages in order are the home page, the “About” page, and then the contact page, which you might have listed as “Learn More” or “Get Started.”

4. What is your Bounce Rate?
The next thing is the bounce rate. Generally, it’s good to see the bounce rate be somewhere between 45% and 65%. Though this will vary depending on the layout and design of your site. For example, scrolling sites often have a higher bounce rate. Or, if you are blogging a lot, your overall bounce rate also might go up as visitors come to your website, read a blog post, then leave.

The real problems can arise, if you have a high bounce rate on your homepage because that means people are finding your website, landing on it and quickly realizing that you’re not what they were looking for. So, in those cases, you want to go back and edit the wording on your homepage to be more clear about who you are, what you do, and what niche you serve.

5. What Is A Good Conversion Rate?

What is generally a good conversion rate? If you can get up to just 1% of visitors converting to a booked meeting, that is fantastic. The average advisor is seeing just under 1% and closer to about .75%.

How do you Track These KPIs in Google Analytics?

Now that you know the top metrics to track, HOW do you do it and WHERE do you find it in Google Analytics?

Total Visitors Per Month

This statistic is obviously important so you can see how many users are visiting and benchmark that and see how you are doing against your competitors. How do you do this?

  • Step 1: Log Into Google Analytics
  • Step 2: Go to the Audience Tab
  • Step 3: Click on Active Users
  • Step 4: You can change the date in the top right corner

Google Analytics All Users

The Number Of Pages A User Will Visit Per Session

When visitors come to your website, they generally just visit one or two pages. They may be checking a blog or article, and then leave your site. Maybe they landed on the homepage and then wanted to find out more about your team. Whatever it may be, you can check it out in analytics by following the below steps:

  • Step 1: Log Into Google Analytics
  • Step 2: Go to the Audience Tab
  • Step 3: Click on Overview
  • Step 4: You can see the Pages/Session on the right-hand side next to the graph.

According to our analytics from December 21-December 27, visitors are averaging 1.68 pages on the Twenty Over Ten website, so just over 1.5 pages per visit.

Google Analytics

The Three Most Visited Pages On Your Website

For more financial advisory firms, the top 3 most visited pages of their website are

  1. Home page
  2. Team/About page
  3. Contact Page

As a website owner, you need to know which pages are generating the most traffic, so you can understand what really drives visitors to your site. If you notice that a page is not being visited very often, then figure out why and see what may need to be optimized in order to generate more traffic.  To track this KPI for your financial advisory firm’s website, follow these steps:

  • Step 1: Log Into Google Analytics
  • Step 2: Go to the Behavior Tab
  • Step 3: Click on Site Content
  • Step 4: Click on “All Pages”

The All Pages report is a good section for financial advisor to check regularly, as it provides a high-level overview on what pages of your website are getting the most visits. This will lump in the “static” pages (such as your homepage, services page, etc) with dynamic pages, such as each individual blog post.  In the “All Pages” report view, you’ll also be able to see at a glance “average time on page” (how long, on average, your visitors are spending on that page overall), “entrances” (how many visitors come into your website from that page), and “exit” (how many visitors visit that page last before leaving your site)

Google Analytics

Bounce Rate
We briefly touched above on how to find the bounce rate of your website, just to recap, bounce rate represents the percentage of visitors who visit your website and then navigate away from it after only viewing one page. You want to work to lessen this, as that would mean that visitors are spending a longe time checking out your website and seeing what you have to offer rather than just landing on it and quickly leaving. In the below image, the bounce rate is shown below in the blue outline. To find that, you should:

  • Step 1: Log Into Google Analytics
  • Step 2: Go to the Behavior Tab
  • Step 3: Click on Site Content
  • Step 4: Click on “All Pages”

From there, you can see where all the different analytics are broken down in a column to the right.

Google analytics

Conversion Rates

With this, you can read the report and analyze the conversion rate percent of your pages.

  • Step 1: Log Into Google Analytics
  • Step 2: Go to the Audience tab
  • Step 3: Click the Audiences tab under the main one

You can set the Goal Conversion Rate so that, like everything else, you can constantly try and improve your site and get more conversions from your webpage. You can find the conversion rate in the column to the right along with other facts and analytics about your advisor website.

Conversion Rate Google Analytics

Wrapping It Up

There is so much more to Google Analytics, and the above is simply touching the tip of the iceberg. These 5 points are incredibly important, and just by reading those Key Performance Indicators, you can already tell so much about your website. So, if you have not already, we strongly encourage you to use Google Analytics to learn more about your website and how to perfect it, while also utilizing Google Search Console, as these two tools can greatly improve your performance and really go hand in hand.

Need a website that drives traffic and converts leads?

Work with Twenty Over Ten’s award-winning design team to build a website that grows your business. See the report on how our sites convert more, check out examples of our work  and then chat with our team to get started.

No credit card required, get started for FREE!

Let’s Go!

About the author

Blair Kelly

Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.

Twenty Over Ten Showcase

"The Twenty Over Ten website continues to deliver results, both in activity, and more recently in client acquisition."

Josh Null - Gulf Coast Financial Advisors

Schedule A Demo

Don't Miss Out

Get all the latest news and exclusive marketing resources straight to your inbox.


Lucky You - You're In!

We’re flattered you want to get to know us better. And now that you’re on our list, we’ll get to know you better too! Happy reading 😁