Metric
Definition
A quantifiable measurement used to track and assess performance. Metrics are the raw numbers; KPIs are the metrics that matter most.
What is a Metric?
A metric is any quantifiable measurement. In analytics, metrics are the numbers you track: page views, sessions, bounce rate, conversion rate, revenue, time on page.
Metrics answer "how many" or "how much" questions. How many visitors? How much revenue? How long did they stay?
Metrics vs KPIs
All KPIs are metrics, but not all metrics are KPIs. The difference is importance:
- Metrics are any measurable data points
- KPIs are the specific metrics tied to your business goals
Page views is a metric. But unless your business model depends on page views (like an ad-supported publisher), it's not a KPI.
Metrics vs Dimensions
In analytics tools like Google Analytics:
- Metrics are quantitative (numbers): sessions, users, revenue
- Dimensions are qualitative (categories): country, device, traffic source
You combine them: "Sessions (metric) by Country (dimension)" or "Revenue (metric) by Product Category (dimension)."
Common Website Metrics
Traffic Metrics
Users, sessions, page views, new vs returning visitors
Engagement Metrics
Time on page, pages per session, engagement rate, scroll depth
Conversion Metrics
Conversion rate, goal completions, transactions, revenue
Acquisition Metrics
Traffic source, medium, campaign, cost per acquisition
Choosing What to Track
Start with metrics that connect to business outcomes. It's tempting to track everything, but data without purpose is just noise. Focus on metrics that inform decisions.