We’ve got the basics down; now let’s look at what to track. There are a variety of metrics to measure for real-time web analysis, many of which you may be tracking on a daily, weekly, or monthly basis already.
Not all data sets are valuable in real time, and it’s important to focus on tracking the ones that matter most to your business, as recording this type of information can use significant storage. To make the most of your storage, learn what key performance indicators everyone should track, expanding on this list as you come across metrics that matter to you.
1. Active Users
It’s important to know how many active users you have and what they are doing on your website or mobile app. By knowing how many active users there are, you can use peak times to run featured ads and social media posts.
If most of your customers are using one section of your site, you can consider using that area to test your latest ad campaign or do A/B testing on a feature. For example, see how letgo benefited from running A/B testing using Amplitude’s tools. By doing this with a large segment of your customers in a featured product, you’re likely to get feedback from some of your more engaged users.
2. Sessions and Pageviews
Where your users are on your site or in your app and how long they stay is one of the best ways to understand user behavior. Session length and bounce rate are crucial indicators for successes and areas for improvement. This insight into the features and content that your users value most will help you develop and improve your service.
The bounce rate is an important metric linked closely to sessions and pageviews, helping you know which aspects of your service are underperforming. In real time, this behavioral information can help you catch an error on a page and fix it to manage your retention rate.
3. User Location
Knowing where your users are located can help you understand patterns related to your most successful content. If you can identify locations that are actively sharing your content or using your service more prominently, you can use this to increase the circle of influence and the impact of your advertising campaigns.
If you run an eCommerce site and one of your ads is doing particularly well in a specific territory, you can try to target more ads to that region, or send call to action emails to capitalize on the attention.
4. Traffic Source
With immediate data, you can react to both positive and negative changes instantly. You should always know which marketing funnel your customers are coming from. If there is a sudden spike in traffic, it will let you know a certain marketing channel or campaign is successful, allowing you to highlight or enact a call-to-action.
Alternatively, a sudden drop will alert you of a problem with one of your marketing campaigns. Instead of wasting time finding the source of the problem, you’ll be able to immediately start working on a solution. This can help you turn the problem around and get your funnel working again!
5. Errors, Crashes, and Bugs
Tracking the errors your website or mobile app in real time can help you fix a problem immediately. Crashed sessions, failed links, unresponsive gestures, and other problems with the responsiveness of your website or mobile app can not only cost you sales while the problem persists, but they harm your reputation and brand.
Fixing errors that occur regularly in a timely fashion can help you gain a competitive edge, and build a great reputation along the way. Having instant data is the best way to make the most of these opportunities.
6. Advertising Costs
A clear understanding of how much you are spending on your advertising campaigns may not always be something you need to know off-hand, but there are times when it can be valuable. If you are monitoring expenditures on Facebook ads, you’ll know how much you are able to increase the spending if a post, page, or product goes viral.
By having this information immediately available, you can capitalize on opportunities for advertising that your competitors are missing. Emphasizing the right advertising campaign at the perfect time will increase the amount of exposure or ROI you receive per dollar spent.