Top 10 KPIs for SEO

Have you ever wondered which are the most important internal KPIs you should be tracking for SEO and any other online marketing campaign?

The internal KPIs are internally used by team members to measure and optimize the marketing campaigns’ performance and are not always reported to clients/boss/senior management.

If you look at Universal Analytics (UA) report today, they have got tons of metrics for each dimension from sessions, page views to sessions with search, avg. page load time…….zzzzzzzzz.  All these metrics could make reading UA reports a headache.

More the client, more are the reports and bigger is the headache. To make my life a bit easy, I track only 3 things for any dimension and I don’t track many dimensions either.

I hope you have not forgotten about ‘dimension’.

A dimension is a characteristic of your visitor.

For e.g. for a visitor from New York city who arrived on your website via a organic search term say ‘best outdoor clothing’ on Google, the dimensions are: ‘city’, ‘region’, ‘country’, ‘keyword’ and source/medium.

These dimensions characterize the visitor and this is how Universal Analytics reports about a user/visitor to your site.

For any online marketing campaign you would be interested in knowing three things:

  1. How the campaign has performed or is performing?
  2. How people who came to your site are consuming the contents?
  3. How people are engaging with your contents?

Internal KPIs to track campaign’s performance/outcomes

1. Sessions/visits – As an SEO you would definitely want to know how much traffic is coming from a dimension/source.

2. Goal completions – Total no. of goal conversions you have got.

3. Revenue – If you run an e-commerce site you would definitely want to know which traffic source is generating revenue.

4. Goal conversion Rate – It is the percentage of visits which results in Goal conversions.

5. E-Commerce Conversion Rate – It is the percentage of visits which results in e-commerce transaction.

Internal KPIs to track content consumption

1. Pageviews


2. Avg. time on site/page


3. Bounce Rate/Bounces


Internal KPIs to measure visitors’ engagement

1. Pages/session


2. Unique Social Actions
These are the only 10 metrics you need to quickly and accurately track the performance of any traffic source or dimension.
Now I will create a custom report which include all of these metrics:

To create this custom report use the following specifications:

Primary Dimension: Source/Medium

Metric: Sessions, Goal Completions, Revenue, Goal Conversion Rate, E-commerce Conversion Rate, PageViews, Avg.time on site, Bounce rate, Pages/Session and unique social actions.


Please note: To track unique social actions you need to implement social interactions tracking on your website.

You can learn more about Key Performance Indicators from this post:

 Understanding Key Performance Indicators (KPIs) – Complete Guide

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Announcement about my new books

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Himanshu Sharma

Certified web analyst and founder of

My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

  • Over eleven years' experience in SEO, PPC and web analytics
  • Google Analytics certified
  • Google AdWords certified
  • Nominated for Digital Analytics Association Award for Excellence
  • Bachelors degree in Internet Science
  • Founder of and

I am also the author of three books:

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