Your website’s analytics provide a wealth of information.  When you take that information and reduce it to key factors that measure success, you have Key Performance Indicators aka KPIs.  In many cases KPIs are ratios that enable you to take action.  Using a customized Google Analytics dashboard, you can setup many of your KPIs on one page so that you can quickly ascertain how your site is performing.

• Number of daily visitors
• Top visited pages
• Top exit pages
• Average time spent within your site
• Average number of pageviews per visit
• Visitors geographic location
• Bounce Rates
• Average Conversion rate

Google Analytics also integrates seamlessly with Google’s AdWords pay-per-click advertising platform.  Once the two accounts are linked users can review online campaign goals.  Common campaign goals include:

• Sales
• Lead generation
• Specific pageviews
• Downloads a particular file
• ROI

By using Google Anaylitcs, you can determine which ads are performing, and which are not.  This information allows you to better optimize PPC campaigns for higher conversion rates.