How do you know if your website is any good?

Financial advisors and asset managers always ask the right questions. (Well, most of the time.)

An obvious measurement would be how many leads your site brings in that become clients – and how much revenue each client generates.

Whether your website looks cool, or your friends and family fawn over it, or you think it’s the hippest site in the industry are largely irrelevant to whether it works.

The always inquisitive and curious folks at Curata have come with a curated list of 29 metrics to know about – and to measure the success of your website.


1.  Page Views. How many pages – and which ones – have visitors visited? The page view metric is the first source you may want to look at as a total traffic tool. (Google Analytics, Crazy Egg and others provide the numbers for much of the metrics below.)

2.  Unique Visitors. Some prospects click on several pages, which is of course terrific, but the unique visitors measurement shows you the new non-repeat visitors.

3.  Average Time on Page. How long are people sticking around your site? The longer methinks the better.

4.  Email Opens. You want people to open your emails, so better to know how many and which ones are critical.

5.  Email Clicks. Which part of your email was clicked on?

6.  Downloads. If your call to action includes a free offer of a white paper or eBook (which it should) you’ll want to know how many prospects downloaded your offer. You can track this from your own email account, or from the service provider you or your marketing team use to create the landing pages, such as HubSpot, Unbounce, or Marketo, among others.


7.  Return Rate. This measures the prospects that are repeat visitors – generally a signal of interest.

8.  Bounce Rate. Oops, some visitors bounce, or leave after one click, poof, they’re gone.

9.  Pages Per Visit. Some prospects stick around and click around. You’ll want to know how many, and what pages they land on and exit from.

10.  Opt Outs. Bye, bye, a few prospects will inevitably unsubscribe, and you’ll want to know who, and if they leave a reason, why.

11.  Followers. Twitter tracks your follower family; LinkedIn your business associates, and Facebook your friends. While more is not necessarily merrier, a larger targeted list of followers is substantially better than few followers…if you want more business.

12.  Subscribers. For those who have an RSS feed, or a newsletter, this is the metric to track.


13.  Social Media Shares. Sharing is caring, so the saying goes, and the social media sites will show you who shared what.

14.  Social Media Likes. You like me, you really like me! Or at least your followers have liked a post or more, so you’ll know which posts to promote or repost.

15.  Email Forwards. If someone forwards your email to a colleague, congratulations, you either have an informative email post, or an engaged prospect, or both. To find out who did it, some firms, like Litmus and ClearSlide, provide email tracking software.


16.  Comments. Someone who comments on your blog or other post is showing a level of commitment and inquisitiveness that can lead to personal engagement – if you follow up.

17.  Session Duration. Well, the longer the better, in general at least. Google Analytics will show you to the minute and second how long prospects dwell on your site.

18.  Page Depth. This is the measurement of how many different pages your visitors have read, or at least landed on.


19.  New Leads. Now we’re getting somewhere!

20.  Existing Leads. Prospects who have already downloaded an offer may come back again for more, and you’ll want to track them, too.

21.  Conversion Rate. Another computation to know is which content – blog post, tweet, infographic, website section – your lead came from, so you can do more of the same.


22.  Pipeline Generated. How many leads are in your sales pipeline?

23.  Pipeline Touched. This is a measure of which piece of content produce a particular lead.

24.  Revenue Influenced. Not sure what Curata had in mind with this one. But it sounds good.


25.  Time to Publish. How long did it take you or your team to create the blog post, tweet, eBook or other content that led to the lead?

26.  Content Produced. How much content has your firm produced, and what has that cost in internal time or outsourced cost?

27.  Content Backlog. You may also want to measure what’s in your product pipeline, and how much new content to produce for fresh results.

28.  Production Cost Per Piece. Ah, another budget question: how much did that eBook (or other content) cost to create, vs. how much revenue it brought in?

29.  Distribution Cost Per Piece. If you pay to promote your tweets, or employ pay per click advertising on Google or LinkedIn, you’ll probably want to know what your distribution and advertising costs are – on the basis of cost per lead, cost per click, and cost per conversion to sales.

Well, there you have it. But wait…the ultimate measurement is revenue. Can you think of two or 29 more metrics to track?