Metrics for non-ecommerce websites

7 minute overview of how to get actionable metrics for non-ecommerce sites. In other words, how do you measure success when you don’t sell anything?


  • Look at distributions, not averages. Averages lie.
  • Three pieces of data are particularly valuable on non-ecommerce websites: time spent on site, visitor recency (when was the last time a visitor visited the site), and depth of visit (how many pages did the visitor consume?)
  • Focus on the distributions of data for all three of these metrics. Averages lie.

There are plenty more short Google Analytics videos like this one at the appropriately titled Ultimate Google Analytics Video Roundup.

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