Identifying Important Web Analytics Metrics for My Website

As I am developing my business, it is important to track website analytics to understand how people are interacting with my website in order to improve it even further. Here are 5 web metrics I plan on analyzing for my business: 
 
1. Source and Medium
Source/Medium is a dimension that tells the origin of the traffic (source) as well as the category of the source (medium). For example, we could learn that someone reached our site from a link on another webpage or through a search engine like Google. Knowing this information will allow us to know which marketing channels are most effective. Knowing this, we can allocate our resources more efficiently. 
 
2. Engagement Rate
This metric is found by dividing the number of engaged sessions by the total number of sessions. Knowing this will inform our team on if people are actively looking or searching through our website. Information about what it means to be identified as an engaged user can be found here.
 
3. Conversion Rate
My site’s main objective is to get people to submit their contact information so more work (and money) can be made. By tracking contact form submissions as a conversion, I can see how many are interested in my services per session.
 
4. Pages and Screens
This metric tracks the number of views, users, time on page, etc. for each page on my site. I can look at this to identify my most and least popular pages. This information could lead to changes on my website to make the least engaging pages look more like the most engaging pages. 
 
5. Users vs. New Users 
It is important to track users vs. new users. A new user is someone who visits my site for the first time while a user is anyone returning to my site. This will show me if the traffic I am receiving on my site is from someone new, or someone who has shown interest before. This information can provide insights such as if a new ad campaign drove new user traffic. Knowing this information will help budget our efforts more effectively.