Google Analytics Metrics for B2B Websites

Have you logged into your company’s Google Analytics and were unsure where to find the most useful reports? While some of the information, like users and page views, is fairly straightforward, other metrics help you get a better understanding of how visitors are interacting with your website and where you can improve their experience.

If you want to dive deeper into Google Analytics and learn more about the user’s journey on your B2B website, here are metrics we recommend you keep an eye on.

Bounce Rate

Bounce Rate is the rate at which visitors leave your site after only viewing one page. If your bounce rate is high, the visitors to your website may not be able to find the information they need. Knowing the bounce rate for each page helps you determine if the information on your website is helpful to visitors and if your CTAs are sending them in the right direction.

An extremely high bounce rate can indicate an issue with the page. Issues that cause high bounce rates can be the content doesn’t match what the user is looking for, the page isn’t loading properly, or the CTA isn’t a good match for what the visitor needs. A bounce rate of about 50% is average for B2B website pages, although this can be much higher for blogs.

Learn more: Key metrics to track for B2B marketing.


Channels show how users are finding and getting to your B2B website. The major channels you will find in Google Analytics are Direct, Social, Email, Organic Search, and Paid Search. Having the data to identify the channel driving the most visitors to your website provides feedback on your overall marketing strategy.

For example, if your website isn’t getting much traffic from Organic Search, you may need to consider updating your SEO strategy. Likewise, if you have been creating social posts to drive traffic to your site, you can evaluate the success of those posts by monitoring the traffic coming in via social channels. Channels are a great high-level metric to understand what traffic source users are using to get to your website.

Read more: B2B content marketing practices that work.


A metric that helps you understand the success of your marketing efforts and campaigns is the conversion rate on your website. Common types of goals that can be set up to track conversions on a website are event registrations, content downloads, or form completions. The number of conversions/goal completions can be viewed in Google Analytics, along with the page and traffic source. Having data about your conversions will help you determine which landing pages are successfully converting and what channels are driving the leads.

All Pages

Under Behavior, in the Site Content section of Google Analytics, you will find a report called All Pages. This report shows the most popular pages on your website by the number of page views. When you review the report, you may find that a certain blog or service page is attracting the majority of traffic to your B2B website. In this report, you can see the blog topics that have staying power and the top services people view on your site. Having this data is helpful when creating a content strategy for your B2B website.

Google Analytics Is a Great Resource

Google Analytics can be intimidating, but once you spend time analyzing metrics, it will become a great resource. With the metrics explained above, you will gain a better understanding of your site and visitors.

If you are interested in learning more about analytics and how to improve your site, contact us to discuss our B2B web design and content marketing services.

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