you could ... end up ... drowning in an ocean of data... your KPIs that hold the key to identifying and introducing improvements ... general principles ... when selecting the right KPIs....
certain common KPIs ... pageviews per user, page bounce rate or average time users spend ... keep your list short and sweet... Web analytics works best when it’s tied to your goals...
never be more than 2 to 3 KPIs for the whole website and up to 3 supplementary KPIs for each stage of the conversion funnel (acquisition, engagement, conversion, retention).
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See also: Online Strategy