Every product decision starts with a question: Are users finding value? Which features drive engagement? Where are people dropping off?

The answers live in your data—but only if you know what to measure.

Digital analytics metrics are measurable data points that reveal how users interact with digital products. They transform raw user behavior into actionable insights that guide product strategy, marketing decisions, and revenue growth.

The challenge isn't collecting data—most companies have plenty of that. The real challenge is knowing which metrics matter most, what they reveal about user behavior, and how to use them to drive meaningful improvements.

Let's explore the essential digital analytics metrics to track, how to choose the right ones for your business goals, and common mistakes that lead teams astray.

20 Essential digital analytics metrics to track

Product managers need to track customer lifecycle metrics, from initial acquisition to engagement, conversion, and retention, to increase revenue and deliver personalized customer experiences. We’ve broken down some of the most important digital analytics metrics into those categories to make them easier to understand.

Acquisition metrics

#### Traffic sources and conversions by channel
Knowing where your visitors come from is useful, but it doesn’t help you much if those visitors don’t convert. Breaking down conversions by channel gives you insights into how different channels are performing and which channels lead to the most conversions. 

#### Click-through rate (CTR)
CTR is the percentage of people who click on a link after viewing it. CTR helps evaluate ad and content performance. 

#### Cost per click (CPC)
CPC tells you the average cost for each click on your paid ad campaigns, which helps determine their ROI and effectiveness.