You finally bought that great new web analytics software. Your IT staff configured it to read your log data, or tagged each page with javascript. You confidently enter your username and password.

Suddenly, you're drowning in data. Your high performance package is capable of generating millions of reports (really), and it feels like you are trying to drink from a fire hose. KPIs to the rescue...

Key Performance Indicators are five to seven website metrics that matter to your company. Using KPIs is a convenient way to understand your website with one page of data. At the bottom of this page are examples of some KPIs, but they are examples only. Use them after considering what your company's goals are.

We’ll work with you to figure out what your key performance indicators are, and then we’ll create a dashboard for you and your employees – a software page with graphs that captures your information at a glance. Your boss or employees probably need a different dashboard than you do – after all, you care about different pieces of the business.

KPIs differ based not only by kind of business, but by business goals. Nevertheless, here are some Key Performance Indicator ideas

•	If you’re an e-tailer, you’re selling online, so you’re probably interested in revenues, orders, profits, conversion rate and average order size. You may want a separate dial on your dashboard to show visits or total page views.
•	Content sites, on the other hand, make money from their advertising. They care about who sticks around, who looks at what pages, and how long they are there. So typical KPIs are visits, page views and conversions. A “calculated” KPI like page views per visit might also be on a dashboard.
•	Lead generation sites, like this one, want potential customers to put up their hands and say, “I’m interested!” So at LunaMetrics, we care about number of leads, cost per lead, and conversion rate.
•	Finally, customer service sites (example: printing out your boarding pass online) want to address customers’ problems and questions on their sites, where it is so much less expensive than over the phone or in person. The faster they can help you, the more satisfied you usually are. So KPIs might be visits, web inquiries, failure rate, and success rate. Another interesting KPI might be time on site per visitor (the less time a visitor is on the site, the happier he is – he probably fixed his problem quickly.)

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