Web analytics - identifying key performance indicators

The analysis of visitor behaviour has developed rapidly in recent years. The free tool Google Analytics has made a significant contribution to this. However, before implementing such a system, every company must be clear about the objectives of its website and the metrics used to measure whether these objectives have been achieved. This study focuses on the architectural sector; the website analysed has recently been launched, and its success has not yet been measured. In addition to a qualitative content analysis, metrics such as the number of sessions, users and average time spent on the site are measured, and an outlook on future trends is provided.