Managing a website is a difficult practice. There are many aspects of a web presence to look after, and when you use search engine marketing to drive traffic to your page, you have to trace even more metrics. Beyond tweaking bids, ad copy, campaign settings, keywords and ad placement, you need to track click-through-rates and cost per conversion using website analytics.
When you collect as much data as possible on how people discover your site, navigate to the page and engage with the content, you are better prepared to handle that traffic and urge it to convert. Even the most elementary web analytics measurements can tell you something unique about your customer base, so make sure you take the time to look at every trackable point of engagement.
For example, bounce rate is the percentage of site visitors who navigated to your website but then left shortly after. This benchmark is essential to know because an unusually-high bounce rate means that a significant population of people aren't finding what they're looking for on your site. If you notice this metric is high, it's time to evaluate your ad copy, calls to action or design of your site, as these key characteristics aren't grabbing the attention of your target audience.