According to the Web Analytics Association, “… a KPI is infused with business strategy — hence the term, “Key” — and therefore the set of appropriate KPIs typically differs between site and process types.” KPIs vary based on web site’s purpose, e.g., sales or lead generation. Good analytics also examines “high value pages” like give example. that are essential to tactical management of internet marketing activates. If you don’t want to get into this then eliminate this paragraph entirely. The table below identifies KPIs for different types of web sites. Some complex web sites have multiple objectives, and may combine features of more than one type of web site.