You should include metrics that align with the client’s goals and provide valuable insights. The specific metrics, however, depend on the type of website and the client’s objectives. Here are some key metrics that you can’t go without:
1. Users: Active Users, New Users, and Returning Users
2. Acquisition: Source/Medium, Channels, and Campaigns
3. Behavior: Pageviews, Average Time on Page, Engagement Rate (including Bounce Rate in Universal Analytics), and Events (specific to client goals)
4. Conversions: Goal Completions, E-commerce Conversions (e.g checkouts), and Conversion Rate (First Time and Total)
5. User Engagement: Sessions, Session Duration, Interactions per Session
6. Audience: Demographics, Interests, Device Category
7. Events: Specific events related to key actions, Event Count
8. E-commerce (for e-store websites): Revenue, Purchases, Average Order Value
9. Custom Metrics: Any custom metrics that are specifically relevant to the client's objectives