What are the key metrics to track in Google Analytics for online marketing campaigns?

Tracking key metrics in Google Analytics is crucial for evaluating the performance and effectiveness of online marketing campaigns. Here are some key metrics to track in Google Analytics for online marketing campaigns:

1. **Website Traffic Metrics**:
   - **Sessions**: The total number of sessions or visits to your website within a specified time period.
   - **Users**: The number of unique users who visited your website within a specified time period.
   - **Pageviews**: The total number of pages viewed by visitors on your website.
   - **Average Session Duration**: The average length of time users spend on your website during a session.

2. **Traffic Sources**:
   - **Source/Medium**: The channels or sources through which users arrived at your website (e.g., organic search, direct traffic, referral traffic, social media).
   - **Referral Traffic**: The websites that referred visitors to your website through clickable links.
   - **Organic Search Traffic**: The number of visitors who found your website through organic search engine results.
   - **Paid Search Traffic**: The number of visitors who arrived at your website through paid search advertising campaigns.

3. **Conversion Metrics**:
   - **Goal Completions**: The number of times users completed a specific goal or conversion action on your website (e.g., form submissions, downloads, purchases).
   - **Conversion Rate**: The percentage of website visitors who completed a specific goal or conversion action out of the total number of visitors.
   - **E-commerce Conversion Rate**: The percentage of website visitors who completed a purchase transaction out of the total number of visitors.

4. **User Engagement**:
   - **Bounce Rate**: The percentage of single-page sessions where users left your website without interacting further.
   - **Pages per Session**: The average number of pages viewed by users during a session.
   - **Session Duration by Channel**: The average length of time users spend on your website, segmented by traffic source or marketing channel.

5. **Audience Demographics and Behavior**:
   - **Demographics**: Insights into the demographics of your website visitors, including age, gender, location, and interests.
   - **New vs. Returning Visitors**: The proportion of new visitors compared to returning visitors to your website.
   - **Behavior Flow**: A visualization of the path users take through your website, showing the sequence of pages they visit and the actions they take.

6. **Campaign Performance**:
   - **Campaign Tracking**: Monitor the performance of specific marketing campaigns by tracking campaign parameters such as utm_source, utm_medium, and utm_campaign.
   - **Campaign Conversion Rate**: The conversion rate of visitors who arrived at your website through specific marketing campaigns.

7. **Mobile and Device Performance**:
   - **Mobile Traffic**: The percentage of website traffic coming from mobile devices (e.g., smartphones, tablets).
   - **Device Category**: Insights into the performance of your website across different device categories (desktop, mobile, tablet).

8. **Site Speed**:
   - **Average Page Load Time**: The average amount of time it takes for your website pages to load.
   - **Page Load Time by Page**: Insights into the load time of specific pages on your website.

By tracking these key metrics in Google Analytics, businesses can gain valuable insights into the performance of their online marketing campaigns, identify areas for improvement, and make data-driven decisions to optimize their marketing strategies for better results.