What are Lag Metrics?

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A flower that represents Analytics with the text “Lag Metrics” beneath it.

“Lag” metrics are defined as aggregated data that is measured over time and demonstrates the impact of the work over time.

Determining and tracking the right metrics are vital for any analytical process and can be broken down into two types: lead metrics and lag metrics.

Lag metrics should be demonstrated in a dashboard that shows results based on preset dates and could include:

  • Number of page views per date.
  • Number of screen views per date.
  • Names of pages per date.
  • Names of screens per date.
  • Sources (i.e. direct, google or duckduckgo) per date.
  • Number of active users per date.
  • Locations of active users per date.
  • Number of members (i.e. logged in) per date.
  • Number of non-members (i.e. not logged in) per date.
  • Number of new accounts created per date.
  • Number of impressions per date.
  • User engagement per date.
  • Clicks per date.
  • Scrolls per date.
  • User reached the end of the page per date.
  • User subscribed per date.
  • User unsubscribed per date.
  • Incomplete sales per date.
  • Sales made per date.
  • Contact request per date.
  • Support request per date.

Dashboard designs for lag metrics that could be of interest include:

A screenshot of a line chart showing the number of page views over the last 28 days.

Google Analytics Page Views for the last 28 days.

A screenshot of the Google Search Console performance tab that shows impressions and clicks over the period of a year.

Google Search Console Performance over the last year.

A pie chart that breaks down social media engagement across platforms.

A pie chart showing social media engagement over a preset amount of time.

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