Web Metrics Guide

1. What is the Web Metrics Report?

The Web Metrics Report analyses your website’s speed, usability, and technical performance across both desktop and mobile.

It provides a single score out of 100 with a breakdown of:

What’s performing well
What needs improving
Recommendations to boost loading times and user experience

The report is included in the Essentials package and is free for all users.

2. Why Use It?

Slow, clunky websites frustrate visitors and cost you conversions. The Web Metrics Report helps you:

Stop losing customers – Identify speed issues that cause visitors to leave.
Improve user experience – Make your site smoother across desktop and mobile.
Boost performance – Speed and usability are key ranking signals for search engines.
Save time – Full analysis in minutes, without manual testing or guesswork.

3. How the Scoring Works

Every time you run a report, Adzooma tests your site on both desktop and mobile. Each device receives its own score, which is then combined into an average score out of 100.

Score Ranges

0–49 = Poor
50–89 = Needs Improvement
90–100 = Good

A perfect 100 is very rare - even small improvements at higher levels can take as much effort as big jumps at lower scores. Aim to consistently stay in the 90–100 range for a strong user experience.

4. Adding a Web Metrics Profile

Before you can generate a report, you’ll need to create a Web Metrics Profile. This tells Adzooma which website to analyse and gives you a dedicated dashboard for tracking performance over time.

Steps:

From Home, Projects, or Profiles, click Add New > Add a Web Metrics Profile.
Fill in the following details:
- Profile Name – e.g. “MyBusiness.com”
- Website URL – include http/https (top-level domain only)
Click Add Profile to confirm.
Optionally assign the Profile to a Project (to group with other accounts).

📌 Notes:

Each URL can only be used once per Adzooma account.
Monthly Web Metrics Reports are free; for more frequent analysis, upgrade to Silver or Gold.

5. Running and Viewing Reports

Once your Profile is set up, you can run your report at any time. The Profile Dashboard provides a clear breakdown of performance and highlights where improvements are needed most.

When you run a report, you’ll see:

Your overall score out of 100 (average of desktop + mobile).
Device-specific scores for Desktop and Mobile.
A list of recommendations ordered by impact level (High, Mid, Low, Completed).
Trend data showing how your score has changed since the last report.

6. Understanding Recommendations

Not all issues are equal. Adzooma prioritises recommendations by potential impact, so you know exactly where to focus first.

High Impact – Urgent fixes that will have the biggest and most lasting effect (e.g. large image compression, major script delays).
Mid Impact – Important optimisations that give a noticeable performance boost (e.g. reducing redirects, fixing render-blocking resources).
Low Impact – Minor tweaks for fine-tuning (e.g. small caching improvements).
Completed – Areas already well optimised. Keep monitoring to maintain performance.

7. Updating or Removing a Profile

Over time, your website setup may change - you might rebrand, update your domain, or no longer need to track a particular site. Adzooma lets you quickly update or remove Web Metrics Profiles so your reports always reflect the right information.

Steps:

Select your Web Metrics Profile.
Go to Settings.
You can update:
- Profile Name
- Website Domain
Click Update Web Profile to save changes.
To delete, click Delete Web Profile.

📌 Updates will apply from your next scheduled report.

8. Sharing and Branding Reports

Once your report is ready, you’ll likely want to share it. Adzooma makes this easy with export and branding options.

Reports can be exported as PDFs by clicking Download (top right of the dashboard).
On Silver & Gold subscriptions, you can add your own logo and brand colours to reports, making them polished and client-ready.

👉 Upgrade here to unlock branded reports.

Key Takeaway

The Web Metrics Report gives you a fast, reliable way to test website performance on desktop and mobile. With a clear score and prioritised recommendations, you can:
✅ Fix speed issues that frustrate users
✅ Improve conversion rates and brand image
✅ Benchmark progress month over month
✅ Share professional branded reports with clients or colleagues