---
title: "Web Metrics Guide"
url: "https://knowledgebase.adzooma.com/en/article/web-metrics-guide"
language: "en"
last_updated: "2025-09-17T12:21:02.013Z"
---

# 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:**

1.  From *Home, Projects, or Profiles*, click **Add New > Add a Web Metrics Profile**.
2.  Fill in the following details:  
    -   **Profile Name** – e.g. “MyBusiness.com”
    -   **Website URL** – include http/https (top-level domain only)  
         
3.  Click **Add Profile** to confirm.
4.  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.](https://app.adzooma.com/billing)

* * *

## **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:**

1.  Select your Web Metrics Profile.
2.  Go to **Settings**.
3.  You can update:  
    -   Profile Name
    -   Website Domain
4.  Click **Update Web Profile** to save changes.
5.  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**](https://app.adzooma.com/billing) 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