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Which website analytics numbers to watch
Instead of dozens of charts, five metrics that actually tell you whether your website is working.
Analytics often gets installed “just in case” and never opened. Or it gets opened, and you get lost among a hundred reports. For a small business, a few metrics are enough.
Five metrics worth knowing
- Enquiries. How many people submitted the form, tapped the phone number or sent a message. This is the key number; everything else explains it.
- Conversion rate. The share of visitors who become enquiries. It shows whether the site persuades, not just whether people visit it.
- Traffic sources. Search, ads, social media, direct visits. This shows where your money and time are best spent.
- Landing pages. The pages where people first meet you. These are the ones to improve first.
- Devices. If most visitors are on phones, the mobile version is your priority.
How to set it up
- Mark enquiries as conversion events, otherwise analytics only sees page views.
- Use UTM tags in ads and newsletters.
- Add a cookie consent banner if you work with clients in the EU.
Open your analytics once a month with one question: “What changed, and why?” That’s enough to make decisions based on data rather than gut feeling.