Website metrics that matter - What analytics you should focus on?
If you're running a business, your website isn’t just a digital storefront — it’s a performance tool. But how do you know if it’s actually working for you?
That’s where analytics come in. But before you drown in dashboards, remember: not all metrics are created equal. Many look impressive but don’t actually help you make smarter decisions. In this post, we’ll show you how to cut through the noise and focus on the website metrics that truly matter — and how to use them to grow your business with confidence.
Vanity Metrics vs. Valuable Data
Metric
What it tells you
A better focus
Page views
The number of times your pages are viewed.
Focus on Pages per Session and Average Session Duration to measure actual engagement.
Unique visitors
How many different people have visited your site.
Look at Returning Visitors to gauge loyalty and content value.
Time on website
The total time visitors spend on your site.
Use alongside Session Replays or Heatmaps — bots and idle tabs can skew this metric.
Bounce rate
The percentage of visitors who leave after viewing one page.
Investigate Exit Pages and fix weak spots: unclear CTAs, slow loading, or irrelevant content.
Social Media Likes
A feel-good number, but doesn’t track conversions.
Focus on Click-Through Rate (CTR) and On-Site Behavior after the click — are users taking action?
Quick Website Metrics Health Check
Use this checklist to audit your own site in 5 minutes:
Do your top pages have strong CTAs and good retention
Are users returning, or only visiting once?
What pages have the highest bounce or exit rate?
Are social media posts actually sending people to your site — and what happens next?
Do you know which actions lead to sales, inquiries, or conversions?
If you can’t confidently answer these questions, it's time for a data refresh.
Knowing your metrics is important but what you do with them next is more important.
You can create the most elaborate marketing plan or funnel system or email sequence out there but if you don’t know how the things you do affect your business, you are pushing a rock around a field.
It’s not about having more metrics — it’s about knowing what they mean and what to do next. Otherwise, you're just collecting numbers without strategy.
Whether you’re running a service-based business, e-commerce store, or selling digital products, focusing on key performance indicators (KPIs) gives you a clear roadmap for growth.
Need help decoding your data?
We offer two options designed to take the guesswork out of your numbers:
🔍 Website Audit Report – Done-for-you, no calls required. Get a detailed report sent straight to your inbox outlining what’s working, what’s not, and how to fix it. Book a website audit.
🎯 1:1 Strategy Call – Let’s sit down (virtually) and unpack your website performance together. Walk away with a clear action plan tailored to your goals. Book a strategy call.
