Website analytics explained: Metrics every business owner should track
Your website is more than just a digital brochure - it’s a living part of your business. But log into your analytics dashboard, and you’re often met with a wall of charts, numbers and acronyms that might as well be a foreign language.
The truth? Once you understand what the metrics actually mean, you can immediately see what’s working, what’s underperforming and where to focus your energy.
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. Here’s a plain-English breakdown of the key numbers most dashboards show - and how they actually affect your business.
Quick Reference: What’s a “Good” vs. “Bad” metric?
| Metric | Good / Healthy Range | Bad / Warning Sign | What It Means |
|---|---|---|---|
| Users | Growing MoM Steady month-over-month growth | Flat/Declining Several months of stagnation | More users = more reach. Declines suggest marketing visibility is slipping. |
| Sessions | 1.5–2+ per user Visitors return more than once | ≈1 per user Few repeat visits | Repeat visits signal interest and brand recall. |
| % New Sessions | 40–70% Balanced new vs. returning | >80% new low loyalty or <30% new stalled growth | Too many new = weak retention; too few new = weak acquisition. |
| Pages per Session | 2–4 pages on average | <1.5 pages | Higher means deeper engagement and clearer next steps. |
| Average Session Duration | 2–3+ minutes | <1 minute | Longer sessions indicate useful content and qualified traffic. |
| Bounce Rate | 25–55% typical (lower is better) | >70% consistently | High bounce = content mismatch, weak UX, or slow load. |
| Page Views | Growing with users | Stagnant despite user growth | If users rise but views don’t, navigation or content depth may be thin. |
| Sessions by Source | Diversified Search + Direct + Referral/Social | Single-channel heavy e.g., 90% from search | Channel diversity reduces platform risk and improves stability. |
Quick Website Metrics Audit: 5 Minutes to Clarity
Ask yourself these questions:
Do your top pages have strong CTAs and good retention?
Are users returning, or only visiting once?
Which pages have the highest bounce or exit rates?
Are your social media campaigns actually driving traffic - and what happens next?
Do you know which actions lead to sales, inquiries, or conversions?
If you can’t confidently answer these, it’s time for a data refresh.
Metrics without actions are just numbers
It’s not about collecting more metrics - it’s about understanding what they mean and acting on them. You can build elaborate funnels, email sequences, and marketing campaigns, but if you don’t know how they affect your business, you’re just pushing a rock around a field.
Focusing on key performance indicators (KPIs) gives you a clear roadmap for growth - whether you run a service business, e-commerce store, or sell digital products.
How we can help
We remove the guesswork and make your website analytics actionable:
Website Audit Report – A done-for-you report delivered straight to your inbox. It highlights what’s working, what’s not and actionable fixes. Book a website audit.
1:1 Strategy Session– A virtual session to unpack your website performance together. Walk away with a clear action plan tailored to your goals. Book a strategy session.
Knowing your metrics is only half the battle. The real growth comes from knowing what to do next - and executing with precision.
