Analytics tools offer hundreds of metrics. Most businesses only need a handful to make good decisions.

1. Conversions

The most important number: how many visitors take the action you care about – enquiries, calls, bookings, purchases, downloads.

2. Conversion rate

Conversions divided by visitors, per channel and per landing page. It shows where traffic is most valuable.

3. Traffic by channel

Organic search, paid search, social, referral, direct, email. Watch trends and which channels bring conversions, not just visits.

4. Cost per lead and cost per customer

For paid channels: what does each lead or customer cost? Compare with customer value.

5. Lead quality

How many leads become customers? Connect website data with your CRM or sales feedback.

6. Search visibility

Rankings and impressions for important keywords (Google Search Console).

7. Engagement on key pages

Time on page and scroll depth for service pages and guides – useful signals for content improvement.

8. Technical health

Page speed and errors – problems here affect everything else.

Vanity metrics to avoid

Raw page views, follower counts or bounce rate on their own rarely help decisions.

A simple monthly report

  1. Conversions and conversion rate vs. previous month and year
  2. Top channels and campaigns
  3. Top landing pages
  4. Cost per lead for paid channels
  5. Key insights and next actions

Privacy

Measure with consent where required and focus on aggregated data.

We set up clear dashboards and monthly reports in plain language as part of our digital growth services.

Planning a project like this? Our AI project assistant asks the right questions for your field and turns your answers into a clear brief – then our team near Munich sends a free, non-binding quote within 24 hours on business days. Start now or read the complete Digital Growth & SEO guide.
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