A small business should track a short list of website numbers that connect to money: leads (form submissions, calls, WhatsApp clicks), sales or bookings, where those came from (Google, social, ads, direct), which pages lead to enquiries, and conversion rate. Set up Google Analytics with conversion events and Search Console, then check them monthly. Ignore vanity numbers that do not change decisions.
- Track actions, not just visits.
- Leads and sales by source tell you where to invest.
- Search Console shows what people searched.
- Check monthly; act on one insight at a time.
- Respect consent rules where they apply.
Which numbers matter?
| Metric | Why it matters | Where |
|---|---|---|
| Leads (forms, calls, WhatsApp) | Direct business value | Analytics events |
| Sales or bookings | Revenue | WooCommerce or booking tool |
| Source of leads | Where to spend time and money | Analytics acquisition |
| Top landing pages for leads | What content works | Analytics |
| Search queries and clicks | SEO opportunities | Search Console |
| Mobile speed | Lost visitors | PageSpeed Insights |
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What should you ignore?
Picture an owner celebrating a jump in visitors after a viral post, while enquiries stay flat. Visits from people far outside the service area do not pay the bills. Total pageviews, time on site in isolation and social likes rarely change decisions. Focus on actions and their sources.
How do you set it up?
- Install Google Analytics. See adding Google Analytics.
- Mark form submissions, calls and WhatsApp clicks as key events. See conversion tracking.
- Connect Search Console.
- Create a one-page monthly report: leads by source, top pages, top queries.
Want your website to bring in more customers?
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Frequently asked questions
What website metrics should a small business track?
Leads, sales or bookings, their sources, top pages for leads, search queries and mobile speed.
Are website visits a good measure of success?
Not alone. Leads and sales by source matter more.
How often should I check website analytics?
Monthly, acting on one insight at a time.
How do I track WhatsApp and phone clicks?
Set them up as events or key events in Google Analytics.
Sources
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