Website analytics give an organisation evidence about how its website and digital channels perform. The list to track is short, and each item should help answer a question that leadership needs answered. Measures that nobody acts on can be dropped. This FAQ sets out the essentials, and the FAQ on data-driven decisions explains how they support decisions.
What to track on the website
- Which pages get traffic, and which get almost none.
- How long visitors stay on the pages that matter most.
- Where visitors come from, such as search, social media, email or direct visits.
- The device visitors use, which shows how many are on phones.
- The actions the website exists to produce, such as enquiry forms submitted, phone calls, bookings, donations or memberships.
The last item matters most. Traffic is only useful when it connects to an outcome the organisation wants.
What to track in search
Google Search Console reports the search terms that bring visitors, how often pages appear and are clicked, and which pages Google has indexed. It also shows demand that exists but is not met by any page on the site. The FAQ on SEO and SEM explains how that work follows from the data.
What to track on other channels
- A Google Business Profile reports how people find the listing and what they do next, such as calling or asking for directions.
- Email marketing tools report how many people open and click, and how many unsubscribe.
- Social media platforms report reach, engagement and clicks through to the website.
Which tool to use
The right tool depends on the platform. Options include Google Analytics, the built-in analytics on a Squarespace site and the internal hit counts of a CMS. In most cases the basic setup already provides what is needed, and extensive custom configuration is rarely required for a small organisation.
How often to review
A monthly look is enough for most organisations. A one-page summary of the main measures, written in plain language, gives a board or committee what it needs to see trends and ask better questions.
How we help
Our Analysis & Reporting service helps organisations choose the right tools, set up the foundations properly and turn the data into recommendations leadership can use. It is typically an Advisory engagement, often ongoing.
