Website Analytics & Metrics

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Websites are essential for businesses and organizations — but how do you know if your website is doing what you need it to do? This is where website analytics and metrics come into play to provide you with valuable insights into how visitors interact with your site so you can understand what’s working and what needs improvement. This blog post will introduce the basics of website analytics and metrics, give tips on tracking and measuring the success of SEO and content marketing campaigns, and provide a few resources to make tracking analytics and metrics less of a headache.

Analytics and Metrics 101

Website analytics is the process of collecting, analyzing, and reporting data about website usage. Metrics are the specific data points you measure, such as the number of visitors, page views, and bounce rate (the percentage of visitors who leave the site after viewing only one page). These metrics help you understand how your website is performing and where you can make improvements. For example, if you notice a high bounce rate on a particular page, it might indicate that the content is not engaging or relevant to your audience.

Other important metrics include average session duration (how long visitors stay on your site), conversion rate (the percentage of visitors who complete a desired action, such as making a purchase or signing up for a newsletter), and traffic sources (where your visitors are coming from, such as search engines, social media, or direct visits). Analyzing these metrics lets you gain insights into your audience’s behavior and preferences, allowing you to tailor your website to meet their needs better.

Tracking and Measuring Success

Search Engine Optimization (SEO) and content marketing are two key strategies for driving traffic to your website. SEO involves optimizing your website to rank higher in search engine results, while content marketing focuses on creating valuable content to attract and engage your target audience. To measure the success of these campaigns, you need to track specific metrics.

For SEO, important metrics include organic search traffic (the number of visitors who find your site through search engines), keyword rankings (how well your site ranks for specific keywords), and backlinks (the number of other websites linking to your site). These metrics can help you understand how effective your SEO efforts are and where you can improve. For example, if your keyword rankings are low, you might need to optimize your content or build more backlinks.

When it comes to content marketing, key metrics include page views, social shares, and engagement rates (such as comments and likes). These metrics can help you determine which types of content resonate with your audience and drive the most traffic. For instance, if a blog post receives many social shares and comments, you might want to create more content on that topic.

Simplifying Analytics and Metrics Tracking

Tracking website analytics and metrics can be daunting, but several tools can streamline the process. Google Analytics is a powerful, free platform that provides comprehensive data about your website’s performance, including visitor demographics, behavior, and traffic sources. It also offers customizable reports and dashboards to focus on the metrics that matter most to your business.

Google Search Console is invaluable for deeper insights into SEO metrics. It helps monitor and maintain your website’s presence in Google search results, providing insights into search queries, click-through rates, and indexing issues. Tools like Ahrefs and SEMrush enhance SEO analytics with competitor analysis, keyword research, and backlink tracking.

Content marketing metrics can be tracked using platforms like HubSpot and BuzzSumo. HubSpot offers tools for inbound marketing, including content management and social media tracking, with detailed analytics on content performance. BuzzSumo specializes in content discovery and performance analysis, allowing you to track social shares and engagement to see what resonates with your audience.


Understanding website analytics and metrics is crucial for measuring the success of your website and marketing campaigns. By tracking key metrics and using the right tools, you can gain valuable insights into your audience’s behavior and preferences, allowing you to optimize your site and create more effective content. Whether you’re just starting out or looking to improve your existing strategies, these basics of website analytics and metrics will help you make informed decisions and achieve your goals.

Do you need support with digital marketing strategy? Contact us today to learn how Fisher Green Creative can help grow your small business.

Jenny Green, Chief Marketing Officer and Co-owner of Fisher Green Creative

Jenny Green, Co-Owner of Fisher Green Creative, specializes in digital strategy development, social media marketing, and SEO for small businesses.  Away from helping clients or studying the latest marketing trends, Jenny volunteers her time coaching youth soccer, enjoys a cold craft IPA, and works to save the elephants.  Connect with Jenny on LinkedIn  or email.

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