Analytics is a confusing topic for many people. As a result, metrics aren’t tracked, problems go undetected, and that costs money every day.
No need to spend hours poring over complex dashboards. Here are 6 easy-to-read metrics in Webful that make the difference between a site that works for you and one that’s spinning its wheels.
1. Traffic Sources
Where do your visitors come from? Google, social media, a direct link, a referring site?
Traffic volume is useless if you don’t know where it’s coming from. That’s what lets you know where to focus your efforts and which channel is really working for you. Doubling your organic traffic or growing your Instagram presence are two very different strategies—and it’s your traffic source that tells you which one to prioritize.
2. Search Terms
Which keywords are bringing visitors to your site from Google?
This tells you what your visitors are actually looking for. And sometimes, it’s very different from what you thought you were selling. A page that ranks for an unexpected term may reveal an opportunity you hadn’t anticipated—or a misunderstanding about what your site is communicating.
3. Bounce Rate
The percentage of visitors who arrive at your site and leave without exploring further.
A high bounce rate may mean that your homepage isn’t meeting your visitor’s needs. Or that they found what they were looking for on a single page, which isn’t necessarily a bad thing. Context matters—and that’s why you should always analyze it alongside other metrics rather than looking at it in isolation.
4. Time spent per page and page depth
These two metrics go hand in hand and complement each other.
Time spent tells you whether your visitors are actually reading. Page length viewed tells you how far down they scroll. If everyone leaves your page after the first third, your key message needs to be moved up. If people read all the way to the bottom but don’t convert, the problem is your CTA—not the content.
5. Device Type and Screen Size
Are your visitors on desktop or mobile? What screen resolutions are they using?
What you designed for a large screen may be unreadable on a small one. And if 70% of your visitors are on mobile while your site is optimized for desktop, you’re losing customers every day without even realizing it. This is one of the most common mistakes—and one of the easiest to fix once you have the data.
6. Conversions
Are your visitors taking the action you want them to take? Clicking a button, filling out a form, signing up, or scheduling an appointment.
This is the most important metric. Because a website that has traffic but no conversions isn’t working for you. And without tracking this metric, you can’t tell if your optimizations are making a difference.
These 6 metrics don’t require hours of analysis. Webful brings them all together in one place, where you can review them in just a few minutes. But ignoring them comes at a cost.
Want to try it out on your own site? Try Webful for free: 30 days with all features enabled (automatic reports, white labeling, API), then choose the Free Plan for life or the Pro Plan at 3 € per site per month. No credit card required to get started.
