A pretty traffic report is useless if it doesn't tell you whether your website is generating business. Here's what we measure, and what we ignore.
Vanity metrics are easy to report and easy to ignore. 'You had 4,000 visitors this month' sounds good until you ask: and how many of them enquired, booked, or bought?
We configure analytics around the actions that actually matter to your business — form submissions, WhatsApp clicks, call clicks, bookings, orders. A pageview is not an outcome. An enquiry is.
At launch we record a baseline: how many enquiries, from where, on what device. Sixty days later we come back with the same numbers, compared. If enquiries are up, we look at why and do more of it. If they're down, we say so, and we bring three recommendations to fix it.
Good numbers or bad, you get the report. That's the point. The only way to know whether a website is worth what you paid for it is to measure the thing it was built to do.