Quick answer
The website metrics that matter for a small business are total enquiries, calls, conversion rate, cost per enquiry, search impressions and clicks from Search Console, and Core Web Vitals field data. Vanity metrics such as raw pageviews and bounce rate rarely change any decision.
Start at the bottom of the funnel
Count enquiries first — form submissions, calls and messages — then work backwards to see which pages and channels produced them. This keeps reporting tied to revenue rather than traffic.
The core dashboard
Six numbers reviewed monthly is enough for most small businesses.
- Enquiries this month versus last
- Conversion rate (enquiries ÷ sessions)
- Top five landing pages by enquiry
- Search Console clicks and average position
- Google Business Profile calls and direction requests
- Core Web Vitals status
What to ignore
Bounce rate on single-page visits, time on page for short answers, and raw traffic totals inflated by irrelevant terms. They rarely lead to a decision you would not have made anyway.
Frequently asked questions
- How do I track phone calls from my website?
- Use tappable tel: links tracked as events in analytics, or a call-tracking number for paid campaigns.
- How often should I review website analytics?
- Monthly for most small businesses, weekly if you are running paid ads.
Related pages
Free website review
Send us your website and we will tell you what is holding it back — speed, structure, content or conversion.
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