"I think our customers like this page." "I feel like the red button is better."

In business, "thinking" and "feeling" are dangerous. You need knowing. Your website gathers a treasure trove of data every day, but most business owners ignore it because they find analytics confusing.

Here is how to look past the numbers and find the insights.

Vanity Metrics vs. Actionable Metrics

  • Vanity Metric: "Total Hits." (Who cares if 1,000 people visited if nobody bought anything?)

  • Actionable Metric: "Conversion Rate." (Of the 1,000 people, how many filled out the form?) Focus on the metrics that impact your bank account.

Where are they leaving? (Bounce Rate)

Check your "Exit Pages." If 80% of users leave on your Pricing Page, your prices might be too high, or—more likely—the value isn't clearly explained. This tells you exactly what page to fix first.

Heatmaps Don't Lie

Tools like Hotjar or Microsoft Clarity show you "heatmaps"—visual representations of where people click and scroll.

  • Insight: You might find users are clicking an image expecting it to be a link, but nothing happens. That is an opportunity to fix a user frustration.

Confused by Google Analytics 4 (GA4)? Let us set up a custom, easy-to-read dashboard that shows you exactly how your business is performing.

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