Choosing your numbers.
WHAT MATTERS
Enquiries and sales Where those came from Which pages produce them Whether the trend is rising
WHAT MATTERS LESS
Total visitors Page views Time on page Bounce rate
WHY
Those are inputs, not outcomes.
Traffic that never converts costs you bandwidth and produces nothing.
WHAT BOUNCE RATE ACTUALLY MEANS
A visitor who viewed one page and left.
For a contact page where they found your number and called, that is a success recorded as a failure.
Treat it with caution.
WHAT TIME ON PAGE MEANS
Frequently nothing useful.
A long time may mean engagement, or confusion.
THE ONE NUMBER TO WATCH
Enquiries per month, and where they came from.
WHAT TO DO WITH VANITY METRICS
Note them, do not act on them.
WHAT TO ASK OF ANY NUMBER
What would I do differently if this changed?
If nothing, stop tracking it.
