Panta | Design and technology company

Install analytics and you get overwhelmed with data. Here's what to actually pay attention to.

Traffic

How many people are visiting? Is it growing? Where are they coming from?

Don't obsess over the exact number. Look at trends. Is traffic going up or down? Which channels bring the most visitors?

Which pages are most popular? Which ones have high exit rates? Look at your homepage, services pages, contact page.

If your most popular page is "about us" and your services page has high exit rates, something's not working.

This is the big one. What do you want people to do? Fill in a contact form? Call you? Buy something?

Set up goals in analytics. Track how many complete that action. That's your conversion rate.

If conversion rate is low, something's wrong with your site or your traffic. Fix accordingly.

Organic search, social media, direct, referrals. See which brings the most engaged traffic. Not just visits - leads and sales.

That's where to focus your marketing.

These tell you if people are engaging. Very low time or single page views usually mean your site didn't match what they were looking for.

Bounce rate is often misleading. Exact numbers. Every tiny fluctuation. The trends matter more than individual data points.

Just track your main goal - whatever that is for your business. Get that working first. Then add more complexity as you need it.