Website analytics: how to see where customers come from
Without analytics, advertising is guesswork. Which numbers a business owner should watch, how to track requests and how to make data-based decisions once a month.
The website works and ads are running, but it is unclear what actually brings customers? Analytics answers that question.
Which tools to use
- Google Analytics — free; shows visitors, sources and actions on the site.
- Yandex Metrica — free, plus session recordings and click maps: you see how people use a page.
- Google Search Console — how the site appears in Google search: queries, impressions, clicks, errors.
Usually Analytics or Metrica (or both) plus Search Console are installed.
Which metrics to watch
- traffic sources — search, ads, social networks, direct visits;
- requests (conversions) — how many visitors left a request, called or wrote;
- cost per request for each ad channel;
- popular pages — what interests customers;
- devices — if most visits are from phones, the mobile version must be perfect.
Goals matter most
Without goals you only see “visits”. Set up tracking for:
- submitting the request form;
- taps on the phone number and messenger buttons;
- placing an order or paying.
Then you will see which ads bring customers, not just visitors.
Tags in ads
Add UTM tags to links in ads and posts so analytics knows which campaign a visitor came from.
How to use the data
Once a month, answer three questions:
- Which channel brought the most requests?
- How much did a request cost in each channel?
- On which page do people leave most often without a request?
Strengthen what works and fix the weak spots. About search — in “SEO for a website in Tajikistan”.
Who can help
The “Data, BI and analytics” section of GHOST.TJ lists verified analytics and reporting specialists. They set their own prices and timelines.