Analytics & tracking
Know What Your Website Is Actually Doing
Most small business owners can tell you roughly how many visitors their site gets. Far fewer can tell you which pages actually produce enquiries. That gap is where budget gets wasted and good pages go unnoticed — and it's entirely fixable.
What we set up
The practical bits, and what they actually tell you.
Google Analytics
Set up where it's appropriate, tracking real behaviour rather than a checklist item nobody looks at again.
Google Search Console
What people actually typed to find you, which pages appear for it, and where you're being shown but not clicked.
Enquiry tracking
Every genuine enquiry — form, call or email — attributed back to the page and source that produced it.
Form submissions
Tracked as a specific event, so you can see conversion by page rather than guessing from your inbox.
Phone click tracking
On mobile, a tap on a phone number is often the whole enquiry. It should be measured like one.
Email click tracking
The same logic applied to mailto links, so quieter enquiry routes don't disappear from the data.
Landing-page performance
Which campaign or search-driven pages actually produce enquiries, and which just produce visits.
Organic search queries
The real terms bringing people in through Search Console, used to sharpen pages rather than guess at keywords.
Page-level performance
Time on page, drop-off points and which content people actually read before leaving or acting.
Lead sources
Whether enquiries come from organic search, paid ads, referrals or direct visits, so budget follows what works.
Wasted traffic
Pages pulling in visits that never convert and never seem likely to — worth knowing about, not just celebrating.
Pages with opportunity
Pages getting decent traffic but underperforming on enquiries — often the cheapest wins available on a site.
Vanity metrics vs meaningful metrics
A big number isn't the same as a useful one.
Purely as an illustration — not a real client figure — imagine a site gets 10,000 visits a month and produces no enquiries, against another that gets 800 visits and produces a steady stream of strong leads. The second site is doing its job. The first one is, by the only measure that matters to the business, doing nothing.
Visits, page views and time on site are easy to report and easy to feel good about. They're only useful when read alongside what actually happened next — an enquiry, a call, a form completed by someone who genuinely needed what you offer.
That's why we set tracking up around enquiries first, and treat traffic as context for that number rather than a headline in its own right.
Honestly
Consent and privacy aren't an afterthought.
Tracking people without asking is both bad practice and, in the UK, not something you're allowed to do. On our own website, analytics only loads once a visitor has given consent — nothing runs beforehand.
We'd set your site up the same way: clear consent, no tracking before it's given, and data used to understand pages and enquiries rather than to build a profile of individual visitors.
Before you ask
Analytics and tracking questions, answered plainly.
Not sure where your site currently stands? Start with a website audit. If enquiries have already dropped off, see why your website isn't generating enquiries.
Next step
Want to know what your website is actually doing?
Not guess. Know.
Send us your website and we'll give you an honest read on what's being measured, what's missing, and what it would take to see the full picture.