March 16, 2026Which metrics really matter?
Open any analytics tool and you’ll be overwhelmed. Charts, dashboards, filters, terms you have to think about for a moment: bounce rate, funnels, cohorts, and so on. Before you know it, ten minutes have passed… and you still don’t know what you’re actually supposed to do.
That’s the problem with analytics: everything is visible, but very little is actionable. So let’s simplify things.
As a website administrator, which 5 metrics should you really keep an eye on?
1. Number of visitors (live)
How many people are on your website right now?
It sounds simple, but this is your quickest reality check. Are you publishing a post? Launching a campaign? Sharing something on social media? Then you’ll see immediately what’s happening.
Do you see a spike? Then it’s working.
Is it quiet? Then something’s not right.
You no longer have to wait for tomorrow’s report. You see it right away.
2. Most visited pages
Which pages attract the most visitors?
This is often eye-opening. Not because things are going badly, but because it’s different from what you think. That one page you spent weeks working on is barely visited. But that simple page that was just “thrown in” might actually be your biggest entry point.
This insight helps you set priorities. Make sure your most visited pages are always accurate, up-to-date, and offer clear next steps. That’s where your impact lies.
3. Source of visitors
Where do your visitors come from?
- Search engines
- Social media
- Direct traffic
- Other websites
This tells you which channels are effective.
Does most of your traffic come from search engines? Then your SEO is on point.
A lot of direct traffic? Then people are familiar with your brand.
A lot from other websites? Then your partnerships are working.
But even more importantly: you also see what isn’t working. This way, you make decisions based on data, not gut feeling.
4. Mobile vs desktop
On which device do people visit your website?
Chances are, the majority comes from mobile. But chances are also high that your team mainly works on desktop. That creates a mismatch.
A page that looks sleek on desktop can appear cluttered or unclear on mobile. By keeping an eye on this metric, you stay on top of things.
Seeing a lot of mobile traffic? Then you know where to test.
5. Trends
Is your visitor count growing, or not? Isolated numbers don’t tell the whole story. A spike on Tuesday sounds good—until you see that the rest of the week is underwhelming. Trends provide context.
Is it rising steadily, staying flat, or slowly declining? This helps you recognize patterns, seasonal trends, and issues early on. And that’s the difference between reacting and taking the lead.
Analytics in TwelveBricks
These five insights are right there on your dashboard, right next to where you manage your content. Instantly visible, always up to date, and hassle-free.
You don’t need to be a data analyst to effectively manage your website. If you check these five metrics once a week, you’re already ahead of the game. You’ll see what’s working, identify what needs attention, and make decisions with confidence.
Not based on gut feeling, but on insight.
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Wilfred Waltman