You have a website, it gets visits… and then what? Most companies make decisions about their website on gut feeling: «I think people like this page», «it seems we sell more from Instagram». Web analytics replaces those hunches with data. And when you decide with data, you stop pouring time and money into what doesn't work and double down on what does.
At aatsoft, a web development studio in Manresa (Barcelona), we set up measurement for company websites and, above all, help interpret it. In this guide we explain what to measure, how to set it up properly and how to turn numbers into decisions.
Why measuring your website changes everything
Without data, improving a website is guesswork. With data, you know which pages convert and which drive people away, where your best customers come from and at what point in the buying process they drop off. Analytics isn't a report you glance at once a month and forget: it's the compass that tells you where your next effort is worth investing.
5 metrics that really matter
You don't need to watch hundreds of figures. These five give you 80% of the answers.
1. Users and sessions
How many people visit and how often. It's the background picture: it tells you whether your audience is growing, flat or falling, and it's the reference for everything else.
2. Traffic channels
Where your visitors come from: Google search, social media, ads, links or direct traffic. Knowing which channel brings the customers who actually convert tells you where to focus your effort.
3. Top pages
What content works and what doesn't. Your most-visited pages are your best salespeople: it pays to look after them, keep them updated and use them to guide visitors towards action.
4. Conversions and events
The metric that matters most: what people actually do on your site. A conversion is that action you care about —a form submitted, a call, a purchase—. If you don't measure conversions, you don't know whether your site is doing its job.
5. Real engagement
How long people stay and how they interact. Beyond visits, engagement tells you whether your content hooks people or whether they leave after a few seconds.
Your web analytics, properly set up
There's no point looking at data if it's badly collected. This is the baseline every company website should have:
Google Analytics 4 (GA4) installed and verified (the previous version, Universal Analytics, stopped working in 2023), the cookie consent banner properly wired up, conversions defined to measure what matters, Search Console linked to see how you arrive from Google, a clear dashboard or report you can grasp at a glance, and a regular review. Without these foundations, you'll be measuring half-blind.
Measuring isn't spying: privacy matters
Measuring well and respecting privacy aren't at odds. Analytics should fire according to the user's cookie consent and handle data in line with regulations. In fact, a good analytics setup goes hand in hand with your website's legal compliance (you can review it in our guide on GDPR, cookies and legal notice).
From data to decision
The most common mistake is piling up charts no one uses: so-called «vanity metrics». What really matters isn't having data, but making decisions with it: changing a headline that doesn't convert, reinforcing the channel that brings better customers, rewriting the page everyone leaves from. Measuring only makes sense if you then act.
How we help at aatsoft
At aatsoft we install and configure GA4 respecting consent, define your conversions, connect Search Console and build a clear dashboard with the metrics that matter to your business. And, above all, we help you read it: we translate the numbers into concrete actions to improve your site.
Request a review of your website analytics and we'll tell you what you're measuring well, what's missing and what decisions you can make right now. Discover our web development and SEO services too.
