Industry Analyst & Strategist

Track Everything, Not Everyone

The new is very much like the site from 2021 – 2022, I’ll get into the full details at a later date but one thing that was critical to me was being as privacy focused as possible. Not only because of regulatory reasons (i.e. GDPR, CCPA, and all the others that exist or will exist in the near future), but also because that’s how I like to use the internet.

I typically browser with a slew of ad and privacy blockers. The user experience is fundamentally better! I don’t want to stop ads, I don’t want ads to stop me, to slow me down, to ruin content. Here I have one sponsor of the week. It’s not from an ad network. It’s not going to interrupt the user experience via popup or other crazy animations, or track the crap out of you on this site or any others – it’s simple text, with a link, maybe an image. Here it is:

BigScoots: Personal. Expert. Always There. That’s Real Managed Hosting.

So what should you be tracking on your site and for your business? Everything else! Statistics in aggregate and anonymized are crazy useful and you should be tracking on a daily basis no matter the size and scale of your business. Let’s get to some of the basics:

  1. Site traffic (I use Plausible):
    • (Daily) Check for anomalies which may indicate hacking attempts or sudden spikes and drops in sales
    • (Weekly) Is there a noticeable daily fluctuation, and how is traffic looking week over week (WoW)
    • (Monthly) Big trends should appear, month-over-month (Mom) and year-over-year (YoY)
  2. Lead traffic (you should be doing Daily, Weekly, and Monthly)
    • General leads
    • Marketing Accepted Leads (MALs)
    • Marketing Qualified Leads (MQLs)
  3. Sales (you should be doing Daily, Weekly, and Monthly)
    • If a subscription:
      • New customers
      • Churn (how many customers lost)
      • Average Revenue per User (ARPU)
    • If a single purchase:
      • # of items purchased
      • Cart total
      • Cart abandonment (did a potential customer fill the cart but not purchase)

So much more we can get into for tracking but this should be a good start to get you thinking.

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