Key takeaways
- Google Analytics shows what visitors do on your website; Search Console shows how you appear on Google.
- Track enquiries, calls and WhatsApp clicks as key events, not just visitor numbers.
- Review a few key numbers every month and improve the pages that matter most.
A website is an investment, so it is important to know whether it is working. Two free tools from Google give you most of the answers: Google Analytics and Google Search Console. Here is how to use them in plain language.
Google Analytics: what visitors do
Google Analytics 4 shows how people find and use your website. Useful reports include:
- Users and sessions: how many people visit.
- Traffic sources: whether visitors come from Google search, ads, social media or other websites.
- Pages: which pages are most viewed.
- Engagement: how long people stay and interact.
- Key events: actions that matter to your business.
Track the actions that matter
Visitor numbers alone do not pay the bills. Track the actions that turn into business:
- Form submissions, often measured with a thank you page
- Click to call taps
- WhatsApp button clicks
- Email link clicks
- Online purchases for ecommerce websites
Mark these as key events in Google Analytics, so you can see which pages and sources bring real enquiries.
Google Search Console: how you appear on Google
Search Console shows how your website performs in Google search:
- Search queries: the words people searched before seeing your site.
- Impressions and clicks: how often you appeared and how often people clicked.
- Average position: roughly where you rank.
- Indexing: which pages Google has included and any problems.
- Page experience: Core Web Vitals and mobile usability signals.
Submit your sitemap
After launch, submit your sitemap in Search Console so Google can discover your pages. Check the Pages report regularly for errors.
Numbers to review every month
- Total enquiries from the website, by type
- Top pages that bring enquiries
- Search queries bringing clicks
- Pages with many impressions but few clicks, which may need better titles
- Mobile versus desktop behaviour
- Any indexing or speed problems
Turn data into improvements
- Improve titles and descriptions for pages with low click rates
- Add calls to action on popular pages with few enquiries
- Speed up slow pages, as explained in how to make your website load faster
- Write new content for questions people search, as shown in blogging for business
Privacy and cookies
If you use analytics, explain it in your privacy and cookie policy, and follow the rules that apply to your visitors.
Setting goals before you measure
Measurement is only useful when you know what success looks like. Before looking at reports, decide what your website should achieve. Common goals include:
- A target number of enquiries per month
- More calls and WhatsApp chats from mobile visitors
- Growth in visitors from Google search
- More online orders and higher order value for stores
- More sign ups, bookings or brochure downloads
Once goals are clear, you can focus on the few numbers that matter instead of getting lost in dozens of reports.
A simple monthly reporting routine
- Note total enquiries from the website by type: form, call, WhatsApp and email.
- Compare with the previous month and the same month last year where possible.
- Check which pages and sources brought those enquiries.
- Review top search queries and pages in Search Console.
- Look for pages with many impressions but a low click rate.
- Check for new indexing errors or page experience issues.
- Choose one or two improvements to make next month.
Tip: keep a simple spreadsheet with your key numbers each month. Trends become much easier to see over time.
Connecting website data with real sales
Analytics tells you how many enquiries came from the website, but not which ones became customers. Ask every new customer how they found you, and note the source in your records. Over a few months, you will know which pages, campaigns and search terms bring real business, not just clicks. This is especially important when you spend money on ads.
Common measurement mistakes
- Focusing only on visitor numbers instead of enquiries
- Not tracking calls and WhatsApp clicks
- Counting your own visits and your team's visits in reports
- Changing many things at once, so you cannot tell what worked
- Looking at data once and never again
Privacy friendly measurement
Measuring your website should respect visitors. Only collect the data you need, explain your analytics use in your privacy and cookie policies, and follow the consent rules that apply in the countries where your visitors are located. Many useful insights, such as which pages bring enquiries, do not require collecting personal information at all. Respecting privacy builds trust and keeps your business on the right side of the law.
Frequently asked questions
What is the difference between Google Analytics and Search Console?
Google Analytics shows what visitors do on your website. Search Console shows how your website appears in Google search, including queries, clicks and indexing issues.
Are these Google tools free?
Yes. Both Google Analytics and Google Search Console are free to use for businesses of all sizes.
How long before I see useful data?
You will see data within a day or two, but it is best to review trends over at least a few weeks or months before drawing conclusions.
What is a good number of visitors for a small business website?
It depends on your industry and location. A small number of well targeted visitors who become enquiries is more valuable than large traffic that never converts.
Do I need a developer to set up tracking?
Basic setup is possible yourself, but tracking forms, calls and WhatsApp clicks correctly is easier with help from your web team.
What is a key event in Google Analytics?
A key event is an action you mark as important for your business, such as submitting a form or clicking a WhatsApp button, so you can measure it separately.
Can I see which search words bring visitors?
Yes. Google Search Console shows the queries that led people to your website, along with impressions, clicks and average position for each.
Get set up properly
We connect Google Analytics and Search Console as part of website launches and show you what to watch. Explore our SEO services or contact us.
Need Help With Your Website?
Talk to Web & Growth for a free consultation and a clear written quote.
