Not Every Metric Deserves Your Energy (Let’s Talk Website Data)

This transcript has been lightly edited for clarity and readability.

[INTRO]

Hola, you're listening to So, It Depends. I'm Kristine Gonzalez, a proud Latina marketing nerd, answering your digital marketing questions and navigating the nuances. Marketing isn't a one-size-fits-all formula and it'll probably change again tomorrow. Business, life and wellbeing are all connected and your strategy should reflect that.

That's why this is your marketing digital chisme corner, where we break down web strategy, SEO, content and automation so marketing works for you, not the other way around. Let's get to it.

Okay. Tell me why. Someone once told me they weren't ranking on Google, but their blog post had no headers, no internal links and the CTA was buried at the bottom like it was a plot twist in a novela. Babe, we need to talk about your site metrics, because here's the thing: data isn't scary.

And it's not just for big agencies with dashboards full of charts and chaos. Metrics are just your site's way of giving you chisme with receipts. Not gossip, but facts. They help you figure out what's working, what's getting ignored and what might be putting your people to sleep before they even get to your offer.

So in today's episode, I'm walking you through what to actually track on your website and what to stop wasting time on. We're gonna talk through which metrics matter, which ones are misleading without context and which ones are just sitting there looking pretty with zero impact. Have you ever opened up Google Analytics and instantly wanted to run for the hills? Or are you obsessing over page views without knowing what they actually mean? This episode is for you, whether you're a solopreneur, a small business owner, a creative or a coach who's just desperately trying to make your site work for you and stop stressing you out.

We're gonna be digging into that data. So grab your cafecito, maybe open Google Analytics if you're feeling a little brave and let's get into what to track, what to ignore and how to make your website your favorite employee. You know, the one that works 24/7 without ever asking for PTO.

Why You Don't Need to Track Everything

Okay. Before we get into specific metrics, I need to say this. Tracking everything just because it's available? That's a one-way trip to burnout.

Your website is like a digital employee. It's not just sitting there looking cute. It can be cute, we love a cute layout, but it has a job. And if you don't know what that job is or how it's performing, you're basically handing it a paycheck and hoping for the best.

Strategy without metrics, mija, is like cooking without tasting the food. And our abuela would never. You can have all the right ingredients, but if you're not checking the flavor, it might be bland. And your audience? They're not coming back for seconds.

So let me be clear. You don't need to track everything. You're not running a tech startup with a data science team. That would be pretty cool. You're running a business with a real life, a brain, a heart and probably a million other things on your plate. What you need to do is track the right things, the metrics that connect to your goals, whether that's growing your email list, booking more clients or just figuring out what content is pulling its weight.

This isn't about becoming a full-time analyst. It's about taking the guesswork out of what's working and what's not. It's about clarity, not chaos.

So from here on out, we're gonna focus on the good stuff: the high-impact metrics that show you where your audience is engaging, what content is building trust and what's actually leading to clicks, clients or those coins.

The Website Metrics That Actually Matter

Okay, let's talk about which website metrics actually matter. By the way, if you're wondering where to find these, I'll mention a few tool tips along the way. You don't need to memorize them. You just need to know what's possible and I'll include them in the show notes.

But first, deep breath. If the thought of tracking data makes your eye twitch, you're not alone. You don't need to be a numbers person or spend hours with charts to understand this stuff. It's about keeping it simple, strategic and aligned with your goals. Think of these metrics as your website's way of talking to you.

It's not speaking in code. It's saying, hey, this is where people are showing up, this is what they care about and this is where they're dropping off. Once you understand that language, you can make decisions with so much more confidence. No more second-guessing, no overthinking, no burnout.

Organic Traffic

Okay, let's go. Organic traffic tells you how many people are finding you without you having to do anything in real time. No posting, no sharing, no DMs. They typed something into Google and boom, your website showed up. This metric shows you if your content is working for you behind the scenes. And that's the dream, right? That your site's acting like an employee that works weekends, holidays and after you've logged off for the night.

Now, if you wanna know exactly what people typed into Google before they landed on your site, this is where the chisme lives. Google Search Console tells you what terms people searched for, whether you showed up in those results and whether they actually clicked.

And this is powerful, because it's the only way you're gonna know what your audience is really interested in, not just what you thought they were. Sometimes the top search term isn't even the one you planned for and that's your clue to lean in, optimize that post and ride that SEO wave.

How to check this: head to Google Analytics 4, go to Reports, then Acquisition, then Traffic acquisition. Change the primary dimension to Session default channel group and look for Organic Search. That's your SEO at work. Bonus tip: compare month over month to spot growth or dips.

And if you're looking for more on Google Search Console, don't worry. I'm gonna chat a little more about it later.

Top Landing Pages

Top landing pages are the pages where people enter your site, like your digital front door. And spoiler: it's not always the homepage. Most of the time it's a blog post, so if that post is the first impression, make it count.

I like to say your blog is act one of your business story. It should draw people in, answer their questions and lead them somewhere meaningful, like a service page or a juicy freebie.

How to check this: in GA4, go to Reports, then Engagement, then Landing page. This shows you where people are entering your site. If your most visited entrance is a blog post, make sure it has a strong intro and a clear CTA and leads readers deeper into your site. Those first impressions matter.

Scroll Depth

Okay, so this one's low-key a little underrated, but it tells you so much. Scroll depth shows you how far down the page people go before they leave. So if most of your visitors are dipping out before they ever see the CTA at the bottom, you've got a problem. It's like waiting in line at Disney. People need clear signs, good flow and a little magic to keep them moving forward. Otherwise they're bailing before the ride even starts.

How to check this: in GA4, go to Admin, then Data streams, then Enhanced measurement and make sure Scrolls is toggled on. This tracks when someone hits the 90% mark of your page. Want visuals instead? Use Hotjar or Microsoft Clarity to see how far people scroll before bouncing.

Internal Link Clicks

If you're linking to other blog posts, your services or your contact page, are people actually clicking? Internal links are your gentle nudge, your "hey, check this out" on the way to your CTA. They keep folks engaged and help your site flow and feel natural, like a conversation, not a dead zone.

How to check this: in GA4, you'll wanna track these as custom events, especially if you're linking to key pages like your services or contact page. Even if you don't have custom tracking set up yet, you can peek at where folks go next. In GA4, use Explore, then Path exploration. Set your starting point as the blog post URL or page title and you'll see the flow of where visitors go next, whether they click on another blog post, a service page or just bounce. It's like a breadcrumb trail of their curiosity.

Form Submissions and Lead Magnet Downloads

This is where your site goes from just informational to actually generating leads. Are people signing up for your newsletter? Grabbing your freebie? This metric is one of the most important because it shows interest and potential conversion. We're not just here for page views.

Most website platforms like WordPress or Squarespace will show form completions in their backend, but you can also track them in GA4 as conversions with a little setup. Don't worry, you don't need to be a developer. Just tag what matters.

How to check this: in GA4, go to Reports, then Engagement, then Conversions and filter by the event name, like generate_lead. You can also check the form logs inside Squarespace or WordPress. Just make sure your forms are actually connected to your metrics and not floating in the void.

Click-Through Rates on CTAs

This one is simple but mighty. You've got buttons and calls to action. Are people clicking on them? And if not, is the button clear? Is the offer irresistible? Is it easy to say yes? Don't be afraid to repeat your CTA or move it up higher.

Think of it like an RBI in baseball. You've got visitors on base, browsing your site. But if your CTA doesn't bring them home, the score doesn't move. You're doing all the work and not seeing the results.

How to check this: in GA4, go to Reports, then Events or track button clicks with a custom event. For a visual layer, use tools like Clarity or Hotjar to see where visitors click, hover and drop off.

So again, don't get overwhelmed. Pick two or three of these that align with your goals and check them monthly. That's all you need. Your website's trying to tell you something and once you learn how to listen, I mean really listen, growth gets easier, more aligned and less chaotic.

Coming up next: the numbers that look important but will totally throw you off if you don't understand the full story. Buckle up.

The Metrics That Need Context

These are the trickiest metrics, the ones that love to stir up drama. When you don't understand the lore, the numbers can make you feel like something's wrong with your site, but really they just need a little context and maybe a little compassion.

Exit pages. This one only matters with context. Every visitor leaves at some point. We're not trying to trap them there. But if they're leaving before taking the action you wanted or from a key page like your booking form or your services page, that's something to look at. If they leave after grabbing your freebie or reading a full blog post, that's a win. Not all exits are red flags.

Bounce rate. I know some people hate this metric. Others are completely obsessed. And honestly, I love it, but only when it's interpreted correctly. So what is it? Bounce rate is the percentage of people who come to a page and then leave without doing anything else. No clicking, no exploring, no hanging around.

But here's the thing: again, not all bounce rates are bad. If someone Googles how to automate client onboarding, lands on your blog, reads it from top to bottom and then saves it or shares it without clicking anything else, that's a win.

This is where context matters. A high bounce rate on a blog post or lead magnet landing page might be totally fine. But if your services or sales pages have a high bounce rate, that's worth investigating. Maybe your copy isn't clear. Maybe the site loads slowly. Maybe your CTAs are hiding at the bottom like an Easter egg.

So before you panic over your bounce rate, ask yourself: what's the purpose of this page? If the answer is to get someone to take action and they're not, that's your red flag. Otherwise, let your bounce rate live its best life. Because judging your bounce rate alone is like pulling a player after one strikeout. You need to look at the whole season: consistency, conversions and who's actually bringing runs home.

Session duration. This one sounds important but can be misleading. Session duration just tells you how long someone stayed on your site. It doesn't tell you if they were actually engaged and reading or just had the tab open while making a sandwich. A short session doesn't always mean they hated it. A long session doesn't always mean they loved it. Use this metric with scroll depth and click data. That's how you get the fuller picture.

Page views. We're talking about page views on their own here. Page views are like party guests. They're great to have, but if they're just standing around not talking to anyone or grabbing a drink, what's the point? This is a classic vanity metric. It feels good to see big numbers, but if those views aren't converting or leading to deeper engagement, they're just drive-bys. Pair page views with CTA clicks, internal link activity or signups to get the real story.

Keyword rankings without clicks. Okay, if you were looking for more on Google Search Console, here we go. Listen, ranking for a keyword is cute. It's actually really important. But if no one's clicking on your content in the search results, we need to talk. You might be ranking for something super broad, off-brand or low intent or maybe your meta title or description isn't doing its job. Use Google Search Console to check not just your position but your click-through rate. That's how you know if people are interested enough to visit your website once they see you show up.

How to check this: once you've set up Google Search Console, go into Performance, then Search results. You'll see which search terms brought people to your site, your average position and, more importantly, your click-through rate. That's how you know if you're ranking for terms that are actually working for you.

So here's a friendly reminder. Some metrics are just moody. They need context, they need backup, they need nuance. It's not about judging the number. It's about asking what it's trying to tell you. The magic happens when you stop reacting to every dip and start seeing the bigger pattern.

The Metrics You Can Leave Behind

Now let's talk about the numbers you can just leave behind. You know, the ones that look shiny but aren't doing anything to move your business forward. Because I know some of y'all are still tracking metrics like it's 2004 and we're writing AIM away messages and we need to talk about that.

These are the stats that look cute on the surface, but underneath? Meh. They're giving "I showed up, didn't contribute and still took credit."

Checking your analytics daily is like stepping on a scale five times a day. That's not data, that's anxiety. There are gonna be natural ebbs and flows in traffic. Some days are slow. Some spikes don't mean anything. It's normal. Don't panic every time a line dips. Zoom out. Look at trends over time. You're building with a sustainable strategy. We're not day trading here.

Daily traffic spikes without context. You had a spike? Great. But did it lead to anything? Did those visitors actually click your CTA, download your freebie or book a call? Or did they come in hot from some viral post and then do nothing at all? Don't treat your traffic spikes like a TRL countdown. You're not chasing one-hit wonders. You're building long-term connection. Big numbers don't always mean big impact. Look deeper.

Let's focus on the stuff that drives trust, action and growth, not the stuff that just looks good on a dashboard. Seriously, if it's not helping you improve your copy, understand your audience or grow your business, it's just another distraction with a cute font.

Okay? Here's your permission slip. You don't have to track every single metric just because it exists. You're allowed to ignore the numbers that don't serve you and you're a hundred percent allowed to make your strategy simpler, softer and more sustainable.

Let Your Metrics Support You

Let's bring it home. I've seen so many business owners open up Google Analytics and immediately shut down, like full-body stressed. Suddenly they're second-guessing everything: their copy, their offer, their entire existence. No shade. I've been there too.

That's why this part matters so much. Metrics should support you, not spiral you. You are not your page views. You are not your bounce rate. You are not your worst traffic day. All of this data is just feedback. And if it's overwhelming, it's probably because you're trying to track everything at once or you're using metrics to validate your worth instead of to guide your next step.

So let's switch it up. Choose two to three key metrics that align with your goals. Set a recurring monthly check-in. Literally, I have this on my calendar. Once a month, I open Google Analytics and Search Console and check the same few numbers. That's it. No stress, no spirals.

Always zoom out. We're not here for week-to-week whiplash. Give yourself time to collect enough data before jumping to conclusions. One slow week doesn't mean your business is failing. It means you're human and so is your audience.

Before we close out, if you're like, okay, Kristine, I'm in, but where do I start? Here's what I recommend. Bookmark this episode so you can come back to it during your monthly check-in, then head to the show notes, where I've dropped links to some of my favorite analytics tools.

So what's the TL;DR of it all? Track what matters. Ignore what doesn't. And don't let your metrics become another pressure point. Let them be a tool that helps you rest more, plan smarter and move with intention. Because when your strategy is grounded, your business feels lighter and that's where the magic is.

So yeah, your website's already out here doing work. Imagine what it could do if you actually knew what to pay attention to. Track what matters. Let the rest go. And if this helped, don't be afraid to replay it next month. Analytics isn't a one-time thing. It's your monthly check-in, your business pulse, your little nudge to keep things moving with purpose.

And that's a wrap on this episode of So, It Depends. Subscribe so you don't miss what's next. And if you're ready to take your website and marketing to the next level, I'd love to help. Check out kristinegonzalez.com for ways to work together. Got a question or just wanna keep the chisme going? Reach out anytime. I'm always down to chat.

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