FutureProof Shorts

Basic Analytics for Small Businesses

This morning I had a meeting with a client as part of preparing an SEO Audit for her website, and then optimising the site in the future. We discovered that the site has very little set-up in terms of data analytics… and so, this short post, Basic Analytics for Small Businesses. This isn’t a set-up guide, more of a “what to do and why.” We’ll explain what it is we do for our clients and the three or four must-haves for all businesses with WordPress websites. 

Why Small Businesses Need Analytics

Understanding your audience (customers) and their interactions with your website is crucial for the growth of any small business. Modern data analysis allows businesses of all sizes to make informed decisions, rather than running with gut feelings. 

Data-Driven Decision Making

Analytics software gives you data on your customer interactions. By analysing this data, small business owners can make informed decisions, and optimise their marketing strategy accordingly; improve campaigns, improve website design, or improve products and services.

Improved Customer Experience

Knowing how users navigate your website helps to create a more enjoyable experience. Analytics can tell you which pages are most visited, where users drop off, and how long they spend on different sections. Businesses can optimise their website to better meet the needs and expectations of their audience.

Enhanced Marketing Strategies

Analytics enable businesses to measure the success of their marketing efforts. By tracking the performance of various campaigns, they can identify which channels are driving the most traffic and conversions. This knowledge allows for more focused and cost-effective marketing.

Google Analytics for Small Businesses

Google Analytics is the king in this world, and this free tool provides a comprehensive view of your website’s performance. Let’s look at how small businesses can use Google Analytics.

Goals & Conversions

Define specific goals within Google Analytics, purchases or a form submission for example. Tracking these goals helps measure the success of your marketing campaigns.

Audience Demographics

Identify your target audience by analysing demographic data. Google Analytics gives you information about the age, gender and location of your website visitors, helping you to tailor your content accordingly.

Traffic Sources

Understanding where your traffic comes from is essential. Google Analytics breaks down traffic sources into categories; organic search, direct traffic, and referrals, allowing you to focus on what’s working best for your business.

Page Performance

Identify high-performing and underperforming pages on your website. By analysing page-specific metrics, small businesses can optimise content, improve user experience, and drive conversions, leads and sales more effectively.

Google Search Console

Search Console is the other half of the Google duo, the other tool that small businesses can’t do without. Let’s look at how you can use it to help manage your online presence.

Search Performance

Track how your website appears in Google search results. Analyse the search terms and keywords that lead users to your site, as well as click-through rates and impressions. 

Find & Fix Errors

Google Search Console alerts you to issues on your website via email, crawl errors for example. Deal with issues quickly and the effect on your rankings will be minimal.

Submit Sitemaps

Submitting a sitemap to Google Search Console is job number 1 on the list for new clients. This step is crucial for small businesses looking to improve their visibility in search engine results.

Google Site Kit WordPress Plugin

For businesses using WordPress, the Google Site Kit plugin offers seamless integration of the Google tools. It gives you a centralised dashboard within your WordPress admin area, with a quick overview of key metrics from Google Analytics, Search Console and PageSpeed Insights. Site Kit displays top-performing pages, popular search queries, and referral sources. It’s the easiest way to set up Analytics and Search Console, even businesses with no technical expertise can integrate the tools with just a few clicks.

You need data analytics for your website, and the free Google tools are the best place to start, for businesses of all sizes. We do this for clients every day, so if you need help with your Google Analytics, or Google Search Console, give us a call or drop us an email.

Basic Analytics for Small Businesses


About Adam Bermingham

This blog is dedicated to helping you stay ahead of the curve, with insights into the latest trends, tools, and best practices. Whether you’re a business owner, marketer, or web designer, we have something for everyone. We bring you expert advice, tutorials, and case studies to help you optimise your online presence.

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We specialise in custom websites for businesses of all sizes, SEO that delivers real results and the crafting of compelling copy for our clients, that stands out in their industries. Our small team works with you to communicate your message clearly and effectively. Whether you run a small business, a personal blog, or an e-commerce site, we are the #1 choice.

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