How to tell if your website works: 4 numbers

The number of visitors per week or month. On its own this number proves nothing, but it is the starting point: from here you can see whether it grows or falls.

Look at the trend, not at a single figure.

Instagram, Google search, an ad or a direct address. This shows which channel brings people and which does not.

To tell which exact post or ad a person came from, tags (UTM) are added to the links. Without them different sources merge into one pile.

A request is a Telegram message, a call or a form. Divide the number of requests by the number of visitors and you get the conversion rate. For example, 200 people came and 4 sent a request: that is 2%.

There is no single “right” number for everyone, it depends on the niche and the price. What matters is how it changes after your edits.

Which buttons work: “Message on Telegram”, “Call” or the form. If a button is hardly ever clicked, it is most likely not visible or it is unclear what it gives.

Few visitors: the problem is how people find the site (ads, social media, Google).

Many visitors but few requests: the problem is on the page itself (an unclear offer, an unnoticeable button, a slow site).

Without numbers these two cases cannot be told apart, and they are fixed in different ways.

Free Google tools show all of this in simple reports, and you can start with just one. Also count the requests where they arrive, in Telegram or by email: that is the most honest number.

At launch I set up analytics and explain in plain words where to look and what the numbers mean. Requests from the site arrive in the channel that suits you, for example Telegram, so they are easy to count.