Why Your Analytics Are Wrong and What to Track Instead
Most brands say they’re “data-driven,” but when you look at their dashboards, it becomes clear they’re tracking a whole lot of numbers and learning almost nothing. They review traffic, impressions, likes, and email open rates, then wonder why revenue doesn’t move. The problem isn’t a lack of data. The problem is tracking the wrong data, in the wrong places, with no connection to business goals. Let’s make this practical. Here are the metrics that actually predict growth, where to find them, which tools reveal what the native dashboards won’t, and how to use those numbers to set real targets. 1. Traffic Quality, Not Traffic Volume Where brands go wrong: They chase more visitors instead of better visitors. What to actually track: Session Quality + Intent Signals Where to find it: Google Analytics 4 → Explore → Session Quality GA4 → Engagement → “Views per session,” “Engaged sessions,” “Event count per user” Microsoft Clarity → Heatmaps + Scroll Depth Hotjar → Session recordings Why it matters: These tell you whether you’re attracting people who care or people who bounced in confusion. A spike in traffic means nothing if visitors don’t scroll, engage, or click. How to set goals: Instead of “increase
