The Analytics You Actually Need to Know in Your Business

Let’s be honest. The word “analytics” doesn’t exactly get most of us jumping out of bed in the morning. Maybe it even makes you sweat a little. It feels technical, intimidating, and maybe a little… boring?

But here’s the deal: if you’re running a business, especially online, skipping out on your data is kind of like heading on a cross-country road trip with no map. Sure, you might eventually reach your destination. But you’ll probably waste a whole lot of time, money, and energy getting there.

No matter what stage your business is in—whether you’re just starting out, scaling your service-based business, or managing a growing online shop—there are some numbers you need to understand. And I promise, this doesn’t have to be scary or complicated.

Sales Analytics: Track Your Revenue, Not Just Your Effort

Sales are the lifeline of your business. If money isn’t coming in consistently, something’s off.

Keep an eye on how much revenue you’re generating, which offers are performing well, and how many of your leads are converting into paying customers.

It doesn’t have to be complicated—set up a simple dashboard in Google Sheets or Airtable to track your weekly and monthly income. If your numbers dip, take a closer look at your offer, your messaging, or your marketing strategy.

Website Analytics: Know What Your Visitors Are Doing

Your website is like a 24/7 storefront. But if nobody’s visiting or they’re bouncing quickly, something needs your attention.

Watch where your traffic is coming from, how long people stay, and which pages get the most love. Tools like Google Analytics or built-in stats from Shopify, Wix, or Squarespace can help you make sense of it all.

The goal here isn’t to obsess over every number—it’s to understand if your site is doing its job: keeping people interested and moving them toward taking action.

Email Marketing Analytics: Is Your List Paying Off?

Your email list is one of your most valuable business tools. But it only works if people are opening, clicking, and converting.

Pay attention to your open rate, click-through rate, unsubscribes, and sales. If your numbers are way below average (around 30–35 percent open rate and 2.5 percent click rate), it might be time to test some new subject lines or offers.

And if people are unsubscribing a lot? Don’t panic—but do get curious. It might mean your content needs a refresh or your audience needs a better reason to stick around.

Social Media Analytics: Move Beyond Vanity Metrics

We all love seeing our follower count rise, but the truth is that engagement matters more than numbers.

Are people commenting, sharing, and clicking through from your posts? Are they becoming leads or customers?

That’s where your focus should be. Even a smaller, highly engaged audience can be incredibly powerful if you’re using the platform strategically.

Ad Performance: Make Every Dollar Count

If you’re running paid ads on platforms like Facebook, Instagram, or Google, you want to make sure you’re getting a return.

Track your cost per lead, cost per acquisition, click-through rate, and return on ad spend. A good rule of thumb is aiming for at least two times return on your ad spend.

If your numbers aren’t there yet, don’t give up. Test new headlines, creative, or targeting. Paid traffic can be gold—but only if you’re optimizing regularly.

Customer Analytics: Understand the People Behind the Purchases

There’s a human behind every purchase. The more you know about them, the better you can serve them.

Use surveys, reviews, support tickets, and behavior tracking to get to know your people. What are they buying? What questions do they ask over and over? What keeps them coming back—or drives them away?

This data helps you improve your offers, sharpen your messaging, and build stronger relationships with your audience.

Funnel Analytics: Find and Fix Your Leaks

Think of your funnel like a customer journey. Are people opting in, saying yes to your offers, and completing their purchases?

Or are they disappearing halfway through?

Track opt-in rates, tripwire conversions, upsell success, and checkout abandonment. Tools like Kajabi, ClickFunnels, and ThriveCart can help you identify where things are falling apart so you can patch the leaks and boost your results.

Productivity and Operations: The Behind-the-Scenes Gold

It’s not all about sales. How your business runs behind the scenes matters just as much—especially if you want to grow sustainably.

Are you and your team completing projects on time? Where is your time really going each week? Are client projects being delivered on schedule?

Even reviewing your completed versus planned tasks each week can give you insights into where things are getting stuck and how to streamline your systems.

Don’t Let the Numbers Scare You

I get it. Analytics don’t feel as fun as designing a logo or posting a viral reel. But the truth is, your data tells a story—a powerful one. It reveals where you’re losing money, where you’re growing, and what to lean into next.

You don’t have to track everything right away. Start with the basics. Look at your numbers regularly. Use them to guide your decisions, not intimidate you.

Because once you start listening to your data, you’ll uncover insights most entrepreneurs overlook. And that is your secret weapon.