/ Web design
What analytics should a small business actually track?
Enquiries, where they came from, and which pages produced them. Everything else is noise at your scale.
/ 01
The short version
Most small businesses drown in dashboards and never answer 'which marketing works'.
/ 02
What actually matters
- • Track form submissions and calls as conversions, not just pageviews.
- • Traffic by channel: organic, paid, social, direct, referral.
- • Top landing pages by conversion, not by visits.
- • Google Search Console for queries and impressions.
- • Review monthly. Weekly is too noisy at low volumes.
/ 03
The bit most people get wrong
Bounce rate and time on page tell you almost nothing for a local site. Ignore them.
/ 04
What to do next
Set up conversion tracking for your contact form this week. Without it, every other number is decoration.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get website analytics right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
GA4 or something simpler?
Plausible or Fathom are easier and GDPR-friendlier for small sites.
Do I need heatmaps?
Occasionally useful; not a monthly habit.
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