Metrics that Matter: Stats Your Website Should Be Tracking

How many hits did your website get last month?

That’s a great question … if you’re living in 2005.

No marketing directors are asking for reports about how many hits their website got because it’s no longer a relevant metric. It’s not a stat that we measure anymore (as if it ever had a real defined meaning).

Over the past few years, the landscape has continued to change on the metrics that matter to mission-driven organizations. Google Analytics 4 removing the focus on visits and pageviews set the table, and the skyrocketing use of AI and crash of SEO-driven traffic is resetting the landscape for thoughtful reporting.

When your community members are getting answers to their questions without ever setting foot on your website, what should you start to measure? What matters?

Here are the stats that you should be tracking.

#1: Engagement

This is the big one. And while engagement is different for every organization, it’s a “you-know-it-when-you-see-it” type of metric.

Do you want people to register for an event? Great – that’s engagement.

Are you looking for people to sign onto a petition to advocate for your community? That’s engagement.

Want your audience to fill out a contact form and request a service or connection through your organization? That’s engagement.

The entire point of engagement is that your community members are taking action with or through your organization. They’re doing what you’re asking of them.

They’re not just opening up your website and reading a page or two. They’re using your call-to-action to help achieve your mission. This was the crux of Google’s push with Google Analytics 4 – tracking the “events” that make up the engagement opportunities with your website.

You’ll need to do the legwork and thoughtful decision-making to decide what “engagement” means for your organization – but know that it’s well-beyond unique visits or pageviews.

#2: Donations

Nearly every nonprofit has a Donate link on their website, but not enough marketing or development directors consider this a “website” metric they should track.

It absolutely needs to be something you track as a website metric, as it directly affects your mission and your bottom line. Your donate links can be tweaked and tested to improve its performance on your site. The better your call-to-action to donate, the more likely you’ll get more donations!

While not every mission-driven organization focuses on donations through their website, if you’re a school or association or some other type of nonprofit, track submissions to your new student admission forms, membership applications, or even purchases if you sell online. Those are website metrics that matter to your organization – so get in the mindset of treating them as something that can be improved.

The bonus of treating donations as a website metric is that it gives you real-world data on the impact of your website. If you need to put together a report or justify the investment you’re making on your website, showing just how many donations you generate is the ultimate proof of value.

#3: Subscriptions

Now this is a case where what was valuable in 2005 is still valuable today.

You absolutely must focus on getting email addresses added to your subscription list.

Every single organization – from the smallest nonprofit to Amazon.com – wants email addresses. It is still the best way to directly connect with your community and to ensure that you put your message in front of them with as little gatekeeping as possible.

(Here are simple ways to get more email subscribers.)

Whether it’s for your newsletter, a fundraising campaign, or some other kind of email marketing, getting the email addresses of your community members must be a metric you track. The direct communication you can have with your audience through email continues to be the best way to reach them.

When it comes down to it, the metrics that matter to your mission-driven organization are all about conversion. Get your user to do something. To take action. To make the next step in their journey with your organization.

You can spend all day looking through the countless variations of stats that can be tracked. But when it comes down to it, the metrics that matter are the ones that directly impact your mission and your organization.

Want to chat about your website metrics? Reach out and let’s talk.