// Analytics
What to Include in Your Monthly Website Report (The Metrics That Actually Matter)
Most monthly website reports are full of metrics that don't matter. Learn which 8 metrics to track every month, how to interpret them, and how to use reports to drive better decisions.
The Purpose of a Monthly Website Report
A monthly report should answer one question: are we moving in the right direction? If a metric doesn't help answer that question for your specific goals, it shouldn't be in the report.
Reports that include everything become reports that say nothing. Choose metrics that connect to your primary business objective — traffic, leads, sales, or brand awareness — and measure those consistently.
The 8 Monthly Metrics Worth Tracking
- 1. Organic sessions (vs. last month and last year)
- 2. Organic conversion rate (sessions → leads or sales)
- 3. Organic conversions (total leads or sales from organic)
- 4. Top 10 keyword rankings movement on target terms
- 5. New pages indexed (content output tracking)
- 6. Crawl errors and technical health score
- 7. Page speed score on key landing pages (monthly Core Web Vitals check)
- 8. Backlinks gained/lost (domain authority trend)
Contextualizing Month-Over-Month Changes
Traffic down 15% month-over-month sounds alarming. Traffic down 15% month-over-month in February vs January is expected for most industries (January has more working days and post-holiday intent). Always compare to the same period last year alongside the sequential comparison.
Seasonal context prevents panic decisions and keeps strategy on track. Build seasonality notes into your reporting template.