We use Google Analytics to measure the traffic (unique visitors, referrals, location, time on the site, etc), but in regards to the conversion rate, we set specific goals (contact page, “thank you” page, online chat, etc).

We usually set with the client a list of Key Performance Indicators (traffic, conversions, fans, etc) and we take care of them with Google Analytics, but in addition by measuring backlinks, position on the Search Engine Results Page for the main keywords, and we analyse new opportunities and long tail search (key phrases that can bring you more leads than the keywords), and we can track as well your online reputation, mentions, engagement on Facebook, etc. We send to the clients an in-depth report every month with all those parameters and the progress.