Traffic is a vanity metric if it doesn’t convert. Here’s what to measure instead.
Conversion Metrics
- Form submissions — Contact, demo, quote. Volume and quality.
- Lead quality — How many become opportunities? Pipeline from website.
- Conversion rate — Visitors to leads. Benchmark: 2–5% for B2B.
Engagement
- Time on page — Do they read? Or bounce?
- Pages per session — Do they explore? Or one and done?
- Scroll depth — Do they reach the CTA? Or leave early?
Traffic Quality
- Organic — Often converts better. Intent matches content.
- Landing pages — Which pages drive leads? Double down.
- Bounce by source — What traffic bounces? Fix or cut.
Pipeline
- Attribution — Which channel drove the lead? Track it.
- Revenue — Did the lead close? Ultimate metric.
- CAC — Cost per acquisition. Organic has no CAC. That’s the value.
We tie metrics to pipeline. Explore our approach.
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