Start with the purpose of each page
Registration pages may aim for completed journeys, sponsor pages for partner engagement and news for informed members. Define the desired action before selecting a metric, then document limitations in the available data.
Combine analytics with operational evidence
Page visits and clicks show behaviour but not always the final outcome. Compare them with enquiries, registrations, event responses, sales and recurring member questions to understand whether a page is useful.
Report decisions, not every number
A committee report should highlight meaningful changes, likely causes and recommended actions. Use privacy-conscious configuration and avoid collecting data simply because the analytics platform makes it available.
Questions
Frequently asked questions
Which metrics matter most?
Use metrics tied to a page’s purpose, such as enquiries, registration paths, attendance or supporter actions.
Is traffic enough to show success?
No. Traffic needs context from relevance, engagement and the intended club outcome.
How often should reports be reviewed?
Use a rhythm the committee can act on, with additional review around major campaigns or seasonal milestones.