B2B Website Metrics to Keep Track Of

Portrait of Reilly Phelps on a teal circle background. by Reilly Phelps   |   Jan 28, 2025   |   Clock Icon 8 min read
Floating geometric shapes in shades of blue, purple, and salmon on a periwinkle background.

Tracking the right website metrics is important for the success of any B2B business, regardless of what types of digital marketing strategies you are running. B2C websites focus on immediate purchases, but B2B websites are typically designed to support longer sales cycles and nurture leads. To make informed decisions about said leads, B2B marketers have to focus on metrics that reflect their unique goals.

This blog post will provide information about the importance of proper website tracking for B2B websites and specific metrics to keep track of to ensure success.

Importance of B2B Website Tracking

Website tracking is a necessity for B2B marketing, where long sales cycles and relationship-building are essential for most businesses. Without tracking, it’s impossible to analyze website performance and create meaningful strategies. Every step of the user journey can provide data to help you understand your target audience.

  • Measure success: Find what’s working and what’s not.

  • Optimize marketing efforts: Refine paid media campaigns, SEO strategies, and more for stronger performance across all sources.

  • Improve lead quality: Analyze user behavior to find how qualified leads are converting. Analyzing user behavior on your website can also lead to stronger personalized marketing efforts.

  • Data-driven decision-making: Use data to inform other teams and strategies to make educated decisions.

Proper website tracking can help you align your digital marketing efforts with your business objectives and generate quality leads.

Website Tracking Tool Recommendations

To have proper tracking, it is important to have tracking capabilities and the means to set it up and maintain it. Part of this process is having a tool you understand that is set up correctly. Here are a few tools we recommend to get started:

  • Google Analytics 4: This tool is Google’s web analytics platform and is the standard for most companies and businesses. It is a free tool that provides a comprehensive understanding of user behavior and engagement. This can be implemented through hardcoding in the backend of your website or through Google Tag Manager.

  • Google Search Console: This additional free tool from Google provides information about your site’s presence in Google Search Results, including keywords, impressions, clicks, and more. This can also be implemented through hardcoding or Google Tag Manager.

  • Adobe Analytics: This paid analytics platform from Adobe offers insights into user journeys, page performance, and more. It offers more advanced customization options and uses hit-based tracking instead of event-based tracking, like Google Analytics 4.

  • Hotjar: This tool provides heatmap and click data so you can see how far people scroll on certain pages and where they decide to click. There are different levels of plans, from free to enterprise.

There are plenty of other tools out there that require paid plans such as:

  • Hubspot: This tool can track website activity, social media metrics, and email analytics.

  • Ahrefs/Semrush: These platforms are good for keyword research, competitor research, and more.

Not sure where to even start? Our Analytics team can help you get set up.

B2B Metrics to Track

We could go on for days about the million things you can track in all of the platforms out there, but here is our list of the most important metrics to track from a B2B perspective:

Traffic Metrics

These metrics are a good starting point for initial analysis. These focus on how many people are arriving on your website and what types of users are coming to the site.

  • Overall website traffic
    • What to look for: Changes in total users and sessions over time

    • How to track: Google Analytics 4, Adobe Analytics

  • Source breakdown
    • What to look for: How many users come from different sources, such as organic search, paid search, referral traffic, etc.

    • How to track: Google Analytics 4, Adobe Analytics

  • Geographic and demographic data
    • What to look for: What cities users are visiting from, user interests, age groups, and languages

    • How to track: Google Analytics 4, Adobe Analytics

Screenshot of the user attribute data menu in GA4.
Where to find user attribute data in GA4.
  • Top landing pages
    • What to look for: What pages users are landing on when they arrive on the website

    • How to track: Google Analytics 4, Adobe Analytics

Engagement Metrics

These metrics are a deeper dive into user behavior, including what pages people are interested in and how long they spend on each one.

  • Average session duration
    • What to look for: How long users are spending on each page

    • How to track: Google Analytics 4 > Engagement

Screenshot of engagement overview menu in GA4.
Where to find average session duration in GA4.
  • Top pages visited
    • What to look for: What pages are performing well, what pages are performing poorly

    • How to track: Google Analytics 4 > Landing page

Screenshot of engagement metrics menu in GA4.
Where to find top landing pages in GA4.
  • Top pages converted on
    • What to look for: What pages users converted on

    • How to track: Google Analytics 4 > Pages and screens

    • Tip: You should also look at what pages users arrived on (i.e. landing pages) before then converting to figure out common paths people follow on the website. There is also a report under “Explorations” called “Path Exploration” that will help you visualize the user journey.

Lead Generation Metrics

To prove return on investment (ROI), these metrics are likely the most important for your B2B business. These focus on how users convert and the different key events throughout the site. Some examples of key events could be form submissions, phone calls, or email clicks. Customer relationship management (CRM) platforms can then help identify how conversions turn into marketing-qualified leads, sales-qualified leads, and closed deals.

  • Key Events (formerly conversions)
    • What to look for: How many people are converting on the website, what key events are the top-performing

    • How to track: Google Analytics 4 > Engagement > Events

Screenshot of the events overview menu in GA4.
Where to find top events in GA4.
  • Conversion rate
    • What to look for: What percentage of users convert on the website

    • How to track: Google Analytics 4 > Traffic acquisition > Session key event rate

Screenshot of traffic acquisition dashboard in GA4.
Where to find Session key event rate in GA4.
  • Downloads
    • What to look for: How many users are downloading content, guides, etc.

    • How to track: Set up event tracking for downloads & track in Google Analytics 4

SEO Metrics

Finally, SEO metrics focus on organic traffic, which includes users from organic search results. These metrics allow you to find opportunities to optimize organic performance.

  • Organic traffic and key events
    • What to look for: Changes in organic traffic and key events

    • How to track: Google Analytics 4 > Traffic acquisition > “Session primary default channel group” is Organic Search

  • Bounce rate
    • What to look for: What percentage of users leave the site after only viewing one page

    • How to track: Calculate the engagement rate (engaged sessions divided by total sessions multiplied by 100) and subtract it from 100
      • Bounce rate = 100% - (Engaged Sessions/Total Sessions x 100)

  • Search rankings
    • What to look for: Where your website is appearing in search results

    • How to track: You can view the average position of a page for individual keywords in Google Search Console or you can use a paid third-party tool like Ahrefs or Semrush

  • Click-through rate (CTR)
    • What to look for: What percentage of users click on your website from search results

    • How to track: Divide clicks by impressions (found in Google Search Console) and multiply by 100

  • Core Web Vitals

Getting Started

Having a proper tracking setup and knowing what metric to track is essential for B2B website success. Understanding where your users are coming from and the journey they take on your website can help you make informed decisions to optimize your marketing efforts.

Not sure where to start? Our team of experts is here to help you! Contact Workshop Digital to get started.

Portrait of Reilly Phelps

Reilly Phelps

Reilly began her career in organic marketing in 2019 and has been working in SEO since 2022. She specializes in data visualization and on-page SEO and has experience working with both small business and enterprise-level clients across various industries, including financial services, homebuilding, B2B, B2C, and healthcare.

Reilly received a B.B.A. in Marketing with a concentration in Digital Marketing and a minor in Communication Studies. She holds certifications in GA4, Hotjar, STAT, Looker Studio, and Google Tag Manager, as well as being an Adobe Certified Professional in Visual Design. Reilly is also a member of the Young Business Professionals Council at JMU, her alma mater.

She enjoys reading, playing with her adorable corgi Maisie, and listening to Taylor Swift when she’s not working.

Connect with Reilly on LinkedIn.