What to track before a website redesign so results are not judged blindly
When analytics is configured only after a redesign, the business lacks a reliable baseline. Before major changes, capture the current data and verify that key inquiries are being measured.
This article is based on recurring issues identified while reviewing commercial websites. Examples are generalised and do not reveal information about specific companies.
Questions analytics should answer
- where visitors come from
- which pages they view
- where they leave
- which calls to action they use
- whether they start and complete forms
- which channels generate real inquiries
Minimum event set
- primary CTA click
- phone click
- email or messenger click
- form start
- successful submission
- form error
- contact-page visit
Do not confuse a click with a lead
A button click does not prove that an inquiry happened. Forms need a successful-submission event, while calls require call tracking or at least click measurement.
What to capture from Search Console
- queries and pages with impressions
- CTR
- average positions
- pages losing visibility
- indexing errors
- mobile issues
Record a pre-change period
Compare equal periods while accounting for seasonality, advertising, and other factors. One week after launch rarely provides a reliable conclusion.
After launch, verify measurement first
Confirm that events still fire, forms deliver messages, and redirects are correct before interpreting behavioural changes.
