Analytics for B2B Websites: What to Track Before a Redesign

You can’t improve what you don’t measure. Before a redesign, establish a baseline. Here’s what to capture.

Traffic

• Sessions and users — Volume. By channel (organic, direct, referral).
• Top pages — What drives traffic? What’s ignored?
• Landing pages — Where do users enter? Entry points matter.

Behavior

• Bounce rate — By page, by channel. High bounce = something’s wrong.
• Time on page — Engagement. Do they read or leave?
• Scroll depth — How far do they go? Are CTAs visible?

Conversion

• Goals — Form submissions, downloads, phone clicks. Define them.
• Funnel — Where do users drop? Form abandonment? Page exit?
• Attribution — Which channel drives leads? Organic vs. paid vs. direct.

Before You Rebuild

• Export — Save reports. You’ll compare post-launch.
• Audit — Is tracking correct? Are goals firing? Fix before you lose data.
• Document — What’s working? What’s not? Share with the team.

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We audit analytics as part of discovery. Start a project.