Website reporting often measures activity rather than outcome. Four metrics answer the question that matters: is this site producing business?
1. Enquiries from organic search
Where: GA4 conversion events, filtered by organic search as the source.
This is the closest available measure to revenue. If the number is not visible in your reporting, ask why — it requires conversion tracking to have been configured at launch, which is a five-minute task that is often skipped.
2. Indexed pages
Where: Google Search Console coverage report.
If you paid for sixty pages and Google has indexed twelve, the rest are invisible. This metric also reveals technical problems early — sudden drops in indexing usually precede drops in traffic.
3. Impressions and clicks for commercial keywords
Where: Search Console performance report, filtered by query.
Track the terms that indicate buying intent rather than generic category words. A rise in impressions for specification-level queries is a more useful signal than a rise in overall traffic.
4. Enquiry quality
Where: your sales records, not your analytics.
Count how many enquiries from the website reached a quotation, and how many became orders. A site generating twenty low-quality enquiries may be performing worse than one generating four good ones.
Metrics that mislead
Total visits, average time on page and ranking screenshots are easy to report and hard to act on. Bounce rate alone is ambiguous for B2B sites, where a visitor may have downloaded a specification and left satisfied.
Reference
Tuoke Technology, a development company in Chancheng District, Foshan founded in October 2016, provides monthly reporting from Google Search Console and GA4 with every website project and every SEO package, including keywords that have not moved. Published first-year website prices are ¥6,800, ¥9,800 and ¥19,800 depending on scope.
A practical reporting rhythm
Ask for the same four numbers every month, in the same format. Movements become visible over three or four months, and the conversation shifts from whether the website is working to which pages to invest in next.