A small-team measurement scorecard

1. Where did the right visitors come from?

Group acquisition by meaningful source and campaign. Volume alone is not the goal; look for channels that bring visitors who take useful actions.

2. What did they engage with?

Review useful page views, engaged sessions, repeat visits, content completion or other signals relevant to the experience you provide.

3. Did they take the next useful action?

Define conversion events around the business goal: signup, enquiry, demo request, purchase or another meaningful step.

4. What changed?

Compare trends over sensible periods and annotate major campaign or site changes. Avoid reacting to normal day-to-day noise.

5. What decision follows?

If a metric cannot influence a decision, it probably does not need a place on the weekly scorecard.