How to Track Key Website Metrics for Manufacturers

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How to Track Key Website Metrics for Manufacturers

Is your manufacturing website getting visitors but not generating results?

You’ve invested in a sleek, modern site that showcases your capabilities, but month after month, you’re left wondering if it’s actually contributing to your bottom line. Without proper measurement, your site is just a digital billboard on a deserted highway—it might look good, but you have no idea if it’s working.

At B2BTail, we’ve spent decades refining our approach to website metrics for manufacturers. After building our eCommerce business into a 3x Internet Retailer Top 1000 company, we developed measurement frameworks that go beyond vanity stats to track what truly matters for industrial companies. Our experience shows that website metrics for manufacturers must account for longer sales cycles and high-value, low-volume transactions.

In this article, we’ll walk you through exactly which website metrics for manufacturers matter most, how to set up Google Analytics effectively for industrial applications, and how to build a measurement framework that ties your digital presence directly to business results. You’ll walk away with actionable steps to implement a system that proves your website’s value and guides continuous improvement.

How to Track Key Website Metrics for Manufacturers

Key Website Metrics for Manufacturers to Track

You’ve invested time and resources into your manufacturing website—but how do you know if it’s working? The right website metrics for manufacturers give you visibility into your website’s performance and help guide your continuous improvement efforts.

Traffic Metrics:

  • Total visitors

  • Traffic sources (direct, organic search, referral, social, email)

  • New vs. returning visitors

  • Geographic distribution

Engagement Metrics:

  • Average time on site

  • Pages per session

  • Bounce rate

  • Most visited pages

  • User flow

Conversion Metrics:

  • Conversion rate

  • Form submissions

  • Downloads

  • Phone calls

  • Email clicks

Technical Metrics:

  • Page load speed

  • Mobile performance

  • Error rates

  • Uptime

Focus on Website Metrics for Manufacturers that align with your specific goals. For example, if recruitment is a top priority, metrics like career page visits and application starts will matter more than quote form submissions.

Setting Up Google Analytics for Website Metrics for Manufacturers

Google Analytics is a powerful (and free) tool. For manufacturers, correct setup ensures you’re capturing meaningful website metrics for manufacturers.

Steps to set it up effectively:

  • Install tracking code on all pages

  • Set up goals (form submissions, downloads, page views)

  • Configure event tracking (video plays, outbound clicks)

  • Enable e-commerce tracking if applicable

  • Build custom dashboards

  • Schedule regular reports

  • Configure site search tracking

  • Separate views for internal vs. external traffic

Attribution & Conversion Tracking in Manufacturing

Manufacturers often deal with long sales cycles. Attribution models help clarify which touchpoints deserve credit for conversions—a crucial part of website metrics for manufacturers.

Common models include:

  • Last-click

  • First-click

  • Linear

  • Time-decay

  • Position-based

Advanced conversion tracking includes phone call tracking, CRM integration, offline conversions, and long-term tracking. These methods enhance the value of website metrics by connecting digital interactions with real business outcomes.

Building a Performance Measurement Framework

To implement better website metrics, try this framework:

  1. Define your website objectives (e.g., lead generation, recruitment)

  2. Identify KPIs for each objective

  3. Define success criteria and measurement methods

  4. Ensure Google Analytics is properly installed and configured

  5. Track the right events and sources

  6. Create a monthly report:

    • Traffic overview

    • Conversions

    • Top content

    • Issues/opportunities

    • Action items

Regular review meetings ensure you’re using website metrics for manufacturers to drive action—not just collect data.

Remember: measurement without action is just information. The goal is to continuously improve website performance and ROI using strategic website metrics.

Want to learn how your manufacturing website stacks up against industry benchmarks? Contact B2BTail today for a complimentary website analytics review and discover opportunities to improve your digital ROI.

To learn more about connecting with your Ideal Customers, check out The Complete Guide to Website Design for Manufacturers: Make a Great First Webpression

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