Tracking Website Performance Without Drowning in Data

We're diving into the essentials of website tracking for clinic owners who want to understand their performance without getting overwhelmed by data.

A listener of The Clinic Marketing Podcast asked:

“I just set up my new website.

I know it’s important to track how it’s performing, but without getting overwhelmed…

Where should I start?

What should I be looking at in Google Analytics and other tools?”

Such a good question—and one I know a lot of clinic owners wonder about, especially when they’ve just launched a new site and aren’t sure what to expect next.

So, in this episode, we’re going to break down:

What “good performance” actually looks like for a clinic website
Which tools to use
And what to focus on inside Google Analytics—without drowning in data

Let’s get into it.

Podcast - I Just Launched My Website—Now What? How to Measure Performance Without the Overwhelm

Related Resources:

Listen on...

Get our next podcast episode delivered directly to your inbox:

We'll email you when we release new episodes.

Just Launched Your Website? Here's What to Track

Step 1: Know What Your Website Should Be Doing

Before we dive into tools, let’s get clear on what your website’s job is.

If you're a chiropractor, physical therapist, acupuncturist, massage therapist, or med spa owner—your website exists to:

Help people find your clinic online
Educate them about your services
And ultimately—get them to book an appointment

So, when we talk about performance, it’s not about getting thousands of visitors. It’s about getting the right visitors to take action.

Step 2: Start with Google Analytics 4 (GA4)

Now, Google Analytics can feel a little overwhelming—especially with the new GA4 layout. But let’s simplify.

Here are four things to look at that actually matter for clinic owners:

1. Users & Sessions

This tells you how many people are visiting your site, and how often.

Look in GA4 under: Reports

You’ll see:

User acquisitions (first time visitors)
Traffic acquisitions (visitors)

A steady increase over time is what you’re looking for—don’t stress about low numbers in the beginning.

2. Top Pages

Which pages are getting the most traffic? This helps you see what’s working.

GA4 Path: Reports > Pages and screens

For a clinic, you want to see traffic going to:

Your home page
About page
Your services pages (like “Chiropractic Care” or “Dry Needling”)
Conditions pages
Your blog posts
Your booking/contact page - hold tight we’re going to dive into this more a little later

If you see people landing on random or unimportant pages first, it’s a sign you may need to adjust your content or SEO strategy.

3. Traffic Sources

This tells you how people are finding you—through Google search, social media, direct typing, or referrals.

Go to: Reports > Acquisition > Traffic acquisition

This is key for seeing:

If your SEO is working
Whether your Google Business Profile is driving traffic
If those Instagram Reels you’re posting are actually sending anyone to your site

For example, if “Organic Search” is low, you may want to work on local SEO or start blogging.

If “Direct” is high, it may mean people are typing in your URL after seeing your name elsewhere—great for brand recognition!

4. Conversions (a.k.a. Appointments!)

Conversions are currently called "key events" and have to be setup manually.

Here's a link to a tutorial on how to set up a key event.

If you’ve set up key events—like clicks on your "Book Now" button—you can track them here.

Go to: Reports > Events

If not set up yet—don’t worry. Even just watching which pages people visit before they exit your site can give you clues.

You want to see people hitting your “Contact,” “Booking,” or “New Patient Info” pages. That’s a good sign they’re moving toward scheduling.

Step 3: Use Google Search Console Too

Google Search Console is different from Google Analytics—it shows how your site performs in search results.

You’ll learn:

What keywords you’re showing up for
Your click-through rate (how often people are clicking when they see your listing)
Which pages are being indexed

For example: Let’s say your clinic is in Austin and people are Googling “acupuncture for anxiety near me.” If your site is ranking and getting clicks for that, you’ll see that data in Search Console.

Set this up early—it’s free and super valuable.

Step 4: Don’t Forget Google Business Profile Insights

If your website is connected to your Google Business Profile (which it should be!), you can also get insights from your listing.

It shows:

How many people clicked to call
How many visited your website
How many requested directions

This is especially helpful for local SEO—because a lot of patients may be booking right from your listing instead of visiting your site.

Step 5: Don’t Obsess Over Numbers

Here’s your permission slip: You do NOT have to check your website stats every day.

Start by checking once a month. Look for trends, not instant results.

Ask yourself:

Are more people finding me through search?
Are my top pages the ones I want to be ranking?
Are people taking action—like clicking to call or visiting my booking page?

If yes—awesome. If not—make a small tweak. Update your homepage. Add a blog post. Improve a service page with clearer copy or FAQs.

Final Tips

Here’s what I want you to remember:

Your website doesn’t have to be perfect to perform.
Track just a few key things to start—users, top pages, traffic sources, and conversions.
Use your data to guide your marketing—not overwhelm you.