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Tracking Key Marketing Metrics in Webflow (Webflow Analyze)

Matt Ward Photo
Matt Ward
8 mins

Tracking the right marketing metrics is essential for understanding the performance of your Webflow site and making informed strategic decisions.

By identifying and analysing key performance indicators (KPIs), marketing teams can optimise their efforts, improve user experience, and drive business growth.

Here’s how to effectively track key marketing metrics in Webflow.

Why Tracking Marketing Metrics is Crucial

Monitoring website performance allows you to:

  • Make Data-Driven Decisions: Optimise your Webflow site to improve conversions, engagement, and ROI.
  • Understand User Behaviour: Gain insights into how visitors interact with your content.
  • Enhance Marketing Strategies: Refine campaigns based on performance data.

Webflow now offers Webflow Analyze, a powerful built-in analytics tool that provides actionable insights without the complexity of third-party solutions. External integrations such as Google Analytics 4 (GA4) and Google Tag Manager (GTM) offer additional in-depth tracking capabilities.

Essential Marketing Metrics to Track

Traffic Metrics

  • Page Views: Measure how many times each page is visited.
  • Unique Visitors: Track first-time and returning visitors.
  • Bounce Rate: Understand how many visitors leave without interacting.

Engagement Metrics

  • Average Time on Page: Identify content that holds user attention.
  • Scroll Depth: Measure how far users scroll down a page.
  • Click-Through Rate (CTR): Track clicks on key CTAs and internal links.

Conversion Metrics

  • Form Submissions: Measure lead capture effectiveness.
  • Goal Completions: Track actions such as purchases or sign-ups.
  • Customer Journey Tracking: Understand paths users take before converting.

SEO Performance Metrics

  • Organic Traffic Growth: Measure visitors from search engines.
  • Keyword Rankings: Track visibility improvements.
  • Backlinks and Referral Traffic: Understand inbound link effectiveness.

Technical Metrics

  • Page Load Speed: Measure how fast your Webflow site performs.
  • Mobile Usability: Ensure a smooth experience across devices.
  • Broken Links: Identify and fix dead-end pages.

Using Webflow Analyze for Performance Tracking

Webflow Analyze provides an easy-to-use, code-free solution to track key site metrics directly within Webflow. Features include:

  • Site Overview: Track visitor counts, traffic sources, and engagement trends.
  • Page-Level Insights: View performance data directly within the Webflow Designer.
  • Automatic Event Tracking: Capture interactions like form submissions and clicks without manual setup.
  • Privacy-Focused Analytics: Data is kept within Webflow’s ecosystem with options for consent management integrations.

Webflow Analyze Pricing

Webflow Analyze is available as an add-on for Basic, CMS, and Business site plans, with pricing starting at:

  • $29/month for up to 10k sessions.
  • $49/month for up to 25k sessions.
  • $79/month for up to 50k sessions.

For sites with higher traffic, pricing scales up accordingly, with enterprise plans offering custom solutions.

Free Alternatives to Webflow Analyze

If you're looking for free options to track your Webflow site performance, consider these alternatives:

  • Google Analytics 4: Comprehensive insights into user behaviour, traffic sources, and goal tracking.
  • Microsoft Clarity: Provides heatmaps and session recordings to analyse user interactions.
  • Hotjar (free plan): Offers basic visitor behaviour insights, including heatmaps and surveys.

Integrating Google Analytics 4 for Deeper Insights

While Webflow Analyze provides valuable insights, GA4 offers additional customisation and tracking capabilities.

Step 1: Connecting GA4 to Webflow

  • Add the GA4 tracking ID in Webflow’s Project Settings > Custom Code section.

Step 2: Setting Up Event Tracking

  • Track form submissions, CTA clicks, and scroll depth.

Step 3: Using Audience Segments

  • Understand different user types and behaviours.

Step 4: Tracking Traffic Sources

  • Measure campaign performance and acquisition channels.

Step 5: Analysing User Flow

  • Optimise navigation by identifying drop-off points.

Setting Up Conversion Tracking in Webflow

  1. Define Primary Conversion Goals: Sign-ups, demo bookings, purchases.
  2. Track Form Submissions: Capture lead data and measure engagement.
  3. Use Thank You Pages: Measure goal completions.
  4. Add UTM Parameters: Track campaign effectiveness.

Using Google Tag Manager for Advanced Tracking

Google Tag Manager (GTM) enables advanced tracking features, including:

  • Button Click Tracking: Measure engagement with key site elements.
  • Scroll Depth Tracking: Understand how users engage with content.
  • Outbound Link Tracking: Monitor clicks to external sites.
  • A/B Testing Implementation: Run experiments to improve conversion rates.

Key Metrics for Different Marketing Goals

For Lead Generation

  • Number of leads captured per campaign.
  • Conversion rates from different traffic sources.

For Content Marketing

  • Blog post engagement and social shares.
  • Content download rates and user time on resource pages.

For E-Commerce

  • Shopping cart abandonment rates.
  • Revenue per visitor and purchase funnel performance.

How to Create Marketing Reports for Stakeholders

  1. Choose the Right Metrics: Focus on KPIs that align with business goals.
  2. Use GA4 to Generate Reports: Create automated reporting dashboards.
  3. Visualise Data: Use Google Data Studio for clear presentation.
  4. Schedule Reports: Automate regular performance tracking.

Monitoring Performance Over Time

  • Track seasonal changes and performance trends.
  • Set benchmarks and compare month-over-month data.
  • Identify patterns to refine marketing strategies.

Common Mistakes to Avoid When Tracking Metrics

  • Ignoring Mobile Performance: Ensure tracking covers all devices.
  • Focusing on Vanity Metrics: Prioritise meaningful KPIs over surface-level stats.
  • Failing to Act on Data: Turn insights into actionable improvements.

Conclusion

Tracking key marketing metrics in Webflow empowers marketing teams to measure success, optimise their website, and drive meaningful business outcomes.

Regular monitoring, combined with data-driven decision-making, ensures long-term growth and improved ROI.

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