Website analytics
Visits, enquiries, and where people came from.
Analytics answers one question — is my website actually bringing me work? — and it answers it in sentences before it shows you a single number.
Switching it on
Analytics is off until you ask for it. Settings → Capabilities, find Analytics, turn it on. Underneath it sits a second switch, Website traffic, which is what reads your website's visits; it's on once Analytics is.
Turn website traffic off again and nothing measured is lost: Website traffic is switched off.
says so, and everything comes back when you turn it on.
The page itself is headed Your website.
What it measures
The website CLEO built and looks after for you. Not a site CLEO doesn't know about, and never a preview copy — preview pages carry test traffic, and mixing that into your numbers would make them worthless.
If there's no such website, the page says so rather than showing you zeroes: CLEO isn’t measuring a website yet.
Once your website is live and connected, this is where you’ll find out whether it’s actually bringing you work.
CLEO's read, then the evidence
The first thing on the page is a sentence about the period — a steadier, stronger or quieter stretch — followed by the number that matters most: how many enquiries came through, and how that compares.
Everything below it is the evidence for that sentence, and only the evidence it used.
The chart. One bar per day, with a mark on any day an enquiry arrived. Days before CLEO started measuring are drawn faded and empty, and the caption explains why: Faded days are before CLEO started measuring, not days without visitors.
The numbers.
| Fact | What it counts |
|---|---|
| Visits | People who came to the site |
| Pages viewed | Pages they opened between them |
| Enquiries | Times someone used your contact form |
| Phone taps | Times someone tapped your phone number — shown only when it happened |
| Period | How many days this covers |
Where people came from ranks the sources by visits, and beside each one says how many became enquiries — so you can see a source that sends many visitors and no work beside one that sends few and books them all.
What they looked at does the same for pages.
From visit to enquiry is three counts, never percentages: Visited, Showed interest (started the form, or tapped your phone or email
), and Got in touch.
"Direct" is not a marketing channel
Direct is the honest name for CLEO couldn't tell. Someone typed your address, used a bookmark, opened a link from an app, or followed a link with no tracking on it. The screen says it in as many words: It isn’t a marketing channel, and CLEO won’t guess at one.
A large Direct share is normal for a local business — word of mouth and printed material both land there.
Small numbers are left as numbers
A small website produces small counts, and a percentage of a small count is a very confident-sounding lie. So CLEO holds back:
- Below about thirty visits, it reports counts and not percentages.
- A "% of visitors got in touch" figure needs at least fifty visits behind it before it appears at all.
- A change is only described as a real rise or fall when it's both a decent proportion and more than a couple of visits.
- If a week is too thin to compare fairly, CLEO widens the period to four weeks and tells you it did.
- With too little to go on it says so, and adds:
CLEO will start describing trends once there’s enough traffic for a comparison to mean something.
When something is wrong
Two states worth recognising:
- Nothing measured yet —
Your website is connected, but no visits have been recorded. If it went live very recently this is normal.
- Data has stopped — after a stretch of steady traffic, silence is treated as a fault, not a quiet week. CLEO says nothing has come through since a given time, and offers a short What to check list:
Is the website still loading normally for visitors?
and whether anything was republished around then.
In both cases the numbers below are hidden, because none of them would be honest.
And when there genuinely were no visitors, CLEO says that instead: Tracking is working — there simply were no visits.
Refresh now
CLEO brings in new website data when you look, at most every so often. Refresh now asks for the latest immediately and tells you what it found — how many new events it brought in, or Already up to date.
Two things it is not
- It isn't the same count as your enquiry records. The Enquiries figure is what the website measured. The customer records come from the website sending each enquiry to CLEO — a separate connection, explained in Enquiries from your website.
- Showcase figures, if you host a demonstration of someone else's site, are
Counted separately
and never added to your own.
That completes the picture of what arrives from the internet: someone books, or someone writes — and Analytics says how many came and where from.