# Analysing website visitors in B2B: which figures really count

> Page views alone say little in B2B. Which metrics count, which tools answer which question and a plan for the monthly report.

Quelle: https://whovisit.app/en/blog/analyse-website-visitors-b2b-metrics-that-matter
Veröffentlicht: 2026-11-07
Herausgeber: Whovisit (ARAVILO, Innsbruck)

Many B2B companies look at their visitor numbers once a month and are pleased when the curve rises. For sales that changes little. A website with 300 visits a month can bring in more orders than one with 30,000 if the right companies come. This article shows which figures in B2B really tell you something and which tools you can use to get them.

## Four questions, four tools

| Question | Tool | Examples |
|---|---|---|
| How do people find my website? | Search engine console | Google Search Console, Bing Webmaster Tools |
| What do visitors do on the website? | Web analytics | Google Analytics, Matomo and similar |
| How do they read an individual page? | Heatmap, session recording | See [Heatmap on the website: types, informative value and data protection](https://whovisit.app/blog/heatmap-website) |
| Which companies come? | Visitor identification | See [Which companies visit my website? Three ways at a glance](https://whovisit.app/blog/welche-firmen-besuchen-meine-website) |

No tool answers all four questions well. What matters is that you know which question you are asking at the moment.

## The metrics that count in B2B

**1. Search queries with buying intent.** In the Search Console you see for which search terms your pages appear. Separate terms that sound like a solution or a provider ("software for …", "provider …", "prices …") from pure knowledge questions. If the former rise, demand rises.

**2. Visits to pages close to purchase.** Pricing, references, contact, product details. Count these separately from blog and careers. How to rank pages by informative value is covered in [Spotting buying interest: which page views count](https://whovisit.app/blog/kaufinteresse-erkennen-seitenaufrufe).

**3. Enquiries and their source.** Form, call, email. For every enquiry, ask how the person found you. Enter the answer in the CRM. Analytics tools see only part of it.

**4. Returning companies.** A company that comes on several days in a month is more interesting than ten one-off visits. This figure comes from visitor identification.

**5. Share of the target group.** How many of the identified companies fit your customer profile? If the share rises, your content is reaching the right people.

## Figures that often deceive

- **Total page views.** Bots, applicants, students and competitors are all in there.
- **Bounce rate.** Someone who finds the phone number on the contact page and calls has "bounced".
- **Average time on page.** A few very long visits pull the value up, many very short ones pull it down.
- **Visitors from your own company.** Exclude your own network in all tools. Otherwise you mainly measure your colleagues.

## Gaps you should know about

Many visitors decline statistics in the cookie banner. Web analytics then sees only part of the picture. How large that part is depends heavily on the banner. Treat the figures as a trend, therefore, not as a complete picture.

Visitor identification does not see all companies either. Anyone reading from home or on their phone appears as an internet provider. More on this in [Home office, VPN and mobile: whom you do not see](https://whovisit.app/blog/homeoffice-vpn-mobilfunk-besuchererkennung).

## A monthly report on one page

Instead of twenty charts, a table with six rows and two columns, "this month" and "previous month", is enough:

1. Clicks from search to pages with buying intent
2. Visits to pricing, reference and contact pages
3. Enquiries, split by source
4. Identified companies, of which from the target group
5. Companies with visits on at least two days
6. One observation and one action for the next month

Anyone who wants to build a ranking for sales from this will find an example in [Lead scoring in B2B: a simple model based on website signals](https://whovisit.app/blog/lead-scoring-b2b).

## Frequently asked questions

**Is Google Analytics enough for B2B?** For channels, pages and enquiries, yes. Google Analytics does not show which companies are behind the visits. Why is explained in [Identifying companies with Google Analytics: what works and what does not](https://whovisit.app/blog/firmen-erkennen-google-analytics).

**How often should I evaluate?** The monthly report once a month. Company visits for sales better weekly, while the interest is fresh.

**Which figure is the most important?** Enquiries from companies in your target group. All other figures are early indicators of that.