When it comes to determining the ROI of your digital marketing, it can be difficult to truly understand where a lead came from. Even if your website converted that lead, that person had to come from somewhere first.

One tool that has proven invaluable in making this easier is the UTM parameter. This article will explain what they are, why law firms should use them for their websites, and solutions for setting them up.

Understanding UTM Parameters

UTM parameters, AKA Urchin Tracking Modules, are small pieces of text added to the end of a URL. These pieces of text track the performance of marketing campaigns, helping you understand how users arrive at your website and engage with your content. UTM parameters are particularly valuable for law firms looking to analyze the effectiveness of their digital marketing efforts.

UTM parameters consist of several key components:

  • Source: Where the traffic is coming from like a search engine, social media platform, email newsletter, or any other referral source.
  • Medium: The type of channel used for the marketing campaign. For law firms, this could include CPC (Cost Per Click) advertising, organic search, email marketing, or social media.
  • Campaign: Distinguishes between different marketing initiatives or campaigns. For instance, you can use it to differentiate between a Google Ads campaign focused on family law and one focused on personal injury.
  • Term (optional): This is typically used for paid search campaigns, specifying the keywords that trigger the ad.
  • Content (optional): This can be used to differentiate between different ad variations or content types within a campaign.

Why Law Firms Should Use UTM Parameters

Law firm owners can reap several benefits from using UTM parameters to track their digital marketing efforts:

  • Measurable ROI: By tagging each link in your marketing campaigns with UTM parameters, you can precisely measure the ROI for each campaign, source, and medium. This data-driven approach allows you to allocate your marketing budget more effectively.
  • Granular Insights: UTM parameters allow you to identify which specific sources and campaigns generate the most leads or conversions. This information lets you focus your resources on what’s working and refine or eliminate what isn’t.
  • Improved Decision Making: Informed decision-making is a cornerstone of effective marketing. UTM parameters empower law firm owners to make data-driven decisions about their marketing strategies. This means you can allocate resources where they will have the most significant impact.
  • A/B Testing: Law firms can use UTM parameters to conduct A/B testing by tagging different versions of the same content or campaign and comparing their performance. This allows you to refine your messaging and design based on user preferences.

Setting Up UTM Parameters for Your Law Firm

To harness the power of UTM parameters, you need to set them up correctly. Here are some recommended solutions for getting started:

  • Google Analytics: If your law firm’s website uses Google Analytics, setting up UTM parameters is straightforward. Google provides a free campaign URL builder tool that allows you to create tagged URLs. You can then track these parameters in Google Analytics to gain valuable insights.
  • UTM Builders: There are various UTM builder tools available online. These tools simplify the process of creating UTM parameter tags. Popular options include the Google Campaign URL Builder, Terminus, and Attributer. They often provide templates, making filling in the necessary information easy.
  • Marketing Automation Platforms: Many law firms use marketing automation platforms like HubSpot, Marketo, or Mailchimp. These platforms often include UTM parameter tracking as one of their features. Integrating your campaigns with these platforms allows you to automatically track UTM parameters, making the process seamless.

Best Practices for Law Firms Using UTM Parameters

As you embark on your UTM parameter journey, it’s essential to follow some best practices:

  • Consistency: Maintain a consistent naming convention for your UTM parameters across campaigns. This ensures that your data is organized and easy to analyze.
  • Documentation: Keep a record of your UTM parameters and their meanings. This documentation will be valuable when analyzing campaign performance and sharing insights with your team.
  • Regular Review: Continuously monitor your UTM data and adjust your marketing strategies as needed. Data-driven decision-making is an ongoing process.

In conclusion, UTM parameters are indispensable tools for law firms looking to optimize their digital marketing efforts. By implementing UTM parameters and using recommended solutions, law firm owners can gain precise insights into campaign performance, improve ROI, and make data-driven decisions that lead to a more successful online presence. Start tagging your links today, and watch your law firm’s marketing efforts thrive.

For many influencers, success on social media is determined by how many likes, comments, shares, and follows they receive from their posts. For businesses in the fashion, food, or tech space, engagement and virality are also very important when determining their success. But…

You, as a law firm, should NEVER expect to go viral on social media.

In fact, if the only reason you post content is to try to go viral, you should just stop.

For law firms, going viral isn’t the answer. It isn’t the measure of success. Instead, social media success is a long game. It’s all about consistency and momentum, and there are other ways to gauge your firm’s success.

While some lawyers regularly go viral on social media (@LawByMike or @CEOLawyer on TikTok are two great examples), the odds of you joining them are very small. If it happens, great! But consider it a byproduct of you posting great content rather than the sole reason you post to begin with.

After all, most lawyers deal with very sensitive and heavy topics—topics that many people aren’t going to want to openly engage with. And when you’re in the world of social media where engagement is a key driver of success, what are you supposed to do?

Provide value.

Provide information that answers the common questions your audience has about the things you do and the situations they’re facing. Do this consistently, too! Post every single day. I promise it won’t annoy your audience.

Furthermore, if you’re concerned about being annoying, you should probably stop marketing altogether. Marketing is all about getting in front of your audience, and if you’re timid, you’re not going to get the results you want.

Now, when you focus on consistently posting informative content, your metrics for success no longer become likes, comments, or shares. Instead, it becomes about the following:

  • Reach/Impressions: How many people are you getting in front of with your content? Staying top-of-mind and creating consistent touchpoints is important.
  • Click-through Rate: How many people are clicking on the blogs and videos you share and going to your website to learn more?

If you can build a social media system that accomplishes those two goals, you’ll find success. People will send you referrals and they’ll associate you as the expert in your practice area.

When it comes to an effective social media strategy for small businesses, many marketing gurus will tell you that engagement is the name of the game. The more likes, comments, and shares you get, the more successful your presence will be.

For law firms, that isn’t true. This is the ONLY area where legal marketing is the exception to the rule.

But why? It actually isn’t because your subject matter is dry and boring (even though you may think it is). Rather, it’s because a lot of your subject matter is very sensitive and heavy. People won’t want to engage with that sort of content because they don’t want to air their dirty laundry out in public.

So what are you to do? If no one comments, what’s the point? Should you just abandon social media entirely? NO!

Here are three other metrics you want to focus on instead to gauge your strategy’s effectiveness:

1. Reach

Reach refers to the number of unique views that your post received. When there isn’t much engagement, reach can tell you how well your posts ended up doing. While some platforms (FACEBOOK) limit the organic reach of content, you can boost posts for as little as $1 per day to extend that reach beyond just the people who already follow your page, making it an attractive and cost-effective alternative to past forms of advertising like billboards and Yellow Pages ads.

2. Impressions

Impressions are the TOTAL number of views that your post received. This number will always be larger than reach because it counts multiple views from the same user. The billboard example from the previous point works here, too. Whereas “reach” would only count your vehicle seeing that billboard once, “impressions” count every single time your car passes it each day.

3. Click-Through Rate

If your content is valuable (blogs, videos, lead magnets, etc), then you’ll be encouraging people to click through to your website to consume that content. That’s why your teasers and captions need to be well-written and paired with an eye-catching graphic so as to get peoples’ attention as they scroll down their timeline.

What About Engagement?

If you’re still hoping for a lot of engagement, mix up the kind of content you post. People will engage more with things they find entertaining, so share more behind-the-scenes pictures and videos of life at the office. The more you can humanize yourself and your firm, the more people will be comfortable with engaging.

However, you also get what you give. Don’t just sit back and wait for people to comment. Go out and participate in the social media community as well by leaving comments on others’ posts!

A Final Note About Your Numbers

You’re likely still wondering something like, “What’s a good number of impressions or clicks for my firm?” The answer, as usual, is “it depends.”

After all, a firm in Salina, Kansas, won’t have as large of a market as a firm in Atlanta, Georgia. The goal, at least to start, is to work on building your reach until you notice a plateau. That may be 5,000 people or 500,000 people. Regardless, it will take time to get there, so focus on what you’re posting and how people click through or how many impressions you can get.

If you’re in the marketing world, you should always be testing something. The best marketers are the ones who enjoy split-testing their campaigns over and over again. However, it takes a different mindset from other business activities because marketing revolves around failure.

In most cases, you’d like to avoid failure, right? Too many failures and you go out of business. And while that’s still true for marketing, the runway is a lot longer AND it’s also the name of the game.

The mindset shift here is simple: Instead of thinking about all the things that failed, you’re finding new ways to market your firm that didn’t work. (Thomas Edison has a similar quote about his attempts to create the light bulb.) This is because marketing NEVER has a true end goal. There’s always something that can potentially be improved.

With that in mind, here are 4 easy things you can be testing in order to find the best results in your marketing.

1. Email Subject Lines

If you have an email newslette, try using different subject lines and see what gets a better open rate. Maybe it’s the title of your featured article versus something like “Smith Law May Newsletter.” Maybe it’s something like “September Updates from Smith Law Firm” versus the title of a featured video. There are tons of possibilities.

2. Website Headlines

Certain integrations within your website can allow you to A/B test different headlines on your site’s landing pages. You can try various emotional approaches, font sizes, and phrase lengths to try to grab people’s attention. The goal is to keep people on your page as long as possible, so track your “average session duration” in Google Analytics.

3. Image/Video Placement

Do images or videos work better at the top, bottom, or somewhere in the middle of your pages? You can use heatmapping and session recording tools like Microsoft Clarity to understand where people are focusing their attention while on your website. Again, the goal is to keep people on your site as long as possible so they continue to take further action.

4. Calls to Action/Buttons

Different button colors and call-to-action texts can have a HUGE effect on your conversion. Test different styles and see what works!

NOTE: Do NOT—under any circumstances—test more than one thing at a time. Many inexperienced marketers get too enthusiastic about their split tests and run several different variants at once. The problem results in not knowing exactly why a variant performed the best out of a group or which element contributed most to your success. Just stick to a Champion vs. a Challenger and make quick decisions. Test for a couple of days or even a week at a time before trying a new variant.

Also—your A/B tests don’t have to be an even 50/50 split. If you have a champion variant you like and that works well, you can go 60/40, 70/30, 80/20 or somewhere in between!

You’d think marketing was pretty easy, right? You broadcast your message to the world about how you help, and the ones that need the help start showing up. If only it were that simple.

Truthfully, marketing and law are pretty similar in the sense that you would likely never recommend someone handle their legal issue themselves because they don’t have the specialized knowledge it takes. The same goes for marketing—and because you don’t have the specialized knowledge it takes to market a small business, you open yourself up to some pretty big mistakes that could cost you thousands of dollars.

Here are the biggest mistakes I’ve seen firms make:

Mistake #1: Having Unrealistic Goals

This one is usually translated as “moving too fast.” It’s also one of the most common mistakes, especially for new practices. Trying to achieve results too soon can lead to frustration and discouragement. A better strategy is to:

  • Divide a goal into smaller steps with realistic deadlines. For example, if your goal is increasing new client totals by 20% for the third quarter, you can prepare a content strategy and email campaign.
  • Track the changes in Trello, ClickUp, or any other team platform.

As each one is completed, you’ll feel like you’re making progress without the need to speed.

Mistake #2: Not Understanding Your Audience

How much do you really know about your target audience? When you rely on assumptions about your ideal client, you’ll spend a lot of money without seeing results. 

Instead of putting together overly-general marketing campaigns (or speaking to your audience the same way you would to other lawyers), focus on the audience most likely to need your services, whether it’s homeowners, entrepreneurs, or divorcing couples. When you understand their needs, wants, and problems, your marketing will be more targeted and therefore more likely to succeed.

Mistake #3: Lack of Patience

Few marketing campaigns succeed overnight. If you’re in a rush to see results, you might give up when they don’t happen right away and run after the next shiny new thing, which is a mistake.

A successful marketing strategy requires patience. It isn’t always easy, but it can give you a big advantage over your more hurried competitors, so keep track of what has been done and how it has affected your KPIs (key performance indicators). As time goes on, you will see the results. 

Mistake #4: Not Promoting Your Site

A website won’t attract visitors if no one knows it exists. Without targeted traffic, your website will not convert leads or sales, so focus on increasing its visibility.

Create as many touchpoints as you can with email and social media. Focus on driving traffic to your site by sharing your latest blogs, videos, and resources.

Mistake #5: Relying on Paid Advertising

Pay-per-click advertising is a great way to generate quick sales and traffic, but it’s also expensive. You should therefore invest in other alternatives if you don’t have the budget to get long-term results. These options include email newsletters and diversifying your marketing channels to include options like guest blogging or starting a podcast.

Conclusion

All of these marketing mistakes are easy to make, but fortunately, they’re also easy to avoid with a bit of planning and strategy. When you set realistic marketing goals for your firm, analyze all efforts to see what works, and stick with winning formulas, you’ll soon be on the path to better results.

In the modern competitive world marketing isn’t just a fancy word but a cornerstone of every firm. According to the recent McKinsey report, CEOs who place marketing at the core of their growth strategy are twice as likely to have greater than 5 percent annual growth compared with their peers. Let’s discuss how to market your law practice and scale your business effectively. 

Start with creating a system 

Having a well-defined strategy is key. Here are three main points you can start with. 

  • Try to find your path. The main goal is to find the ways that work for you and not for this guy or girl who boasts on social media how they attract millions of followers and convert them into clients. Their approach might not work for you for multiple reasons—the marketplace, your personality, your social style, or your strengths finder. 

Don’t compare yourself to the person who tells you, ‘Google Ads is the best thing to promote your practice! I did it for $180 a month, and it showed great results.’ What happens next? You will set it up and end up receiving an overwhelming influx of calls you struggle to handle. This sudden surge can potentially harm your reputation in your relatively small market. Your goal is to find the best solution with very little return on your investment that will impact YOUR practice. 

  • Set up weekly consistent marketing meetings. Make sure that you have a weekly dedicated marketing meeting on your calendar. Some say, ‘We have marketing meetings every other week, every week doesn’t work for us,’ or ‘We only do it once a month or once a quarter.’ This is a huge mistake. If you get into the habit of building a circle of focus around a weekly marketing meeting, you’ll double your revenue and leads. 
  • Don’t forget about the importance of a marketing plan. Also, make sure you’re operating with some form of marketing plan. The biggest mistake most people make in marketing and sales discussions: everyone generates great ideas, but then, after a couple of weeks, enthusiasm fades. People feel frustrated and deflated because nothing has been implemented, or they stop attending altogether due to a lack of accountability.

Assign someone from your team to manage, facilitate, and hold everyone accountable. This person will ensure that these meetings are not just brainstorming sessions with random ideas but structured and well-organized conversations.

Measurement is key

You’re wasting money if you don’t focus on numbers because you can’t determine what is and isn’t working for your law firm’s business development initiatives without precise data on the immediate outcomes. If you’re dedicated to continuously expanding your law practice, ensure you manage this growth effectively. 

How many contacts do we have now? How many phone calls are coming to our office? Where are these people coming from? What steps can we take this week to capitalize on this? All these questions are crucial. 

Put the client first

People don’t buy products; they buy solutions to their problems. The most effective marketing frequently focuses on drawing notice to or demonstrating that you comprehend and have solutions for handling challenging consumer issues. Developing a client-centered strategy keeps customers coming back in addition to bringing them in. Being understood is one of the most potent emotions.  

Business development is not the same as marketing

Marketing and business development are not interchangeable terms. Having someone skilled in marketing doesn’t mean they can create an effective plan for growing the firm, and vice versa. Still, having both on your team is smart because they bring different skills.Focus on these four pieces of advice, and you will definitely see your business grow. If you’d like to find out more tips on how to elevate your business, check out my new book – Amazon’s top #1 Best Seller: ‘Fix My Boss: The Simple Plan to Cultivate Respect, Risk Courageous Conversations, and Increase the Bottom Line.’

For years, marketers have told you that your open rate is the golden metric to look at when gauging the effectiveness of your email campaigns. However, your open rate never truly told you the whole story—it definitely doesn’t now with increasing privacy rules. In this article, I’m going to tell you why open rates aren’t as important as you might think and what metrics you should look at instead.

Why Open Rates Aren’t Reliable

First, let’s look at what has happened to open rates since recent privacy changes were put in place. You may have noticed that, starting around October 2021, your open rate increased by several percentage points. Unfortunately, it’s not because your emails suddenly got great—the way open rates are measured just changed. And it’s happening across all the biggest platforms—MailChimp, Constant Contact, Aweber, etc.

What’s happening is that every time you send an email, your recipients’ email provider (Apple, Outlook, etc) sends a small amount of data (a crawler, if you will) to inspect your message to see whether or not it should be sent to Spam or the Inbox. Once that action takes place, MailChimp, etc. recognizes that as an open and counts it towards your rate regardless of whether or not your human being recipient actually opened it.

Additionally, open rates don’t track the reason why someone opened your email. Maybe they just opened it to unsubscribe?

What Metrics to Look at Instead

While you can still look at your open rate to see how various campaigns performed (you can still expect percentages to vary by a few points with each campaign), looking at these two metrics can give you a more complete picture:

  1. Click rate: You can cross-reference this with your Google Analytics, but checking your click-through rate to see how many times a link within your email was clicked can be a good indicator of how many people truly looked at your email. It can also tell you what content people found more interesting.
  2. Unsubscribes: While you can expect to have a number of people unsubscribe with every email you send, keeping an eye on the number of unsubscribes with each send can tell you how people are responding to seeing you in their inbox.

One Last Point

One aspect of email marketing that can’t be measured is the simple ROI you get from people seeing your name pop up in their inbox. Even if they don’t open your email, whether it’s because they don’t have time or aren’t interested in the featured subject matter at that moment, seeing your firm’s name pop up will remind them of who you are and how you can help, which keeps you top-of-mind and increases your odds of being the first firm they think of when a need arises.

Marketing is not a one-size-fits-all solution. It requires you to think strategically about your time, money, and who you’re marketing to.

Speaking from personal experience, if you don’t think strategically, you risk burning out and wasting a lot of time and money. There are three common mistakes I see lawyers make when implementing a marketing plan. These mistakes are 100% solvable when you change your mindset around them.

Mistake #1: Believing you need to talk to everyone or you’ll “miss” somebody in your marketing.

Have you ever seen a commercial and immediately tuned out because you thought, “That’s not for me?” Of course you have. We all have.

That’s good marketing.

A good marketer is so specific about what they do and who they serve that they attract their ideal client, and they repel everyone else.

I had a client who was completely overwhelmed in her estate planning practice and found herself taking on any client who called. She did it because her brain told her that if she didn’t, she’d miss out on money that month.

The problem with this mindset was she attracted clients who weren’t able to pay her fee up front and would skip her consults. She was frustrated with her clients because she thought they didn’t respect her work or her time. The actual problem was she wasn’t respecting her work or her time.

When she stopped marketing to everyone, she began attracting clients she truly wanted to work with: the ones who paid up front and showed up for consults.

Before you begin marketing your services, know exactly who you want to serve.

Think about one of your favorite clients. Why are they your favorite client? Write down all the reasons. Then when you create marketing content, create it as if you’re making it just for that client. It will massively improve your ability to draw in more clients you truly want to work with.

Mistake #2: Believing you need to be in all places at once.

A lot of influencers tell business owners they need to be everywhere all the time. Be on YouTube, have a podcast, be on LinkedIn, be on Instagram, be on Twitch, etc.

That’s fine if you’ve built out a team of people who can help you, but if you’re a solo practitioner or you’re just getting started marketing, you must constrain.

Let me say that again: constrain.

As lawyers, we push ourselves. We’re already prone to over-working and stress.

If you become overwhelmed with marketing, you’ll be less likely to do it. Not only that, but if you’re marketing while you feel overwhelmed, your marketing isn’t going to be very good. We’re the most creative when we’re calm and able to think strategically.

Here’s the solution I’ll offer you:

Think about where your ideal client spends the most time. Then focus your attention on that one platform. Once you’ve mastered that platform, and you see your best clients are coming to you from marketing there, then focus on a second platform.

Constraint will not only make your life easier, but you’ll be better able to hone your marketing, so you know it’s working.

Mistake #3: Believing you’re being “salesy” when you market your services.

Whether your marketing plan includes speaking events, social media, podcasts, video, or anything else, the belief that you’re being “too salesy” is the kiss of death.

I find that women especially suffer from Too Salesy Syndrome. If you’re like me, you’ve avoided sales calls for services because you didn’t want to feel pressured to buy. Our society has been bombarded with bad salesmen (and women), so it makes sense we’d have an aversion to being “sold” to.

What if I told you there’s a way to market that doesn’t involve pressure? It’s called being of service.

If you truly believe that the services you offer your prospective clients will make their lives better, it’s impossible to be salesy.

I suggest taking out a piece of paper and writing out all the ways your clients benefit when you share the services you offer. An easy one is that they get peace of mind that you’re taking care of them. But how else is your work helping them? Their family members? How is your service changing the way corporations treat their employees? Keep writing until you feel into the change you’re helping them make when you work with them.

Your work in the world is creating a positive ripple effect. When you feel that in your bones, marketing won’t feel like a chore. It’ll feel like a calling.

That may sound strange coming from a guy who earns his living helping lawyers publish their book, but I believe it with all my heart. 

In today’s overcrowded marketplace, being seen as “the expert” by having your own book is a given. The question is not, “Should I have a book?” (You definitely should.)  The question is, “What’s the best way to get my book done?”

When I say, “you should never write a book,” what I mean is that you should not type your book. Laboring in front of your computer typing away trying to get the thoughts from your head onto paper is not the highest and best use of your time. It’s also a very antiquated way to capture your thoughts.

Instead, you should speak-to-write your book. With today’s technology, it’s incredibly simple to dictate your thoughts into a Word or Google document and have the computer transcribe your words into print. You can talk about your business all day long. You communicate with clients and prospects about the challenges they are facing. You should use the same process to create your book. 

Now I know what some of you are thinking… “But, Michael, I like to write.” Well, that may be true, but is this the best use of your time?  

I recommend you use your writing skills not to write your book, but to edit your book after you have spoken your content. Why? Because you will do much less self-editing, your thoughts will be more complete, and you will save an inordinate amount of time. And since time is your most precious asset, you should protect it at all costs. 

You want your book to “sound” like you. This happens more naturally when you speak your words than when you type them. 

You have heard about the value of being an author. You have seen your peers publish their books. If this is the year for you to elevate your credibility by becoming an author, let me encourage you to skip the keyboard and use your voice. It’s faster, easier, and more enjoyable. That’s why you should never write a book. 

And if you’d like help creating your book without writing a word, let’s find a time to chat. We’ll take you from where you are to published author faster and easier than you can imagine. You’ll talk with one of our professional writers who will craft our words into your masterpiece. 

If you can talk about your practice, we can make you an author. Schedule a time for us to chat here: CredibilityCall.com.

25-minutes could save you hundreds of hours and earn you thousands of clients.

If you have a website for your firm—and if you don’t, stop reading this right now and go get one!—you’ve likely gotten some sales emails from companies claiming your website is too slow and at risk of penalty from Google.

That’s BS.

Second, these sorts of sales emails tend to work on people because they don’t truly understand what metrics indicate a healthy website. This article is about to fix that problem by highlighting the four metrics you should monitor to gauge the health and effectiveness of your website.

1. Time to First Byte (TTFB)

Here’s something a lot of SEO and web design companies don’t want you to know about: Google PageSpeed tests (those tests they claim to run on your website that show tons of errors) are full of a lot of irrelevant information. In fact, Google itself doesn’t address the concerns on their own properties based on a PageSpeed report.

Don’t believe me? Run a PageSpeed test on YouTube, arguably Google’s biggest property. You’ll find that YouTube miserably fails most of the metrics on that test.

The only metric that really matters is Time to First Byte (TTFB), the milliseconds it takes for the first piece of data on your website to load. If you’re below 500ms, then your website speed is where it needs to be. Nothing else matters at that point in terms of whether or not Google will penalize or de-rank your site because it’s too slow.

2. Average Session Duration

These final three metrics can be found on Google Analytics. Average Session Duration indicates the total amount of time each visit lasts on your website. While there isn’t going to be an industry standard to aim for because it really depends on how much traffic you receive overall, the more time spent on your website, the better. 

In other words, if you normally average 100 website visits per month, you want a higher duration. If you receive thousands of visits each month, that number will be much lower, especially if you’re running digital ads that lead to a single landing page.

3. Bounce Rate

Bounce rate is the percentage of visitors who leave the site after viewing only one page. If you’re sharing a lot of content on social media or in email, you can expect a higher bounce rate. Percentages as high as 80% aren’t unheard of, nor are they necessarily cause for concern.

If you have a well-designed website that is easily navigable so that people can click through to other pages during their visit, you can expect a lower bounce rate. However, as long as you’re not seeing numbers over 90%, you don’t have much cause for concern.

4. Traffic Sources

While it’s important to receive traffic to your site, it’s also important to know where that traffic is coming from. Unfortunately with various privacy laws and settings, Google Analytics will almost always indicate that your most common source is Direct/None simply because they can’t track the IP address of the visitor.

However, you should still be able to see several other sources, including Google/Organic (meaning they found you on a search), or from Facebook, LinkedIn, or any other referral sources that may have linked to your website. This can tell you where people are engaging with your content and how well it’s working.

Remember—don’t get fooled by a sleazy vendor telling you that your website is suffering and in desperate need of an overhaul. It likely isn’t true. If you can check these metrics and feel good, then your website is performing adequately at the very least.