We aim to be data-driven, as highlighted in Company goals: Increase the quality of our work in a measurable way. This means our marketing decisions are always backed by data. In today’s landscape, marketing teams must analyse every aspect of their activities, ensuring that strategies and tactics are tailored to each channel.

What do we track?

We define different KPIs for each marketing channel we use, so let’s break them down:

Website Metrics

As we constantly seek ways to improve our website, analytics play a crucial role in identifying what’s working. They provide valuable insights into which types of content resonate and help us pinpoint issues on specific pages.

We gather data at the end of each month and always compare it with the previous month. That’s the best way for us to figure out what went wrong, track trends, and continuously improve.

Here are the metrics we track monthly with our hedgehog friends at PostHog:

• Visitors: The total number of visitors to our website. This gives us an overview of our site’s performance. If there’s a peak in a particular month, our Marketing team can deduce that something worked well during that period.

• Bounce rate: The percentage of users who leave our website after viewing only one page. In this case, less is more.

• Page views: The total number of views across all pages.

• Session duration: The average length of time a visitor spends on our site.

• Source: This indicates where our visitors came from. It allows us to evaluate which channels are driving the most traffic, helping us focus our efforts accordingly. Sources can include organic, social media, direct, referral, and paid ads.

Why do we use PostHog?

PostHog is an incredible tool. Not only is it powerful, but they also have a great handbook — from one handbook enthusiast to another, we salute you!

While the number of features can be overwhelming at times, we focus on using it solely to analyse our website, and we couldn't be happier with the results. Here are the key features we primarily utilise:

Web analytics dashboard

As mentioned earlier, we track various website metrics. So, where do these metrics live? They’re all neatly housed in our Web Analytics Dashboard. This user-friendly interface is designed for easy navigation without overwhelming you with excessive data (unlike Google Analytics). We use this dashboard at the end of each month to review performance and compare it with previous months.

Session Replay

This is the feature our marketers love most. Session Replay allows us to see how users interact with our website — every click, scroll, and page visit is captured, even the number of heads tossed… check our about page to understand what we mean!

This feature helps us gain deeper insights into user behaviour, making it easier to identify what’s working and what needs improvement, all while respecting privacy. We never collect personal information; we focus solely on how users experience the site, not on who they are. That's another reason why we don't use Google Analytics.

The toolbar

This feature allows us to open a toolbar directly within the website, displaying a heat map of user actions. For example, we can see how many people clicked the “play showreel” button. It’s a powerful tool for understanding what's performing well and what might need a little tweaking.

The hedgehog

This is the feature our marketer plays around with when he pretends to be busy. We bet it’s the main tool he uses!

With this page now wrapped up, you're probably Searching for where to go next… Well, with analytics covered, one way to boost the data is a good SEO strategy! Head over to SEO & Paid Media to find what you've been searching for (sorry, not sorry…)