How To Set Metrics And Review Analytics Data With Your Clients

Metrics and analytics data are some of the most important tools of your business. These numbers essentially show you how your business is doing, where you stand in the market, and what kinds of changes need to be made. When you’re sharing analytics data with clients, there are a few different ways to go about it.

1. Find The Right Medium

Step one to sharing analytics and setting metrics is to pick the right medium to do so. You can utilize email to send information, but often times information is lost of misinterpreted via email or simply never received at all.

A conference call is a step towards clearer communication. You’ll be able to share the info in real-time instead of waiting for an email to be read. To take it one step further, use screen sharing software and a video conference to get incredible clarity and be sure the client fully understands the material you’re presenting.

How we communicate with others is as important or perhaps more important than what we’re communicating. The wrong communication method can leave confusion and holes in the information. Choose the right way to share information to ensure the success of your message.

2. Goals Are Different Than Metrics

Before we discuss setting metrics, it’s important to note the difference between the two terms “goal” and “metric”, as these two are often confused. The easiest way to differentiate these two concepts is to remember that a metric is a measurement (like the metric system?) and a goal is, well, a goal. Something to strive for. Your metrics will be the measurement of that goal.

If you have a goal to reach 1,000 web subscribers in three months, that’s a goal. Your metrics will show you that you actually had only 600 users subscribe to your site. You haven’t met your goal but by examining your metrics, you can adjust the goal and take the necessary steps to encourage the success of that goal.

3. How Do I Set A Goal?

Your goals will vary based on numerous factors, so for the sake of this article, we’ll discuss a client who is seeking higher site traffic on a website you’ve managed for them. Let’s say the client is seeking a 50% boost in traffic over the next six months. They already have a daily traffic number of around 4000 users. That means over the next six months, you need to increase traffic by 2000 users per day.

What kinds of goals do you set for this task? First, let’s examine the desired outcome: a 50% increase in traffic. What brings traffic to the client’s site? Do they offer a viable product? An informative blog? It’s important to consider what the content is that you want users to see.

Take a look at your metrics. Show the client how many people visit their site, how much time they spend on the site, the top-selling products or highest visited pages, and how their external links drive traffic to the site.

Analytics data is your best friend when working with clients. Without a clear picture of what’s already working and what absolutely isn’t working, it’s impossible to find a route to the new goal.

4. Where Can I Find Analytics Data?

If you’re running a website or app, analytics are pretty simple to obtain. In fact, Google offers a service that you can attach to any website or app called Google Analytics Tool. This handy tool will track your website’s traffic, as well as other information you can utilize to set goals and make required changes to the site or app.

Collecting analytics data on a site or product is usually automated, so you really don’t have to do much in the process of gathering the information, but rather in what you do with it. Sharing this information with clients will give them a clear idea of what direction they need to go and how you can work together to get there.

5. It’s Only Getting Better

One of the most exciting developments of the last few years is the addition of AI, or artificial intelligence systems into the business world on many fronts, from financials to marketing. Artificial intelligence has a unique ability to manage certain tasks and learn from them.

This includes analytics and metrics. Setting metrics and reviewing your analytics data will be easier than ever with AI, which will not only track user activity and marketing performance but learn from mistakes and offer improved processes to drive more traffic and turn leads into paying customers. Now that’s impressive.

6. The Presentation Is Everything

One important thing to remember when presenting analytics data to a customer is that your presentation absolutely matters. That’s why sharing in-person or with screen sharing software and a video conference is the best way to go about sharing data. Connecting with the client is half the battle, and this is much more difficult to do via email or phone call.


Metrics and analytics are both essential tools for tracking business performance and keeping clients updated on the success of products, marketing campaigns, and lead turnarounds. With the advancement of AI technologies, analytics are sure to continue to change the way we do business.

Sharing with your clients requires the right medium to do so. Always try to show your clients the data you’re discussing. It’s always easier to explain a concept with a visual aid to back up what you’re saying.


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